VIOOH Expands U.S. Programmatic DOOH With Adams Outdoor
VIOOH’s partnership with Adams Outdoor brings more than 460 digital billboards across 14 states into its marketplace, expanding access to regional audiences and commuter corridors.
VIOOH is expanding its U.S. digital out-of-home (DOOH) footprint through a partnership with Adams Outdoor Advertising, bringing more than 460 digital billboards across 14 states into its programmatic marketplace.
The agreement makes Adams Outdoor’s inventory, representing more than 4.9 billion monthly impressions, accessible through VIOOH’s supply-side platform. The billboards span major highways, commuter corridors and high-traffic roadways across the Southeast, Midwest and Northeast.
The partnership simplifies MULO brand access to regional outdoor inventory while providing greater flexibility in campaign planning and execution.
Expanding Access to Regional DOOH Inventory
Adams Outdoor’s network spans established and growing markets, including Charlotte, Detroit, Pittsburgh and Raleigh-Durham. The expanded access gives multi-location advertisers a way to coordinate regional campaigns, support market-specific promotions and reach consumers along major commuter corridors.
The partnership also introduces Adams Outdoor’s inventory to additional advertising demand through VIOOH’s marketplace, extending its sales opportunities beyond traditional direct buying relationships.
“Billboard advertising built Adams Outdoor’s reputation over decades, and this partnership brings that same trusted, high-impact inventory into VIOOH’s programmatic marketplace,” said Gavin Wilson, global chief commercial officer at VIOOH.
Simplifying Multi-Market Outdoor Campaigns
Traditional outdoor advertising often requires advertisers to negotiate placements, schedules and pricing across individual media owners. That process becomes more complicated when campaigns span multiple markets and regional operators.
VIOOH’s platform enables buyers to incorporate Adams Outdoor’s inventory into broader media plans, using geographic, audience and contextual data to inform campaign decisions.
For agencies managing multi-location brands, the ability to coordinate outdoor placements across regional markets can reduce operational complexity. Campaigns can be tailored to local priorities, including store openings, seasonal promotions, competitive markets and regional brand-building initiatives.
Josh Scharfberg, chief revenue officer at Adams Outdoor, said the partnership combines the company’s regional presence with VIOOH’s technology to make its expanding digital network more accessible to advertisers.
The partnership also reflects a seemingly broader shift among outdoor media owners toward making established billboard networks available through digital buying platforms.
Greater Access Still Requires Better Measurement
Expanding available inventory addresses one challenge facing DOOH advertisers, but measurement remains an important consideration. We previously examined how programmatic DOOH is still purchased differently from digital advertising, including differences in buying practices, inventory availability and campaign measurement.
While the VIOOH–Adams Outdoor agreement expands the range of billboards available to buyers, neither company has disclosed advertiser adoption, campaign performance or measurable business outcomes associated with the integration.
The reported 4.9 billion monthly impressions represent estimated audience exposure across the network rather than verified store visits, sales or other advertiser results. Understanding whether billboard exposure contributes to local business outcomes remains central to determining campaign value.
Regional Reach With Broader Buying Access
For Adams Outdoor, the partnership creates another distribution channel for its established billboard network. For VIOOH, it strengthens U.S. coverage in regional markets where local presence and commuter traffic can play an important role in advertising strategy.
The broader opportunity is for brands to incorporate regional outdoor media into coordinated campaigns without adding the same level of market-by-market buying complexity. Whether that translates into increased brand investment will depend on the ability to demonstrate results beyond audience reach, particularly for brands seeking measurable performance across hundreds of locations.
