VIOOH & Atmosphere TV link up for venue ad targeting

VIOOH has struck a partnership with Atmosphere TV that adds programmatic buying access to Atmosphere TV's place-based streaming video inventory across the UK, North America and Australia.

The two companies said the arrangement will open Atmosphere TV's network to buyers through VIOOH's supply-side platform. The inventory sits in venues such as restaurants, bars, gyms, airports and hotels.

The companies put the scale of the combined opportunity at more than 60,000 venues. They said the network generates more than 1 billion monthly impressions. Atmosphere TV said it reaches more than 150 million monthly viewers across more than 30 channels of audio-optional content.

Venue network

Atmosphere TV positions its service as streaming television built for business locations rather than homes. It said it holds over 85% market share in North America's place-based streaming sector. The company listed restaurants, bars, gyms, airports, hotels and office buildings among the venue categories where its screens run.

The companies said viewers spend time in these environments for longer periods than many other out-of-home settings. They cited average viewing times of 40 minutes. They also said venues using Atmosphere TV see a 40% increase in visits during major sporting events.

VIOOH operates as a supply-side platform for digital out-of-home advertising. It said it trades programmatically in 35 markets. It also said it works with more than 50 demand-side platforms.

Programmematic buying

Under the partnership, Atmosphere TV inventory becomes available through VIOOH for programmatic buying. The companies said this covers 100% of Atmosphere TV inventory available via the arrangement.

They said buyers can use targeting options including content, audience, geo, context and business type. They also listed tentpole events and live sports with radius targeting. The companies said the platform supports first and third-party data integration.

The companies said Atmosphere TV accepts video creative with durations from six to 90 seconds. They said buying options include preferred evergreen deals, first-look private auctions and programmatic guaranteed.

Market push

The partnership links two parts of a wider advertising shift towards automated buying in digital environments outside the home. Place-based streaming video sits between traditional digital out-of-home screens and connected TV advertising bought against household viewing.

VIOOH said the partnership expands access to place-based video inventory. Atmosphere TV said it offers audio-optional content and described it as brand-safe.

One focus in the announcement centred on venue-based viewing moments tied to sport. The companies pointed to changes in footfall during major sporting events. They also highlighted the option to activate campaigns around live sporting events.

"Atmosphere TV opens up a completely new advertising opportunity - reaching audiences in the moments when they're relaxed, engaged and spending quality time in venues they've actively chosen to visit," said Gavin Wilson, Global Chief Commercial Officer, VIOOH.

Wilson added: "With 40+ minute average dwell times and 100% viewable, non-skippable inventory, advertisers can connect with consumers who are genuinely attentive. The programmatic capabilities we're bringing to this partnership mean brands can target by venue type, location and even activate around live sporting events - it's place-based advertising at its most sophisticated."

Atmosphere TV framed the partnership as an extension of its sales approach to advertisers and agencies that already buy digital inventory programmatically. The company said the arrangement gives brands access through VIOOH's marketplace and buying routes.

"Partnering with VIOOH brings a new level of programmatic sophistication to our offering," said Ryan Spicer, Chief Revenue Officer, Atmosphere TV.

Spicer added: "Our platform already delivers exceptional reach and engagement for advertisers. Now, through VIOOH's technology and global marketplace, brands can access our inventory with the flexibility and precision that VIOOH programmatic enables, from preferred deals to programmatic guaranteed. This makes it easier than ever for advertisers to reach active consumers who are already out and primed to spend."

The companies said the partnership covers the UK, North America and Australia, and they said Atmosphere TV inventory will be available through VIOOH for programmatic buying across those regions.