VIOOH, the world’s leading provider of programmatic digital out-of-home advertising, announced it will be partnering with Atmosphere TV, the world’s biggest streaming TV network designed for businesses. This deal gives advertisers programmatic ad-buying opportunities on the massive place-based streaming audience of Atmosphere TV, providing reach to more than 60,000 locations and an audience of more than 1 billion impressions per month in restaurants, bars, gyms, airports, hotels, and other high-dwell business environments.
The agreement is a big step forward in terms of planning, targeting, and delivering video advertising programmatically on physical locations where people are deeply engaged and listening, which is a change in the intersection of digital advertising and Connected TV (CTV) and Digital Out-of-Home (DOOH) advertising in B2B marketing and advertising.
The News: Programmatic Streaming Meets Place-Based Video
Atmosphere TV reaches more than 150 million viewers per month across more than 30 curated channels with audio-optional, brand-safe content — positioned in environments where people are relaxed and receptive to media, such as gyms and airports. The partnership ensures VIOOH’s programmatic infrastructure now supports 100% of Atmosphere TV inventory, letting advertisers target by venue type, location, audience, content context, and even live events such as major sporting broadcasts.
Advertisers can access flexible buying options – including preferred evergreen deals, private auctions, and programmatic guaranteed deals — while integrating first- and third-party data for precise, audience-relevant activations.
According to VIOOH’s Global Chief Commercial Officer, the collaboration delivers “place-based advertising at its most sophisticated,” enabling advertisers to connect with consumers in moments of genuine engagement, often with average viewing times exceeding 40 minutes.
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Why This Partnership Matters for Marketing and Advertising
Expanding the Programmatic Canvas Beyond Traditional Screens
Traditionally, programmatic advertising has focused heavily on digital display, mobile, and Connected TV within homes. This partnership stretches the scope of programmatic reach into environments where screens are out of home but highly contextualized — capturing audiences in real life settings where they spend significant time, such as bars or fitness centers.
For advertisers – especially those in B2B marketing and advertising – this means new opportunities to integrate streaming-style video into broader omni-channel campaigns. Marketers can now weave Atmosphere TV inventory into digital strategies that combine online, CTV, DOOH, and social channels, strengthening brand continuity and campaign relevance across touchpoints where audiences make decisions.
Driving Engagement Where Audiences Are Attentive
One of the biggest challenges marketers face is attention economy: capturing and retaining audience focus long enough to deliver impactful messages. With average viewing times around 40 minutes in place-based settings, Atmosphere TV ads serve not just impressions, but meaningful engagement — a metric that matters for both brand building and middle-funnel activation.
For B2B advertisers who target professionals, executives, decision-makers, or high consumer groups, a new opportunity arises in venue streaming: the potential to reach viewers when they’re relaxed, receptive, and possibly in a purchase decision situation – either personal or business-related.
Enabling Precision and Dynamic Targeting
Programmatic access via VIOOH’s platform allows for more targeted forms of advertising on a streaming screen even in the real world by optimizing marketing campaigns according to location (for example, airport lounges versus health clubs), as well as context-related events such as sporting events.
This kind of accuracy allows the marketer to go beyond demographics about broader audience groups towards relevance in a given situation—a development that finds resonance in the emerging best practices for B2B advertising, where message personalization stands at the heart of the increased use of advertising data.
Strengthening Measurement and ROI Attribution
The historical challenge for place-based streaming and DOOH has been the ability to link screen time to measurement of performance. Programmatic availability on VIOOH enables measurement frameworks to link data across all avenues, giving marketers an ability to better link their streaming in non-residential areas to campaign results.
It is of great significance to B2B marketers as they need to demonstrate ROI attribution through lead quality and pipeline effects as well as impression metrics. The shift towards a data-led approach in media planning across platforms has become more common in B2B marketing as well.
Broader Industry Impact
Elevating Place-Based Streaming in Omni-Channel Campaigns
Such collaboration is a sign of an industry shift towards the blurring of lines that separate CTV, DOOH, and the traditional programmatic platforms. Programmatic engagement in high dwell, out-of-home streaming platforms offers added layers of viewer contextual information that were difficult to attain in regular digital video commercials.
Meeting Changing Consumer Behaviors
Customers: B2C and B2B professionals increasingly watch content on screens in a given day. The consideration of integrating Atmosphere TV into marketing plans takes into account attention going beyond the living room to extend across offices, transportation nodes, shopping environments, and health clubs – touch points where brand considerations can shape perceptions and behaviors.
Positioning for Future Innovation
With the ongoing evolutions in programmatic technology, partnerships such as this put advertisers and technology on a path of innovation in everything from measurement and context through data integration and audience experience – all of which is vital in a world where “attention economics” has become a determining factor in media spending and “privacy-safe” handling of data is a key consideration.
Conclusion
The coming together of VIOOH and Atmosphere TV is a significant development when it comes to the future potential for programmatic advertising and reaching audiences through streaming and high-impact environments. For those working in the B2B and advertising space, this not only offers new opportunities to reach target audiences but also ensures increased interaction with non-traditional inventory and the capacity to connect video strategies and measurement on an omnichannel basis. Indeed, innovation in this space will ensure this is achieved where audiences are – and not where devices are.