VIOOH Partners With Adams Outdoor

VIOOH (viooh.com) has announced a strategic partnership with Adams Outdoor Advertising (adamsoutdoor.com) to open the outdoor advertiser's digital billboard network across the United States to programmatic buyers, DailyDOOH reports.

According to the announcement, the Adams Outdoor network covers 14 states and encompasses more than 460 digital billboards that the companies say generate over 4.9 billion monthly impressions. The screens are positioned, per the announcement, along major highways, commuter corridors and heavily trafficked roadways, spanning the Southeast, Midwest and Northeast.

"Billboard advertising built Adams Outdoor's reputation over decades, and this partnership brings that same trusted, high-impact inventory into VIOOH's programmatic marketplace," Gavin Wilson, Global Chief Commercial Officer at VIOOH, told DailyDOOH. "For media buyers, it means faster, more flexible access to some of the country's most established regional markets, reaching audiences where they live, work and drive."

Markets the companies list include Charlotte, Raleigh-Durham, Charleston, Savannah, Norfolk-Virginia Beach, Detroit-Ann Arbor, Grand Rapids, Madison and what they describe as the fast-growing Ohio Valley region, including Pittsburgh.

Josh Scharfberg, Chief Revenue Officer at Adams Outdoor Advertising, said partnerships of this kind are "essential to making our growing digital network more accessible to advertisers" as the company broadens its national footprint. "By combining our premium locations, strong regional presence and deep market expertise with VIOOH's programmatic technology, we're creating more opportunities for brands to connect with audiences," Scharfberg's statement continued.

The companies say the deal is intended to make multi-market outdoor buying more flexible and efficient for brands — claims from the announcement itself rather than independently verified figures.