VIOOH Partners With Grupo IMU to Unlock Programmatic DOOH Inventory Across Mexico
VIOOH is pushing further into Latin America. The global digital out-of-home (DOOH) supply-side platform has struck a partnership with Grupo IMU, one of Mexico’s established out-of-home media owners, opening up programmatic access to a large slice of premium screen inventory across the country.
For advertisers eyeing Mexico’s fast-growing ad market, the deal means one thing above all: easier, more measurable access to a network that was previously harder to plug into programmatically.
What the Partnership Covers
Through this integration, media buyers connected to VIOOH’s platform can now programmatically access more than 400 digital screens spread across six Mexican cities, a footprint that racks up millions of impressions every month.
Grupo IMU’s network isn’t limited to one type of environment either. It stretches across airports, bus shelters, and outdoor billboards, along with urban panels positioned near shopping centres, gyms, salons, and residential areas — giving brands a shot at reaching people at multiple points throughout their day, not just during a single commute or errand.
Geographically, the inventory spans some of Mexico’s biggest advertising markets, including Mexico City, State of Mexico, Puebla, Guadalajara, Monterrey, and Mérida, along with a strategic presence at Mexico City International Airport — one of the busiest travel hubs in Latin America.
Why This Matters for Brands and Buyers
Mexico has increasingly been flagged as one of the region’s most promising DOOH growth markets, and this tie-up gives international buyers a more direct, technology-driven route into it. Rather than negotiating inventory deal by deal, advertisers get programmatic access with the targeting precision, flexibility, and brand-safety controls that pDOOH is known for.
Gavin Wilson, VIOOH’s Global Chief Commercial Officer, framed the deal as a meaningful part of the company’s Latin American growth story, noting that Mexico offers strong potential for programmatic DOOH and that Grupo IMU’s inventory helps advertisers reach both major metro audiences and regional markets that are typically tougher to access through other media.
Angel Romo, Marketing Director at Grupo IMU, echoed that sentiment from the supply side — pointing out that plugging into VIOOH’s global platform gives the company’s inventory added visibility among international buyers, while opening the door for brands to run campaigns programmatically with the kind of precision and measurability advertisers now expect as standard.
About Grupo IMU
Grupo IMU has built its reputation over more than 25 years as one of Mexico’s leading out-of-home operators, with a business model built around understanding how people actually move through cities. The company designs its OOH and DOOH strategy around real audience behaviour, combining geomarketing data, coverage planning, and creative execution to place brands at high-value, high-mobility touchpoints.
Its approach leans heavily on a consultative and data-first mindset — treating out-of-home not just as static ad space, but as a strategic, measurable channel that connects with people during real, everyday moments.
The Bigger Picture
This Grupo IMU deal adds to a string of recent moves by VIOOH to widen its Latin American footprint, reinforcing the platform’s push to make premium DOOH inventory across the region more accessible to global media buyers. As programmatic buying continues to gain ground across LatAm’s out-of-home sector, partnerships like this one signal where the next phase of growth in the region’s advertising market is likely to come from.
Source: https://blog.viooh.com/jcdecaux-connects-100-of-its-dooh-inventory-to-programmatic-in-nine-latin-american-markets
