VMO has partnered with Yahoo DSP to launch OmniStream, a product designed to extend connected TV (CTV) campaigns into high-impact digital out-of-home (DOOH) environments.
Powered by Yahoo’s omnichannel DSP, OmniStream gives advertisers the ability to maintain audience reach and messaging consistency across both personal and public screens, streamlining buys and expanding the creative canvas.
The integration allows Yahoo’s CTV buyers to activate campaigns across VMO Active, Australia’s largest health and wellness media network spanning over 1,100 gym locations, and VMO On-The-Go, a retail-convenience network present in more than 1,200 petrol and convenience venues including Reddy Express and BP.
Both environments feature AV-enabled screens that bring motion, sound and messaging to consumers during high-dwell or high-intent moments.
New tools, broader reach
Sabarish Chirakkal, director of programmatic at VMO, said the launch of OmniStream was a milestone in merging the scale of AV DOOH with the targeting precision of programmatic video: “This collaboration represents a significant opportunity to extend audience reach by bridging the power of CTV with the unparalleled impact of AV DOOH assets… Combining CTV with DOOH allows us to offer advertisers a seamless and more effective way to amplify their message.”
Omnichannel minus the friction
From Yahoo’s side, the focus is on making cross-channel execution smarter and more measurable.
“Audiences don’t experience media in silos, so advertisers shouldn’t have to buy it that way either,” said Keren Homan, head of strategy at Yahoo DSP in Australia. “Working with VMO, we’re making that a reality in a way that’s simple, scalable, and measurable.”
Place-based impact
VMO managing director Paul Butler framed the partnership as a natural evolution of how modern campaigns are built to meet audiences wherever they are: “What sets this partnership apart is the extensive scale of our Active and On-The-Go channels, two high dwell environments with AV formats that are proven to engage audiences effectively. We’re always innovating and seeking new ways to reshape how brands approach their media strategies.”