iCo Medios brings programmatic DOOH to Colombian advertisers through VIOOH

iCo Medios, a digital out-of-home media firm working in Colombia, introduced on October 9, 2025, a strategic partnership with VIOOH, the worldwide supply-side platform for digital out of doors promoting. The alliance, which was formally signed in March 2025, allows programmatic entry to high-impact screens in Bogotá, Medellín, and Cali for each native and worldwide advertisers.

The partnership integrates iCo Medios’ stock of 72 digital screens into VIOOH’s platform, making these property accessible for programmatic shopping for worldwide. These screens are positioned in high-traffic environments together with procuring facilities, mass transit methods, and key city entry factors throughout Colombia’s three foremost cities.

iCo Medios generates greater than 32 million month-to-month impressions via its community protection. The corporate characterizes itself as pioneering the shift from conventional to data-driven, measurable, and versatile digital out-of-home promoting in Colombia. The combination into VIOOH’s platform permits patrons to activate campaigns in Colombia utilizing the identical processes they make use of for digital media.

Manufacturers can goal audiences via a number of parameters together with geolocation, dayparting, mobility patterns, weekdays, and climate circumstances. These capabilities intention to maximise message relevance and marketing campaign effectivity via data-driven viewers choice.

“At iCo Medios, we’re very proud to announce our partnership with VIOOH, a key step in advancing programmatic OOH in Colombia and the area,” mentioned Ricardo Echeverri, CEO of iCo Medios. “By integrating our premium digital stock — strategically positioned throughout high-impact environments — into VIOOH’s world SSP, we’re enabling advertisers to entry our community with larger effectivity, precision, and measurability.”

Echeverri added that the collaboration strengthens iCo Medios’ business providing whereas positioning the corporate on the forefront of digital out-of-home innovation in Colombia.

Gavin Wilson, World Chief Business Officer at VIOOH, emphasised the importance of Latin America as a progress market. “We’re excited to associate with iCo Medios to develop programmatic DOOH for the Colombian market,” mentioned Wilson. “Latin America represents a major progress alternative for VIOOH, and iCo Medios’ strategic positioning throughout Bogotá, Medellín and Cali offers an excellent entry level for manufacturers seeking to attain high-value audiences in Colombia’s key city facilities.”

Wilson highlighted that iCo Medios’ premium stock in high-traffic environments, mixed with superior concentrating on capabilities like geolocation and mobility patterns, allows advertisers to ship contextually related messages with precision and measurable influence.

The partnership represents VIOOH’s continued expansion across Latin American markets. Beforehand, in August 2025, Vistar Media launched programmatic DOOH stock entry throughout Brazil via partnerships with a number of media house owners together with Eletromidia, Helloo, Kallas, JCDecaux, and RZK. That enlargement supplied entry to over 30,000 screens all through Brazil, which accounts for over one-third of Latin America’s complete out-of-home funding.

VIOOH, launched in 2018 with headquarters in London, operates as a supply-side platform particularly designed for digital out-of-home promoting. The corporate’s know-how infrastructure facilitates connections between conventional out of doors media house owners and digital media patrons, enabling complicated technical options for stock administration and transaction processing.

The platform at present trades programmatically in 35 markets globally. VIOOH maintains partnerships with greater than 50 demand-side platforms, facilitating automated shopping for and promoting of digital out-of-home stock via software program platforms.

The Colombia partnership follows a collection of global expansions by VIOOH throughout 2025. In August, the corporate introduced a partnership with Vengo offering programmatic entry to over 65,000 digital screens throughout america, representing 9% of the US digital OOH market. That community generates 13 billion month-to-month impressions via environments together with grocery shops, comfort shops, bars, informal eating venues, workplaces, gyms, and malls.

VIOOH’s programmatic know-how platform offers real-time bidding capabilities and clear promoting deployment. The system processes thousands and thousands of bid requests whereas optimizing marketing campaign supply via machine studying and information evaluation. Via the Buying and selling Supervisor platform, advertisers can entry stock, handle campaigns, and obtain efficiency analytics via a unified interface.

For advertisers concentrating on Colombian audiences, the partnership introduces new capabilities for precision concentrating on in a market that has traditionally relied on conventional out of doors promoting approaches. Programmatic digital out-of-home differs from conventional shopping for strategies by enabling automated transactions, real-time optimization, and data-driven viewers concentrating on reasonably than guide negotiations and glued placement schedules.

The adoption of programmatic shopping for automates the acquisition of digital media primarily based on impressions. This strategy provides advertisers flexibility and management over their campaigns, permitting for real-time administration and optimization primarily based on efficiency information.

iCo Medios operates throughout Colombia’s foremost cities with a various portfolio that features digital screens, massive codecs, and artistic executions. The corporate positions itself as connecting manufacturers with city audiences via data-driven promoting options. Via the VIOOH partnership, iCo Medios’ stock turns into accessible to worldwide advertisers who might not have present relationships with Colombian media house owners.

The technical integration allows patrons to include Colombian stock into broader programmatic promoting methods. This functionality facilitates world marketing campaign coordination whereas offering entry to premium stock throughout shopper environments all through Colombia’s city facilities.

Mass transit environments characterize a good portion of iCo Medios’ display screen placement technique. Transit promoting places supply constant viewers publicity via commuter site visitors patterns, offering advertisers with predictable attain amongst skilled and shopper demographics touring via main city facilities.

Purchasing middle placements complement transit places by concentrating on shoppers in retail environments. These display screen positions attain audiences throughout procuring journeys, doubtlessly influencing buy choices via contextually related messaging at factors near retail transactions.

Key city entry factors spherical out the community protection, capturing viewers consideration throughout commutes and journey via main metropolitan areas. These placements intention to achieve various demographic segments transferring via Colombia’s largest cities.

The partnership displays broader market dynamics within digital out-of-home advertising. Programmatic DOOH has demonstrated regular progress globally, with adoption charges growing throughout main markets as advertisers search extra environment friendly, data-driven marketing campaign execution. Analysis from VIOOH’s State of the Nation 2025 report confirmed that programmatic DOOH adoption in mainland China reached 30% in 2025, marking a 6-percentage-point improve from 24% in 2023.

Business measurements point out programmatic DOOH delivers environmental advantages compared to other digital advertising formats. VIOOH reported in November 2024 that its platform generates carbon emissions of lower than 0.35 grams CO2e per advert impression, representing greater than 90% decrease emissions in comparison with conventional programmatic show promoting’s 3.6g CO2e per impression.

The printed nature of digital out-of-home promoting contributes to its environmental effectivity. A number of viewers can obtain content material concurrently, maximizing the effectivity of vitality consumption per impression in comparison with particular person device-targeted promoting.

For the advertising neighborhood, this improvement indicators the continued maturation of programmatic digital out-of-home as a mainstream promoting channel. The flexibility to focus on particular audiences in on a regular basis shopper environments via automated shopping for processes represents development in out of doors promoting precision and accountability.

Market education and standardization efforts have accompanied programmatic DOOH expansion. In August 2025, IAB Australia launched a complete 20-page programmatic digital out-of-home patrons information protecting shopping for strategies, concentrating on methods, inventive issues, measurement frameworks, and verification requirements. That initiative addressed company information gaps, with analysis exhibiting 36% of respondents consider lack of know-how prevents bigger programmatic DOOH funding share.

The Colombian market represents an rising alternative for programmatic DOOH adoption in Latin America. Whereas Brazil dominates regional funding with over one-third of complete out-of-home spending, Colombia’s three main city facilities supply concentrated viewers attain for manufacturers concentrating on Colombian shoppers.

City digital display screen networks in rising markets typically face distinct challenges in comparison with mature promoting markets. Infrastructure necessities, measurement standardization, and advertiser schooling all affect adoption charges for programmatic capabilities in markets transitioning from conventional out of doors promoting approaches.

iCo Medios’ partnership with VIOOH addresses these challenges by connecting Colombian stock to established programmatic infrastructure and world demand-side platforms. This integration offers Colombian media house owners entry to worldwide advertiser demand whereas providing world manufacturers standardized processes for accessing Colombian audiences.

The partnership displays a broader transformation inside out of doors promoting, incorporating data-driven decision-making and automatic buying and selling capabilities beforehand related primarily with internet marketing channels. Via programmatic platforms, patrons and sellers can conduct transactions in premium market environments, streamlining the beforehand complicated strategy of reserving out of doors promoting throughout a number of territories and media house owners.

VIOOH’s platform emphasizes transparency via viewability measurement and model security verification. The know-how infrastructure tracks impression supply, viewers measurement, and marketing campaign efficiency, offering advertisers with accountability metrics just like these accessible in different digital promoting channels.

Timeline

Abstract

Who: iCo Medios, a Colombian digital out-of-home media firm, partnered with VIOOH, a worldwide supply-side platform for programmatic DOOH promoting.

What: The partnership integrates 72 digital screens throughout Bogotá, Medellín, and Cali into VIOOH’s programmatic platform, enabling automated shopping for and data-driven concentrating on capabilities for advertisers. The community generates greater than 32 million month-to-month impressions.

When: The partnership was formally signed in March 2025 and publicly introduced on October 9, 2025.

The place: The digital screens are positioned in high-traffic environments together with procuring facilities, mass transit methods, and key city entry factors throughout Colombia’s three foremost cities: Bogotá, Medellín, and Cali.

Why: The partnership advances programmatic out-of-home promoting in Colombia by offering each native and worldwide advertisers with environment friendly, exact, and measurable entry to premium digital stock via automated shopping for processes and superior concentrating on capabilities together with geolocation, dayparting, mobility patterns, weekdays, and climate circumstances.