Viooh Adds 460 Adams Outdoor Digital Billboards to Programmatic Marketplace
2026-10-29 · via invidis
Viooh has struck a deal with Adams Outdoor Advertising to add more than 460 digital billboards across 14 US states to its programmatic marketplace. For media buyers, it means another chunk of roadside inventory in secondary and regional markets becomes bookable through a single platform instead of market-by-market negotiation.
According to the companies, Adams Outdoor's network generates more than 4.9 billion monthly impressions. The screens sit along highways, commuter routes and other heavily traveled roads concentrated in the Southeast, Midwest and Northeast.
The agreement covers markets including Charlotte, Raleigh-Durham, Charleston, Savannah, Norfolk-Virginia Beach, Detroit-Ann Arbor, Grand Rapids and Madison, with additional coverage in the Ohio Valley region including Pittsburgh. These are not the top-tier metros that dominate most programmatic DOOH inventory. That is the point of the deal from Viooh's side: it fills in regional coverage that advertisers running national or multi-market campaigns would otherwise have to patch together through separate deals.
What each side gets
For Viooh, the addition strengthens its US roadside offering beyond the largest cities, giving its platform broader geographic reach for campaign planning. Gavin Wilson, Viooh's Global Chief Commercial Officer, said the partnership brings Adams Outdoor's "trusted, high-impact inventory" into the programmatic marketplace, framing the deal around the operator's decades of billboard experience rather than new technology.
For Adams Outdoor, the deal opens a new programmatic sales channel for its digital network. Josh Scharfberg, the company's Chief Revenue Officer, said the integration will make the growing digital network more accessible to advertisers. The release does not specify how many digital billboards Adams Outdoor operates in total, so it is unclear what share of its network this agreement covers, or whether more inventory will be added to Viooh over time.
Why it matters for operators
The deal is part of a broader pattern among programmatic DOOH platforms: competing to lock up regional and out-of-home operators whose networks were previously sold only through direct or local sales teams. For billboard operators outside the top metros, programmatic access offers a way to capture national ad budgets that otherwise flow to bigger-city inventory. For advertisers, it means campaign reach that extends further into secondary markets without added operational complexity.
The announcement does not disclose financial terms, the length of the agreement, or whether it is exclusive. It also does not say when the inventory becomes available for buying through Viooh's platform.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
The agreement extends Viooh's programmatic reach into regional US markets, with Adams Outdoor's network generating more than 4.9 billion monthly impressions.
Viooh has signed an agreement with Adams Outdoor Advertising that will make more than 460 digital billboards across 14 US states available for programmatic buying.
The Adams Outdoor network generates more than 4.9 billion monthly impressions, according to the companies, with displays concentrated along highways, commuter routes and other heavily traveled roads in the Southeast, Midwest and Northeast.
The agreement gives advertisers access to digital billboards in markets including Charlotte, Raleigh-Durham, Charleston, Savannah, Norfolk-Virginia Beach, Detroit-Ann Arbor, Grand Rapids and Madison. Coverage also extends into the Ohio Valley region, including Pittsburgh.
For Viooh, the agreement adds established regional billboard inventory to its programmatic marketplace, allowing media buyers to plan and activate campaigns across multiple US markets through a single platform.
“Billboard advertising built Adams Outdoor’s reputation over decades, and this partnership brings that same trusted, high-impact inventory into VIOOH’s programmatic marketplace,” said Gavin Wilson, Global Chief Commercial Officer at Viooh.
Adams Outdoor, meanwhile, gains another programmatic sales channel for its digital network as it continues expanding its presence across the country.
Josh Scharfberg, Chief Revenue Officer at Adams Outdoor Advertising, said the agreement will make the company’s growing digital network more accessible to advertisers.
The integration lets advertisers buy Adams Outdoor’s digital billboard inventory programmatically, rather than arranging campaigns separately in each market.
For Viooh, the addition strengthens its US roadside DooH offering, particularly in regional markets beyond the country’s largest metropolitan areas.