Viooh Adds Adams Outdoor's Digital Billboards to Programmatic Marketplace
2026-11-10 · via Digital Signage Today
Viooh, a digital out-of-home supply-side platform, has struck a deal with Adams Outdoor Advertising to make the company's digital billboard inventory available through programmatic channels in the U.S. For buyers who plan out-of-home campaigns, this adds another regional network to the growing list of operators opening up inventory to automated buying rather than relying solely on direct insertion orders.
According to a press release, the Adams Outdoor network covers 14 states and includes more than 460 digital billboards. The release states the network generates over 4.9 billion monthly impressions. The boards are positioned along highways, commuter corridors and other high-traffic roads, aimed at reaching drivers and commuters rather than pedestrian or retail foot traffic.
Markets named in the release include Charlotte, Raleigh-Durham, Charleston, Savannah, Norfolk-Virginia Beach, Detroit-Ann Arbor, Grand Rapids, Madison and the Ohio Valley region, including Pittsburgh. That mix spans the Southeast, Midwest and Northeast, giving advertisers a way to assemble regional or multi-market campaigns in secondary and mid-size metros rather than only the largest DMAs.
Gavin Wilson, global chief commercial officer at Viooh, said in the release that the partnership brings Adams Outdoor's billboard inventory, built over decades of traditional out-of-home business, into Viooh's programmatic marketplace. He said the arrangement gives media buyers faster and more flexible access to established regional markets.
What the announcement leaves out
The release does not specify which demand-side platforms or exchanges will be able to access the inventory, nor does it detail pricing, minimum spend levels or how inventory will be allocated between programmatic and direct-sold campaigns. It also does not say whether Adams Outdoor's static billboard inventory is included or whether this deal covers only the digital boards.
For operators and network owners watching the DOOH ad market, this is another sign that regional billboard companies are moving to add programmatic access rather than competing only on direct sales relationships. Viooh has built its business aggregating out-of-home supply across multiple operators and markets, and deals like this extend its reach into U.S. regional networks that might otherwise be harder for national programmatic buyers to reach directly. For Adams Outdoor, the move opens its inventory to a wider pool of advertisers who buy through programmatic pipes rather than traditional media sales teams, potentially filling unsold avails and adding a new revenue channel alongside its existing direct business.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
Viooh, a global digital out-of-home supply-side platform, is partnering with Adams Outdoor Advertising, an out-of-home media company to expand programmatic access to digital billboard inventory across the U.S.
The Adams Outdoor network spans 14 states, providing programmatic access to more than 460 digital billboards generating over 4.9 billion monthly impressions, according to a press release. Set along major highways, commuter corridors and high-traffic roadways, the digital displays connect advertisers with audiences throughout the Southeast, Midwest and Northeast.
Advertisers can access premium digital billboard inventory across key markets including Charlotte, Raleigh-Durham, Charleston, Savannah, Norfolk-Virginia Beach, Detroit-Ann Arbor, Grand Rapids, Madison and the Ohio Valley region, including Pittsburgh.
"Billboard advertising built Adams Outdoor's reputation over decades, and this partnership brings that same trusted, high-impact inventory into Viooh's programmatic marketplace," Gavin Wilson, global chief commercial officer at Viooh, said in the release. "For media buyers, it means faster, more flexible access to some of the country's most established regional markets, reaching audiences where they live, work and drive."
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