VIOOH partners with We OOH to expand Brazil access

VIOOH has partnered with We OOH in Brazil to expand programmatic access to digital out-of-home advertising inventory across major cities.

The deal gives buyers access to 320 digital screens generating more than 1.3 billion monthly impressions, according to the companies. That footprint represents about 5% of Brazil's digital out-of-home market and spans urban centres, regional areas and key arterial roads.

We OOH's network includes roadside screens, street furniture and large-format billboards across commercially significant locations, giving advertisers a way to buy campaigns in multiple city markets through VIOOH's platform.

National reach

Billboard placements account for 414 million monthly impressions. Those sites provide national coverage across cities including Brasília, Campo Grande, Cuiabá, Goiânia, Fortaleza, Maceió, Recife, Salvador, São Luís, Belém, São Paulo, Guarulhos, Belo Horizonte, Porto Alegre, Rio de Janeiro and Florianópolis.

Mub screens, described as Móveis Urbanos em Brasilia, contribute 376 million monthly impressions. These screens are concentrated in parts of Brasília, with additional deployments on high-traffic roads in Campo Grande and at banca locations aimed at both drivers and pedestrians.

Large-format Empena displays add a further 59 million monthly impressions. They are located in Brasília, Campo Grande, Fortaleza, Salvador and Porto Alegre, including a 3D Empena at Pontal Shopping near Beira Rio Stadium.

Latin America push

The agreement expands VIOOH's presence in Latin America as it seeks to add more digital out-of-home inventory to its marketplace. VIOOH now trades programmatically in 37 markets and works with more than 50 demand-side platforms globally.

Based in London, VIOOH operates a supply-side platform connecting media owners and buyers in digital out-of-home advertising. Programmatic trading allows advertisers to buy screen inventory through automated systems rather than relying solely on traditional direct buying.

Brazil is one of the region's largest advertising markets and an important venue for outdoor media because it is home to many large cities and heavy commuter traffic. The partnership gives international buyers another route into that market while broadening the inventory available for domestic campaigns.

For We OOH, the deal places a sizeable share of its estate into a broader programmatic marketplace. The company says it has one of the country's largest networks of digital panels, with a presence in more than 35 locations and a portfolio of more than 350 faces.

Buyer access

The arrangement is intended to give advertisers more flexibility and more precise targeting across We OOH's network. It also reflects a broader shift in out-of-home advertising as media owners make more digital inventory available through automated trading systems.

Programmatic digital out-of-home has grown as advertisers seek to align outdoor campaigns more closely with wider digital media buying. In practice, this can allow campaigns to be adjusted in near real time and bought across multiple operators through a single platform.

"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 Gavin Wilson, global chief commercial officer at VIOOH.

"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."

We OOH said the agreement opens its inventory to a broader set of international buyers.

"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 Marco Bulara of We OOH.

"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 works to take the DOOH experience further, delivering the best results for advertisers," adds Loli Argello at We OOH.