VIOOH expands London programmatic DOOH with London Lites partnership

VIOOH announced a programmatic partnership with London Lites on October 23, 2025. The collaboration provides advertisers with automated access to 49 strategically positioned premium LED screens across central London and London neighborhoods, generating 74.5 million monthly impressions. The inventory represents 23% of the London roadside digital out-of-home market.

London Lites operates as a new-generation digital out-of-home media owner established in 2012. The company positions itself as offering greater flexibility and agility than traditional DOOH providers, enabling brands to deploy both static and full-motion campaigns across cost-effective, high-quality screens throughout London's premium locations.

The partnership expands VIOOH's programmatic marketplace across three distinct environment categories. Roadside locations deliver 63 million monthly impressions across London neighborhoods and central areas. Rail environments at Clapham Junction generate 2.7 million monthly impressions. Premium mall locations in Mayfair and Bond Street contribute 8.5 million monthly impressions to the total reach.

The integration provides advertisers with programmatic access to must-have central London locations including Mayfair, Covent Garden, and key neighborhood hubs where Londoners live, work, and socialize. The screens support both static and full-motion creative formats, with programmatic-ready capabilities enabling real-time campaign deployment.

"Our partnership with London Lites represents further expansion of our programmatic marketplace, offering brands access to premium central London locations through a uniquely agile and flexible media owner," said Gavin Wilson, Global Chief Commercial Officer at VIOOH. Wilson emphasized that the strategic coverage provides advertisers with opportunities to reach diverse London-centric and internationally traveling audiences. He noted that London Lites' new-generation approach to flexibility and responsiveness complements VIOOH's real-time trading capabilities.

Mike English, Commercial Director at London Lites, highlighted the significance of programmatic access for brand connectivity. "Partnering with VIOOH opens new programmatic opportunities for brands to connect with London's dynamic audiences across our premium network," English stated. He emphasized that the company's positioning in must-have Central London locations allows advertisers to reach Londoners where they live, work, and socialize, with VIOOH's programmatic expertise enabling brands to leverage the company's flexible approach with precision and efficiency.

VIOOH operates as a supply-side platform connecting buyers and sellers in the digital out-of-home space. The company launched in 2018 with headquarters in London and currently trades programmatically in 35 markets globally. The platform maintains partnerships with more than 50 demand-side platforms worldwide, facilitating automated buying and selling of outdoor advertising inventory through software systems.

The technical infrastructure enables enhanced flexibility, precision targeting, and improved efficiency through programmatic buying. Advertisers can access London Lites' inventory through automated processes, facilitating streamlined campaign management across diverse London audiences. The system provides real-time bidding capabilities and transparent programmatic advertising deployment.

London Lites' high-quality LED screens enable brands to deploy campaigns in real time, tailor creative based on audience signals, and access measurement insights demonstrating campaign impact. The screens are programmatic-ready, supporting data-enabled activation across contextually relevant and high-footfall settings throughout London.

The partnership reflects broader market dynamics within digital out-of-home advertising. Programmatic buying delivers enhanced flexibility, precision targeting, and improved efficiency compared to traditional booking methods. These capabilities become particularly valuable in high-traffic locations where audience demographics shift throughout the day.

For the marketing community, this development signals the continued expansion of programmatic DOOH infrastructure across London's premium locations. The partnership follows VIOOH's July 2025 integration of Outernet London's inventory, which provided programmatic access to nine digital screens generating over 233 million monthly impressions in central London. That partnership represented 2.5% of the UK's digital out-of-home market spend.

The London Lites integration demonstrates how programmatic capabilities enable smaller, agile media owners to compete alongside established players through standardized technology platforms. Traditional barriers to entry in premium advertising markets diminish when automated buying processes provide equal access to demand-side platforms serving global advertisers.

The ability to target specific audiences in everyday consumer environments through automated buying processes represents advancement in outdoor advertising precision and accountability. Market education and standardization efforts have accompanied programmatic DOOH expansion globally. Research from VIOOH's State of the Nation 2025 report showed that programmatic DOOH adoption in mainland China reached 30% in 2025, marking a 6-percentage-point increase from 24% in 2023.

VIOOH's platform emphasizes transparency through viewability measurement and brand safety verification. The technology infrastructure tracks impression delivery, audience measurement, and campaign performance, providing advertisers with accountability metrics similar to those available in other digital advertising channels. Industry measurements indicate programmatic DOOH delivers environmental advantages compared to other digital advertising formats.

The London partnership occurs during a period of significant global expansion for VIOOH. In August 2025, the company announced a partnership with Vengo providing programmatic access to over 65,000 digital screens across the United States, representing 9% of the US digital OOH market and generating 13 billion monthly impressions. In September 2025, VIOOH partnered with ELAN Media to provide programmatic access to over 220 strategically positioned digital screens across Qatar's premium shopping destinations and roadside locations.

Earlier in 2025, VIOOH integrated European office networks through a partnership with Executive Channel Network, adding 870 digital screens across premium office buildings in the United Kingdom, France, and Germany. The UK deployment alone features 276 digital screens across 154 office buildings, reaching an audience of over 22 million monthly impressions.

The technical integration between VIOOH and London Lites requires seamless data flow between the two companies' systems, ensuring that inventory availability, pricing, and campaign performance data are accurately and quickly communicated. The real-time nature of programmatic advertising demands robust technology infrastructure to handle high-volume, high-speed transactions.

Programmatic DOOH operates through familiar digital advertising infrastructure, utilizing demand-side platforms and supply-side platforms for automated transactions. Advertisers can now access London Lites' inventory through their existing programmatic buying workflows and campaign management systems, integrating London locations into broader multi-market strategies.

The partnership positions both companies to capitalize on growing demand for programmatic DOOH capabilities among advertisers seeking alternatives to traditional booking processes. The collaboration enables US and international advertisers to integrate London inventory into broader programmatic advertising strategies without establishing direct relationships with individual media owners.

London Lites' screens combine premium Central London locations with agile, data-enabled activation capabilities. The high-quality LED installations support full-motion or static formats, enabling brands to spark connections with Londoners in contextually relevant settings. The company positions itself as offering affordability and flexibility without sacrificing scale or sophistication.

The announcement demonstrates the maturation of programmatic digital out-of-home as a mainstream advertising channel. The ability to access premium London inventory through automated buying processes aligns out-of-home advertising with practices established in display, video, and mobile advertising channels. This standardization facilitates budget allocation decisions and campaign planning across multiple media types.

Timeline:

• October 23, 2025: VIOOH announces programmatic partnership with London Lites, providing access to 49 LED screens generating 74.5 million monthly impressions across London
• September 4, 2025: VIOOH partners with ELAN Media covering Qatar's premium advertising locations with over 220 digital screens
• August 26, 2025: VIOOH announces partnership with Vengo providing programmatic access to 65,000 US screens generating 13 billion monthly impressions
• July 15, 2025: VIOOH integrates Outernet London's premium inventory with 233 million monthly impressions in central London
• January 8, 2025: ECN and VIOOH partnership brings programmatic DOOH to 870 European office screens across UK, France, and Germany
• 2018: VIOOH launches with headquarters in London as premium global digital out-of-home supply-side platform
• 2012: London Lites established as new-generation DOOH media owner in London

5 Ws Summary:

Who: VIOOH, the leading premium global digital out-of-home supply-side platform, partnered with London Lites, a new-generation DOOH media owner operating premium LED screens across London. Key executives include Gavin Wilson, Global Chief Commercial Officer at VIOOH, and Mike English, Commercial Director at London Lites.

What: The partnership provides programmatic access to 49 strategically placed premium LED screens generating 74.5 million monthly impressions across London neighborhoods and central locations, representing 23% of the London roadside digital OOH market. The inventory spans roadside locations (63 million monthly impressions), rail environments at Clapham Junction (2.7 million monthly impressions), and premium mall locations in Mayfair and Bond Street (8.5 million monthly impressions).

When: The partnership was announced on October 23, 2025, expanding VIOOH's programmatic marketplace across London's premium advertising locations.

Where: The collaboration spans London neighborhoods and central London locations, including Mayfair, Covent Garden, Bond Street, and key neighborhood hubs where Londoners live, work, and socialize. Specific environments include roadside locations, Clapham Junction rail environments, and premium mall locations.

Why: The partnership enables brands to access premium central London locations through programmatic channels, providing enhanced flexibility, precision targeting, and improved efficiency. London Lites' new-generation approach offers greater agility than traditional DOOH media owners, enabling brands to be bolder and more responsive in London advertising campaigns while reaching diverse London-centric and internationally traveling audiences.