Firefly integrates moving OOH network with VIOOH

Firefly has integrated its moving out-of-home advertising network with VIOOH, enabling advertisers to activate mobility-based inventory through programmatic buying channels.

The integration allows Firefly’s digital car top and moving screen network to be accessed via VIOOH’s global platform and connected demand-side platforms, bringing street-level, route-based media into standard programmatic workflows.

Programmatic access extended to moving media

The partnership expands programmatic access beyond static digital out-of-home formats, incorporating advertising inventory that moves through urban environments. Advertisers can now plan and execute campaigns across Firefly’s mobile network using familiar programmatic tools, alongside other digital out-of-home placements.

Firefly operates a network of more than 60,000 screens across urban locations, designed to reach audiences throughout their daily travel patterns. The integration enables these assets to be activated in combination with stationary digital placements, supporting broader urban coverage.

Altug Simsek, chief business and strategy officer, Firefly: "This integration is about making moving media as intuitive to plan and activate as any other format in the programmatic ecosystem. At Firefly, we've built the largest and most scaled mobility-based out-of-home network, and we're focused on bringing mobility into the core of how modern campaigns are planned and executed. By connecting Firefly's network to VIOOH’s global platform, we're creating an additional buying pathway for advertisers to incorporate mobility-based inventory alongside other OOH formats, unlocking greater reach, stronger frequency, and more effective campaign performance through continuous, citywide coverage."

Simplifying activation across DOOH ecosystems

The integration aims to reduce complexity in accessing mobility-based out-of-home formats, which have traditionally required separate workflows compared to stationary digital screens. By embedding Firefly’s inventory into VIOOH’s infrastructure, advertisers can manage planning, buying, and optimisation through a unified system.

The setup supports multiple programmatic buying models, enabling both brand-focused and performance-driven campaign strategies.

Expanded urban reach and targeting

The collaboration is designed to extend campaign reach across high-traffic city environments, including neighbourhoods, transport corridors, and commuter routes. This allows advertisers to maintain visibility as audiences move through different urban zones.

Gavin Wilson, global chief commercial officer, VIOOH: "Our integration with Firefly brings moving media inventory into the programmatic ecosystem in a way that is seamless and straightforward for buyers to activate. Through programmatic buying via VIOOH's supply-side platform, advertisers gain enhanced flexibility, precision targeting and improved efficiency, ensuring maximum impact and measurable results. With Firefly's 60,000 screen network, advertisers can now reach audiences throughout their daily travels, complementing static creative with a truly dynamic, citywide presence."

The partnership reflects continued expansion of programmatic digital out-of-home capabilities, with increased emphasis on mobility, automation, and real-time campaign execution.

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