i-media and VIOOH drive data-led DOOH buying

The move reflects a broader shift in outdoor advertising, where campaigns are increasingly planned around audience presence

Outdoor media owner i-media has integrated its motorway service area digital out-of-home inventory with VIOOH, enabling advertisers to access more than 1,000 full-motion screens through existing programmatic buying workflows.

The partnership allows media buyers already purchasing digital advertising programmatically to include i-media's inventory without separate negotiations, additional setup requirements or dedicated buying processes.

Audience data moves to the forefront

The move reflects a broader shift in outdoor advertising, where campaigns are increasingly planned around audience presence rather than fixed screen locations.

i-media's network uses proprietary Automatic Number Plate Recognition (ANPR) technology to provide audience insights based on anonymised vehicle data. The system identifies audience composition in real time using factors such as vehicle type, make, model and fuel type, without collecting personal information.

Programmatic buyers gain access to real-time insights

The audience intelligence generated by the ANPR network supports targeting based on who is present at a location rather than relying solely on geographic placement. Campaigns can be adjusted using live audience data as conditions change.

Through the VIOOH integration, these capabilities are now available to programmatic buyers worldwide through a single platform connection.

Network offers scale and purchase intent

According to i-media, the network delivers 2.9 billion monthly impressions across 1,200 screens located within UK motorway service areas.

The company says the locations benefit from high levels of consumer engagement, with motorway service areas generating more than £1.5 billion in annual non-fuel retail revenue. Visitors spend an average of 22 minutes on-site, providing advertisers with extended exposure opportunities in full-motion environments.

Partnership targets growing programmatic demand

Nick Slaymaker, Chief Growth Officer, i-media: "For too long, outdoor has been bought on location alone. That's changing. Programmatic buyers are waking up to the fact that it's the audience that matters, not just where the screen is bolted. Joining forces with VIOOH means we can bring our motorway audience data to the wider market, through the workflows buyers are already using."

Gavin Wilson, Global Chief Commercial Officer, VIOOH: "Our partnership with i-media reflects where programmatic DOOH is heading – bringing advertisers to new audiences to drive growth in real-time and in this case, it’s motorway service station audiences. We’re particularly excited about i-media’s ANPR-powered network and the ability for that data to tell buyers valuable information about the audience, not just the screen. We're pleased to make it accessible to our global buyer base through a single point of entry."

UK motorway inventory opened to global buyers

For agencies and brands, the integration provides access to i-media's motorway service area inventory through VIOOH's platform. The company states that its network generates more weekly impressions than the audience for the television programme The Traitors.

The partnership also introduces international buyers to the UK motorway service area environment, a network of roadside locations combining retail, food and fuel services that attract millions of motorists and passengers undertaking planned journeys across the country.

www.i-media.co.uk

www.viooh.com

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