VIOOH adds Outernet's premium London inventory to programmatic

VIOOH has integrated Outernet London's premium digital out-of-home inventory into its programmatic platform, announced on July 15, 2025. The partnership grants advertisers programmatic access to nine digital screens generating over 233 million monthly impressions in central London.

According to the announcement, Outernet represents 2.5% of the UK's digital out-of-home market spend. The media and entertainment district operates Europe's largest and most advanced digital screens, positioned at the intersection of Tottenham Court Road and Charing Cross next to Centre Point.

Summary

Who: VIOOH, a premium global digital out-of-home supply-side platform, and Outernet London, a media and entertainment company operating Europe's largest digital screens.

What: Integration of Outernet London's premium digital inventory into VIOOH's programmatic platform, providing access to nine digital screens generating over 233 million monthly impressions.

When: Announced July 15, 2025, with programmatic access now available through VIOOH's platform.

Where: Central London at the intersection of Tottenham Court Road and Charing Cross, featuring external Landing and Vista screens plus the Now Building's 360-degree, 16K display surface.

Why: To provide advertisers with programmatic access to premium, large-format digital out-of-home inventory in one of London's highest-traffic locations, enabling enhanced flexibility, precision targeting, and improved campaign efficiency through real-time optimization capabilities.

The integrated inventory encompasses external-facing Landing and Vista screens alongside the spectacular Now Building. This structure houses a four-storey high, floor-to-ceiling, 360-degree, 16K screen surface that forms part of what VIOOH describes as "an immense digital canvas."

Outernet's central London location has achieved recognition as the most visited cultural destination in the UK. The district seamlessly blends outdoor media with interactive, experiential marketing across state-of-the-art event venues and retail spaces.

"Partnering with Outernet represents another milestone for VIOOH bringing premium, large-format DOOH inventory to our programmatic marketplace," said Gavin Wilson, Global Chief Commercial Officer at VIOOH. Wilson emphasized that Outernet's position as Europe's most advanced digital entertainment destination, combined with unmatched visitor numbers, offers advertisers exceptional opportunities to reach audiences at scale.

The technical integration enables real-time audience measurement and inventory optimization. VIOOH's platform tracks campaign performance continuously, ensuring maximum effectiveness for advertisers accessing this premium central London inventory.

Tom Perrett, Chief of Sales at Outernet London, highlighted the partnership's potential for brand connectivity. "Our new partnership with VIOOH opens up exciting possibilities for brands to connect with the millions of London visitors throughout the year," Perrett stated. He noted that working with VIOOH's programmatic team provides brands with sophisticated and efficient access to Outernet's digital canvases.

The integration reflects broader market dynamics within digital out-of-home advertising. Programmatic buying delivers enhanced flexibility, precision targeting, and improved efficiency compared to traditional booking methods. These capabilities become particularly valuable in high-traffic locations where audience demographics shift throughout the day.

VIOOH operates as a supply-side platform connecting buyers and sellers in the digital out-of-home space. Founded in 2018 with London headquarters, the company has established programmatic trading across 34 markets. The platform maintains partnerships with over 50 demand-side platforms globally, facilitating streamlined access to premium inventory.

The technical infrastructure supporting this partnership incorporates advanced audience measurement capabilities. Real-time data collection enables dynamic optimization of campaign delivery, allowing advertisers to adjust targeting parameters based on current audience composition and engagement metrics.

Outernet's positioning within London's entertainment landscape extends beyond digital advertising. The district includes HERE at Outernet, a 2,000-capacity live music venue, and The Lower Third, a more intimate performance space. Additionally, Outernet has partnered with the BPI to establish a not-for-profit recording studio on Denmark Street, historically central to the British music industry.

This entertainment infrastructure creates unique advertising environments where brands can integrate with cultural programming. The seamless blend of digital advertising and live entertainment offers opportunities for synchronized campaigns that extend beyond traditional static placements.

The programmatic integration addresses growing demand for premium digital out-of-home inventory in central London. Market data indicates increasing advertiser interest in large-format displays capable of delivering high-impact visual experiences. Outernet's 16K resolution screens represent the highest display quality available in the digital out-of-home sector.Recent developments in programmatic advertising have emphasized the importance of premium inventory access. The integration with Outernet aligns with industry trends toward consolidating high-value placements within programmatic platforms.

Geographic targeting capabilities within the platform enable advertisers to reach specific audience segments visiting central London. The intersection of Tottenham Court Road and Charing Cross represents one of London's highest footfall areas, with consistent visitor flow throughout both business and leisure hours.

Campaign measurement extends beyond traditional impression metrics to include engagement and dwell time analysis. The immersive nature of Outernet's displays facilitates deeper audience interaction, providing advertisers with comprehensive performance data for campaign optimization.

The partnership implementation includes technical integration between VIOOH's platform and Outernet's screen management systems. This connection enables real-time inventory availability updates and dynamic pricing adjustments based on demand fluctuations and audience composition.

Market positioning of this inventory reflects premium pricing structures typical of central London digital out-of-home placements. The combination of large format displays, high resolution, and prime location justifies positioning within the upper tier of available programmatic inventory.

Future expansion possibilities include integration of additional Outernet properties as the company develops entertainment districts in Los Angeles and New York. The London partnership serves as a foundation for potential global programmatic relationships spanning multiple markets.

Terminology explained

Supply-side platform (SSP): A technology platform that enables media owners and publishers to manage, sell, and optimize their advertising inventory in an automated fashion. VIOOH operates as an SSP specifically for digital out-of-home advertising, connecting media owners like Outernet with demand-side platforms and advertisers. The platform automates the selling process while providing inventory management tools and real-time optimization capabilities.

Programmatic advertising: The automated buying and selling of advertising inventory through software platforms and algorithms, rather than traditional manual negotiations. This approach enables real-time bidding, precise audience targeting, and dynamic optimization based on performance data. In the context of this partnership, programmatic capabilities allow advertisers to purchase Outernet's digital screen inventory through automated processes integrated with VIOOH's platform.

Digital out-of-home (DOOH): A form of advertising that uses digital screens and displays to show advertisements in public spaces, including billboards, transit stations, retail locations, and entertainment venues. Unlike traditional static outdoor advertising, DOOH allows for dynamic content changes, real-time updates, and integration with programmatic advertising platforms for automated buying and selling.

Demand-side platforms (DSPs): Technology platforms that allow advertisers and agencies to purchase advertising inventory across multiple ad exchanges and supply sources through automated bidding processes. VIOOH maintains partnerships with over 50 DSPs globally, enabling advertisers to access Outernet's inventory through their existing programmatic buying workflows and campaign management systems.

Real-time bidding (RTB): An auction-based system where advertising inventory is bought and sold on a per-impression basis in real-time, typically within milliseconds. When someone views a digital screen at Outernet, the impression opportunity is made available to advertisers through programmatic platforms, who can bid on that specific impression based on audience data and targeting parameters.

Inventory optimization: The process of maximizing revenue and efficiency from available advertising space through data-driven decision making, dynamic pricing, and strategic placement allocation. VIOOH's platform continuously analyzes performance data to optimize how Outernet's screen inventory is allocated to different advertisers and campaigns for maximum effectiveness.

Audience measurement: The collection and analysis of data about who sees advertising content, including demographics, behavior patterns, engagement levels, and exposure frequency. For Outernet's partnership with VIOOH, this involves tracking visitor patterns, dwell times, and audience composition in real-time to provide advertisers with comprehensive campaign performance metrics.

Precision targeting: The ability to deliver advertisements to specific audience segments based on various criteria including location, time of day, demographics, behavior patterns, and contextual factors. The integration enables advertisers to target specific groups visiting Outernet's central London location, adjusting campaigns based on real-time audience composition and environmental factors.

Campaign effectiveness: The measurement and analysis of how well advertising campaigns achieve their intended objectives, including brand awareness, engagement, reach, and conversion metrics. VIOOH's platform provides detailed analytics on campaign performance across Outernet's screens, enabling advertisers to assess return on investment and optimize future campaigns.

Premium inventory: High-value advertising placements characterized by prime locations, large audiences, superior technical specifications, and exclusive positioning. Outernet's inventory qualifies as premium due to its central London location, advanced 16K screen resolution, high visitor traffic, and positioning as Europe's most advanced digital entertainment destination, commanding higher pricing and delivering superior advertising impact.

Timeline

• July 15, 2025: VIOOH announces programmatic partnership with Outernet London
• 2018: VIOOH platform launches with London headquarters
• Previous: Outernet establishes position as most visited cultural destination in UK
• Ongoing: Programmatic advertising growth reaches 72% as marketers plan increased investment
• Current: Platform integration provides access to 233 million monthly impressions
• Related: ECN and VIOOH partnership brings programmatic digital out-of-home to European offices
• Industry context: Digital out-of-home advertising expands in Australian coworking spaces through VIOOH partnerships