VIOOH & VENDO Media expand programmatic Canada reach

VIOOH has partnered with VENDO Media to expand programmatic access to digital out-of-home advertising inventory in Canada. The agreement adds more than 550 digital billboards across more than 125 markets to VIOOH's North American offering.

So far, 33 screens are enabled for programmatic digital out-of-home advertising. VENDO Media's network spans seven provinces: Ontario, Quebec, British Columbia, Alberta, Saskatchewan, Manitoba and New Brunswick.

The deal gives media buyers access to roadside digital inventory with national coverage. VENDO Media says it has exclusive or dominant digital media supply in 75% of the markets it serves. The arrangement also broadens VIOOH's North American footprint as it continues to add outdoor advertising supply to its platform.

Roadside reach

VENDO Media's estate includes 175 roadside billboards that generate more than 132 million monthly impressions, according to the company. It also operates 43 outdoor spectaculars, which deliver 42 million monthly impressions.

Key urban locations in the network include Toronto, Montreal, Vancouver, Calgary and Edmonton. These placements are intended to give advertisers broad reach across major city centres as well as smaller local markets.

Programmatic buying allows advertisers to purchase digital outdoor advertising space through automated systems rather than manual transactions. Buyers using VIOOH's platform will be able to access VENDO Media's inventory, with screen availability and campaign delivery managed through the system.

Platform growth

For VIOOH, the partnership adds another Canadian media owner to a platform that already operates programmatically in 37 markets worldwide. It works with more than 50 demand-side platforms globally, linking media owners with advertising buyers in multiple countries.

Canada has become an increasingly active market for digital out-of-home advertising as media owners digitise roadside and urban formats and buyers seek more flexible ways to book campaigns. Access to national inventory through a single platform can also help international advertisers plan campaigns across regions without negotiating separately with local operators.

Gavin Wilson, Global Chief Commercial Officer at VIOOH, said the agreement would strengthen the company's screen inventory in the region.

"This partnership with VENDO Media strengthens our North American inventory, connecting media buyers with high-quality screens that reach audiences widely across Canada," said Gavin Wilson, Global Chief Commercial Officer, VIOOH. "VENDO Media holds exclusive or dominant digital media supply in 75% of its covered markets, creating powerful opportunities for brands to achieve impactful nationwide coverage, while tapping into the real-time flexibility and value delivered by programmatic DOOH advertising."

Buyer access

VENDO Media said the integration would make its inventory available to a broader group of buyers, including advertisers outside Canada seeking national reach. It also described the partnership as a way to give advertisers more automated tools for campaign planning and delivery.

"By integrating with VIOOH's platform, we're giving brands programmatic tools to reach Canadian consumers efficiently across our extensive network," said Sylvio Deluca, President, VENDO Media. "This partnership opens up our inventory to international buyers seeking to connect with target groups throughout their daily journey, creating real opportunities for measurable campaign impact."

VIOOH was launched in 2018 and is based in London. VENDO Media describes itself as Canada's widest-reaching digital outdoor media company, with additional static billboard and indoor advertising assets in office towers, residential buildings and other venues.

The latest agreement centres on digital roadside screens, a segment of the outdoor market that has drawn increased interest as advertisers look for campaigns that can be adjusted quickly by time, location and audience data. Through the partnership, buyers on VIOOH's platform can now access inventory across more than 125 Canadian localities.