VIOOH puts 500 Spain and Portugal screens into programmatic DOOH. No start date given

VIOOH has connected more than 500 digital screens in Spain and Portugal run by TuMedio. The two companies announced the deal on 29 September. It brings that inventory into programmatic DOOH, the automated way of buying outdoor screens, alongside the rest of VIOOH’s supply.

The screens sit in 75 cities, from Madrid to Porto

TuMedio lists screens in more than 75 cities. Among them are Madrid, Barcelona, Valencia, Malaga, Seville, Alicante and Córdoba in Spain, plus Lisbon and Porto in Portugal. Madrid-Barajas airport is in the package as well.

Petrol stations and car parks join billboards and an airport

The mix is unusual for one deal. It covers petrol stations, car parks, roadside billboards and airport screens in the same buy. Each of those reaches a person in a different frame of mind, so a single campaign line across all four is a planning choice, not a shortcut.

TuMedio counts 320 million impressions a month

TuMedio puts the network at 320 million impressions a month. Gavin Wilson, global chief commercial officer at VIOOH, called it an important addition in Spain and Portugal. Ignacio Carrascal, who founded TuMedio, said the link “opens up our multi-environment inventory to programmatic buyers”.

The announcement names no buying platform and no price

Several things a buyer would ask about are missing. The announcement does not say which demand-side platforms can reach the screens, what the deal types are, how impressions are measured, or whether VIOOH is the only route to this supply. There is no go-live date either.

Outdoor screens keep gaining owners with data behind them, from McDonald’s selling other brands space on its menu boards to Best Buy turning the televisions it sold into ad space. Spending is following: the German market grew 0.9 per cent in August while online rose 14.7 per cent.

Open the Iberian line in your outdoor plan and look at how those screens are bought today. If they sit on insertion orders, this changes who you talk to rather than what you pay. With no price, no named platform and no start date in the announcement, treat it as supply that may appear rather than supply you can book this week.