29 September 2026 edition | Spain / Portugal
VIOOH announced a partnership with TuMedio on 29 September, expanding programmatic access to digital out-of-home inventory across Spain and Portugal. The official release describes a network of more than 500 screens in over 75 cities.
What the announced network includes
VIOOH reports 320 million monthly impressions across the network. Its listed environments include large-format displays, fuel stations, parking garages, outdoor billboards and airports. Named markets include Madrid, Barcelona, Valencia, Lisbon and Porto, with Madrid-Barajas Airport also identified.
The impression figure describes the announced network’s scale. It is not a guarantee of delivery for an individual advertiser, and the release does not supply a complete screen-level inventory list.
Why the buying route matters
BillboardGuide’s analysis: Adding a network to a programmatic platform gives buyers another way to consider its inventory within a campaign. The commercial value still depends on whether the available screens intersect the audience and locations in the brief.
For an Iberian campaign, that means establishing separate priorities for Spain and Portugal rather than treating regional access as a single audience proposition. A brand might want coverage near particular retailers, business districts or travel environments. Those requirements should determine which parts of a network are useful.
BillboardGuide’s programmatic DOOH guide provides background on the buying format. Buyers should ask their platform or agency to confirm which inventory is accessible for their chosen dates, deal type and creative requirements.
Build the plan around named locations
The Madrid advertising guide offers market context for evaluating proposals. It can support local planning without implying that every format or location discussed there belongs to TuMedio’s network.
A useful request would ask for screen identifiers, coordinates, venue categories and operating hours. That makes it possible to examine how a proposed package maps onto the audience’s actual journeys. It also helps distinguish a broad national presence from concentrated coverage in the districts that matter most.
Different environments can require different executions. A parking facility and an airport placement may serve different audience situations, even when both are available through the same transaction system. The creative brief should explain the role of each environment before artwork is adapted.
Compare delivery on consistent terms
Before approving a buy, establish the spot length, expected plays, audience methodology and evidence of delivery. Ask whether the quoted cost includes platform, data, creative adaptation and verification charges. Those details affect the comparison between programmatic proposals and directly negotiated alternatives.
BillboardGuide’s CPM calculator can help compare cost against an impressions figure, provided the inputs use compatible definitions. A lower calculated CPM should still be assessed against location relevance and the objective of the campaign.
The partnership broadens the announced buying options for Iberia. For advertisers, the next practical step is to translate that regional scale into a specific, verifiable schedule: the right screens, suitable creative and agreed reporting for a defined audience.
