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In the newly created role, Jan Vimal will grow and scale the programmatic department at outdoor media owner 75Media, which has its head office in Leeds.

Jan brings with her over a decade spent working in the advertising sector, predominately in programmatic and adtech. Most recently Jan worked for six years within the advertising consultancy she founded, Progmatic Motion, helping advertising businesses to drive and scale business through sales, Ad Ops and tech. Previous roles include positions in sales, account management, Ad Ops and tech for companies including AOL (now Yahoo), Adyoulike which was acquired by Open web and Mapp (now Audioplus).

Programmatic revenue represented around 5% of all out-of-home ad spend in the UK last year and is anticipated to grow to 16% by 2027. The programmatic channel allows buyers from anywhere in the world to buy 75Media’s digital billboards via an online auction.

Paul Inman, managing director at 75Media, said: “Given how much we’ve grown since we launched at the start of the pandemic, to now be the sixth largest out-of-home network in the UK, we felt it was the right time to bring onboard a specialist in programmatic (prDOOH) to help develop what will undoubtedly be a very important sales channel for our business.

“Jan brings with her a wealth of knowledge and expertise: she’s already doing a great job of working collaboratively with clients and building relationships throughout the programmatic chain, to help us create a meaningful footprint in the prDOOH space.”

Jan Vimal commented: “75Media has incredible talent and I am very much looking forward to going on a journey with them around digital out-of-home as the ad space grows.

“My aim is to develop the team’s understanding around the programmatic space and enhance what we are doing as a company. It’s an exciting time to be in this sector: 75 Media is at the forefront of prDOOH and is taking the initiative to lead and educate the market. The growth they’ve experienced in a relatively short space of time shows how they’re shaking things up in the sector.”

75Media now has over 540 digital and classic billboard sites spanning the country, making it the fastest-growing roadside network in the UK. The company recently launched BOB – Billboard Optioning & Booking system – proprietary software which features real-time information on the company’s full portfolio of sites.