Programmatic DooH: Viooh Adds More Than 460 US Digital Billboards Through Adams Outdoor Deal

Viooh, a programmatic digital out-of-home marketplace (viooh.com), has signed an agreement with Adams Outdoor Advertising (adamsoutdoor.com) that will make more than 460 digital billboards across 14 US states available for programmatic buying, invidis.com reports.

The Adams Outdoor network generates more than 4.9 billion monthly impressions, according to the companies, with displays concentrated along highways, commuter routes and other heavily traveled roads in the Southeast, Midwest and Northeast.

Advertisers gain access to digital billboards in markets including Charlotte, Raleigh-Durham, Charleston, Savannah, Norfolk-Virginia Beach, Detroit-Ann Arbor, Grand Rapids and Madison, with coverage also extending into the Ohio Valley region, including Pittsburgh.

For Viooh, the agreement adds established regional billboard inventory to its programmatic marketplace, allowing media buyers to plan and activate campaigns across multiple US markets through a single platform.

Gavin Wilson, Global Chief Commercial Officer at Viooh, said: "Billboard advertising built Adams Outdoor's reputation over decades, and this partnership brings that same trusted, high-impact inventory into VIOOH's programmatic marketplace." Josh Scharfberg, Chief Revenue Officer at Adams Outdoor Advertising, said the agreement will make the company's growing digital network more accessible to advertisers.

Adams Outdoor gains another programmatic sales channel for its digital network as it continues expanding its presence across the country. The integration lets advertisers buy Adams Outdoor's digital billboard inventory programmatically rather than arranging campaigns separately in each market.

Viooh said the addition strengthens its US roadside digital out-of-home offering, particularly in regional markets beyond the country's largest metropolitan areas.