VIOOH has struck a strategic partnership with Atmosphere TV, expanding access to premium place-based video inventory across the UK, North America and Australia.
The deal gives advertisers programmatic access to 60,000+ venues generating over a billion monthly impressions, spanning restaurants, bars, gyms, airports and hotels.
Texas-based Atmosphere TV, which claims over 85% market share in North America’s place-based streaming sector, reaches 150m+ monthly viewers with more than 30 channels of audio-optional content.
The platform is designed for high-dwell-time environments, with average viewing times of around 40 minutes, and says its venues see a 40% uplift in visits during major sporting events.
Through VIOOH, 100% of the company’s inventory is now available programmatically with targeting across content, audience, location, venue type and live events, alongside first and third-party data integration.
Ads can run between six and 90 seconds, with buying options including preferred deals, private auctions and programmatic guaranteed.
“Atmosphere TV opens up a completely new advertising opportunity – reaching audiences in the moments when they’re relaxed, engaged and spending quality time in venues they’ve actively chosen to visit,” said Gavin Wilson, global chief commercial officer at VIOOH.
“With 40+ minute average dwell times and 100% viewable, non-skippable inventory, advertisers can connect with consumers who are genuinely attentive.
“The programmatic capabilities we’re bringing to this partnership mean brands can target by venue type, location and even activate around live sporting events – it’s place-based advertising at its most sophisticated.”
Ryan Spicer, chief revenue officer at Atmosphere TV, added: “Partnering with VIOOH brings a new level of programmatic sophistication to our offering.
“Our platform already delivers exceptional reach and engagement for advertisers.
“Now, through VIOOH’s technology and global marketplace, brands can access our inventory with the flexibility and precision that VIOOH programmatic enables, from preferred deals to programmatic guaranteed. This makes it easier than ever for advertisers to reach active consumers who are already out and primed to spend.”