FreeWheel and Outernet London Partner Together to Deliver the Next Level of CTV Out-of-Home Advertising

Why It Matters

The partnership brings programmatic precision to out‑of‑home media, unlocking high‑impact inventory for advertisers while delivering higher yields for publishers. It signals a broader shift toward converged TV strategies that blend CTV and DOOH in the UK’s fast‑growing ad ecosystem.

Key Takeaways

• FreeWheel integrates its SSP with Outernet’s 120M‑visitor DOOH inventory.
• Real‑time audience data from Outernet’s PIAMS powers programmatic buying.
• Partnership targets UK ad spend projected at $63.5 bn in 2026.
• Brands can run weekly CTV‑style campaigns on immersive London screens.
• Future plans include expanding to a broader programmatic marketplace.

Pulse Analysis

The out‑of‑home landscape is undergoing a digital transformation as advertisers seek the reach of traditional billboards combined with the data‑driven precision of connected TV. FreeWheel, Comcast’s programmatic backbone for the streaming ad ecosystem, has joined forces with Outernet, the UK’s most visited cultural venue that houses some of the world’s largest high‑definition screens. Together they will sell inventory across The Now Building on Tottenham Court Road and the Now Arcade on Denmark Street, reaching an estimated 120 million visitors each year. This move aligns with the UK’s advertising spend, forecast to top $63.5 bn in 2026, where CTV and DOOH are among the fastest‑growing segments.

The technical core of the partnership is FreeWheel’s supply‑side platform, which will automate the sale of Outernet’s premium digital real‑estate through programmatic auctions. Outernet’s proprietary PIAMS system supplies real‑time audience metrics—footfall, dwell time and demographic signals—allowing media buyers to target tourists, commuters and local residents with the same granularity used in online video. Early adopters such as Meta, Samsung and Netflix can now launch weekly CTV‑style campaigns that play on immersive screens, delivering brand messages in a contextually rich environment that static billboards cannot match.

Beyond the initial launch, the collaboration hints at a broader shift toward a unified TV ecosystem that blurs the line between screen types. By removing manual negotiations and offering automated, data‑rich transactions, FreeWheel and Outernet aim to boost yield for the publisher while giving advertisers measurable, high‑impact placements. The plan to open the inventory to a larger pool of programmatic buyers could accelerate adoption of DOOH within the larger CTV buying workflow, positioning both firms as key enablers in the UK’s converged advertising future.