ECN and VIOOH partnership brings programmatic digital out-of-home to European offices
Major digital out-of-home advertising partnership announced today adds 870 screens across premium office locations in Europe.
Digital out-of-home (DOOH) advertising network Executive Channel Network (ECN) announced a strategic partnership with VIOOH, a global supply-side platform, on January 8, 2025. The collaboration expands programmatic advertising capabilities across premium office buildings in the United Kingdom, France, and Germany.
The partnership integrates ECN's extensive office media network, which spans 25 cities across Europe, with VIOOH's programmatic advertising platform. According to ECN, their network delivers over 73 million monthly impressions through 870 digital screens strategically positioned in business districts and regional areas.
Breaking down the geographical reach, ECN's French operations generate 26 million monthly impressions across 298 digital screens in 203 office buildings. These locations include major metropolitan centers such as Paris, Lyon, Marseille, Lille, Nantes, Bordeaux, and Toulouse.
In Germany, the network encompasses 281 digital screens across 216 office buildings, delivering 25 million monthly impressions monthly. The coverage extends to twelve major cities, including Berlin, Hamburg, Düsseldorf, Cologne, Frankfurt, Stuttgart, Munich, Leipzig, Dresden, Mannheim, Essen, and Dortmund.
The United Kingdom deployment features 276 digital screens across 154 office buildings, reaching an audience of over 22 million monthly impressions. Key metropolitan areas include London, Birmingham, Manchester, Edinburgh, and Bristol.
Recent data from ECN's Audience Hub reveals significant insights about office worker behavior and demographics. According to their research, 96% of professionals visit their office weekly, spending an average of four days in the workplace. The core audience demographic falls within the 25-54 age range, representing a professionally employed and educated segment.
The technological infrastructure supporting this partnership enables real-time bidding and transparent programmatic advertising deployment. VIOOH's platform, launched in 2018, currently operates in 23 markets globally and maintains partnerships with more than 40 demand-side platforms (DSPs).
Charles Parry-Okeden, Global CEO at ECN, highlighted the strategic value of combining ECN's premium inventory with VIOOH's existing partnerships, emphasizing the potential for targeting business professionals at scale.
Gavin Wilson, Chief Customer and Revenue Officer at VIOOH, noted that the partnership creates opportunities for advertisers to connect with affluent businesses and consumers in premium office environments across major European cities.
The programmatic capabilities introduced through this partnership enable enhanced targeting precision and operational efficiency. Advertisers can now access ECN's inventory through automated buying processes, facilitating more streamlined campaign management across multiple territories.
ECN, a subsidiary of Executive Channel Holdings (ECH), has established itself as a significant player in the office media sector. Their network creates a bridge between brands and professional audiences in premium office environments, capitalizing on the consistent presence of workers in office spaces.
The partnership reflects the broader transformation of the out-of-home advertising sector, incorporating data-driven decision-making and automated trading capabilities. Through VIOOH's platform, buyers and sellers can now conduct transactions in a premium marketplace environment, streamlining the previously complex process of booking out-of-home advertising across multiple territories.
Internal studies conducted by ECN indicate that office environments serve as communities where business and personal lives intersect. Their research suggests that approximately half of office workers engage in discussions about consumer brands and hold responsibility for business purchasing decisions, underlining the strategic importance of office-based advertising channels.
For media buyers and advertisers, this partnership introduces new opportunities to reach professional audiences through programmatic channels, enabling more precise targeting and improved campaign efficiency across the European market.