Open Media today (24th March, 2026) announced an exciting programmatic partnership with VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform, to provide an enhanced opportunity for brands to connect with diverse audiences across the UK through its growing portfolio of high-quality, premium digital out-of-home (DOOH) screens. 

Designed to deliver both scale and impact, Open Media’s network enables advertisers to run both static and full-motion campaigns in some of the country’s most sought-after environments.

Through this partnership, advertisers can now access 42 strategically positioned premium 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, offering meaningful reach within a highly competitive landscape.

This portfolio has been carefully curated to maximise visibility and audience engagement, placing brands at the heart of high-traffic locations. These include city centres, major shopping destinations, roadside placements, and key event spaces, environments known for strong dwell time and repeat exposure.

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.

By combining premium screen quality with programmatic flexibility, Open Media provides advertisers with greater control, efficiency, and real-time optimisation capabilities. This allows brands to deliver more targeted and contextually relevant messaging at scale, while maintaining the visual impact and prestige associated with large-format DOOH.

This partnership underscores Open Media’s commitment to innovation and accessibility within the out-of-home sector, empowering brands to engage audiences in smarter and more measurable ways across the UK.

Anna Hunter, data strategy & programmatic manager at Open Media said, "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."

Gavin Wilson, global chief commercial officer at VIOOH said, "Open Media has assembled a portfolio that genuinely reflects the strength of what premium UK 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 UK offering."

VIOOH

VIOOH is a leading premium global digital out of home supply side platform. 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 ...

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