VIOOH partners with JCDecaux to expand programmatic DOOH in the Baltics
VIOOH has partnered with JCDecaux to make the outdoor advertising company’s digital inventory in Estonia, Latvia and Lithuania available through its programmatic marketplace.
The agreement covers 254 digital screens across the three countries, generating more than 163 million monthly impressions. The inventory spans shopping malls, transport hubs, roadside locations and city centres in Tallinn, Riga and Vilnius. Advertisers will be able to access the screens through VIOOH’s platform for programmatic campaign planning and activation.
Ocean Outdoor launches Birmingham’s largest OOH banner
Ocean Outdoor UK has launched a new banner installation at Lancaster Circus in Birmingham, with Nintendo as its launch advertiser. The installation comprises a 500 sq m central banner flanked by two portrait banners of approximately 60 sq m each.
The site forms part of Ocean’s digital out-of-home contract with Birmingham City Council, which includes roadside formats and city-centre screens. The launch campaign supports Nintendo’s 40th anniversary activity around the release of The Legend of Zelda: Ocarina of Time remake, planned through the7stars.
Ocean has also expanded its The Loop network in Birmingham, adding five double-sided screens at The Mailbox. Its network in the city now comprises 242 screens across 73 locations.
Independent Talent Group appointed Outernet London’s creative commercial agency
Independent Talent Group has been appointed creative commercial agency for Outernet London, with responsibility for developing content, entertainment formats and brand partnerships across the venue’s estate.
The partnership will draw on Independent’s roster of artists, filmmakers, creators, musicians and producers. Activity will include live performances, premieres, content launches, podcast recordings and cultural events, as well as the development of original formats and recurring series.
Independent will also work on commercial partnerships, including venue naming rights, category partnerships and branded entertainment. The agreement covers Outernet’s Now Building, Outernet Live and The Lower Third, as well as the planned UMusic Hotel on Denmark Street.
Criteo expands performance CTV offering internationally
Criteo is extending its Performance Connected TV (CTV) capabilities beyond the US, with an initial rollout in Brazil and Mexico by the end of 2026. Further launches are planned for Canada, the UK, France, Germany, Italy, Spain and Australia during 2027.
The offering uses Criteo’s commerce audiences and household graph to connect shopping behaviour and purchase-intent signals with connected TV households. Advertisers will be able to activate campaigns through its Commerce Growth demand platform and use cross-channel measurement to connect CTV exposure with shopper visits, conversions and sales.
Azerion and Starcount combine transaction data with omnichannel media activation
Azerion has partnered with consumer behaviour data specialist Starcount to combine consumer spending data with omnichannel advertising activation.
Starcount’s transaction insights, consumer interests and behavioural data will be used to enrich Azerion’s data management platform with postcode-level audience information. Advertisers will be able to build and activate audience segments across display, online video, audio, digital out-of-home, connected TV and gaming.
The partnership has already been used for an AEG campaign, planned and executed by Zenith Media. The activity used spending behaviour, lifestyle interests and life-stage signals to reach audiences including home improvers, recent movers and consumers interested in home design.
Positive and Fast Growth Advisors launch AI-powered Message Market Fit service in the UK
Positive has partnered with Fast Growth Advisors to introduce an AI-powered Message Market Fit service for UK businesses, aimed at assessing how closely B2B marketing messages reflect customer needs.
The partners analysed publicly available information from 370 UK-funded startups. The research found that 68% were not readily understood by the AI tools their buyers use, while the average message clarity score was 45.5 out of 75. The analysis found clarity issues across different funding stages, from pre-seed to Series B and beyond.
The service uses AI to audit company messaging and identify potential gaps between marketing claims and customer requirements. The partners have published a UK Message Market Fit report based on the findings.
Smartly launches Intelligence Pro for campaign planning and measurement
Smartly has launched Intelligence Pro, a new offering combining campaign planning, performance benchmarks and incrementality analysis.
The service brings together four capabilities: Reach Planner, which forecasts cross-channel reach and frequency; Headroom Analysis, which assesses where additional investment may generate growth; Benchmarks, which compares campaign performance across industries, regions, platforms and objectives; and INCRMNTAL Connect, which adds an incrementality-based view of media contribution.
Intelligence Pro is available to eligible Smartly customers and is designed to connect planning and optimisation insights within campaign workflows.
Optimizely launches B2B marketing murder-mystery series
Optimizely has launched Murder in Marketing, a dark comedy created as both a vertical micro-drama and a feature-length film. The short-form series launched on 30 October, with the feature-length version scheduled to premiere on 13 November.
The story follows a marketing team whose CEO is found dead during a major product launch, leaving colleagues to investigate the murder amid workplace rivalries and competing agendas. The cast includes Tony Cavalero, Zainab Johnson, Kirk Fox, Flula Borg and Patrick Renna.
The project was created by Ian Faison of Caspian Studios alongside Optimizely’s Julianne DeVincenzo, Dan Reid and Greg Heinz. The micro-drama is available on TikTok, Instagram, LinkedIn and YouTube Shorts.
Silverstone appoints Fifty as media and audience intelligence partner
Silverstone has appointed Fifty as its strategic media and audience intelligence partner, as the motorsport venue seeks to develop demand for its wider portfolio of experiences beyond the British Grand Prix.
Fifty will use audience data and AI-powered analysis to help Silverstone understand and reach potential visitors for activities including MotoGP, CarFest, Silverstone Museum, Kart Silverstone and Christmas at Silverstone.
The partnership follows research indicating that online conversation about Silverstone remains heavily focused on Formula 1 and MotoGP. The work will seek to identify audience interests and behaviours that could help the venue connect with people who may be interested in its other events and attractions.
Wayvia partners with Euronics to connect brand websites with retail network
Wayvia has partnered with Euronics International to connect product discovery on brand websites with Euronics’ network of more than 6,500 stores and online retailers across 36 markets in Europe and Asia.
The partnership uses Wayvia’s Where to Buy technology to direct consumers from manufacturers’ websites to retailers stocking the products they are researching. The technology integrates Euronics’ product feeds and, where available, local store availability information, allowing shoppers to identify retailers and choose where to purchase.
The companies have worked together for five years. Their next steps include expanding sales data sharing across Euronics members and extending local in-store availability information to more markets.
TripleLift and Luzern eCommerce report Optibac campaign results
TripleLift and Luzern eCommerce have reported results from a full-funnel campaign for UK probiotics brand Optibac, which ran from the fourth quarter of 2025 to the end of the first quarter of 2026.
The campaign used Amazon Marketing Cloud to coordinate audience planning and measurement, combining activity on Amazon properties with TripleLift’s online video activation across the open internet. The strategy aimed to reach shoppers beyond Amazon’s own inventory and build awareness ahead of the category’s January-to-March peak.
The companies reported a 119% increase in brand searches against a target of 30%, while the campaign contributed to a 17% increase in purchasers. Optibac’s market share also rose by 1.66 percentage points, reaching 20.7% in December 2025.
Criteo partners with Notino on European retail media
Criteo has partnered with Notino to support the beauty retailer’s retail media activities across its 27 European markets. Notino is moving its retail media operations to Criteo’s platform.
The technology will support Sponsored Products, onsite display and onsite video advertising, using Notino’s first-party data to help brands reach shoppers during product discovery and purchase consideration. Advertisers will have access to performance reporting and media insights to assess and optimise campaigns.
The companies intend to explore offsite activity and the onboarding of offline sales data to support omnichannel targeting and measurement.
impact.com research examines UK shoppers’ use of AI product recommendations
Research commissioned by impact.com suggests that AI is playing an increasingly prominent role in UK consumers’ product research, although many shoppers complete purchases through other channels.
The survey of 967 AI-active UK consumers found that half began their most recent product search with an AI-generated response, compared with 28% who started with traditional search results. Some 95% said they had bought a product recommended by AI, while three in five completed their purchase through a separate search, brand or retailer website, or physical store.
The research also found that 70% said an AI tool had influenced their online shopping decisions at least sometimes in the previous 30 days. While 64% said they would trust AI to select and buy a product without approval in at least one category, 36% would not allow it to make an unapproved purchase in any of the categories surveyed.
