Programmatic advertising in the US broadens through collaboration between VIOOH and Vengo
In a strategic move to bolster its presence in the US programmatic market, VIOOH has formed an alliance with Vengo. This partnership significantly expands VIOOH's US programmatic marketplace, building on previous partnerships that have established its presence across 34 markets globally.
The collaboration encompasses diverse venue types, including grocery stores, convenience stores, bars, dining venues, offices, gyms, malls, and recreational facilities. Vengo operates one of the largest premium US DOOH networks, with screens positioned across all 50 states in high-traffic environments. The bars and casual dining network produce over 3 billion monthly impressions, while convenience stores deliver over 2 billion monthly impressions.
Vengo's grocery environment alone generates over 1 billion monthly impressions through partnerships with major retailers. Premium mall locations span New York, Las Vegas, Houston, Orlando, Atlanta, Dallas, and Los Angeles, delivering additional billions of monthly impressions. In total, the partnership provides inventory access to over 65,000 digital screens across the United States, generating 13 billion monthly impressions.
The partnership aims to provide advertisers enhanced flexibility, precision targeting, and improved efficiency through automated buying processes. Real-time bidding capabilities and enhanced audience analytics enable campaign adjustments based on performance data. The VIOOH-Vengo partnership consolidates multiple technological components into streamlined workflows for media buyers and advertisers.
As programmatic DOOH demonstrates accelerating adoption across global markets, many organizations plan expanded programmatic DOOH investments over the next 12-18 months. The strategic alignment between platform technology and inventory scale necessary for programmatic advertising effectiveness is evident in this partnership.
Brian Shimmerlik, CEO of Vengo, expressed his excitement about the partnership, stating, "This partnership represents a significant step forward in our mission to revolutionize the DOOH industry with programmatic advertising."
Future developments may include expanded targeting capabilities through integration with additional data sources, enhanced creative optimization based on environmental factors, and broader geographical coverage as both companies continue scaling their respective operations. With this partnership, VIOOH and Vengo are poised to lead the charge in the evolving programmatic DOOH landscape.
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