Viooh adds JC Decaux's 254 Baltic Screens to Programmatic DOOH Platform
2026-11-06 · via invidis
Viooh has struck a deal with JC Decaux to bring 254 digital out-of-home screens across Estonia, Latvia and Lithuania onto its programmatic supply-side platform. For media buyers and agencies running DOOH campaigns in the Baltics, it means a single programmatic route into JC Decaux's premium inventory in Tallinn, Riga and Vilnius rather than negotiating access market by market.
The companies announced the partnership on November 3. According to the announcement, the combined network generates more than 163 million monthly impressions across the three capitals.
The breakdown given is 61 digital screens in Estonia producing over 75 million monthly impressions, spanning urban panels, bus shelters and large-format billboards. Latvia contributes 83 digital screens and more than 47 million monthly impressions, including the Origo Premium 3D screen at Riga's central station. Lithuania has the largest screen count at 110 digital displays, though the announcement puts its monthly impressions at just over 41 million, the lowest of the three despite having the most screens.
What this means for operators and buyers
This is a supply deal, not a new technology launch. Viooh is a DOOH supply-side platform already connected to multiple demand-side platforms, and adding JC Decaux's Baltic inventory extends its programmatic footprint into a region where, according to Gavin Wilson, Viooh's global chief commercial officer, advertising markets are becoming "increasingly sophisticated." Wilson says the partnership gives brands "a single point for programmatic DOOH to all of JCDecaux's premium inventory" in the region.
Øyvind Markussen, JC Decaux's regional director for the Baltics, frames the deal as opening the operator's roads, city centre and retail screens to "a global marketplace of buyers" with what he calls advanced targeting capabilities.
For agencies already buying programmatic DOOH through Viooh elsewhere in Europe, the Baltic addition means existing campaign workflows and targeting tools can extend into three new capital markets without separate onboarding for JC Decaux's local inventory. For JC Decaux, it plugs a smaller regional network into a buyer base it would otherwise have to court directly.
The announcement does not say when the screens go live on the platform, what pricing or minimum spend applies, or which demand-side platforms will have access. It also does not detail what audience data or targeting parameters are available, beyond the general claim of enhanced targeting and real-time optimization. Those details will matter more to buyers than the impression totals once the integration is live.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
The global digital DooH supply-side platform joins hands with the world's largest outdoor advertising company to enable access to 254 screens across the Baltics.
On November 3, Viooh and JC Decaux announced the start of a strategic partnership in the Baltic region. This means that the global supply-side programmatic platform will gain access to JC Decaux’s 254 premium digital screens across the region’s capital cities – Tallinn, Riga and Vilnius. This is set to yield over 163 million monthly impressions.
According to the official announcement, JC Decaux’s Estonian contingent includes 61 digital screens generating more than 75 million impressions. This includes urban panels bus shelters and large-format billboards. In Latvia, 83 digital screens will deliver more than 47 million impressions. Among various billboards, urban panels and bus shelters, this would include the Origo Premium 3D screen at Latvian capital’s central station. JC Decaux’s largest Baltic network is in Lithuania, with 110 digital screens generating over 41 million monthly impressions.
Gavin Wilson, Global Chief Commercial Officer at Viooh described the three Baltic states as “increasingly sophisticated advertising markets.” He said that the partnership between Viooh and JC Decaux will “give brands a single point for programmatic DooH to all of JCDecaux’s premium inventory.”
Øyvind Markussen, Regional Director Baltics, JC Decaux, said that the partnership opens up access to screens in Tallinn, Riga and Vilnius “for a global marketplace of buyers, bringing advanced targeting capabilities to our roads, city centers and retail environments.”
VIOOH believes that the programmatic buying capabilities it can now provide in the Baltics will help advertisers enhance their targeting capabilities, real-time campaign optimization and integration with global DooH strategies.