VIOOH expands programmatic DOOH in Brazil with RZK Digital partnership

VIOOH announced a programmatic partnership with RZK Digital on November 6, 2025, in São Paulo, expanding automated digital out-of-home advertising across Brazil's urban mobility infrastructure. The collaboration integrates over 800 digital screens in 43 bus terminals into global programmatic buying systems, with plans to exceed 50 locations by year-end.

The partnership delivers four billion monthly impressions to more than 75 million verified visitors. RZK Digital operates Brazil's largest network of digital media in urban bus terminals, positioned across São Paulo, Recife, and Brasília. These high-traffic transit environments serve commuters during daily journeys, creating sustained exposure opportunities for advertisers seeking urban audiences.

Founded in 2021, RZK Digital built its infrastructure specifically for programmatic trading. The company integrates multiple first-party sensors including computer vision technology, Wi-Fi analytics, and ad-server play logs to generate standardized audience measurements. This sensor-based framework transforms vendor-specific data inputs into advertising currencies aligned with global measurement standards.

"This partnership expands programmatic DOOH access across Brazil's key transit environments and reinforces the role of verified data in driving campaign outcomes," said Yuri Berezovoy, Head of Ad-Tech & Programmatic at RZK Digital. "With VIOOH's global SSP expertise and RZK's data-led approach, advertisers can expect greater precision, transparency, and scalability in their digital campaigns."

The collaboration strengthens VIOOH's Latin American presence following recent regional expansion. In October 2025, the London-based supply-side platform partnered with Colombia's iCo Medios to provide programmatic access to 72 screens across Bogotá, Medellín, and Cali. That partnership generated over 32 million monthly impressions across three major Colombian cities.

Brazil represents over one-third of Latin America's $2.7 billion out-of-home market. The country currently delivers 31% of regional OOH advertising through digital formats. Vistar Media launched programmatic DOOH inventory across Brazil in August 2025, providing access to over 30,000 screens through partnerships with media owners including Eletromidia, Helloo, Kallas, JCDecaux, and RZK.

Transit environments deliver distinct advantages for programmatic campaigns. Bus terminals capture audiences during high-dwell periods when commuters wait for connections or navigate between transit modes. The extended exposure windows enable complex messaging delivery compared to roadside formats where viewer attention spans measure seconds rather than minutes.

VIOOH operates as a supply-side platform connecting traditional outdoor media owners with digital programmatic buyers. The company launched in 2018 and currently trades programmatically in 35 markets globally. Its platform maintains partnerships with more than 50 demand-side platforms, enabling automated buying and selling of digital out-of-home inventory through standard programmatic infrastructure.

"This new partnership offers advertisers broader DOOH reach across Brazil via our industry-leading programmatic marketplace, combined with a uniquely dynamic and performance-driven media owner," said Gavin Wilson, Global Chief Commercial Officer at VIOOH. "RZK Digital complements VIOOH's real-time trading capabilities to drive brand visibility and audience measurement."

The partnership enables advertisers to access RZK's terminal network through familiar programmatic workflows. Campaign planning, activation, and optimization occur within existing demand-side platform interfaces, eliminating operational complexity associated with direct media owner relationships. Integration with global buying systems allows international brands to incorporate Brazilian transit inventory into multi-market strategies without separate planning tools.

RZK Digital's measurement framework addresses verification challenges that historically limited programmatic DOOH adoption. Computer vision sensors track audience demographics and attention patterns, while Wi-Fi analytics validate visitor counts and dwell times. Ad-server play logs confirm delivery against purchased impressions, creating comprehensive accountability trails for campaign performance analysis.

Technical specifications enable campaign flexibility across the network. Advertisers can deploy creative optimized for different terminal locations and dayparts, tailoring messaging to contextual factors including commuter demographics, transit routes, and time-of-day patterns. The programmatic infrastructure supports dynamic creative optimization based on real-time data inputs.

Brazil's transit advertising market benefits from concentrated urban populations and extensive public transportation usage. São Paulo's metropolitan area contains over 22 million residents, with millions depending on bus networks for daily commuting. Terminal locations capture audiences during routine activities, creating predictable exposure patterns valuable for frequency-based campaign strategies.

The partnership reflects broader market dynamics within Latin American digital advertising. Major platforms have increased investment in the region throughout 2024 and 2025. Teads expanded Connected TV solutions into 12 Latin American markets in March 2024. Netflix completed programmatic advertising rollout across 13 ad-supported markets including Latin America during 2024. OpenX launched curated video packages for Latin American advertisers in October 2025.

Programmatic DOOH adoption continues accelerating globally as advertisers seek efficient, data-driven campaign execution. 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 sensor-based measurement approach pioneered by RZK Digital addresses verification standards increasingly demanded by advertisers. IAB Australia released a comprehensive programmatic DOOH buyers guide in August 2025, emphasizing verification importance as programmatic DOOH scales. Australia maintains strong collaboration between buy-side, sell-side, and industry bodies for DOOH verification.

For marketing professionals, the VIOOH-RZK partnership demonstrates how transit infrastructure provides premium programmatic inventory in emerging markets. The ability to target commuters during predictable journey patterns through automated buying systems represents advancement in outdoor advertising precision and accountability.

The collaboration positions both companies to capitalize on growing demand for programmatic DOOH capabilities in Latin America's largest economy. Brazil's diverse consumer markets, combined with concentrated urban populations and extensive public transportation networks, create favorable conditions for data-driven outdoor advertising.

VIOOH's platform expansion continues beyond Latin America. The company partnered with Vengo in August 2025, providing programmatic access to over 65,000 US screens generating 13 billion monthly impressions. Partnership with London Lites in October 2025 added 49 premium LED screens across London generating 74.5 million monthly impressions.

The partnership enables enhanced flexibility, precision targeting, and improved efficiency through programmatic buying. Advertisers benefit from automated processes that facilitate streamlined campaign management while ensuring maximum impact across Brazil's urban mobility network.

Timeline

• 2018: VIOOH launches as JCDecaux-backed supply-side platform in UK and US markets
• 2021: RZK Digital founded as 100% digital, 100% programmatic transit media operator
• March 2024: Teads expands Connected TV solutions into 12 Latin American markets
• July 2024: VIOOH partners with Intersection to expand programmatic DOOH across major US cities
• August 2025: Vistar Media launches programmatic DOOH inventory across Brazil with 30,000+ screens
• August 2025: VIOOH announces partnership with Vengo providing access to 65,000 US screens
• August 2025: IAB Australia releases comprehensive programmatic DOOH buyers guide
• October 2025: VIOOH partners with iCo Medios in Colombia
• October 2025: VIOOH expands London programmatic DOOH with London Lites
• October 2025: BIG OUTDOOR adds US inventory to VIOOH platform
• October 2025: OpenX launches curated video packages for Latin American advertisers
• November 6, 2025: VIOOH announces programmatic partnership with RZK Digital in Brazil

Summary

Who: VIOOH, a global digital out-of-home supply-side platform headquartered in London, partnered with RZK Digital, Brazil's largest digital media operator in urban bus terminals. Key executives include Gavin Wilson, Global Chief Commercial Officer at VIOOH, and Yuri Berezovoy, Head of Ad-Tech & Programmatic at RZK Digital.

What: The partnership provides programmatic access to over 800 digital screens across 43 urban bus terminals, delivering four billion monthly impressions to more than 75 million verified visitors each month. RZK Digital's sensor-based measurement framework combines computer vision, Wi-Fi analytics, and ad-server play logs to create standardized audience metrics.

When: VIOOH announced the partnership on November 6, 2025, in São Paulo, Brazil. RZK Digital plans to expand its network to more than 50 terminal locations by the end of 2025.

Where: The partnership covers urban bus terminals across Brazil's major cities including São Paulo, Recife, and Brasília. The network positions digital screens in high-traffic transit environments where millions of commuters pass through daily.

Why: Brazil represents over one-third of Latin America's $2.7 billion out-of-home market, with 31% of regional OOH advertising already delivered through digital formats. The partnership addresses growing demand for programmatic DOOH capabilities in Latin America's largest economy, providing advertisers with precision targeting, transparency, and scalability through automated buying systems that integrate with global demand-side platforms.