VIOOH and Atmosphere TV Expand Programmatic Place-Based Streaming
Programmatic video advertising is moving beyond traditional digital boundaries and deeper into the physical world. With a newly announced partnership, VIOOH, the global digital out-of-home (DOOH) supply-side platform, is teaming up with Atmosphere TV to unlock programmatic access to the largest place-based streaming TV network built specifically for businesses.
The partnership expands access to more than 60,000 venues across the UK, North America, and Australia, delivering over one billion monthly impressions in high-traffic environments such as restaurants, bars, gyms, airports, hotels, and office buildings. Atmosphere TV reaches more than 150 million monthly viewers through a network of 30-plus channels of audio-optional, brand-safe content designed for commercial settings.
For agencies and brands, the deal represents a meaningful evolution in how place-based video can be planned, bought, and scaled. Atmosphere TV commands more than 85 percent market share in North America’s place-based streaming sector, positioning the integration as one of the most significant programmatic DOOH expansions currently available.
Solving the scale problem for multi-location brands
One of the persistent challenges in multi-location marketing is not just reach, but orchestration — executing campaigns across hundreds or thousands of locations without losing relevance at the local level.
“For brands targeting multiple locations, one of the biggest challenges in marketing is scale, not just reaching enough people, but doing it in a way that stays relevant across different markets,” said Gavin Wilson, Global Chief Commercial Officer at VIOOH, told Street Fight.
By combining Atmosphere TV’s venue footprint with VIOOH’s global programmatic infrastructure, the partnership is designed to address that tension directly. Brands can plan national campaigns while tailoring delivery by geography, venue type, and context — reducing operational complexity while preserving local nuance.
Turning dwell time into measurable media value
What differentiates Atmosphere TV from traditional DOOH formats is not only its scale, but the depth of audience engagement. Screens are embedded in environments where consumers are stationary, social, and often highly attentive. Average viewing times are reported at approximately 40 minutes, far exceeding the fleeting exposure associated with roadside billboards or transit placements.
That dwell time becomes especially valuable during premium moments. According to the companies, venues running Atmosphere TV experience a 40 percent increase in visits during major sporting events, underscoring the platform’s ability to capture attention during culturally relevant, high-energy viewing occasions.
With inventory that is 100 percent viewable and non-skippable, the format offers a compelling alternative for advertisers seeking predictable exposure in an increasingly fragmented video ecosystem.
Programmatic access without sacrificing control
A core promise of the partnership lies in its programmatic execution. Historically, place-based video networks have been difficult to access at scale without relying on manual buying processes or sacrificing flexibility. Through VIOOH’s supply-side platform, 100 percent of Atmosphere TV inventory is now available programmatically.
Advertisers can activate campaigns through preferred evergreen deals, first-look private marketplaces, and programmatic guaranteed buys. Targeting capabilities include venue type, business category, geography, content alignment, contextual signals, and activations around tentpole events and live sports, including radius-based targeting.
First- and third-party data integration further enables brands to align place-based streaming with broader omnichannel strategies, rather than treating DOOH as a standalone awareness channel.
Bringing national reach and local relevance together
The ability to unify national scale with localized execution is a recurring theme for agencies managing distributed brands, franchises, and regional operations.
“This partnership with Atmosphere TV gives brands a more practical way to run campaigns across all their locations, bringing national scale and local relevance together in a way that’s much easier to manage,” Wilson continued to say.
For agencies, this simplifies planning and activation across markets while maintaining consistency in messaging and measurement. For brands, it creates an opportunity to reach consumers in real-world environments that align closely with moments of intent and purchase consideration.
What it means for the future of DOOH
The timing of the partnership reflects broader shifts across video advertising. As connected TV becomes more competitive and fragmented, advertisers are increasingly focused on environments that deliver attention, context, and proximity to action. Place-based streaming occupies a unique position at that intersection.
Atmosphere TV’s audio-optional format is particularly well suited to public venues, allowing brands to deliver visual storytelling without disrupting the venue experience. Creative flexibility supports video lengths from six to 90 seconds, enabling everything from quick brand messages to longer-form storytelling tied to sports, entertainment, or seasonal moments.
As DOOH continues its transition toward data-driven buying and performance accountability, partnerships like this signal where the category is headed. By combining large-scale place-based streaming with advanced programmatic infrastructure, VIOOH and Atmosphere TV are positioning DOOH as a core, addressable video channel — one built not just for reach, but for relevance, attention, and real-world impact.
