Maclear Project Live120
- Written by
- Just P2P
- •
- Updated May 17, 2025
Score B+
Live120 GmbH is a German company specializing in digital outdoor advertising on LED screens. Founded in 2019 in Berlin, the company operates in the DOOH (Digital Out-of-Home) advertising sector. Live120 provides advertising space sales services, maintenance and repair services, as well as the resale of used equipment.
The project aims to finance the expansion of its LED screen inventory to meet market demand in Germany’s major cities. The loan will enable the acquisition of 9 modern LED advertising screens (4 units of 52 m², 3 units of 26 m², and 2 units of 20 m²). The company indicates it has pre-signed advertising contracts for this new equipment.
Investment terms
Loan requested : 922,500€
Period : 14 months
Interest rate : 14.8%
Company Contribution : Equipment
The 922,500€ loan represents a significant but proportionate investment relative to the German DOOH market valued at 2.4 billion euros and the company’s 2024 revenue (1.6M€). The contribution of existing equipment valued at 510,000€ as complementary collateral shows Live120’s commitment to the project and strengthens the security of the operation. The short duration of 14 months and the 14.8% return offered to investors reflect the growth profile of this young company.
Risk metrics
Debt/Equity Ratio : 1.8 (Medium risk)
LTV (Loan to Value) : 66% (Medium risk)
Credit History Score : 8/10 (Good creditworthiness)
The risk metrics present a balanced profile. The debt-to-equity ratio of 1.8 places Live120 in the medium risk category, indicating reasonable but not excessive leverage. The LTV of 66% also falls within the medium risk range, suggesting adequate collateral coverage with appropriate safety margins. The credit history score of 8/10 demonstrates good creditworthiness, providing confidence in the borrower’s track record of meeting financial obligations.
Business profile
Geographic Location : Germany (Berlin)
Industry Sector : Digital Outdoor Advertising
Collateral Type : Existing & new LED Screens
Live120 operates in Germany, an EU member state with a stable regulatory environment and solid economic fundamentals. The digital outdoor advertising sector benefits from continuous technological advancement and growing advertiser preference for dynamic and customizable formats.
Germany represents the largest European DOOH market (Live120 concentrates 97% of its activities there). The collateral consists of highly liquid LED screen assets essential to revenue generation, comprising 510,000€ in existing equipment and 322,500€ in new screens to be acquired, totaling 1.3M€ in combined value after depreciation adjustments.
Positive / Risk factors
Positive factors
- Revenue growth of 14.3% from 2023 to 2024
- 17 years of business management experience of the CEO
- Reliable payment history score
- Total collateral value exceeding the loan amount
- Advertising agreements guaranteeing cash flow
- Revenue stability ensured by 3 business segments
- European DOOH sector growing (CAGR 15.2%)
Risk factors
- Debt/equity ratio of 1.8 → moderate leverage effect
- Concentration of 97% of revenues in the German market
- LED screens require continuous upgrades
- Revenues correlated to screen availability and maintenance
- Founded in 2019, relatively young company
Score B+
The B+ rating is justified by Live120’s solid business fundamentals, good credit history, and strategic growth plan that aligns with favorable market trends, which help mitigate the medium leverage and LTV ratios. While the debt/equity ratio of 1.8 and LTV of 66% place the project in medium risk categories, the company’s proven revenue growth, diversified service portfolio, and pre-signed advertising contracts provide comfort that the expansion will generate sufficient cash flow to service the loan comfortably.
