VIOOH & London Lites partner to expand programmatic DOOH reach

VIOOH has entered into a programmatic advertising partnership with London Lites to expand its digital out-of-home (DOOH) presence across high-profile sites in London.

Expanded access

London Lites is set to provide advertisers with programmatic access to 49 strategically positioned premium LED screens across the capital, representing 74.5 million monthly impressions - 23% of London's roadside digital OOH market.

The network's reach includes various London neighbourhoods, as well as central London locations. Specifically, the inventory features roadside sites generating 63 million monthly impressions, rail environments at Clapham Junction with 2.7 million monthly impressions, and high-traffic mall locations in Mayfair and Bond Street, collectively accounting for a further 8.5 million impressions each month.

London Lites, operating as a new-generation provider since 2012, highlights its commitment to agility and flexibility in its campaign options, enabling brands to adjust and respond rapidly to advertising demands across London.

Programmematic platform

VIOOH operates a digital out-of-home supply-side platform and connects buyers and sellers within a programmatic advertising marketplace. Its technology enables automated buying, agile campaigns, and precise audience targeting, making it accessible to advertisers seeking efficient DOOH coverage.

According to VIOOH, the integration of London Lites' inventory aligns with its objective to expand its market coverage and provide streamlined access to advertising locations in central London.

Gavin Wilson, Global Chief Commercial Officer at VIOOH, said:

"Our partnership with London Lites represents further expansion of our programmatic marketplace, offering brands access to premium central London locations through a uniquely agile and flexible media owner. Its strategic coverage provides advertisers with exceptional opportunities to reach diverse London-centric and internationally travelling audiences. Its new-generation approach to flexibility and responsiveness perfectly complements VIOOH's real-time trading capabilities."

London Lites sees the collaboration as an opportunity for brands to reach Londoners in high-value settings using programmatic technology and audience data. The company positions its screen network as combining central city hotspots such as Mayfair and Covent Garden with neighbourhood centres in residential and commercial areas, further leveraging the platform's targeting capabilities.

Mike English, Commercial Director at London Lites, said:

"Partnering with VIOOH opens new programmatic opportunities for brands to connect with London's dynamic audiences across our premium network. Our positioning in must-have Central London locations, from Mayfair and Covent Garden to key neighbourhood hubs, allows advertisers to reach Londoners where they live, work and socialise. VIOOH's programmatic expertise enables brands to leverage our flexible, agile approach with the precision and efficiency that modern London advertising demands."

Focus on flexibility and efficiency

The companies highlight that programmatic buying will deliver flexibility and responsive advertising schedules, as well as improved targeting efficiency. By utilising VIOOH's supply-side platform, advertisers are expected to benefit from the ability to run both static and full-motion DOOH campaigns, tailored for specific audiences and optimised in real time across the partnered London Lites network.

This partnership is intended to deliver measurable outcomes for brands seeking prominence and audience engagement in London's high-footfall environments, supporting a range of campaign objectives from brand awareness to conversion.