VMO has introduced a new programmatic outdoor solution that provides brands with a platform to to amplify their social media presence through the company's network of 10,000 screens across 2,000 locations in Australia and New Zealand.

Social Journeys, claimed as a market-first initiative, utilises programmatic audience targeting to connect advertisers with potential customers on their path to purchase. This approach is intended to minimise campaign wastage by ensuring that advertisements reach the most relevant audiences.

VMO has partnered with Nova, a creative automation company, to assist brands in adapting their social campaign creatives for VMO's screen network. The partnership aims to eliminate the need for additional artwork development, streamlining the process for advertisers.

Director of Programmatic at VMO, Sabarish Chirakkal, 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."

Through Social Journeys, brands have the opportunity to form cross-platform partnerships with VMO and Val Morgan Digital's publications. These publications include The Latch, POPSUGAR, BuzzFeed, Tasty, LADbible, and SPORTbible. Such partnerships are designed to extend digital campaigns into VMO environments, offering a broader reach for advertisers.

GM - APAC of Nova, Gavin Merwood, said: "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."