Singapore – Interactive visual marketing platform Wootag has teamed up with Lemma, an omnichannel SSP for emerging formats, to offer brands the unique opportunity to leverage the growing audience engagement within digital-out-of-home (DOOH) and connected TV (CTV) media and elevate their visual interactive marketing campaigns. 

Wootag’s partnership with Lemma is set to transform creative enhancement and media effectiveness for marketers. 

Through this partnership, marketers will now have seamless access to Wootag’s interactive visual marketing capabilities within Lemma’s robust media ecosystem. By integrating Wootag’s technology, marketers can create captivating and immersive experiences that drive deeper audience engagement. 

Furthermore, the collaboration unlocks the potential for personalised and impactful campaigns at scale, combining Lemma’s unprecedented reach and targeting capabilities with Wootag’s interactive features. 

As audiences spend more time on CTV and engage with outdoor environments, brands recognise the importance of targeting intent viewing and other funnel metrics. Wootag and Lemma enable marketers to enhance the viewing experience by delivering contextual and personalised content that yields a significant 2-3X performance increase over standard videos on CTV and DOOH platforms.

Through this collaboration, Lemma clients and agency partners can effectively incorporate Wootag’s interactive visual marketing capabilities as part of their media offerings. This bundled solution is available globally, providing agency partners with a convenient way to combine cutting-edge technology with media to drive campaign effectiveness at scale. 

By leveraging Wootag’s interactive features within Lemma’s omnichannel ecosystem, marketers can create highly engaging and personalised experiences for their audience across multiple channels. 

This strategic partnership also empowers marketers with valuable insights and analytics, enabling data-driven decision-making. Marketers can gain a deeper understanding of audience behaviour, preferences, and engagement patterns, allowing them to refine their strategies and optimise performance in real time. By leveraging cutting-edge technology and data-driven insights, marketers can make informed optimisations and drive better campaign results. 

Raj Sunder, CEO and founder of Wootag, said, “At Wootag, we offer marketers a comprehensive solution that integrates interactive visual marketing with a powerful media ecosystem. With our partnership with Lemma, marketers can deliver highly interactive and contextualised experiences that captivate audiences and achieve exceptional results in their advertising efforts. We are thrilled to embark on this journey with Lemma and empower brands to fuel remarkable business growth.” 

Meanwhile, Gulab Patil, founder and CEO of Lemma, shared, “At Lemma, we are committed to staying at the forefront of innovation, ensuring that our brands remain ahead in the competitive landscape. Partnering with Wootag reflects our ongoing pursuit of excellence in serving our brands and clients by unleashing the power of interactive visual marketing and data-driven insights and sets a new standard in the digital advertising landscape.”

Australia – Lemma has announced the appointment of Nicholas Robson as its director of sales for Australia. Based in Sydney, he will be responsible for expanding Lemma’s presence in Australia through strong partnerships with media agencies, publishers and brands.

Robson joins Lemma with several years of sales experience with global martech players operating in Australia. He was most recently with InMobi where he was head of agency and strategic clients and has previously worked with Unruly as the executive group sales director. 

Leveraging his industry experience, his key mandate at Lemma will be to generate high-value demand for Lemma’s unparalleled omnichannel supply of digital out-of-home (DOOH), connected TV (CTV), and over-the-top (OTT) supply side solutions.

Speaking on his new role, Robson said, “As a forward-looking company specializing in emerging media formats Lemma has a powerful proposition for advertisers in Australia. I am looking forward to working with the local and regional teams to push forward this proposition.”

Meanwhile, Gulab Patil, founder & CEO of Lemma, commented, “Nicholas’ appointment reinforces Lemma’s unwavering commitment to the Australian market. His strategic vision and commitment to excellence makes him the right person to drive Lemma’s growth and establish us as the go-to partner for media agencies and brands in Australia. We couldn’t be more excited to have him on board.”

Connecticut, USA – Lemma, an omnichannel Supply Side Platform for emerging formats, has announced it has appointed Ryan Pestano, an accomplished product leader with expertise in digital media, product strategy and business development as its new chief product officer. Pestano brings a wealth of expertise and a proven track record to further enhance Lemma’s product offerings globally. 

With his deep understanding of the evolving digital landscape, Lemma says he is well-equipped to lead the development and implementation of its cutting-edge solutions that address the ever-changing needs of modern marketers.

Within the role, Pestano will assume responsibility for overseeing the complete portfolio of products and platforms offered by Lemma. Together with the product and engineering leadership teams, he will work to advance Lemma’s position as a leader in emerging media formats around the globe.

Pestano joins Lemma following a 7-year tenure with IPONWEB, which was acquired by Criteo, where he most recently served as VP of APAC. He’s held leadership roles in product, business development, and solutions consulting working with companies across the programmatic ecosystem in retail media, identity solutions, audience data curation, mobile user acquisition, SSPs, and DSPs.

“I am incredibly excited to join the passionate and dynamic team at Lemma,” said Pestano. “Lemma’s commitment to innovation and providing seamless access to emerging formats aligns perfectly with my own passion for driving transformative solutions. I look forward to working closely with the talented Lemma team to accelerate growth, deliver exceptional products, and exceed our client’s expectations”. 

Lemma’s omnichannel Supply Side Platform consolidates diverse advertising channels into a single platform. It offers marketers a comprehensive solution to effectively reach and engage their target audience across multiple digital touchpoints.

“We are thrilled to have Ryan join the Lemma team as our Chief Product Officer,” said Gulab Patil, Founder & CEO of Lemma. “His invaluable experience and strategic vision will be instrumental in shaping our product strategy and driving innovation in emerging formats. With Ryan on board, we are well-positioned to continue providing our clients with seamless access to the latest advertising opportunities and delivering exceptional results.”

Just this month, Lemma has also appointed its director for connected TV (CTV) for the SEA region. Through the leadership of Swaminathan Iyer, the company aims to further strengthen the company’s position as a critical player in the region’s digital advertising landscape.

Singapore – Independent omnichannel supply side platform (SSP) Lemma has appointed Swaminathan Iyer as its director of connected TV (CTV) for Southeast Asia. Said appointment will further strengthen the company’s position as a critical player in the region’s digital advertising landscape.

Iyer’s appointment comes at a critical time of growth for the company as it expands its ad portfolio to include CTV alongside DOOH, making it available to clients in the region.

He brings with him over 20 years of experience in the digital and CTV space, having held leadership roles at DigiAdapt, Paramount, Yahoo amongst others. 

Speaking on his new role, Iyer said, “With Lemma’s focus on innovation and cutting-edge technology, I am confident that we can deliver impactful and effective advertising solutions to clients in Southeast Asia. I am excited to work with the talented team at Lemma and collaborate with our clients to deliver innovative solutions that meet their advertising needs.”

Meanwhile, Puneet Biyani, president at Lemma commented, “As we continue to make strides in the Southeast Asian market, we are excited to enhance our regional support and further propel our growth. With our expanded presence in SEA, a diverse range of channels, and a continuously evolving product portfolio, Lemma has established itself as a major player in the industry.” 

He added, “Swaminathan Iyer is an accomplished professional with extensive experience in the CTV industry. We are thrilled to have him as our Director of CTV for the region. We look forward to working with him to deliver innovative and effective advertising solutions to clients in Southeast Asia.”

Lemma recently appointed ex-Pantcast’s Charles Less as its regional head for Southeast Asia.

Singapore – Lemma, an independent omnichannel Supply Side Platform (SSP), has announced the appointment of Charles Less as regional head for Southeast Asia. Less is formerly of Pancast and in the new role at Lemma, he will be helping to grow its programmatic DOOH business in the SEA region and increase its local presence.

The company said Southeast Asia is a crucial market for its business owing to the growing demand for programmatic DOOH technology in the region. Less’ primary role in the expansion plan will be to define the go-to-market strategy, optimise business models and processes, and cultivate relationships with digital agencies, direct brands, and DOOH screen owners throughout the SEA.

A seasoned sales & advertising business leader with over two decades of experience, Less brings with him a proven acumen in scaling businesses across agencies, corporate media houses, and start-ups. At Pancast, he served as director of revenue and, throughout his career, he’s also held other leadership positions at companies like Iflix, ESPN Star Sports, A+E network, and others.

“Joining Lemma is an exciting opportunity to be part of an organization that is at the forefront of programmatic DOOH technology,” said Less. “I am looking forward to working with the team to drive growth in Southeast Asia and help our clients leverage the power of programmatic DOOH to reach their target audiences effectively.” 

Meanwhile, Gulab Patil, Founder & CEO of Lemma, commented, “Programmatic DOOH continues to scale worldwide, and this media has enormous potential in Southeast Asian markets. Lemma has launched numerous first-to-market programmatic DOOH campaigns and envisions using its technology platform to transform DOOH into mainstream digital. With the addition of Charles to the team, we intend to scale our business to new heights with a powered-packed team, ready to take on a new market.” 

Lemma has over 350k connected screens globally, including a significant share in the SEA region. Notable brands such as HP, OLX, and Guinness have onboarded Lemma’s programmatic DOOH platform, which is integrated with leading global demand-side platforms (DSPs).

Kuala Lumpur, Malaysia – Lemma, an independent SSP for DOOH, has appointed Reuben Lee as its director of sales and partnerships for its Malaysia office. In his new role, Reuben will be responsible for driving growth and strengthening partnerships with stakeholders including – advertisers, agencies and DOOH screen owners.

Until now Lemma has been working with over 30 clients and vendors in Malaysia from its India office.

Reporting into Gulab Patil, founder and CEO at Lemma as well Mayuresh Padhke, co-founder at Lemma, Reuben will use his extensive regional experience in expanding the digital OOH ecosystem in Malaysia as well as strengthening Lemma’s client base in this region.

Reuben joins Lemma from OMD Malaysia where he was the group business and growth director, responsible for client retention and new business development.

On his appointment, he said, “I am really excited to be joining Lemma, which not only has a compelling digital OOH offering but also witnessing a strong momentum in the region. I am looking forward to working with Lemma’s leadership team to drive digital transformation in the OOH space in Malaysia and beyond.”

Meanwhile, Padhke commented, “Rueben Lee brings impressive regional experience to the team and has successfully supported many brands with their digital media needs. Undoubtedly, he would be a key contributor in driving business for us, as we continue to expand across the Southeast Asia region, with a sharp focus on Malaysia.”

As the demand for the company’s programmatic DOOH solutions increases in Southeast Asia Lemma has been investing in strategic expansion in four key markets including Singapore, Malaysia, Indonesia and Thailand. Earlier this year, the company had hired Swapnil Sambhus as the country head for Indonesia.

Mumbai, India – Puneet Biyani has been named company president of Lemma, an independent supply side platform for digital out-of-home, in order to expand the company’s global footprint. Biyani will collaborate with the board of directors and the leadership team in APAC and other regions to develop the company’s business growth vision, global market expansion strategy, and all operations in all markets.

With over two decades of experience in business operations, finance, international market and strategy, Biyani will be joining Lemma immediately. 

Biyani said, “I am really excited to be part of this amazing team. Lemma has been a pioneer in the digital advertising segment. I look forward to working closely with the team on the exciting journey ahead. The space is bound to expand rapidly, and on the technology front, Lemma is well positioned to lead and shape the development.”

Biyani spent the majority of his career with The Times of India Group, where he held the position of chief financial officer for Times Innovative Media Limited (Times OOH) while also leading their Mauritius business. He also worked for multinational corporations such as Price Waterhouse Coopers and Goldman Sachs. His most recent job was with Times OOH, a Bennett Coleman & Co Ltd subsidiary.

Founder and CEO of Lemma, Gulab Patil stated, “Having Puneet onboard as company president at Lemma will inject a new level of energy and innovative thinking to help accelerate the company’s growth and attain our vision of transforming DOOH to mainstream digital as we enter a new phase of scaling business.”

“Puneet’s expertise aligns perfectly with our business expansion plan as we continue to strengthen our technology and team globally and enhance our programmatic DOOH presence.” Patil said.

Biyani will be based in Lemma’s Delhi office and will serve as a liaison between all teams and markets in the city.

Mumbai, India – Programmatic digital out-of-home (DOOH) player Lemma has announced its independent supply side platform (SSP) for its DOOH offering. In addition, it also aims to address the imperative need of transparency for measuring return of investment (ROI) on DOOH spent by advertisers. 

The SSP is built with the intent of delivering objective, exact and timely reports to advertisers, much in line with Lemma’s values of trust and transparency. Lemma SSP will ensure clarity at all levels, right from providing brands with quality and brand safe inventory to visibility in real media costing.

In addition, Lemma SSP will also provide 3rd party validation through standard DSP integration with the likes of MediaMath, Google DV 360 and Yahoo!. This validation ensures that advertisers avoid wasteful spends resulting from fraudulent audience counts and inactive screen status.

Commenting on the launch, Gulab Patil, founder and CEO at Lemma, said, “As programmatic DOOH scales across various markets it becomes essential for stakeholders to provide transparent solutions to advertisers to win their trust and encourage them to spend more on the medium. However, this must be practised without any compromises from either side.”

He added, “Keeping this in mind we’ve developed Lemma SSP, an unbiased independent platform that brings in trust, transparency, accurate validation & efficient price discovery and enables all stakeholders to equally benefit from a part of the programmatic ecosystem.” 

As demand for audience buying surges in DOOH, the new SSP will also serve as a complete audience buying solution for marketers by avoiding wasteful exposure through an exposure gauge that alters in real time in sync with audience availability in select locations and screens. This will ensure that no ad is shown when the audience footfall is below accepted levels. 

Location parameters are also set for each DOOH screen as per its size and location. Audience data is then obtained from various data partners pertaining to each site location, which is then matched with the campaign parameters to trigger the displays.