VIOOH adds Orange Barrel Media & IKE screens to platform
VIOOH has partnered with Orange Barrel Media and IKE Smart City to add the group's US digital out-of-home inventory to its programmatic platform. The deal covers 2,281 digital screens across 27 cities.
The inventory generates about 6.3 billion monthly impressions and includes digital spectaculars and interactive kiosks in major metropolitan areas and neighbourhoods across the US. The urban panel network accounts for 3.8 billion monthly impressions in more than 20 markets, while the digital spectaculars portfolio adds more than 2.5 billion monthly impressions across 16 markets.
For the urban panel network, the agreement includes Atlanta, Baltimore, Cincinnati, Cleveland, Columbus, Dallas, Denver, Detroit, Houston, Miami, Minneapolis, New York, Phoenix, Pittsburgh, Raleigh, San Antonio, San Diego, San Francisco, St. Louis, Tampa and West Palm Beach. The digital spectaculars inventory spans Atlanta, Baltimore, Boston, Charlotte, Cincinnati, Dallas, Denver, Houston, Kansas City, Los Angeles, Miami, New York, Norfolk, Pittsburgh, San Jose and Washington, D.C.
The agreement expands VIOOH's US reach as demand for programmatic digital out-of-home advertising grows, with advertisers seeking automated buying tools across broader screen networks. VIOOH currently trades programmatically in 37 markets and works with more than 50 demand-side platforms globally.
US expansion
Orange Barrel Media and IKE Smart City operate urban media assets ranging from large-format displays to street-level kiosks. Their network is concentrated in dense city locations, giving advertisers access to central urban sites and neighbourhood environments that can be harder to reach through other formats.
Adding this inventory gives buyers using VIOOH access to a larger pool of US screens through a single supply-side platform. It also gives Orange Barrel Media another route to programmatic demand from agencies and advertisers in the US and overseas.
Gavin Wilson, global chief commercial officer at VIOOH, said the partnership reflects buyer demand for premium urban inventory.
"OBM & IKE's extensive network across major US cities represents exactly the kind of premium inventory that buyers are looking for. This partnership gives advertisers programmatic access to powerful urban formats in high-traffic environments, from spectacular displays to street-level touchpoints. It's another step in making quality DOOH inventory easily accessible to US and international buyers through our platform, with the targeting precision and campaign flexibility that programmatic enables," Wilson said.
Urban network
Orange Barrel Media was founded in 2004 and launched IKE Smart City, its smart city kiosk business, in 2015. Together, the businesses operate displays in 30 of the top US markets, with the latest agreement bringing a large part of that footprint into programmatic trading.
The inventory includes interactive kiosks designed for street-level engagement, as well as large digital displays in prominent city locations. These formats have become an important part of digital out-of-home buying strategies as advertisers look to combine scale with local targeting.
Danielle Williamson, executive vice president of sales at OBM, said the partnership would broaden buyer access to the network.
"Partnering with VIOOH enables us to unlock the full potential of our extensive digital network through programmatic capabilities. VIOOH's advanced technology platform and global reach will connect our inventory with buyers worldwide, making it easier for brands to access our high-impact screens across America's most dynamic urban markets. This collaboration represents an exciting evolution in how advertisers can plan and activate campaigns across our network," Williamson said.