New Zealand – Auckland-based DOOH provider LUMO Digital Outdoor has partnered with DOOH adtech startup Doohly to launch a new, independent solution that will help streamline the entire direct and programmatic DOOH buying experience, as innovation continues across the channel.
The partnership will be deploying a purpose-built content management system (CMS) that will manage the roadside DOOH network. It is a live, independent solution accessible to all CRM, ad servers, supply-side platforms, audience measurement, and DOOH verification technologies open to integration.
Moreover, LUMO will have greater control over how it manages its networks for the benefit of buyers, from ad scheduling and reporting through to programmatic delivery. Doohly’s CMS solution will also be built in tandem with LUMO’s custom CRM system to reduce the requirement for manual involvement once campaigns are approved.
Jack Plowright, LUMO’s general manager of programmatic, shared that this new system and partnership with Dooh.ly is allowing them to embrace innovations in the programmatic without the integration siloes that exist amongst players.
“We’re taking more control and some of the key projects we are aiming to push forward will provide equal access to our inventory. Doohly is a key part of that with its ability to drill down to the integrations across the different platforms that we use,” said Plowright.
Lumo, having seen the potential in programmatic buying for the channel, has sorted a platform that could integrate directly with supply-side platforms without the need to reserve a spot in the loop for programmatic access. Ensuring that inventory remains fluid between direct and programmatic buy types, the integration will push all available inventory to SSPs but allow direct campaigns to be allocated to the ad play opportunity if not fulfilled by programmatic buyers.
The integration with SSP partners such as Hivestack and Vistar will allow clients to have open access to the LUMO network programmatically, regardless of what demand-side platform they wish to buy through. Soon, live programmatic inventory on the network will be available to help manage impression capacity and campaign delivery.
Meanwhile, the Doohly CMS solution is set up to ingest real-time audience measurement data via the LENS platform, as well third-party display verification platform, Seedooh, providing a fully integrated campaign delivery system built for the demands of advertisers using DOOH.
Sean Law, Doohly’s co-founder, commented, “We’re committed to helping build and support the DOOH industry globally, and this partnership with LUMO was a natural step forward for that goal. We’re incredibly excited to be working alongside LUMO for this new industry initiative.”
Phil Clemas, LUMO’s CEO and co-founder, noted that they are seeing a changing shift in attitudes towards programmatic buying, and the growing demand has created an opportunity for them to provide a better pDOOH solution, and the new software platform is innovative, purpose-built and unique to their market, giving them another way to meet growing expectations around the demand for flexibility of DOOH campaigns.
“Ultimately we’re helping the market see the adaptability needed for the digital channel as we anticipate the future needs of our clients,” said Clemas.
Just recently, LUMO has also partnered with visual communications platform Canva to launch ‘Billboards For Good’, an initiative that supplies New Zealand-based charities with free outdoor campaign activation.