iCo Medios brings programmatic DOOH to Colombian advertisers through VIOOH

iCo Medios, a digital out-of-home media company operating in Colombia, announced on October 9, 2025, a strategic partnership with VIOOH, the global supply-side platform for digital outdoor advertising. The alliance, which was officially signed in March 2025, enables programmatic access to high-impact screens in Bogotá, Medellín, and Cali for both local and international advertisers.

The partnership integrates iCo Medios' inventory of 72 digital screens into VIOOH's platform, making these assets available for programmatic buying worldwide. These screens are positioned in high-traffic environments including shopping centers, mass transit systems, and key urban access points across Colombia's three main cities.

iCo Medios generates more than 32 million monthly impressions through its network coverage. The company characterizes itself as pioneering the shift from traditional to data-driven, measurable, and flexible digital out-of-home advertising in Colombia. The integration into VIOOH's platform allows buyers to activate campaigns in Colombia using the same processes they employ for digital media.

Brands can target audiences through multiple parameters including geolocation, dayparting, mobility patterns, weekdays, and weather conditions. These capabilities aim to maximize message relevance and campaign efficiency through data-driven audience selection.

"At iCo Medios, we are very proud to announce our partnership with VIOOH, a key step in advancing programmatic OOH in Colombia and the region," said Ricardo Echeverri, CEO of iCo Medios. "By integrating our premium digital inventory — strategically located across high-impact environments — into VIOOH's global SSP, we are enabling advertisers to access our network with greater efficiency, precision, and measurability."

Echeverri added that the collaboration strengthens iCo Medios' commercial offering while positioning the company at the forefront of digital out-of-home innovation in Colombia.

Gavin Wilson, Global Chief Commercial Officer at VIOOH, emphasized the significance of Latin America as a growth market. "We're excited to partner with iCo Medios to expand programmatic DOOH for the Colombian market," said Wilson. "Latin America represents a significant growth opportunity for VIOOH, and iCo Medios' strategic positioning across Bogotá, Medellín and Cali provides an ideal entry point for brands looking to reach high-value audiences in Colombia's key urban centers."

Wilson highlighted that iCo Medios' premium inventory in high-traffic environments, combined with advanced targeting capabilities like geolocation and mobility patterns, enables advertisers to deliver contextually relevant messages with precision and measurable impact.

The partnership represents VIOOH's continued expansion across Latin American markets. Previously, in August 2025, Vistar Media launched programmatic DOOH inventory access across Brazil through partnerships with multiple media owners including Eletromidia, Helloo, Kallas, JCDecaux, and RZK. That expansion provided access to over 30,000 screens throughout Brazil, which accounts for over one-third of Latin America's total out-of-home investment.

VIOOH, launched in 2018 with headquarters in London, operates 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, enabling complex technical solutions for inventory management and transaction processing.

The platform currently trades programmatically in 35 markets globally. VIOOH maintains partnerships with more than 50 demand-side platforms, facilitating automated buying and selling of digital out-of-home inventory through software platforms.

The Colombia partnership follows a series of global expansions by VIOOH throughout 2025. In August, the company announced a partnership with Vengo providing programmatic access to over 65,000 digital screens across the United States, representing 9% of the US digital OOH market. That network generates 13 billion monthly impressions through environments including grocery stores, convenience stores, bars, casual dining venues, offices, gyms, and malls.

VIOOH's programmatic technology platform provides real-time bidding capabilities and transparent advertising deployment. The system processes millions of bid requests while optimizing campaign delivery through machine learning and data analysis. Through the Trading Manager platform, advertisers can access inventory, manage campaigns, and receive performance analytics through a unified interface.

For advertisers targeting Colombian audiences, the partnership introduces new capabilities for precision targeting in a market that has historically relied on traditional outdoor advertising approaches. Programmatic digital out-of-home differs from traditional buying methods by enabling automated transactions, real-time optimization, and data-driven audience targeting rather than manual negotiations and fixed placement schedules.

The adoption of programmatic buying automates the purchase of digital media based on impressions. This approach offers advertisers flexibility and control over their campaigns, allowing for real-time management and optimization based on performance data.

iCo Medios operates across Colombia's main cities with a diverse portfolio that includes digital screens, large formats, and creative executions. The company positions itself as connecting brands with urban audiences through data-driven advertising solutions. Through the VIOOH partnership, iCo Medios' inventory becomes accessible to international advertisers who may not have existing relationships with Colombian media owners.

The technical integration enables buyers to incorporate Colombian inventory into broader programmatic advertising strategies. This capability facilitates global campaign coordination while providing access to premium inventory across consumer environments throughout Colombia's urban centers.

Mass transit environments represent a significant portion of iCo Medios' screen placement strategy. Transit advertising locations offer consistent audience exposure through commuter traffic patterns, providing advertisers with predictable reach among professional and consumer demographics traveling through major urban centers.

Shopping center placements complement transit locations by targeting consumers in retail environments. These screen positions reach audiences during shopping trips, potentially influencing purchase decisions through contextually relevant messaging at points close to retail transactions.

Key urban access points round out the network coverage, capturing audience attention during commutes and travel through major metropolitan areas. These placements aim to reach diverse demographic segments moving through Colombia's largest cities.

The partnership reflects broader market dynamics within digital out-of-home advertising. Programmatic DOOH has demonstrated steady growth globally, with adoption rates increasing across major markets as advertisers seek more 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. Multiple viewers can receive content simultaneously, maximizing the efficiency of energy consumption per impression compared to individual device-targeted advertising.

For the marketing community, this development signals the 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.

Market education and standardization efforts have accompanied programmatic DOOH expansion. In August 2025, IAB Australia released a comprehensive 20-page programmatic digital out-of-home buyers guide covering buying methods, targeting strategies, creative considerations, measurement frameworks, and verification standards. That initiative addressed agency knowledge gaps, with research showing 36% of respondents believe lack of understanding prevents larger programmatic DOOH investment share.

The Colombian market represents an emerging opportunity for programmatic DOOH adoption in Latin America. While Brazil dominates regional investment with over one-third of total out-of-home spending, Colombia's three major urban centers offer concentrated audience reach for brands targeting Colombian consumers.

Urban digital screen networks in emerging markets often face distinct challenges compared to mature advertising markets. Infrastructure requirements, measurement standardization, and advertiser education all influence adoption rates for programmatic capabilities in markets transitioning from traditional outdoor advertising approaches.

iCo Medios' partnership with VIOOH addresses these challenges by connecting Colombian inventory to established programmatic infrastructure and global demand-side platforms. This integration provides Colombian media owners access to international advertiser demand while offering global brands standardized processes for accessing Colombian audiences.

The partnership reflects a broader transformation within outdoor advertising, incorporating data-driven decision-making and automated trading capabilities previously associated primarily with online advertising channels. Through programmatic platforms, buyers and sellers can conduct transactions in premium marketplace environments, streamlining the previously complex process of booking outdoor advertising across multiple territories and media owners.

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

Timeline

• March 2025: iCo Medios officially signs partnership agreement with VIOOH
• August 2025: Vistar Media launches programmatic DOOH inventory across Brazil, providing access to over 30,000 screens
• August 2025: VIOOH announces partnership with Vengo providing programmatic access to 65,000 US screens
• August 2025: JCDecaux India launches programmatic advertising at Bengaluru International Airport through VIOOH partnership
• September 2025: VIOOH announces partnership with ELAN Media covering Qatar's premium shopping and roadside locations
• October 9, 2025: iCo Medios publicly announces strategic partnership with VIOOH

Summary

Who: iCo Medios, a Colombian digital out-of-home media company, partnered with VIOOH, a global supply-side platform for programmatic DOOH advertising.

What: The partnership integrates 72 digital screens across Bogotá, Medellín, and Cali into VIOOH's programmatic platform, enabling automated buying and data-driven targeting capabilities for advertisers. The network generates more than 32 million monthly impressions.

When: The partnership was officially signed in March 2025 and publicly announced on October 9, 2025.

Where: The digital screens are located in high-traffic environments including shopping centers, mass transit systems, and key urban access points across Colombia's three main cities: Bogotá, Medellín, and Cali.

Why: The partnership advances programmatic out-of-home advertising in Colombia by providing both local and international advertisers with efficient, precise, and measurable access to premium digital inventory through automated buying processes and advanced targeting capabilities including geolocation, dayparting, mobility patterns, weekdays, and weather conditions.