Open Media partners with VIOOH on programmatic DOOH
Open Media has entered a programmatic partnership with VIOOH to expand access to its digital out-of-home inventory across the UK, giving advertisers greater flexibility in reaching audiences at scale.
The agreement enables programmatic trading across Open Media’s portfolio of premium digital screens, supporting both static and full-motion campaigns in high-traffic environments.
Expanding programmatic DOOH access
Through the partnership, advertisers can access 42 premium LED screens positioned across key UK locations. The network generates more than 120 million monthly impressions and represents an estimated 1–2 percent share of the large-format digital out-of-home market.
The screens are located in environments such as city centres, shopping destinations, roadside placements and event spaces, designed to maximise visibility and audience engagement.
Nationwide reach and audience scale
Open Media’s network provides geographic coverage across major cities and regional markets, including London, Liverpool, Manchester, Birmingham, Newcastle, Brighton and Belfast.
The partnership allows advertisers to run campaigns with greater precision, using programmatic tools to optimise messaging in real time while maintaining the visual impact associated with large-format digital out-of-home.
Anna Hunter, Data Strategy & Programmatic Manager at Open Media: "Our integration with VIOOH marks a significant step forward in making Open Media’s premium inventory more accessible to programmatic buyers. From high-impact spectacular sites to culturally relevant environments like BOXPARK and Old Trafford, we are offering advertisers the opportunity to reach highly engaged audiences in moments that matter. Through VIOOH, brands can now tap into this inventory with greater flexibility and control, combining the power of OOH with the speed and precision of programmatic buying."
Strengthening programmatic capabilities
The collaboration adds to VIOOH’s UK offering by increasing the availability of premium inventory for programmatic buyers. It also reflects broader momentum in the adoption of automated trading within the out-of-home sector.
Gavin Wilson, Global Chief Commercial Officer at VIOOH: "Open Media has assembled a portfolio that genuinely reflects the strength of what premium UK DOOH has to offer, with high-impact locations and the scale and audience diversity to support sophisticated campaign strategies. Bringing this inventory into the programmatic marketplace strengthens the overall quality of inventory available to buyers on the VIOOH platform, and is a strong addition to our growing UK offering."
The partnership highlights continued investment in programmatic infrastructure as advertisers seek more measurable and targeted ways to engage audiences across out-of-home channels.
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