Singapore – Adtech company Lemma has launched a new AI-powered platform designed to help brands measure and optimise the impact of out-of-home (OOH) advertising as a performance-driven channel.
Called Lemma Integral, the platform aims to connect OOH media exposure with downstream digital engagement and business outcomes, enabling marketers to track and optimise campaigns across the entire funnel.
According to Lemma, the platform is designed to remove the traditional separation between upper-funnel brand awareness and lower-funnel performance marketing. By providing end-to-end visibility, Lemma Integral allows brands and agencies to plan, track, retarget, and optimise OOH campaigns with the same level of measurement and accountability commonly associated with digital advertising.
The company said the platform integrates planning, audience activation, measurement, and optimisation within a single dashboard. Through AI-powered analytics, the system identifies high-intent audiences based on real-world movement and behavioral signals and enables automated targeting across digital channels.
At the core of the platform is the proprietary Lemma Audience Graph, which is built using multiple non-personal persistent identifiers and enriched with third-party data sources. The company said the data infrastructure maps and profiles millions of audiences globally, enabling advertisers to connect OOH exposure data with digital actions such as website visits, app installs, and conversions.
Lemma said this approach enables what it describes as full-funnel attribution, allowing marketers to track how outdoor advertising contributes to measurable outcomes and return on ad spend.
Early campaigns using the platform have reportedly delivered measurable results, including app installs that were 1.5 times higher than planned, video through rates that were double the industry average, and up to three times higher return on ad spend compared with standard campaigns.
Andrew Fox, CEO of SuperJeweler.com and its sister company Hansa USA, said, “Brands today need media strategies that are both impactful and accountable. With Lemma Integral, we were able to integrate data-driven DOOH into our media mix and connect it seamlessly with digital channels. This helped us shorten the path from exposure to transaction and deliver significantly stronger returns. It’s a clear signal of how outdoor can evolve into a much more performance-driven channel for digital-first brands.”
Gulab Patil, founder and CEO of Lemma, added, “With Lemma Integral, we’re enabling marketers to move beyond fragmented campaigns and orchestrate a truly full-funnel strategy where OOH connects seamlessly with CTV, mobile, and the web. It’s about making every OOH impression measurable and impactful. AI runs on data, and programmatic DOOH generates it, making OOH a critical layer for brands building the next generation of AI-driven advertising”
Lemma said the platform is now available to clients across North America, the Asia-Pacific region, and other markets starting this month.
