VIOOH today announced a strategic partnership with We OOH, a Brazilian digital out-of-home (DOOH) media operator, opening 320 digital screens and over 1.3 billion monthly impressions to programmatic buyers through VIOOH's global supply-side platform. The deal, announced on 28 April 2026 from London, gives international advertisers automated access to approximately 5% of Brazil's DOOH market for the first time through VIOOH's trading infrastructure.

The announcement extends a pattern of accelerating Latin American expansion for VIOOH. The company had previously entered Brazil in November 2025 through a partnership with RZK Digital, covering 800 screens across 43 bus terminals with 75 million monthly visitors. The We OOH deal is a different inventory proposition entirely - roadside billboards, urban street furniture, and large-format displays rather than transit environments - and the impression volume is substantially larger.

Brazil's scale within the region makes each new supply-side integration significant. The Latin America out-of-home market reached $2.7 billion in 2024, with Brazil accounting for over one-third of total OOH investment across the region. That concentration of spend, combined with 31% of regional OOH already delivered through digital formats, creates conditions where programmatic infrastructure additions carry material commercial weight.

Three inventory formats, sixteen cities

The We OOH network is built around three distinct format categories, each with its own geographic footprint and impression contribution.

Billboard placements generate 414 million monthly impressions and provide national coverage across a list of 16 cities. According to the announcement, those cities include Brasilia, Campo Grande, Cuiaba, Goiania, Fortaleza, Maceio, Recife, Salvador, Sao Luis, Belem, Sao Paulo, Guarulhos, Belo Horizonte, Porto Alegre, Rio de Janeiro and Florianopolis. The spread covers Brazil's major commercial centres from the northeast coast to the southern states, meaning a single programmatic campaign can reach urban audiences across distinct regional consumer markets simultaneously.

Mub screens - shorthand for Moveis Urbanos em Brasilia, the urban street furniture format - contribute 376 million monthly impressions. These screens are concentrated in Brasilia's highest-footfall areas and extend to the main arterial roads of Campo Grande, with Bancas placements reaching both drivers and pedestrians. The format captures audiences at street level in contexts very different from roadside billboards: people on foot, waiting, or moving through urban environments at slower speeds.

Empena large-format displays add a further 59 million monthly impressions. According to the announcement, these installations sit at strategic sites in Brasilia, Campo Grande, Fortaleza, Salvador and Porto Alegre. A single standout inclusion is an exclusive 3D Empena at Pontal Shopping, positioned near Beira Rio Stadium - a high-footfall retail and leisure destination in Porto Alegre.

Together, the three format types sum to 849 million impressions from the formats where specific data was provided, within a network the announcement describes as exceeding 1.3 billion monthly impressions in total.

VIOOH's platform mechanics

VIOOH operates as a supply-side platform (SSP), sitting between media owners and the demand-side platforms (DSPs) through which advertisers buy inventory. According to the announcement, VIOOH currently trades programmatically in 37 markets and maintains partnerships with more than 50 DSPs globally. That DSP network is the practical delivery mechanism for the We OOH deal: advertisers using any of those connected DSPs can now include We OOH's Brazilian inventory in their campaigns without establishing a separate direct relationship with We OOH.

The buying mechanics follow standard programmatic DOOH protocols. Advertisers bid on available impressions in real time, with campaign delivery optimised against targeting parameters that typically include environment type, geography, and time of day. The real-time nature of the system enables what the announcement describes as "dynamic, real-time media activation" - creative content can respond to contextual variables rather than running on a fixed schedule agreed weeks in advance.

VIOOH's 2026 State of the Nation report showed that among recent buyers of programmatic DOOH, 99% expect to increase or maintain investment, with average anticipated spend growth of 44% over the next 18 months. Digital and programmatic teams are now cited as the primary route to market for programmatic DOOH by 88% of respondents globally. Those numbers frame the We OOH deal as arriving at a moment when demand for this type of inventory access is growing consistently across markets.

We OOH's network context

We OOH describes itself as operating one of the largest networks of iconic digital panels in Brazil, present in more than 35 locations. According to the announcement, its portfolio includes more than 350 faces located in strategic points across Brazil's main capitals and cities, providing more than 1 billion monthly impacts across the broader network. The company is led by Luís Felipe Argello, who acts as Chief Commercial Officer and is known as Loli, alongside directors Mariana Pucca (Commercial) and Felipe Avoletta (Operations).

The Beira Rio Stadium proximity for the 3D Empena installation is worth noting. Stadium-adjacent locations combine sports event audiences with everyday retail and leisure traffic from the Pontal Shopping centre, giving that specific format a dual-audience characteristic not shared by purely roadside or street furniture placements.

What the companies said

Gavin Wilson, Global Chief Commercial Officer at VIOOH, framed the deal within VIOOH's broader Latin American positioning. "This partnership with We OOH marks an exciting expansion of our presence in Latin America, one of the world's most dynamic and fast-growing DOOH regions," said Wilson. "We OOH's impressive reach across Brazil's key cities and diverse inventory formats gives media buyers powerful new tools to connect with Brazilian audiences at scale, delivered through the precision and flexibility of programmatic DOOH."

Marco Bulara at We OOH described the commercial rationale for the Brazilian operator. "Partnering with VIOOH opens our inventory to international programmatic buyers and brings a new level of data-driven campaign capability to the Brazilian market," said Bulara.

Loli Argello at We OOH added detail on the technology dimension. "With VIOOH's global platform, brands can now reach Brazilian audiences across our cutting-edge technology suite of billboards, Mubs and large-format Empenas, installed at strategic locations. Our impressive network of screens work to take the DOOH experience further, delivering the best results for advertisers," said Argello.

VIOOH's recent expansion pace

The We OOH deal is one of many partnerships VIOOH has announced in a compressed timeframe. In March 2026, VIOOH partnered with OUTFRONT in the United States, connecting more than 7,600 digital screens and 18 billion monthly impressions to the platform - a deal that represented approximately 25% of the entire US DOOH market. In February 2026, a partnership with JCDecaux Ireland brought 288 screens and 311 million monthly impressions to the platform, covering 32% of the Irish DOOH market. Polish media owner Jet Line integrated its MORE network in January 2026, adding over 600 screens across Poland's eight largest cities.

Elsewhere in Latin America, VIOOH entered Colombia in October 2025 through a partnership with iCo Medios, covering screens in Bogota, Medellin and Cali. The Colombia deal and the We OOH deal together show VIOOH building coverage across multiple Latin American markets in parallel rather than concentrating exclusively on the region's largest economy.

Just five days ago, on 23 April 2026, Firefly announced an integration with VIOOH that added more than 60,000 moving screens - car-top and rideshare vehicle displays - to the platform, generating over 13 billion monthly impressions. The Firefly deal extended VIOOH's inventory into mobility-based formats, a technically distinct category from the static and large-format displays that We OOH operates.

Each of these integrations adds to the total addressable inventory available to any buyer already connected to VIOOH's more than 50 DSP partners. A media agency executing a multi-market campaign does not need to establish new technical connections to access We OOH's Brazilian screens - the infrastructure is already in place.

Why this matters for the marketing community

For programmatic buyers, the deal expands the available universe of Brazilian DOOH inventory accessible through automated workflows. Brazil's share of DOOH delivered programmatically currently sits at 31% of regional OOH, and multiple platforms are building supply-side infrastructure in the market simultaneously. Vistar Media launched programmatic DOOH inventory across Brazil in August 2025 through partnerships with Eletromidia, Helloo, Kallas, JCDecaux, and RZK. VIOOH had already added RZK Digital's transit terminal network in November 2025. The We OOH partnership adds a third distinct inventory type - predominantly roadside and large-format - to the programmatic addressable pool.

The impression volume is significant. 1.3 billion monthly impressions from a single supply partner represents a scale comparable with some of VIOOH's larger national partnerships. For context, the JCDecaux Ireland deal delivered 311 million monthly impressions across the entire Irish market. We OOH's billboard placements alone - at 414 million monthly impressions - exceed that total. Brazil's urban density and the geographic spread of We OOH's network across 16 cities explain that difference, but the raw numbers underline why Brazil continues to attract programmatic DOOH investment.

For brands running international campaigns, the ability to incorporate Brazilian roadside, street furniture, and large-format inventory through existing DSP connections simplifies campaign execution in a market that has historically required direct negotiation with local media owners. The standardisation of buying workflows across markets is one of the consistent themes in VIOOH's expansion strategy, and each new supply partnership incrementally reduces the operational friction associated with cross-border DOOH planning.

Timeline

Summary

Who: VIOOH, a London-based premium global digital out-of-home supply-side platform launched in 2018, and We OOH, a Brazilian DOOH media operator with a network of large-format digital billboards, Mub street furniture screens, and Empena displays across Brazil's major cities.

What: A strategic partnership that connects We OOH's 320 digital screens and over 1.3 billion monthly impressions to VIOOH's global programmatic platform, giving international advertisers automated access to approximately 5% of Brazil's DOOH market through three inventory formats - billboards (414 million monthly impressions), Mub urban screens (376 million monthly impressions), and Empena large-format displays (59 million monthly impressions) - across 16 Brazilian cities.

When: The partnership was announced on 28 April 2026, from London.

Where: The inventory spans 16 Brazilian cities including Sao Paulo, Rio de Janeiro, Brasilia, Belo Horizonte, Porto Alegre, Fortaleza, Recife, Salvador, Cuiaba, Goiania, Campo Grande, Guarulhos, Maceio, Sao Luis, Belem, and Florianopolis, accessible through VIOOH's platform by advertisers connected to any of its more than 50 global DSP partners.

Why: Brazil accounts for over one-third of Latin America's $2.7 billion out-of-home market, with 31% of regional OOH already delivered through digital formats. VIOOH is systematically building programmatic supply coverage across global markets, and the We OOH deal adds a large roadside and large-format inventory layer to the Brazilian programmatic pool that complements the transit-focused inventory added through the November 2025 RZK Digital partnership. For We OOH, the deal opens its screens to international programmatic buyers and demand-side platform workflows it could not previously access independently.

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