Viooh Adds Brazil's B-Drops Network to Programmatic DOOH Marketplace
2026-08-03 · via invidis
Viooh has added Brazilian digital out-of-home operator B-Drops to its programmatic marketplace, giving advertisers automated access to 7,680 screens in gyms, beauty salons and barber shops across the country. For buyers already trading through Viooh's supply-side platform, it means one more source of inventory alongside the network's existing 46 markets. For B-Drops, it means a route to international ad budgets that would otherwise require direct local negotiation.
According to the companies, the inventory delivers more than 165 million monthly impressions and represents about 5 percent of Brazil's DOOH market. The bulk of the screens, 6,241 of them, sit in gyms including Smart Fit locations, generating more than 159 million of those monthly impressions on their own. Beauty salons account for 1,180 screens, including Jacques Janine sites, and barber shops make up the remaining 259. The network spans more than 120 cities, including São Paulo, Rio de Janeiro, Brasília, Curitiba and Belo Horizonte.
The deal fits a pattern Viooh has been running for a while: attach a country's fitness and personal-care screen networks to its programmatic pipes so agencies can buy them the same way they buy transit or retail media inventory, with audience targeting and geographic filtering built in rather than negotiated screen by screen. That matters to operators running similar venue-based networks elsewhere, since it signals where buyers expect inventory to show up next.
Gavin Wilson, Viooh's global chief commercial officer, said Brazil is one of the fastest-growing DOOH markets and that the partnership gives brands access to audiences during what he called high-attention wellness moments. B-Drops co-founder and executive director Felipe Viante said joining the platform broadens access for international buyers while giving advertisers more location-based flexibility.
The announcement does not say what measurement or audience data underpins the targeting claims, nor does it detail pricing, minimum spend, or which demand-side platforms will be able to transact against the new inventory. It also does not specify a rollout date beyond the partnership being announced now. Those are the practical details agencies will want before committing budget, and B-Drops or Viooh will presumably fill them in as the integration goes live.
For the wider DOOH market, the move is another data point in the steady shift of niche, venue-specific screen networks, gyms, salons, barbershops, into mainstream programmatic supply. Brazil's inclusion also extends Viooh's Latin American footprint, following its broader push to add markets across the region to its global platform.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
New partnership gives advertisers programmatic access to more than 7,600 digital screens in gyms, salons and barber shops across Brazil.
Viooh has partnered with Brazilian digital out-of-home network B-Drops to make thousands of wellness-focused screens available through its global programmatic marketplace.
The agreement adds 7,680 digital displays across Brazil to Viooh’s supply-side platform, providing advertisers with access to more than 165 million monthly impressions in gyms, beauty salons, and barber shops. The inventory represents about 5 percent of the country’s DooH market, according to the companies.
The b.drops network spans over 120 cities, including São Paulo, Rio de Janeiro, Brasília, Curitiba and Belo Horizonte, offering brands nationwide reach through self-care and fitness environments.
The largest share of the network is located in gyms, with 6,241 screens installed at locations including Smart Fit. Those displays generate more than 159 million monthly impressions. Another 1,180 screens operate in beauty salons, including Jacques Janine locations, while 259 displays are installed in barber shops.
By making the inventory available programmatically, advertisers can buy campaigns using automated transactions with audience targeting and geographic flexibility rather than traditional direct bookings.
Viooh Global Chief Commercial Officer Gavin Wilson said Brazil is one of the fastest-growing DooH markets and that the partnership gives brands access to audiences during high-attention wellness moments.
Felipe Viante, co-founder and executive director of B-Drops, noted that joining the platform broadens access for international buyers seeking to reach Brazilian consumers while providing advertisers with greater flexibility and location-based targeting.
VIooh now supports programmatic trading in 46 markets worldwide, continuing its expansion of premium DooH inventory across Latin America.