(BFM Bourse) – The specialist in advertising screens in service stations launched its IPO on Euronext Growth on Tuesday. The company, which hopes to raise a little more than 13 million euros, is counting on the stock market to accelerate the deployment of its advertising offer in service stations in France but also in Europe.
The high volatility on the financial markets did not discourage Fill Up Media from going public. The specialist in advertising screens in service stations has just opened the possibility for the general public and institutions to participate in its IPO, launched Tuesday morning on Euronext Growth. The company hopes to raise a little more than 13 million euros to accelerate the deployment of its advertising offer in service stations in France but also in Europe.
Fill Up Media shares will be offered at a firm price of 10 euros until June 23, 2022 in the evening for individuals, institutions can participate in this fundraiser until June 24 at 12:00 p.m. Vatel Capital and AMDG Private Equity have already agreed to participate in this IPO for 6.5 million euros by converting the bond claims issued last April.
Founded in 2011, Fill Up Media offers a unique advertising management model. It supports the installation and maintenance of screens equipped with sound installed on fuel dispensers. The company also designs, in its own video studio, the advertising content broadcast on fuel pumps.
A network of 630 partner service stations
Strategically positioned within a network of 630 service stations, these advertising clips target motorists when they stop to refuel. Fill Up Media takes advantage of this moment when consumers are “the most available and captive”. The company explains that it is implementing its commercial strategy via a distribution network based on solid partnerships, lasting 6 years. It primarily targets strategic places with high traffic, such as the main urban centers which have a better return on investment, according to Fill Up Media.
Fill Up Media currently has a fleet of more than 4,000 advertising screens distributed among 630 service stations and reaching more than 4 million motorists per week throughout the country. The company claims to have a “predictable” business model given its ability to accurately determine the evolution of its turnover over the 6 years following the signing of a partnership.
A turnover of 26 million euros by 2025
The company has identified three growth levers with a view to becoming the leader in outdoor digital communication at service stations in Europe. The company plans to equip 550 additional service stations by 2025 in order to reach 1,180 partner stations, i.e. a weekly audience of 10 million motorists. “This growth will come on the one hand from the extension of existing partnerships with Total Energies, Carrefour and, on the other hand, through development with major GMS networks. From 2026, Fill Up Media intends to replicate its model at the international with initial expansions in Europe, particularly in Germany and Benelux, thanks to the support of Total Energies”, explains Fill Up in its press release.
The second lever identified lies in the diversification of the company’s income with the development of a complementary “Digital Ads” offer, that is to say, programming the spots produced on social networks. Finally, Fill Up Media aims to become the reference media for multi-energy mobility and intends to offer a solution adapted to sites dedicated to the charging of electric and hydrogen vehicles.
The company aims to achieve in the medium term an average annual growth rate in turnover of around 40% between 2021 and 2025 and thus generate sales of 26 million euros in four years. On this horizon, the restated Ebitda margin is expected to exceed 35% in 2025. Fill Up Media warns that these objectives do not take into account the growth levers mentioned by the company, its international development, the launch of its offer dedicated to social networks and the installation of screens within stations dedicated to renewable energies.
Sabrina Sadgui – ©2022 BFM Bourse
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