Firefly Expands Programmatic Capabilities Through Integration with VIOOH

Why It Matters

The integration removes technical friction, allowing brands to plan, buy, and optimise mobile OOH as easily as static formats, which accelerates campaign deployment and enhances audience frequency across dynamic urban spaces.

Key Takeaways

• Firefly adds 60,000 moving screens to VIOOH’s programmatic marketplace
• Advertisers can buy mobility OOH via major DSPs in real time
• Integration simplifies programmatic access to moving media previously complex
• Brands gain citywide, continuous audience reach across transit corridors
• Supports both brand and performance‑driven campaigns with flexible buying methods

Pulse Analysis

Programmatic digital out‑of‑home has matured around static billboards, yet the industry’s next frontier is mobility‑based inventory. Moving media—car‑top displays, bus wraps, and other vehicle‑mounted screens—offers advertisers the ability to follow audiences through their daily routes, delivering repeated exposures that static placements cannot match. However, the technical complexity of integrating these assets into demand‑side platforms has limited adoption, leaving a gap between the potential of moving OOH and the efficiency of programmatic buying.

The Firefly‑VIOOH integration bridges that gap by exposing Firefly’s extensive fleet to VIOOH’s supply‑side infrastructure, which already powers thousands of DSPs worldwide. Advertisers can now select mobility inventory alongside traditional DOOH in a single workflow, applying the same data layers, targeting criteria, and real‑time optimisation tools they use for static screens. This unified access reduces campaign set‑up time, cuts operational costs, and unlocks granular performance metrics for moving media, making it a viable channel for both brand awareness and direct‑response objectives.

For the broader market, the partnership signals a shift toward a more holistic programmatic ecosystem where all out‑of‑home formats—static, digital, and mobile—are interchangeable within the same buying environment. Competitors will likely accelerate similar integrations to avoid losing share of the growing mobile OOH spend, while agencies can craft more fluid, city‑wide media plans that blend reach and frequency. As advertisers prioritize flexibility and measurable impact, the Firefly‑VIOOH link positions both companies at the forefront of the evolving DOOH landscape.