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Western Union has named Screenverse its exclusive programmatic technology partner for its digital out-of-home media network, the companies said, giving advertisers access to more than 2,600 digital screens across 124 U.S. markets.

The Western Union Media Network generates more than 623 million monthly impressions, according to the companies, on screens located in financial services and retail settings such as check-cashing centers, banks, supermarkets, pharmacies and convenience stores. Its footprint includes major markets including New York, Chicago, Los Angeles, Miami and Houston. Average dwell times of 15 to 20 minutes, the companies say, give advertisers a chance to reach consumers as they handle financial transactions.

The partnership opens the inventory to programmatic buyers seeking audiences engaged in money management, payments and related financial services. Western Union says its network has strong representation among Hispanic, African American, Asian and immigrant communities, as well as consumers who primarily use cash or cheques and may be less visible through conventional digital targeting.

"Financial services has been an underbuilt venue category, and this partnership opens it up with the reach and targeting rigor programmatic buyers expect," said Nick Sadler, senior vice president of supply at Screenverse. Josh Bernstein, director of media network operations at Western Union, said the partnership would help expand the reach of the company's media network and attract additional advertising demand.

Western Union's DOOH inventory is available programmatically through Screenverse via Place Exchange by Broadsign and Perion, allowing advertisers to fold the network into existing campaign planning and buying workflows.