VIOOH Announces Partnership with Iconic Out of Home Media Owner Branded Cities
New partnership enables more advertisers to create programmatic digital out of home campaigns at
landmark destinations across the U.S.
The partnership will give Branded Cities access to VIOOH’s market-leading Supply-Side Platform (SSP) that currently has 34 Demand-Side Platform (DSP) partners globally, including the likes of The TradeDesk, Yahoo DSP and AdQuick.
“I’m thrilled to be announcing our strategic partnership with Branded Cities,” said Jean-Christophe Conti, CEO, VIOOH. “With our most recent expansion and new hires in the U.S., Branded Cities’ iconic inventory nicely complements the inventory of our existing partners in this important market and I look forward to seeing the exciting DOOH campaigns to come from this partnership,” added Conti.
Utilizing VIOOH’s SSP, and with access to Branded Cities’ premier OOH inventory, this new partnership will allow more advertisers to create high-impact, data-driven DOOH campaigns at landmark destinations across the U.S., such as Times Square, the Las Vegas Strip and Los Angeles.
“The collaboration between Branded Cities and VIOOH brings huge opportunities for brands and their agency partners,” said Denise Levine, Chief Revenue Officer of Branded Cities. “These highly-targeted, data-driven campaigns across iconic locations, accessed via VIOOH’s programmatic platform, will enable advertisers to create highly exposed DOOH ads while still creating meaningful connections with consumers,” added Levine.
A recent eMarketer report* that looks at forecasted ad spend for the U.S. OOH industry shows the accelerated adoption of programmatic technology, predicting 12.5% of DOOH in the U.S. will be traded programmatically this year (previous forecasts were 10%) and 16.4% next year. This makes the programmatic DOOH market worth $271.5m in 2021 and $423.5m in 2022 – showing a huge opportunity for the DOOH industry in the U.S..
Earlier this year, VIOOH announced several hires in New York in newly created roles in this market, following the company’s launch in the U.S. last October. You can read more about these new hires and what this means for VIOOH’s growth here.
The partnership with Branded Cities goes live next month.
*Source: eMarketer, US Out-of-Home Ad Spending 2021, August 2021
VIOOH is a leading global digital out of home marketplace. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.
Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 14 markets, with more to follow. For more information about VIOOH, please visit www.viooh.com
About Branded Cities
Branded Cities, which is owned by EL Media and Shamrock Capital, is a leading Out-of-Home media company with an integrated network of premier digital and static signage across North America. The digital and static media assets span across some of the largest markets in the United States and Canada (New York, Los Angeles, Chicago, Philadelphia, Toronto, Vancouver, Montreal and many more) and are situated in the country’s most valuable Out-of-Home environments such as Times Square, the Las Vegas Strip, West Hollywood, Union Station, Yonge – Dundas Square and Canada’s leading shopping centers. Branded Cities empowers brands to deliver impactful and engaging messages to North America’s most desirable, hard-to-reach audiences. EL Media is an affiliate of The Ellman Companies (“Ellman”). Ellman is a privately-owned media, real estate and investments group founded in 1972 with diverse interests in the U.S., Canada and the Caribbean.
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