Programmatic out-of-home advertising has mostly focused on stationary screens. Now, Firefly and VIOOH are showing that moving displays should also be included.
Firefly, an out-of-home advertising network that uses moving vehicles, has announced it is now integrated with VIOOH, a digital out-of-home supply-side platform. This gives advertisers a programmatic way to access Firefly’s fleet of over 60,000 screens through major demand-side platforms for the first time.
With this integration, brands can plan, buy, and optimize campaigns across Firefly’s mobile inventory, including car-top screens and moving fleet displays in cities. They can use the same programmatic workflows as they do for traditional digital out-of-home formats. Firefly says this partnership expands its programmatic reach and makes it easier to use moving media, which has been more complicated than stationary placements in the past.
Programmatic digital out-of-home advertising has grown a lot in recent years, but most of it has focused on fixed locations. Adding moving inventory has been challenging, both technically and operationally, and this integration aims to solve those issues.
“We’ve built the largest mobility-based out-of-home network, and we’re focused on making mobility a key part of how modern campaigns are planned and run,” said Altug Simsek, chief business and strategy officer at Firefly. “By connecting to VIOOH’s global platform, we’re giving advertisers another way to buy mobility-based inventory along with other out-of-home formats.”
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Gavin Wilson, global chief commercial officer at VIOOH, said the integration gives buyers access to dynamic, citywide coverage in addition to static placements. “Advertisers can now reach people as they move around the city each day, adding a dynamic, citywide presence to their static creative,” he said.
The integration works with all standard programmatic buying methods and is built for both brand-focused and performance-driven campaigns.