VIOOH and Intersection unite to revolutionize US DOOH advertising

VIOOH, a leading global digital out-of-home (DOOH) supply-side platform, yesterday announced a partnership with Intersection, a prominent experience-driven out-of-home media and technology company. This collaboration, revealed in London and New York, aims to revolutionize programmatic DOOH advertising across the United States. The partnership will grant US and international buyers access to over 6,500 digital screens strategically placed in high-density areas of major American cities, including New York, Chicago, and Philadelphia, through VIOOH's real-time Trading Manager platform.

This strategic alliance comes at a time when the DOOH advertising market is experiencing rapid growth and transformation. This growth is driven by factors such as increasing urbanization, technological advancements, and the ability of DOOH to offer more targeted and engaging advertising content.

The partnership between VIOOH and Intersection represents a significant step forward in the programmatic DOOH landscape. Programmatic DOOH, or prDOOH, refers to the automated buying, selling, and delivery of out-of-home advertising inventory through software platforms. This approach allows for more efficient, data-driven, and targeted advertising campaigns, similar to how online and mobile advertising operates.

VIOOH, launched in 2018 and headquartered in London, has been at the forefront of the DOOH transformation. The company's platform connects buyers and sellers in a premium marketplace, making OOH advertising more accessible and aligned with digital advertising practices. Prior to this partnership, VIOOH was already trading programmatically in 22 markets globally, demonstrating its substantial reach and influence in the DOOH sector.

Intersection, on the other hand, brings to the table a vast network of digital screens strategically placed in high-traffic areas across major US cities. The company's assets are located near key retail brands, shopping districts, Fortune 500 companies, and major transit hubs, offering advertisers unparalleled visibility to both pedestrians and vehicular traffic. This extensive network spans 13 designated market areas (DMAs) and includes screens in 90 airports, providing a diverse range of advertising opportunities.

The collaboration between these two industry leaders is set to create new possibilities for advertisers. By integrating Intersection's extensive network with VIOOH's programmatic platform, advertisers will be able to buy and measure out-of-home media in much the same way as they do with online and mobile advertising. This alignment of DOOH with other digital advertising channels is a crucial step in making OOH a more integral part of multi-channel digital campaigns.

One of the key advantages of this partnership is the enhanced targeting capabilities it offers to advertisers. Programmatic DOOH allows for more precise audience targeting based on factors such as location, time of day, weather conditions, and even real-time events. For example, an advertiser could choose to display ads for umbrellas on screens in areas where it's currently raining, or promote a sports drink on screens near stadiums during game days.

The partnership also opens up new opportunities for international advertisers looking to target American audiences. With access to Intersection's network through VIOOH's platform, overseas buyers can more easily include US DOOH advertising in their global campaigns. This could lead to an influx of international advertising spend in the US DOOH market, potentially driving further growth and innovation in the sector.

From a technical standpoint, the integration of Intersection's inventory into VIOOH's Trading Manager platform represents a significant engineering feat. This integration requires seamless data flow between the two companies' systems, ensuring that inventory availability, pricing, and campaign performance data are accurately and quickly communicated. The real-time nature of programmatic advertising demands robust and reliable technology infrastructure to handle high-volume, high-speed transactions.

The impact of this partnership extends beyond just these two companies. It represents a broader trend in the OOH industry towards programmatic buying and selling. As more inventory becomes available programmatically, it could lead to increased overall spending in the DOOH sector. Advertisers who may have previously found OOH advertising too cumbersome or inflexible may be drawn to the medium due to the ease and precision of programmatic buying.

For advertisers, media buyers, and industry observers, the VIOOH-Intersection partnership is certainly one to watch. It has the potential to significantly impact how DOOH advertising is bought, sold, and measured in the United States, and could serve as a model for similar collaborations in other markets around the world.

Key facts

VIOOH and Intersection announced their partnership on July 23, 2024.

The partnership covers over 6,500 digital screens across 13 DMAs and 90 airports in the US.

VIOOH's Trading Manager platform will provide programmatic access to Intersection's inventory.

VIOOH was trading programmatically in 22 markets prior to this partnership.

Intersection's screens are located in major US cities including New York, Chicago, and Philadelphia.

The partnership aims to align DOOH advertising more closely with online and mobile advertising practices.

The collaboration opens up new opportunities for both US and international advertisers targeting American audiences.