IMS buys majority of digital signage firm Digitall Concept in five-year earn-out deal
What's the deal? Warsaw-listed marketing group IMSDealroom has a profile for this one. Try Dealroom → is acquiring a majority stake in Kraków-based Digitall ConceptDealroom has a profile for this one. Try Dealroom → (DC), a digital signage company that installs advertising screens in retail outlets and other locations. IMS announced late on July 13 that it would indirectly take 75.3% of DC's shares, with the deal formally run through its controlled entity Revo DOOH.
The terms: The purchase is structured as an earn-out, tied to the profits DC generates. Sellers received 2.9 million zł upfront, with an October adjustment of up to 0.5 million zł either way, followed by payments over five years.
DC's founders will keep board seats for five to seven years and receive 9.1% of Revo DOOH. They are set to collect 25% of DC's net profit in 2026 and again in 2029–31; in 2028 they will receive between 1.6 and 8.2 million zł, double the net profit if it lands between 0.8 and 4.1 million zł as assumed.
What's the endgame? IMS wants to consolidate the digital signage market, where it ranks third in Poland, pointing to wider advertising reach and cross-selling of its audio and scent marketing services.
Why now? IMS is targeting consolidated revenue of 90–100 million zł by the end of 2027. The path is long: group revenue fell over the prior three years to 33.3 million zł in 2024. The acquisition adds a business generating at least a low-double-digit-million-zł figure annually.
The numbers: DC posted 12.37 million zł in revenue in 2024, up nearly 50% year on year, with 1.7 million zł EBITDA and 1.45 million zł net profit. IMS itself, despite falling revenue, stays highly profitable — it earned almost 16 million zł EBITDA in 2025 at a 47.9% margin, with net profit above 21.4 million zł.
What could go wrong? The transaction structure is complex, and the earn-out ties much of the cost to DC's future performance. Payments stretch across half a decade, leaving IMS exposed to whether the acquired business delivers.
The signal: DC brings clients including LuxotticaDealroom has a profile for this one. Try Dealroom →, the world's largest eyewear group with nearly 20,000 stores, for which it supplies products across several European countries. IMS sees that reach as a gateway to selling subscription audio and scent marketing internationally — a bet that consolidation in digital advertising screens can unlock cross-border growth.
Read more: Puls Biznesu
Image credit: ST33VO
