In a move to solidify its leadership position, global media and technology company Verizon Media has partnered with digital out of home (OOH) marketplace, VIOOH. This deal provides Verizon Media’s demand-side platform (DSP) access, via VIOOH, to premium digital out of home inventory, including the digital assets of JCDecaux - the number one OOH advertising company worldwide.
With this partnership, Verizon Media unlocks greater new and unique ways to reach audiences for advertisers through its omnichannel DSP, bringing DOOH screens in more than 60 cities across seven countries.
Advertisers will be able to select the new DOOH inventory as part of their multi-channel digital strategies through Verizon Media’s unified DSP: allowing marketers to buy digital campaigns across video, mobile, display, native, connected TV, audio and DOOH inventory to reach audiences all over the world.
Among the countries the new DOOH inventory will be available are the UK, US, Finland, Netherlands, Belgium, Germany and Italy, with further markets coming online later in the year, reaching across high-footfall locations like major shopping centres, street furniture, airports, commuting transport links like London Transport and mainline railways across the UK, as well as high-impact large screen locations like Waterloo station and Old Street roundabout. Targeting opportunities include location, weather, day part, demographics and interests, powered by Verizon Ad Platforms’ diverse and unique data.
This deal builds on Verizon Media’s continuing growth in DOOH and emerging channels through its DSP. Last year, the company announced integration of inventory in the US, UK, Canada and the Netherlands in collaboration with Rubicon Project and Vistar Media; delivering premium, high-profile digital screens from Clear Channel Outdoor, Lamar, Zoom Media, Captivate and Hivestack and Broadsign platforms among others. In December, the company rolled out DOOH support for publishers, creating a unified solution to streamline management and monetization.
Ivan Markman, Chief Business Officer at Verizon Media said: “Our customers want to be able to buy across multiple channels, formats and screens with a simple purchase and measurement structure that allows them to be creative, reach the right people and truly see the effectiveness of their campaigns. With VIOOH, we further our commitment to building products with our customers’ and consumers’ experience in mind. When you combine the high impact of DOOH with our diverse reach to millions of people worldwide, it makes Verizon Media’s DSP a compelling option for marketers.”
“Programmatic OOH is on the cusp of going mainstream, of that there is no doubt," said Jean-Christophe Conti, Chief Executive Officer at VIOOH. “Verizon Media was among the first global demand-side platforms to connect to the DOOH ecosystem, and is driving meaningful growth and geographic scale in the ecosystem. We want to partner with omnichannel leaders like them to help brands deliver a more targeted, unified and holistic experience to consumers.”