VIOOH & Dolphin expand US programmatic DOOH access

VIOOH has struck a strategic partnership with Dolphin OOH that widens programmatic access to Dolphin's digital out-of-home screens across the United States.

The deal covers more than 5,000 digital screens in major US cities. The companies said the network generates more than 50 million monthly impressions.

Dolphin operates across a mix of indoor and urban venues. These include malls, transit stations, grocery stores, pharmacies, gyms, convenience stores, retail office supplies locations and urban panels.

The network spans major markets including New York City, Boston, Chicago, Dallas-Fort Worth, Houston, Los Angeles, Miami, Orlando, Atlanta and Long Beach. Dolphin also said it has a significant presence in grocery stores, alongside other retail settings.

Inventory mix

Dolphin broke out impression figures across several venue types. Grocery stores account for 112 million monthly impressions, according to the company. Convenience stores account for 63 million monthly impressions. Pharmacies see 42 million monthly impressions. Urban panels generate 27 million monthly impressions. Malls account for 10 million monthly impressions.

The company also listed transit, retail office supplies and gym environments as part of the wider footprint. It did not provide impression totals for those categories.

VIOOH operates a digital out-of-home supply-side platform. The partnership adds Dolphin's screens to that route to market for advertisers that buy programmatically.

Programmematic access

VIOOH said the integration offers a single route for advertisers to plan and manage campaigns across Dolphin's screen network. The company positioned the partnership around access to inventory in high-traffic locations across metropolitan areas.

The companies also drew attention to the role of context in digital out-of-home buying, with screens placed in retail and transit environments where audiences pass through during everyday routines. Brands often use such placements for broad reach and repeated exposure.

The partnership also includes an emphasis on brand safety. Dolphin said it uses a screen and location tagging process. It said this offers advertisers a brand safety solution. Dolphin also said it delivers a 100% completion rate and zero ad-fraud.

"Our new partnership with Dolphin delivers access to high-frequency, strong-dwell environments where brands can connect with audiences during key purchase decision moments," said Gavin Wilson, Global Chief Commercial Officer, VIOOH. "Combined with Dolphin's rigorous approach to brand safety and impressive scale across major US cities, this partnership delivers exactly what our buyers need: quality, context and confidence."

Dolphin described the partnership as a step in its approach to programmatic buying. The company said it would link its inventory to buyers that use VIOOH.

"Partnering with VIOOH enables us to unlock the full potential of our extensive digital network through programmatic capabilities," said Josey George, CEO, Dolphin. "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 markets. This collaboration represents an exciting evolution in how advertisers can plan and activate campaigns across our network."

Market footprint

VIOOH launched in 2018 and has its headquarters in London. The company said it trades programmatically in 35 markets and has partnerships with more than 50 demand-side platforms.

Dolphin launched in 2015 and has its headquarters in Texas. The company said it operates more than 5,000 digital indoor displays across more than 94 designated market areas in the US. It said the network delivers over 2.5 billion monthly impressions.

The companies said the partnership expands access to Dolphin's inventory across North America through VIOOH's supply-side platform.