BIG OUTDOOR adds US inventory to VIOOH programmatic platform

VIOOH announced a strategic partnership with BIG OUTDOOR on October 28, 2025, expanding programmatic access to premium digital out-of-home inventory across major US metropolitan areas. The collaboration integrates more than 130 strategically positioned digital screens generating 677 million monthly impressions into VIOOH's supply-side platform.

The partnership encompasses three distinct environment types across seven cities. BIG OUTDOOR's network spans New York, Los Angeles, Dallas, San Francisco, Atlanta, Austin and San Diego, providing advertisers with automated access to spectacular digital displays, street furniture and premium mall environments.

Spectacular inventory forms the cornerstone of the network, delivering 549 million monthly impressions through large-format digital displays positioned in high-visibility locations. These commanding screens offer national coverage across key markets. The street furniture portfolio adds 72 million monthly impressions through strategically placed digital screens in high-traffic areas including Santa Monica and Los Angeles. Mall networks contribute 55 million monthly impressions across retail destinations including Santa Monica Place, NoHo West, Mockingbird Center, Broadway Plaza and The Domain Northside.

The diverse inventory mix enables advertisers to reach audiences across airports, malls, stations, roads and city centres throughout consumers' daily journeys. Extended dwell times in retail environments combined with high-frequency exposure in urban centres creates opportunities for brands seeking impactful presence across America's most influential markets.

"We're delighted to partner with BIG OUTDOOR to bring their premium US inventory to our global platform," said Gavin Wilson, Global Chief Commercial Officer at VIOOH. Wilson emphasized that the partnership strengthens VIOOH's North American presence, offering buyers access to high-quality screens in key cities. The combination of spectacular displays, street furniture and mall environments provides advertisers with flexibility to reach diverse audiences in contextually relevant moments.

"Partnering with VIOOH enables us to unlock the full potential of our premium digital network through programmatic capabilities," said TJ Reul, Programmatic Lead at BIG OUTDOOR. Reul highlighted that VIOOH's advanced technology platform and global reach will connect BIG OUTDOOR's inventory with buyers worldwide. The collaboration represents an evolution in how advertisers can plan and activate campaigns across the network.

Through programmatic buying via VIOOH's supply-side platform, advertisers gain enhanced flexibility, precision targeting and improved efficiency. The platform ensures maximum impact and engagement across BIG OUTDOOR's comprehensive network through automated processes rather than traditional manual negotiations.

The partnership reflects broader programmatic expansion within US digital out-of-home advertising. VIOOH's August 2025 partnership with Vengo provided programmatic access to over 65,000 digital screens across the United States, representing 9% of the US digital OOH market and generating 13 billion monthly impressions. That integration enabled advertisers to access inventory across grocery stores, bars, casual dining venues, malls, offices, gyms and additional retail environments.

Technical infrastructure supporting programmatic DOOH requires integration of supply-side platforms, demand-side platforms, data management systems and measurement capabilities. The VIOOH-BIG OUTDOOR partnership consolidates these elements into streamlined workflows enabling automated buying and optimization across premium US advertising locations.

BIG OUTDOOR operates as a leading out-of-home media owner specializing in premium, large-format digital and static signage across dynamic US markets. The company has built an industry reputation for delivering media destinations that blend technology with architectural design through expertise in OOH development, real estate partnerships and sales execution.

VIOOH launched in 2018 with headquarters in London as a supply-side platform specifically designed for digital out-of-home advertising. The company's technology infrastructure facilitates connections between traditional outdoor media owners and digital media buyers. VIOOH currently trades programmatically in 35 markets and maintains partnerships with more than 50 demand-side platforms globally.

The platform emphasizes transparency through viewability measurement and brand safety verification. Technology infrastructure tracks impression delivery, audience measurement and campaign performance, providing advertisers with accountability metrics similar to those available in other digital advertising channels.

Market dynamics within programmatic DOOH demonstrate steady growth as advertisers seek efficient, data-driven campaign execution. Research from VIOOH's State of the Nation 2025 report showed that programmatic DOOH adoption in mainland China reached 30% in 2025, marking a 6-percentage-point increase from 24% in 2023.

Industry measurements indicate programmatic DOOH delivers environmental advantages compared to other digital advertising formats. VIOOH reported in November 2024 that its platform generates carbon emissions of less than 0.35 grams CO2e per ad impression, representing more than 90% lower emissions compared to traditional programmatic display advertising's 3.6g CO2e per impression. The broadcast nature of digital out-of-home advertising contributes to its environmental efficiency.

The partnership positions both companies to capitalize on growing demand for programmatic DOOH capabilities among advertisers seeking alternatives to traditional booking processes. The combination of VIOOH's global platform expertise with BIG OUTDOOR's premium US inventory creates comprehensive coverage opportunities for brands targeting American audiences across diverse urban environments.

For the marketing community, this development signals continued maturation of programmatic digital out-of-home as a mainstream advertising channel. The ability to target specific audiences in everyday consumer environments through automated buying processes represents advancement in outdoor advertising precision and accountability.

The collaboration occurs during a period of technological transformation within the advertising industry, where data-driven decision-making and automated trading capabilities have become essential components of effective media planning and execution. Digital formats now account for significant portions of outdoor advertising revenue in major markets, reflecting the medium's advancement from static displays to dynamic, programmable advertising platforms.

The announcement occurs as programmatic DOOH demonstrates accelerating adoption across global markets. Technical infrastructure improvements have addressed historical challenges in outdoor advertising measurement and optimization. Real-time bidding capabilities, combined with enhanced audience analytics, enable campaign adjustments based on performance data rather than static media planning assumptions.

Programmatic buying through VIOOH's platform operates through familiar digital advertising infrastructure, utilizing demand-side platforms and supply-side platforms for automated transactions. Advertisers can now access BIG OUTDOOR's inventory through existing programmatic buying workflows and campaign management systems, integrating US locations into broader multi-market strategies.

The partnership encompasses inventory across multiple venue types, providing path-to-purchase opportunities reaching consumers where they spend time throughout daily routines. Mall environments offer extended exposure during shopping journeys, while spectacular displays in urban centres deliver high-frequency brand exposure to commuters and pedestrians.

Street furniture placements in high-traffic areas provide targeted reach in specific neighborhoods, enabling geographic precision for location-based campaigns. The combination of environment types across seven major metropolitan areas creates comprehensive coverage of affluent, engaged audiences in America's most economically significant markets.

Technical specifications enable campaign flexibility across the network. Advertisers can deploy creative optimized for different screen formats and environments, tailoring messaging to contextual factors including location, time of day and audience characteristics. The programmatic infrastructure supports dynamic creative optimization based on real-time data inputs.

The integration requires seamless data flow between BIG OUTDOOR's inventory management systems and VIOOH's programmatic platform. Inventory availability, pricing and campaign performance data must be accurately communicated in real-time to support automated buying processes. The technical implementation reflects industry-standard protocols for programmatic advertising transactions.

Global expansion continues as VIOOH integrates premium inventory across diverse markets and venue types. The October 2025 partnership with London Lites added 49 premium LED screens generating 74.5 million monthly impressions across London neighborhoods. The September 2025 ELAN Media partnership provided programmatic access to over 220 strategically positioned digital screens across Qatar's premium shopping destinations and roadside locations.

European expansion occurred through ECN partnership integration across UK, France and Germany office buildings in January 2025, adding 870 screens generating over 73 million monthly impressions. Airport implementations expanded through JCDecaux India's partnership in August 2025, providing programmatic access to Bengaluru International Airport's 64 screens generating over 41 million monthly impressions.

Market education and standardization efforts have accompanied programmatic DOOH expansion globally. IAB Australia released comprehensive guidance for programmatic DOOH buyers in August 2025, addressing knowledge gaps identified in research showing 36% of respondents believe lack of understanding prevents larger programmatic DOOH investment share.

The US market represents strategic significance for programmatic DOOH expansion as one of the world's largest advertising markets. This development provides international advertisers access to premium inventory across major American metropolitan areas through established programmatic buying processes, eliminating traditional barriers to entry in US outdoor advertising markets.

Timeline

• 2018: VIOOH launches as supply-side platform for digital out-of-home advertising
• January 8, 2025: ECN and VIOOH announce partnership across 870 European office screens
• July 15, 2025: VIOOH integrates Outernet London inventory with 233 million monthly impressions
• August 5, 2025: JCDecaux India launches programmatic advertising at Bengaluru International Airport through VIOOH
• August 26, 2025: VIOOH announces partnership with Vengo providing programmatic access to 65,000 US screens
• September 2025: VIOOH partners with ELAN Media covering Qatar's premium shopping and roadside locations
• October 9, 2025: iCo Medios announces strategic partnership with VIOOH for Colombian market
• October 23, 2025: VIOOH announces programmatic partnership with London Lites for 49 London screens
• October 28, 2025: VIOOH announces strategic partnership with BIG OUTDOOR expanding programmatic access to 130 US screens generating 677 million monthly impressions

Summary

Who: VIOOH, the leading premium global digital out-of-home supply-side platform, partnered with BIG OUTDOOR, a US out-of-home media owner specializing in premium large-format digital signage.

What: Strategic partnership providing programmatic access to more than 130 digital screens across three environment types (spectacular displays, street furniture, and mall environments) generating 677 million monthly impressions. The network spans seven major US metropolitan areas.

When: Announced October 28, 2025.

Where: New York, Los Angeles, Dallas, San Francisco, Atlanta, Austin and San Diego. Specific locations include high-visibility urban areas, Santa Monica, premium mall destinations including Santa Monica Place, NoHo West, Mockingbird Center, Broadway Plaza and The Domain Northside.

Why: The partnership strengthens VIOOH's North American presence and enables BIG OUTDOOR to unlock programmatic capabilities for its premium digital network. For the marketing community, this development signals continued maturation of programmatic digital out-of-home as a mainstream advertising channel. The ability to target specific audiences through automated buying processes represents advancement in outdoor advertising precision, accountability and operational efficiency. Advertisers gain enhanced flexibility, precision targeting and improved efficiency through programmatic buying, ensuring maximum impact across BIG OUTDOOR's comprehensive network while integrating US inventory into broader multi-market programmatic strategies.