DOOH Advertising

Open Media partners with Viooh to expand pDOOH opportunity

Photo: VIOOH

March 26, 2026

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Open Media has entered into a programmatic partnership with Viooh, a global digital OOH supply-side platform, to provide an enhanced opportunity for brands to connect with Open Media's network and enable advertisers to run both static and full-motion campaigns in some of the country's most sought-after environments, according to a press release.

Through the partnership, advertisers can now access 42 LED screens via programmatic trading.

Collectively generating more than 120 million monthly impressions, the network represents an estimated 1-2% share of the large-format digital OOH market.

"Open Media has assembled a portfolio that genuinely reflects the strength of what premium U.K. DOOH has to offer, with high-impact locations and the scale and audience diversity to support sophisticated campaign strategies. Bringing this inventory into the programmatic marketplace strengthens the overall quality of inventory available to buyers on the Viooh platform, and is a strong addition to our growing U.K. offering," Gavin Wilson, global chief commercial officer at Viooh, said in the release.

The network delivers comprehensive geographic coverage, enabling advertisers to activate campaigns across both major metropolitan hubs and regional markets. Key locations include London, Liverpool, Manchester, Birmingham, Newcastle, Brighton, and Belfast, ensuring access to a broad and diverse audience profile.

"Our integration with Viooh marks a significant step forward in making Open Media's premium inventory more accessible to programmatic buyers. From high-impact spectacular sites to culturally relevant environments like BOXPARK and Old Trafford, we are offering advertisers the opportunity to reach highly engaged audiences in moments that matter. Through Viooh, brands can now tap into this inventory with greater flexibility and control, combining the power of OOH with the speed and precision of programmatic buying," Anna Hunter, data strategy and programmatic manager at Open Media, said in the release.