VIOOH & JCDecaux bring Baltic screens into marketplace

VIOOH has partnered with JCDecaux in the Baltics to add the outdoor advertising group's digital screens in Estonia, Latvia and Lithuania to its programmatic marketplace. The agreement covers 254 screens across the three markets.

The deal gives advertisers programmatic access to inventory generating more than 163 million monthly viewable impressions across shopping malls, transit hubs, roadside locations and city centres in the Baltic capitals.

The arrangement brings all of JCDecaux's premium digital inventory in the three countries into a single buying point for brands seeking campaigns across the region. VIOOH, which operates a supply-side platform for digital out-of-home advertising, said the Baltic addition expands the reach available through its marketplace.

In Estonia, the partnership includes 61 digital screens generating more than 75 million monthly impressions. The network covers roads and central Tallinn, with 44 urban panels and bus shelters accounting for 50 million monthly impressions and 17 large-format billboards adding another 25 million.

Latvia contributes 83 digital screens with more than 47 million monthly impressions. The estate reaches audiences across roads and central Riga, including 76 urban panels and bus shelters delivering 24 million monthly impressions, six billboards producing seven million, and the Origo Premium 3D screen at Riga's central station generating a further 16 million.

Lithuania accounts for the largest share of JCDecaux's Baltic network under the agreement, with 110 digital screens generating more than 41 million monthly impressions. The sites are spread across roadside, city centre and retail locations in Vilnius, including 80 urban panels and bus shelters, 13 billboards, 16 screens at the Panorama shopping mall, and a three-sided spectacular billboard at the Savanorių roundabout.

Regional rollout

The partnership extends VIOOH's presence in a region where advertisers are increasing their use of automated buying tools for out-of-home campaigns. By linking JCDecaux's inventory to a global marketplace of buyers, it allows campaigns to be planned across all three Baltic states through one platform rather than through separate local transactions.

Advertisers using VIOOH's Trading Manager platform will be able to buy and manage cross-border campaigns across Estonia, Latvia and Lithuania. Buyers will also be able to apply audience targeting and adjust campaigns during delivery.

Programmatic buying is becoming a larger part of digital out-of-home advertising as media owners convert traditional billboard estates into digital networks that can be traded in real time. That shift has brought out-of-home inventory closer to online, mobile and other digital media within media planning systems.

For JCDecaux in the Baltics, the partnership marks another stage in the digitisation of its regional inventory. All of its digital out-of-home stock in Estonia, Latvia and Lithuania is now available for programmatic buying, the group said.

Gavin Wilson, Global Chief Commercial Officer at VIOOH, said the deal would give advertisers a single route into the region's digital out-of-home market.

"Estonia, Latvia and Lithuania are increasingly sophisticated advertising markets, and this partnership gives brands a single point for programmatic DOOH access to all of JCDecaux's premium inventory," said Gavin Wilson, Global Chief Commercial Officer at VIOOH. "With more than 250 digital screens now available through the VIOOH Trading Manager platform, advertisers can build cross-Baltic campaigns with targeting precision and real-time optimisation. This is a fast-growing region, and programmatic is how brands will capture it efficiently."

JCDecaux's Baltic management said the agreement opens its inventory to a broader pool of international demand while simplifying campaign buying across the three capitals.

"This partnership with VIOOH marks an important step in how advertisers can access our premium DOOH network across the region," said Øyvind Markussen, Regional Director, Baltics, at JCDecaux. "VIOOH has opened up access to our screens in Tallinn, Riga and Vilnius for a global marketplace of buyers, bringing advanced targeting capabilities to our roads, city centre and retail environments. Advertisers can now plan and execute campaigns across Estonia, Latvia and Lithuania with far greater efficiency and precision than ever before."