VIOOH & Outernet London launch premium DOOH screens deal
VIOOH has entered a programmatic digital out of home (DOOH) partnership with Outernet London to offer advertisers access to digital screens in central London entertainment venues.
Premium DOOH inventory
Outernet is reported to have Europe's largest and most advanced digital screens within its entertainment and retail district. Its assets include nine digital screens that collectively produce over 233 million monthly impressions, estimated to account for 2.5% of the United Kingdom's digital out of home market spend.
The Outernet area features high-profile inventory, including the external Landing and Vista screens as well as the Now Building, which contains a four-storey high, 360-degree, 16k digital canvas. These sites offer advertisers visibility in a location with high foot traffic in central London.
Through programmatic integration with VIOOH, buyers will be able to access the Outernet inventory in real-time, allowing for timely campaign optimisation and audience targeting. Inventory and audience measurement occur continuously, giving advertisers a means to assess and optimise campaign effectiveness throughout their lifecycle.
Partner statements
"Partnering with Outernet represents another milestone for VIOOH bringing premium, large-format DOOH inventory to our programmatic marketplace. Outernet's position as Europe's most advanced digital entertainment destination, combined with its unmatched visitor numbers, offers advertisers an exceptional opportunity to reach audiences at scale in central London. VIOOH's real-time trading capabilities ensure brands can capitalise on this premium inventory with the precision and efficiency that programmatic DOOH delivers," said Gavin Wilson, Global Chief Commercial Officer at VIOOH.
"Our new partnership with VIOOH opens up exciting possibilities for brands to connect with the millions of London visitors throughout the year. Working with VIOOH's expert programmatic team allows us to offer brands a sophisticated and efficient way to harness the power of our spectacular digital canvases," said Tom Perrett, Chief of Sales at Outernet London.
Programmatic advertising details
VIOOH connects buyers and sellers in the digital out of home sector with its technology platform, aiming to streamline the programmatic advertising process. The company provides demand through partnerships with over fifty demand-side platforms (DSPs) and operates programmatically in 34 markets worldwide. Its platform is designed to support omnichannel digital campaigns, utilising programmatic capabilities and data-driven approaches to facilitate effective campaign management for sellers and advertisers.
With the addition of Outernet London inventory, the platform offers brands new opportunities to reach both local and global audiences in central London, leveraging audience measurement and real-time optimisation features. Programmatic buying through this partnership is expected to provide advertisers with increased flexibility, precision targeting, and operational efficiency, helping ensure campaigns can maximise impact and engagement in the district.
Outernet's screens, including the Now Building's 360-degree canvas, are among the most significant digital assets for advertising in the region and are positioned in a highly trafficked area in the United Kingdom.
