Colombia. iCo Medios, one of the leading digital out-of-home (DOOH) media companies in Colombia, announced a strategic alliance with VIOOH, the leading global premium digital out-of-home (DOOH) SSP (supply-side platform).
This agreement marks a significant milestone for the Colombian advertising industry, enabling programmatic access to high-impact screens in key locations in major cities, for both local and international advertisers.
The alliance integrates iCo Medios' premium DOOH inventory – currently comprised of 72 digital screens located in Bogotá, Medellín and Cali – to the VIOOH platform, making these assets available for programmatic buying from anywhere in the world. The displays are strategically placed in high-traffic environments, including shopping malls, mass transit systems, and major urban driveways.
With more than 32 million monthly impressions and coverage in Colombia's three main cities, iCo Medios is leading the transition from traditional DOOH to data-driven, measurable and flexible solutions.
The integration with VIOOH's platform will allow buyers to activate campaigns in Colombia with the same ease and intelligence with which they manage digital media.
Brands will be able to target their messages by segmentation by geolocation, time slots, mobility patterns, days of the week or weather conditions, maximizing the relevance of the message and the efficiency of the campaign.
"At iCo Medios we are very proud to announce our alliance with VIOOH, a key step in the advancement of programmatic OOH in Colombia and the region. By integrating our premium digital inventory—strategically located in high-impact environments—into VIOOH's global SSP, we enable advertisers to access our network with greater efficiency, accuracy, and measurement. This collaboration not only strengthens our commercial offering, but also positions iCo Medios at the forefront of DOOH innovation in Colombia," said Ricardo Echeverri, CEO of iCo Medios.
Gavin Wilson, Global Commercial Director at VIOOH, said, "We are excited to partner with iCo Medios to expand programmatic DOOH in the Colombian market. Latin America represents a significant growth opportunity for VIOOH, and iCo Medios' strategic presence in Bogota, Medellin and Cali offers an ideal entry point for brands looking to reach high-value audiences in Colombia's major urban centers."
It concluded that "Its premium inventory in high-traffic environments, combined with advanced targeting capabilities such as geolocation and mobility patterns, enables advertisers to deliver contextually relevant messages with accuracy and measurable impact. This partnership reflects our commitment to making quality DOOH inventory accessible around the world through programmatic technology."
