Business & Technology
VIOOH adds Abode Media residential screens to marketplace
VIOOH has partnered with Abode Media to add the residential digital out-of-home network to its programmatic marketplace, expanding its reach across premium housing locations in the UK.
Abode Media operates more than 250 screens in over 230 residential buildings across London, Manchester and Birmingham. The network delivers more than 60 million monthly impressions and focuses on interior screens in high-traffic areas of premium residential properties.
The agreement gives advertisers using VIOOH access to inventory in apartment and residential buildings, a part of the out-of-home market that remains less developed than traditional roadside, retail and transit formats. Positioned to reach residents as they leave home and return, the screens offer repeated exposure during daily routines.
Residential media has attracted advertisers looking for new ways to reach affluent urban audiences in settings with less competition for attention than public spaces. Abode Media’s estate is concentrated in higher-value buildings and is designed to reach consumers where they are likely to see messages at the start and end of the day.
The partnership adds central London coverage and broadens the range of locations available through VIOOH’s trading platform. VIOOH operates in 37 markets and works with more than 50 demand-side platforms globally, giving media buyers access to digital out-of-home inventory through automated transactions.
Residential expansion
The addition of Abode Media reflects a wider move in digital out-of-home towards more specialised, venue-based networks. As more advertisers shift spending to programmatic buying, operators of smaller or more targeted estates are seeking distribution through larger marketplaces that connect them to agency and trading desk demand.
For Abode Media, the partnership provides access to buyers using programmatic tools to plan and book campaigns across multiple screen networks. That could make residential inventory easier to include in broader out-of-home and omnichannel media plans, particularly for campaigns aimed at urban consumers with higher spending power.
Abode Media describes residential buildings as a proximity channel that can support brand and purchase messaging close to moments of decision-making. It also says the format allows advertising to sit alongside building communications and community messaging in shared spaces.
Its footprint in London, Manchester and Birmingham gives the network a presence in three of the UK’s largest out-of-home advertising markets. Interior screens in residential settings differ from many traditional formats because they are viewed by a recurring audience rather than passers-by alone, potentially increasing frequency for advertisers seeking regular contact with the same households.
Market access
Programmatic digital out-of-home has become a larger part of the media buying mix as advertisers seek flexibility in planning, targeting and activation. Supply-side platforms such as VIOOH act as intermediaries between media owners and buyers, making inventory available through automated systems rather than solely through direct sales.
In the UK, that shift has brought a wider range of screen types into programmatic trading, from transport hubs and shopping centres to gyms, offices and residential blocks. The partnership with Abode Media adds another venue type to that mix as media owners try to demonstrate the value of more context-specific placements.
Gavin Wilson outlined the rationale for the deal. “Our partnership with Abode Media represents further expansion of our programmatic marketplace, offering brands access to premium central London locations through a uniquely agile and flexible media owner. Its strategic coverage provides advertisers with exceptional opportunities to reach diverse London-centric and internationally travelling audiences. Its new-generation approach to flexibility and responsiveness perfectly complements VIOOH’s real-time trading capabilities,” said Gavin Wilson, Global Chief Commercial Officer, VIOOH.
James Withers outlined Abode Media’s view of the opportunity in residential screens. “We’re very excited by our new partnership with VIOOH, which opens up genuine possibilities for brands to connect with a unique audience in premium locations. Our screens are situated at a key priming location for brands to take advantage of an audience engaging in multiple lifestyle activities. They are the first and final OOH messages seen each day by our residents, or at important moments of craving, decision-making and active shopping,” said James Withers, Head of Agency Sales, Abode Media.
Jayden, 13 launched Jay’s Bakes from his home in Taunton Road in Bicester on Saturday, June 20.
His late nan, a keen baker herself, was the inspiration behind his passion, as well as time spent helping his uncle with his catering business.
Over the last 18 months he has honed his skills by preparing sweat treats every day after school.
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Determined to turn his hobby into something more, Jayden spent two and a half months researching requirements, gaining his Level 2 food hygiene certificate and officially registering his business, mostly without adult intervention.
After four days of preparation, the business officially launched.
Customers were treated to a wide selection of homemade goods, including M&M cookies, Kinder brownies, Biscoff cookies, Victoria sponge trays, lemon drizzle cups and viral ‘dot cakes’.
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His Kinder brownies proved particularly popular, and by the end of the day he had sold out of everything, taking £210.
Despite feeling “excited and a bit nervous” beforehand, Jayden said the opening was a success, with a strong turnout and positive feedback shared on social media.
His favourite moment came when he officially opened the shed by cutting the ribbon.
Supported by his mum, stepdad, grandparents and uncle, Jayden first began selling from a table in May before building and painting his now-signature blue cake shed.
He now plans to continue baking and selling regularly, bringing his creations to the local community.
Lidl has been given planning permission to build its ninth supermarket in Oxfordshire, despite concerns over flooding.
Aldi opened in Didcot in 2015 and has a supermarket at the Jubilee Way roundabout but shoppers in the town have had to wait over a decade for Lidl to follow.
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South Oxfordshire District Council has now backed plans by the German retailer for a new supermarket in Abingdon Road.
Former Didcot mayor Mocky Khan said: “This give the residents of Didcot more choice, especially when you consider the cost of living environment we have at the moment.
“The town is growing with more new homes being built, and with more growth it’s good to have a wide variety of supermarkets to fit all budgets,”
The plans for the new supermarket were first submitted in 2024.
Didcot Town Council previously objected to the scheme, on the grounds of a lack of flood risk mitigation measures, along with the county council who said there was “insufficient information”.
The town council noted there are “several flooding incidents in the area, especially when the Marsh Bridge water pumps fail”.
But in a report by planning officers granting permission to the supermarket, those issues have now been addressed by Lidl.
The officers said the proposals “largely accord” with the policies around planning, and more can be done to “break up” the car park with greenery.
Planning officers chose to let Lidl build the new supermarket subject to conditions.
They said in a report: “Balanced against this policy conflict is the fact that this is a previously developed site, which is currently in a dilapidated state.
“The proposals represent a significant improvement on the current underutilisation of the site and on its appearance.
“The National Planning Policy Framework and Local Plan set out significant support for the reuse of previously developed land.
“As stated in the applicant’s planning statement, there have been previous enquiries as to the redevelopment of the site that have not come to fruition.
“Given this, finding a viable use for the site is a clear benefit which I consider to be of substantial benefit.”
Thirty-four residents had objected to Lidl’s plans, highlighting concerns over extra traffic, there being no need for another supermarket in the town and there being more appropriate locations to build in their view.
Didcot already has an Aldi store just off Broadway and a Sainsbury’s, M&S Foodhall and Asda.
The nearest Lidl to the proposed site are in Lupton Road, Wallingford, and Marcham Road in Abingdon.
Three people wrote in to support the new Lidl, recognising the benefits of a discount food store and the further jobs it will create.
Lidl has said its proposals for a Didcot supermarket would deliver 40 full-time equivalent jobs as well as further employment during the construction phase.
No opening date was given by the retailer, while the developer is currently on site progressing with the enabling works.
A spokesman said: “We’ve seen demand for our affordable, high-quality products continue to rise in Oxfordshire, and we are committed to serving more communities in the area.
“Our new store will create around 40 new jobs and build on our continued growth.
“We’re excited to be a step closer to opening this store and thank everyone who has supported us on our journey so far.”
It also said the £12m investment would work with the 6,300 new homes allocated to be built, as per the local plan.
Dalcour Maclaren, a specialist in utilities and infrastructure, announced the news on June 22, following a detailed assessment of its operations, including governance, employee wellbeing, environmental impact, and social responsibility.
James Neil, CEO of Dalcour Maclaren, said: “This is a fantastic achievement for Dalcour Maclaren.
“B Corp status gives us the official badge that recognises everything that matters most to us in our culture, our values, and how we make decisions for our people and our clients. We thrive on doing things differently at DM and B Corp absolutely endorses this.”
The certification means the company meets rigorous standards of social and environmental performance, transparency, and accountability.
Dalcour Maclaren now joins more than 10,000 B Corps worldwide and over 2,600 in the UK, including well-known names such as The Guardian, Innocent Drinks, Patagonia, and The Big Issue.
Chris Turner, CEO of B Lab UK, said: “Welcoming Dalcour Maclaren to the B Corp community is hugely exciting. Its commitment to doing business differently will be an inspiration to others and will help spread the notion that success in business is as much about people and planet as it is profit.”
Dalcour Maclaren operates across the UK and Ireland, supporting major projects in energy, water, transport, and digital infrastructure. The company’s services include land, planning, environment, stakeholder engagement, and geospatial services.
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