Programmatic OOH marketplace brings in Chief Marketing and Chief Product Officers to newly created roles to help drive global expansion.

VIOOH, the premium marketplace for digital out of home (OOH), has made two strategic senior hires as the business continues to invest in its ambition to become the world’s leading programmatic out of home marketplace.

The newly created roles see Helen Miall named Chief Marketing Officer while Jon Block becomes Chief Product Officer.

Miall is best known for her tenure as EMEA Head of Marketing at adtech firm Turn, during which time the company grew from a startup to one of the world’s leading DSPs before its eventual acquisition by Amobee in 2017.

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She has also held senior marketing roles at O2, Microsoft Advertising and Air France and, most recently, was Global Head of Marketing at Parkopedia.

At VIOOH Miall will be responsible for helping advertisers understand how the unique features of programmatic out of home  can help them deliver high-impact advertising as a complement to existing multi-channel digital campaigns, in a bid to grow the overall category.

She will also support the company’s growth into further global markets and accelerate adoption, working with their partners in each location.

Meanwhile Block brings a wealth of experience in product development, having held leadership roles at ITV, Amobee and Videology where he played a key role in driving forward the broadcast industry’s adoption of programmatic.

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He joins VIOOH from search intelligence business Captify where he was SVP of Product.

Block will be charged with overseeing and defining VIOOH’s product vision, strategy and development, to create a next-generation platform that will allow OOH media owners to significantly increase their revenues through programmatic trading.

The appointments are testament to VIOOH’s belief that programmatic holds the key to effective out of home advertising for brands as they adapt to the new post-Covid environment.

Jean-Christophe Conti, CEO of VIOOH, said: “For a number of years now, digital out of home has been the media industry’s most exciting growth market, much like search in the late 1990s.

“But we are just at the beginning of the journey with programmatic out of home which, through precision targeting and data-driven decision making, is delivering more effective campaigns and enhancing the performance of other digital channels.

“This may be a challenging time for OOH but the market has enormous potential and I believe VIOOH has the capability to drive true growth, on a global scale.

“Helen and Jon bring with them years of invaluable experience in programmatic and a proven track record in building global market-leading products and brands.”

VIOOH, which is also recruiting to expand its product and engineering teams, is preparing for what is expected to be a period of rapid growth as the world emerges from lockdown and advertisers and media owners move programmatic out of home from experimentation to being an integral centrepiece of digital media plans.

Data and programmatic technology means that digital out of home is becoming an essential part of any brand’s media campaign and VIOOH is working to bring new revenue streams to media owners while maximising existing ones.

These appointments complete the new leadership team at VIOOH, following the appointment  in March of Gavin Wilson as Chief Revenue Officer.

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