VIOOH, ISM link Shell forecourt screens to programmatic

VIOOH has struck a partnership with ISM Intelligent Signage for Media that adds programmatic access to digital out-of-home screens across Shell petrol stations in Germany.

The agreement covers 784 digital screens in the 75-inch to 85-inch format across major cities and regional areas. The companies said the screens generate more than 200 million monthly impressions.

ISM sells advertising across a national network of forecourt and in-store locations at Shell sites. It described the portfolio as delivering 204 million monthly impressions across cities including Berlin, Munich, Hamburg and Cologne.

Forecourt network

Under the partnership, VIOOH will make ISM's inventory available through its supply-side platform for programmatic buying. Media buyers can access the screens as part of broader digital out-of-home planning and activation, using automated trading approaches.

The companies positioned the Shell network as a set of high-frequency touchpoints. ISM said the screen placement spans the arrival at the petrol station, the refuelling period and the walk into the shop.

ISM said its Hi-Light screens on forecourts are visible while driving onto the station, during refuelling and while entering the shop. The company linked that sequence to a multi-touchpoint approach within a single visit.

Inventory expansion

VIOOH said the partnership adds German supply to its European footprint. The company trades programmatically in 36 markets and works with more than 50 demand-side platforms, according to company information.

The move comes as marketers seek to align out-of-home buying with digital workflows and measurement. Digital out-of-home has seen growing adoption in retail and travel environments as operators add screens and connect them to trading platforms.

VIOOH framed the Shell estate as a setting that combines repeat visits and consumer attention during stopovers. It said media buyers can reach audiences during travel routines in city and regional locations.

"This partnership with ISM adds depth to our European inventory, connecting media buyers with high-quality screens that reach audiences when they're receptive to messaging and actively buying goods," said Gavin Wilson, Global Chief Commercial Officer, VIOOH.

"The forecourt placements create powerful opportunities to influence purchase decisions across Germany's diverse consumer base, while tapping into the real-time flexibility and value delivered by programmatic DOOH advertising," said Wilson.

Buyer access

ISM said the integration opens its network to international demand through VIOOH's platform. It also pointed to the use of programmatic tools for brands that want access to forecourt audiences.

"By integrating with VIOOH's platform, we're giving brands programmatic tools to reach consumers at high-value moments efficiently," said Nico Grüßinger, Business Development Manager, ISM.

"This partnership opens up our inventory to international buyers who understand the power of reaching consumers when they're already in an active purchasing mindset, creating real opportunities for measurable campaign impact," said Grüßinger.

The companies said advertisers using VIOOH gain flexibility and precision targeting through programmatic buying across ISM's network. They also cited efficiency and measurement as outcomes of automated trading approaches applied to the German petrol station screens.

ISM operates a broader screen footprint beyond the Shell network. The company said it manages the technical infrastructure of more than 5,000 screens across Germany, alongside its work marketing advertising space at "exclusive and high-quality touchpoints like gas stations and kiosks".

The partnership adds another national retail and mobility environment to the programmatic out-of-home supply available in Germany. Wilson said the agreement expands European inventory, while Grüßinger said the deal increases international buyer access to ISM's forecourt screens.