Premium global digital out of home (DOOH) supply-side platform VIOOH has partnered with London Lites – a DOOH media owner offering brands an affordable solution to target audiences in central London locations.
London Lites looks to offer brands the opportunity to connect with diverse London audiences through high-quality, cost-effective DOOH screens that can run static or full-motion campaigns.
The partnership gives advertisers programmatic access to 49 strategically placed premium LED screens generating 74.5 million monthly impressions, representing 23% of the London roadside digital OOH market.
The inventory spans London neighbourhoods and central London, including roadside locations delivering 63m monthly impressions, rail environments at Clapham Junction generating 2.7 million monthly impressions and premium mall locations in Mayfair and Bond Street contributing 8.5 million monthly impressions.
“Our partnership with London Lites represents further expansion of our programmatic marketplace, offering brands access to premium central London locations through a uniquely agile and flexible media owner,” said Gavin Wilson, global chief commercial officer at VIOOH.
“Its strategic coverage provides advertisers with exceptional opportunities to reach diverse London-centric and internationally travelling audiences.
“Its new-generation approach to flexibility and responsiveness perfectly complements VIOOH’s real-time trading capabilities.”
Mike English, commercial director at London Lites, added: “Partnering with VIOOH opens new programmatic opportunities for brands to connect with London’s dynamic audiences across our premium network.
“Our positioning in must-have Central London locations, from Mayfair and Covent Garden to key neighbourhood hubs, allows advertisers to reach Londoners where they live, work and socialise.
“VIOOH’s programmatic expertise enables brands to leverage our flexible, agile approach with the precision and efficiency that modern London advertising demands.”