VMO has hired Sabarish Chirakkal as Programmatic Director. He joins from The Guardian.

MD Paul Butler said the firm is “thrilled” Chirakkal is on board: “He’s an outstanding individual with extensive digital media experience and is passionate about the evolution of programmatic in the out-of-home sector.”

Chirakkal said he’s “excited to join the team at VMO as we accelerate the transition beyond efficiency to drive data-driven effectiveness in programmatic out-of-home."

VMO has been trading programmatically in Australia since 2017. It now claims more than 10,000 digitally connected screens.