New partnership enables more advertisers to create programmatic digital out of home campaigns at landmark destinations across the U.S.

VIOOH, the leading global digital out of home (DOOH) marketplace, announced a new partnership with premier and iconic OOH media company, Branded Cities.

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.

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“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.

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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.

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