Viooh, TuMedio Partner on Programmatic DOOH in Spain, Portugal
2026-10-05 · via Digital Signage Today
Viooh, a digital out-of-home supply-side platform, has struck a partnership with Spanish outdoor advertising company TuMedio to bring its screen network into programmatic buying channels across Spain and Portugal. For media buyers and agencies working in programmatic DOOH, this adds another chunk of inventory to a market that has been steadily consolidating onto SSPs like Viooh.
According to a press release, the deal gives Viooh's buyers access to more than 500 digital screens and what the companies describe as 320 million monthly impressions. TuMedio's network includes large-format and spectacular screens, fueling stations, parking garages, outdoor billboards and airport displays, spread across more than 75 cities in Spain and Portugal. Named locations include Madrid, Barcelona, Valencia, Malaga, Seville, Alicante, Cordoba, Lisbon, Porto and Madrid-Barajas Airport.
Gavin Wilson, global chief commercial officer at Viooh, said in the release that the partnership connects media buyers with what he called high-quality, flexible inventory in the growing European out-of-home market. He said TuMedio's locations put brands in high-traffic, everyday environments.
The announcement does not say when the inventory goes live on Viooh's platform, what financial terms are involved, or whether the deal is exclusive. It also does not specify what measurement or audience data will be available alongside the inventory, a detail agencies typically want before committing budget to a new network.
For operators and network owners in the region, the deal is a reminder that programmatic access is becoming close to a baseline expectation for DOOH networks seeking national ad budgets, rather than a differentiator. Viooh, which is backed by JCDecaux, has been expanding its footprint across European markets by signing on independent and regional out-of-home operators rather than only relying on owned inventory. TuMedio's mix of transit-adjacent, retail-adjacent and travel locations fits the kind of high-frequency, high-dwell environments that programmatic DOOH buyers have favored as the format competes for budget against digital and social advertising.
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 TuMedio, an outdoor advertising company, to expand programmatic access to premium DOOH inventory across Spain and Portugal.
The partnership delivers access to more than 500 digital screens, generating 320 million monthly impressions, according to a press release.
TuMedio's network spans a diverse range of environments, including large formats and spectacular screens, fueling stations, parking garages, outdoor billboards, airports, with a presence in more than 75 cities across the region. It has strategic placements in major cities and high-traffic locations including Madrid, Barcelona, Valencia, Malaga, Seville, Alicante, Córdoba, Lisbon and Porto, as well as Madrid-Barajas Airport.
"This partnership with TuMedio is an important addition to Viooh's offering in Spain and Portugal, connecting media buyers with high-quality, flexible inventory in the growing European out-of-home market," Gavin Wilson, global chief commercial officer at Viooh, said in the release. "TuMedio's network puts brands right at the center of everyday life, from major cities to high-traffic locations, with a raft of valuable advertising environments."
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