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.

Auckland, New Zealand – Digital out-of-home (DOOH) provider LUMO Digital Outdoor has forged a partnership with visual communications platform Canva to launch ‘Billboards For Good’, an initiative that supplies New Zealand-based charities with free outdoor campaign activation.

The Canva design team will supply creative and design support and LUMO has provided inventory across LED screens in Auckland, Tauranga, Hamilton, Christchurch and Wellington.

To kickstart said initiative, LUMO and Canva’s first beneficiary will be Voices of Hope, a charity breaking the stigma around mental illness to decrease suicide rates, the first to benefit from the partnership. The initiative will officially start at the end of February.

Hamish Smith, chief marketing officer at LUMO says he hopes this initiative inspires others in the ad industry to use the power of media for good by making the important work of not-for-profit organisations more visible. 

“We are approached on an almost daily basis by charities and non-for-profits at LUMO.Through our own recent charity initiatives we’ve come to realise how valuable and powerful billboards are when it comes to making a difference,” Smith said.

He added, “These organisations are often understaffed and lack resources; as such they struggle to deliver great creative to make these campaigns effective. So, it was only natural Canva got on board to help these groups deliver great creative and get in front of wider audiences. For us it’s about being able to help raise awareness and provide support to the community how we can, and this partnership gives us another opportunity to do that.”

The partnership is the latest initiative from LUMO Digital Outdoor, a long-time supporter of-not-for-profit organisations. The outdoor media company has supported over 30 charities over the last 12 months promoting messages of awareness and fundraising drives across their nationwide network of 41 screens. 

Robyn King, head of social impact at Canva, commented, “We’re excited to partner with LUMO to support some amazing, yet under-resourced, local non-profits by leveraging Canva’s unique design skills to create campaign assets for the Billboards for Good initiative. One of Canva’s guiding values is ‘to be a force for good’ and we hope this is the first of many collaborations to help shine a light on a range of worthy causes and amplify the impact of nonprofits.”