<\/p>\n
VIOOH has expanded its programmatic digital out-of-home offering by adding nine high-profile digital screens from Outernet London\u2019s iconic media hub, enabling advertisers to access real-time audience targeting and optimisation in one of the UK\u2019s busiest central locations.<\/p>\n
VIOOH has expanded its programmatic digital out-of-home (DOOH) advertising reach by integrating Outernet London\u2019s premium inventory into its trading platform. Announced on 15 July 2025, the partnership provides advertisers with real-time, programmatic access to nine high-impact digital screens located in one of central London’s busiest and most iconic media hubs\u2014at the intersection of Tottenham Court Road and Charing Cross. These screens, including the external-facing Landing and Vista displays alongside the impressive Now Building\u2019s four-storey, 16K resolution 360-degree digital canvas, generate over 233 million monthly impressions, representing approximately 2.5% of the UK\u2019s total digital OOH market spend.<\/p>\n
Outernet London stands out not only for its size but also for the technological sophistication and premium location it offers. It forms part of a dynamic media and entertainment district known as Europe\u2019s most advanced digital entertainment destination, combining large-format digital advertising with live music venues, retail spaces, and cultural programming. This seamless blend provides advertisers with unique opportunities to integrate campaigns with experiential marketing, reaching diverse audiences throughout the year. Outernet\u2019s strong position in London\u2019s entertainment landscape is further enhanced by spaces like the 2,000-capacity HERE live music venue and the intimate Lower Third performance area, as well as a not-for-profit recording studio on historically significant Denmark Street.<\/p>\n
The partnership between VIOOH and Outernet London leverages VIOOH\u2019s advanced supply-side platform technology to offer advertisers a flexible, precise, and efficient programmatic buying experience. Advertisers benefit from real-time audience measurement, continuous inventory optimisation, and dynamic pricing adjustments based on demand and audience composition. This technological infrastructure allows campaigns to be fine-tuned in real time, maximising engagement and return on investment. As Gavin Wilson, Global Chief Commercial Officer at VIOOH, remarked, the integration represents a significant milestone by bringing premium, large-format DOOH inventory to VIOOH\u2019s marketplace, underpinned by the high footfall and broad appeal of Outernet\u2019s screens.<\/p>\n
Tom Perrett, Chief of Sales at Outernet London, highlighted the enhanced brand connectivity potential enabled by the partnership. He emphasised that programmatic access via VIOOH simplifies entry to Outernet\u2019s expansive inventory, facilitating sophisticated targeting strategies that connect with millions of visitors annually. This precision targeting is particularly valuable in high-traffic areas where audience demographics shift throughout the day, allowing brands to adjust campaigns to capture relevant segments effectively.<\/p>\n
The integration reflects broader industry trends towards increased adoption of programmatic DOOH advertising globally. Market data shows that nearly one in three campaigns included programmatic DOOH in the past 18 months, with forecasts predicting growth to 35% in the near term. Advertisers are reallocating budgets from traditional digital channels to programmatic DOOH to leverage its flexibility and data-driven targeting. Investments in digital out-of-home overall are expected to surge alongside these programmatic advancements, signalling a paradigm shift in how outdoor advertising inventory is bought and optimised.<\/p>\n
VIOOH\u2019s role as a global digital out-of-home supply-side platform extends beyond this partnership, with robust connections to over 50 demand-side platforms and operations in 34 markets worldwide. Its recent collaborations, such as the partnership with ECN to expand programmatic access to premium office building screens across the UK, France, and Germany, underscore the platform\u2019s growing influence in the DOOH ecosystem. These partnerships enable advertisers to access diverse, high-quality inventory across key business and cultural districts throughout Europe.<\/p>\n
The combination of Outernet\u2019s technological prowess, central London\u2019s prime location, and VIOOH\u2019s cutting-edge programmatic capabilities sets a new standard for premium digital out-of-home advertising. This development not only enhances campaign effectiveness through real-time data insights and inventory flexibility but also opens possibilities for global expansion as Outernet develops similar entertainment districts in cities like Los Angeles and New York. Advertisers now have unprecedented access to some of the most visually stunning and strategically placed digital screens in Europe, marking a significant evolution in the DOOH landscape.<\/p>\n