VIOOH, a prominent global digital out-of-home (DOOH) supply-side platform, has introduced new enhancements to its VIOOH Trading Manager platform. These updates aim to improve programmatic planning for out-of-home (OOH) media owners by providing advanced audience-based visual planning tools.
As the OOH advertising sector continues to expand, and client requirements become increasingly detailed, VIOOH’s latest map-based planning features offer interactive campaign visualizations. These tools allow media owners to track real-time inventory availability and incorporate audience affinity and point-of-interest data, enhancing targeting precision.
The enhancements are powered by the VIOOH Intelligence Allocation Engine, which combines media owners’ detailed inventory knowledge with audience data segments from their data management platforms (DMPs) or custom-uploaded segments. This integration aims to optimize campaign planning, helping media owners address complex client briefs while maximizing inventory utilization and revenue.
With global programmatic DOOH spending expected to grow by 32% over the next year, media owners are managing an increasing number of highly targeted campaigns. VIOOH’s new planning tools simplify this process by combining traditional map-based planning with interactive visualizations enriched with audience data and live inventory insights.
These features enable media owners to efficiently plan campaigns across multiple datasets, ensuring that they reach the right audience at the right time. The VIOOH Allocation Engine further optimizes multiple campaigns, helping media owners make the most of their premium inventory and meet client demands effectively.
Jon Block, Chief Product Officer at VIOOH, stated, “The planning enhancements we now offer our VIOOH Intelligence customers represent a significant step towards a more data-driven future for out-of-home trading. Early feedback from markets using the tool has been positive, highlighting its ease of use and effectiveness in planning even the most targeted campaigns.”
