VMO takes social ads outdoors with Social Journeys

AUCKLAND/SYDNEY, Today: VMO has introduced Social Journeys, a market-first programmatic outdoor solution that lets brands extend their social media campaigns across VMO’s vast outdoor network.

Covering Australia and New Zealand, VMO’s network features over 10,000 screens across 2,000 locations, including shopping centres, petrol stations, convenience stores, health clubs, and office towers.

With programmatic audience targeting, Social Journeys allows advertisers to connect with consumers at key moments in their purchasing journey, reducing campaign wastage while maximising engagement.

VMO has teamed up with Nova, a leader in creative automation, to help brands repurpose their social media content for VMO’s screens—eliminating the need for additional creative work.

“We’re enabling brands to extend their social campaigns to connect with consumers in impactful ways, blending data-driven insights, dynamic storytelling, and real-world engagement to create truly immersive and meaningful outdoor experiences.” – Sabarish Chirakkal

Brands can also form cross-platform partnerships with Val Morgan Digital’s The Latch, POPSUGAR, BuzzFeed, Tasty, LADbible, and SPORTbible to amplify digital campaigns within relevant VMO spaces, boosting reach and impact.

Sabarish Chirakkal, Director of Programmatic at VMO, said, “We have consistently challenged conventions and redefined the possibilities of programmatic outdoor, and with Social Journeys, we take another bold step forward in doing outdoor differently.”

“We’re enabling brands to extend their social campaigns to connect with consumers in impactful ways, blending data-driven insights, dynamic storytelling, and real-world engagement to create truly immersive and meaningful outdoor experiences,” he added.

Gavin Merwood, GM – APAC of Nova, added, “At Nova, we lead the Social Display and video category, enabling brands to run their top-performing social ads across the open web. We’ve launched the industry’s first scalable creative automation solution for Connected TV.

“This marks our first global collaboration in DOOH, and we’re excited to partner with VMO, a leader in programmatic digital outdoor in Australia and New Zealand to help advertisers seamlessly activate their social campaigns into the physical world.”