VIOOH introduced a partnership with Grupo IMU on July 16, 2026, opening greater than 400 digital screens throughout six Mexican cities to programmatic patrons. The settlement connects certainly one of Mexico’s longest-established out of doors media firms to a supply-side platform buying and selling in 37 markets, and it extends a Latin American growth that has already introduced Colombian and Brazilian stock into automated attain.
The announcement, issued from London on Thursday, July 16, 2026, frames the association as a route for worldwide media patrons into Mexican audiences. Based on VIOOH, the partnership delivers entry to greater than 400 digital screens producing thousands and thousands of month-to-month impressions. Grupo IMU’s community covers airports, bus shelters, out of doors billboards and concrete panels positioned round buying centres, gyms, salons and residential properties.
What the settlement covers
Geographic protection concentrates on six cities plus one transport hub. Based on the announcement, Grupo IMU maintains placements throughout Mexico Metropolis, the State of Mexico, Puebla, Guadalajara, Monterrey and Mérida, alongside Mexico Metropolis Worldwide Airport. VIOOH states that the footprint permits advertisers to attach with customers all through their every day journeys at nationwide scale.
The environments concerned carry totally different publicity traits. Airport placements attain travellers throughout prolonged dwell durations. Bus shelters ship street-level frequency to commuters. Panels positioned close to buying centres, gyms, salons and residential buildings generate repeat publicity amongst native audiences transferring by way of routine areas. That blend distinguishes the community from portfolios constructed round a single format, corresponding to roadside billboards alone.
Transactions will movement by way of VIOOH’s supply-side platform, the expertise layer sitting between media homeowners and the demand-side platforms by way of which advertisers execute automated buys. Consumers already linked to certainly one of VIOOH’s DSP companions can entry Grupo IMU’s enabled stock with out establishing a separate direct gross sales relationship with the Mexican firm. Customary programmatic digital out-of-home protocols apply: advertisers bid on accessible impressions, with concentrating on parameters usually spanning surroundings kind, geography, time of day and viewers knowledge integrations. Based on VIOOH, programmatic shopping for by way of its platform offers advertisers enhanced flexibility, precision concentrating on and improved effectivity throughout Grupo IMU’s community.
A number of particulars stay undisclosed. The announcement doesn’t state monetary phrases, whether or not the association is unique, what share of Grupo IMU’s complete stock the 400 screens symbolize, or when particular person demand-side platforms will start transacting on the availability. Nor does it break the display screen complete down by metropolis or surroundings, leaving the airport share of the depend unquantified.
How the 2 firms body the deal
“This partnership with Grupo IMU marks an vital step in VIOOH’s growth throughout Latin America, connecting media patrons with high-quality, versatile and model protected stock in one of many area’s largest and fastest-growing DOOH markets,” stated Gavin Wilson, World Chief Industrial Officer at VIOOH. “Mexico is a market stuffed with potential for pDOOH, and Grupo IMU’s stock places manufacturers proper on the centre of it; from main metropolitan hubs to regional audiences which are tougher to succeed in by way of different media channels.”
The Mexican firm emphasised the demand facet of the equation. “Integrating with VIOOH’s world supply-side platform offers our stock distinctive attain amongst worldwide media patrons in search of to attach with Mexican audiences,” stated Angel Romo, Advertising Director at Grupo IMU. “This partnership opens new doorways for manufacturers to activate campaigns throughout our community programmatically, with the precision and measurability that at the moment’s advertisers demand.”
Each statements describe a well-known change in programmatic out-of-home partnerships. The media proprietor features publicity to worldwide budgets flowing by way of automated pipes. The platform features stock in a geography the place it beforehand provided patrons little or nothing.
The platform behind the transaction
VIOOH launched in 2018 with headquarters in London, backed on the outset by JCDecaux, which held a 93.5 % possession stake. Based on VIOOH, the platform presently trades programmatically in 37 markets and drives demand by way of partnerships with greater than 50 demand-side platforms globally, with extra to observe. That market depend has climbed steadily: the corporate cited 35 markets in late 2025 and reached 37 by March 2026, a determine it repeated when Canada’s largest digital out-of-home network joined the platform in May 2026.
The Mexican settlement lands inside an unusually dense sequence of provide integrations. January 2026 alone introduced more than 5,000 US grocery and transit screens through Dolphin OOH and 784 displays across German Shell station forecourts through ISM. In March 2026, VIOOH and OUTFRONT connected more than 7,600 US screens and 18 billion monthly impressions, inserting roughly 1 / 4 of the American digital out-of-home market inside programmatic attain. April 2026 introduced 60,000 moving vehicle-top and rideshare screens through Firefly. June 2026 noticed UK motorway service area inventory arrive through i-media. Every deal has added a categorically totally different surroundings to the identical aggregation layer, from grocery shops and gasoline stations to residential lobbies and now Mexican airports.
Based on Grupo IMU, the corporate has operated for greater than 25 years and maintains an ecosystem of codecs positioned at key mobility and high-value promoting factors. The corporate describes an strategy combining knowledge, geomarketing, protection, creativity and digital codecs to construct campaigns linked to viewers motion patterns throughout Mexican cities. Its portfolio spans each conventional out-of-home and digital out-of-home codecs.
For a media proprietor of that profile, programmatic enablement adjustments the addressable buyer base. Direct gross sales operations attain businesses and types with present Mexican relationships. A supply-side platform integration exposes the identical screens to any purchaser holding a seat on certainly one of greater than 50 linked demand-side platforms, a lot of them planning campaigns from London, New York or São Paulo fairly than Mexico Metropolis.
The Latin American sequence
The Grupo IMU settlement is the third media-owner partnership VIOOH has introduced in Latin America since October 2025. The sequence started when iCo Medios brought 72 screens across Bogotá, Medellín and Cali into programmatic reach, a Colombian community producing over 32 million month-to-month impressions. One month later, RZK Digital added more than 800 screens across 43 Brazilian bus terminals. Mexico now joins because the area’s second-largest financial system, filling the geographic hole between VIOOH’s North American buildout and its South American entries.
The regional market carries significant scale. The Latin American out-of-home market reached 2.7 billion dollars in 2024, based on World Out of Home Organization figures, with Brazil accounting for over one-third of the whole and 31 % of regional out-of-home promoting already delivered by way of digital codecs. Capital has adopted the viewers. MiQ acquired Adsmovil’s Latin American business in March 2026, a part of a broader thickening of programmatic infrastructure throughout the area spanning digital out-of-home, linked tv and retail media.
Two technical routes have opened the area’s screens to automated shopping for. Demand-side platforms have constructed provide immediately: Vistar Media’s August 2025 Brazil launch linked greater than 30,000 screens to its personal shopping for interface. VIOOH works from the alternative finish of the transaction, integrating particular person media homeowners right into a provide layer reachable from any linked demand-side platform. The Grupo IMU settlement follows the second mannequin, which means entry arrives by way of instruments patrons already function fairly than by way of adoption of a brand new one.
The sensible consequence sits in marketing campaign planning workflows. A purchaser assembling a multi-country Latin American marketing campaign can now attain Colombian, Brazilian and Mexican out-of-home audiences by way of a single supply-side connection, utilizing the identical demand-side platform seat, concentrating on logic and reporting framework utilized to stock in the USA, Canada, the UK or Germany. Earlier than integrations of this type, every nationwide out-of-home purchase required separate negotiation with native media homeowners, separate insertion orders and separate measurement preparations.
Scale expectations deserve calibration. The thousands and thousands of month-to-month impressions described within the announcement place the Mexican community nicely beneath VIOOH’s largest integrations; the OUTFRONT association alone delivers 18 billion month-to-month impressions. The worth of the Grupo IMU deal rests on geographic and environmental protection fairly than uncooked quantity. Advertisers in search of Mexican audiences by way of automated channels beforehand had fewer paths into premium road furnishings, airport and billboard stock within the nation.
Demand-side urge for food seems to be transferring in the identical course. VIOOH’s 2026 State of the Nation report forecast programmatic digital out-of-home appearing in 48 percent of all campaigns globally within 18 months, up from 34 % over the previous interval, with common funding anticipated to rise 44 %. If these projections maintain, provide platforms with broad nationwide protection stand to seize a rising share of budgets that after flowed by way of direct gross sales channels.
Measurement frameworks journey with the platform. VIOOH reported an emissions intensity of 0.041 grams of CO2 equivalent per ad impression for full-year 2024, a determine the corporate contrasts with show promoting benchmarks and its third consecutive 12 months beneath trade requirements. Screens becoming a member of the platform, together with Grupo IMU’s, fall beneath the identical viewability and emissions accounting utilized throughout the opposite markets.
For Mexican promoting professionals, the mixing works in the wrong way. Native stock turns into seen to worldwide demand, which may elevate yield on screens that home direct gross sales alone won’t fill. Whether or not that worldwide demand materializes at significant quantity in Mexico stays the open query the approaching quarters will reply.
Timeline
- 2018: VIOOH launches as a digital out-of-home supply-side platform headquartered in London, initially backed by JCDecaux with a 93.5 % stake
- October 2025: VIOOH declares a Colombian partnership with iCo Medios overlaying 72 screens throughout Bogotá, Medellín and Cali
- November 2025: VIOOH companions with RZK Digital in Brazil, including greater than 800 screens throughout 43 bus terminals
- November 2025: VIOOH stories full-year 2024 emissions depth of 0.041 grams of CO2 equal per advert impression
- January 2026: Dolphin OOH brings greater than 5,000 US grocery and transit screens to the platform, adopted weeks later by 784 German Shell forecourt shows by way of ISM
- March 9, 2026: VIOOH and OUTFRONT join greater than 7,600 US screens and 18 billion month-to-month impressions, round 1 / 4 of the US digital out-of-home market
- April 2026: Firefly integrates 60,000 transferring vehicle-top and rideshare screens into VIOOH’s platform
- Might 2026: VENDO Media’s Canadian community joins the platform, with VIOOH citing 37 programmatic markets
- June 2026: i-media brings UK motorway service space stock into programmatic attain
- July 16, 2026: VIOOH and Grupo IMU announce a Mexican partnership overlaying greater than 400 screens throughout six cities
Abstract
Who: VIOOH, a London-headquartered digital out-of-home supply-side platform launched in 2018, and Grupo IMU, a Mexican out of doors media firm with greater than 25 years of working historical past, in response to the corporate.
What: A partnership offering programmatic entry to greater than 400 digital screens producing thousands and thousands of month-to-month impressions throughout airports, bus shelters, out of doors billboards and concrete panels close to buying centres, gyms, salons and residential properties, in response to VIOOH.
When: Introduced Thursday, July 16, 2026, from London.
The place: Display screen placements span Mexico Metropolis, the State of Mexico, Puebla, Guadalajara, Monterrey and Mérida, alongside Mexico Metropolis Worldwide Airport.
Why: The settlement extends VIOOH’s Latin American growth following Colombian and Brazilian integrations introduced since October 2025, giving patrons linked to greater than 50 demand-side platforms automated entry to Mexican audiences whereas exposing Grupo IMU’s stock to worldwide demand, in response to statements from each firms.
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