VIOOH Expands Programmatic DOOH Reach in Germany Through Gas Station Media Partnership

VIOOH, a global digital out-of-home (DOOH) supply-side platform, has strengthened its footprint in Germany through a new programmatic partnership with ISM Intelligent Signage for Media, a national advertising network specializing in forecourt environments.

The agreement opens programmatic access to 784 large-format digital screens installed across Shell service stations nationwide. The 75- to 85-inch displays collectively generate more than 200 million impressions per month, offering advertisers scale across both major metropolitan areas and regional markets.

Germany remains one of Europe’s most influential consumer markets, with strong mobility patterns and a dense network of roadside retail infrastructure. By leveraging gas station environments—where drivers stop to refuel, shop and often spend several minutes on site—the partnership targets audiences at moments of high attentiveness and transactional intent.

The network delivers approximately 204 million monthly impressions, with coverage spanning key cities including Berlin, Munich, Hamburg and Cologne, alongside broader national reach. Screens positioned on forecourts are visible during multiple stages of the consumer journey: upon entry to the station, throughout the refueling process and while entering the convenience store. This repeated exposure within a single visit enhances message frequency without requiring multiple locations.

For media buyers, the integration enables campaigns to be planned, activated and optimized through VIOOH’s programmatic infrastructure. Advertisers gain access to real-time buying capabilities, flexible scheduling and audience-based targeting, aligning roadside media with broader digital strategies.

Gavin Wilson, Global Chief Commercial Officer at VIOOH, said the collaboration strengthens the company’s European inventory by connecting buyers to premium environments where consumers are receptive and often in purchasing mode. He noted that forecourt placements provide brands with the opportunity to influence buying decisions while benefiting from the agility of programmatic DOOH.

Nico Grüßinger, Business Development Manager at Intelligent Signage Media, emphasized that joining VIOOH’s platform enables international demand to access the German network more efficiently. He added that advertisers increasingly recognize the value of reaching consumers at high-intent moments, particularly when campaigns are supported by measurable delivery and data-driven optimization.

The move reflects a broader trend across Europe, where fuel retail environments are evolving into structured media channels. As programmatic DOOH adoption accelerates, roadside and transit-adjacent screens are being repositioned as performance-driven touchpoints rather than purely awareness media.

Industry data consistently show that DOOH enhances omnichannel performance, amplifying digital campaigns and strengthening short-term return on investment when integrated strategically  . In this context, Germany’s forecourt network represents not only a high-frequency physical presence but also a digitally connected extension of advertisers’ broader media plans.

With this partnership, VIOOH further consolidates its position in continental Europe, while Intelligent Signage Media expands its commercial reach beyond domestic buyers. For brands seeking national coverage combined with contextual relevance, Germany’s gas station screens are increasingly becoming a programmatic gateway to consumers on the move.