Observed Signal · Mar 24, 2026 · Partnership · Source: ExchangeWire · Impact: 2/5 · Sentiment: Positive
Open Media Partners with VIOOH to Programmatic DOOH
Open Media announced a programmatic partnership with VIOOH on 24 March 2026 to make a curated portfolio of premium UK digital out-of-home (DOOH) inventory available via programmatic trading. The integration gives advertisers access to 42 strategically positioned premium LED screens that collectively generate more than 120 million monthly impressions, representing an estimated 1–2% share of the large-format digital OOH market. The network supports both static and full-motion creative and covers major metropolitan and regional locations including London, Liverpool, Manchester, Birmingham, Newcastle, Brighton and Belfast, plus culturally relevant sites such as BOXPARK and Old Trafford. Open Media and VIOOH say the deal combines premium large-format visibility with programmatic flexibility, enabling real-time optimisation, targeted delivery and broader reach for brand campaigns across the UK.
Adds programmatic access to premium UK DOOH inventory (42 screens, 120M monthly impressions), which increases buyer access and supply-side scale in the DOOH market, but is a incremental commercial partnership rather than a major industry shift.
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Key Takeaways & Evidence Grounding
- Open Media announced a programmatic partnership with VIOOH on 24 March 2026.
- The integration makes 42 premium LED DOOH screens available via programmatic trading.
- The combined network is reported to generate more than 120 million monthly impressions.
- Open Media’s portfolio represents an estimated 1–2% share of the large-format digital OOH market.
- Network coverage includes London, Liverpool, Manchester, Birmingham, Newcastle, Brighton and Belfast and sites like BOXPARK and Old Trafford.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
VIOOH Adds Orange Barrel Media US DOOH Inventory
VIOOH announced a strategic partnership with Orange Barrel Media and IKE Smart City to make 2,281 US digital out-of-home (DOOH) screens available programmatically via its global supply-side platform. The combined network is said to generate about 6.3 billion monthly impressions, with the outdoor urban panel network delivering roughly 3.8 billion monthly impressions across 20+ markets and the digital spectaculars portfolio contributing over 2.5 billion monthly impressions across 16 major markets. VIOOH and OBM executives highlighted that programmatic access will give advertisers global buyers targeting precision, campaign flexibility and easier access to high-impact urban formats, including interactive kiosks and premium spectacular displays in major US cities.
VIOOH and JCDecaux Revolutionize Irish Digital OOH Market
VIOOH has formed a strategic partnership with JCDecaux Ireland to bring 288 digital screens (311 million monthly viewable impressions) — representing 32% of the Irish digital out‑of‑home (DOOH) market — to VIOOH’s global programmatic marketplace. The inventory covers roadside (191.6M monthly impressions via Digipanels, Digipoles, Billboards, Digi48 and Digi96), shopping centres (91.3M via iVision and MVision) and retail environments including Tesco (28.1M), with coverage across major Irish cities and regional centres. The integration exposes JCDecaux Ireland’s premium DOOH placements to programmatic buyers via the VIOOH Trading Manager platform, offering enhanced targeting, real‑time optimisation and cross‑environment campaign capabilities for advertisers.
VIOOH and Dolphin Join Forces for Enhanced Ad Reach
On 8 January 2026 VIOOH, a global premium digital out-of-home (DOOH) supply-side platform, announced a strategic partnership with Dolphin OOH to expand programmatic access to premium DOOH inventory across the United States. The deal provides access to more than 5,000 digital screens and, as reported, over 50 million monthly impressions across major metropolitan areas. Dolphin’s network covers malls, transit stations, grocery stores, pharmacies, gyms, convenience stores, retail office-supply locations and urban panels, with cited impression counts by environment (e.g., grocery 112M/month; convenience 63M/month). The integration enables advertisers to plan, launch and manage campaigns programmatically via VIOOH’s SSP. Dolphin emphasizes brand-safety measures including screen and location tagging and claims a 100% completion rate and zero ad fraud.
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