LUMOS & Doohly partner to revolutionise DOOH advertising

A new partnership between LUMOS, an omni-channel audience intelligence platform, and Doohly, Australia's first independent out-of-home (OOH) focused content management system, is set to revolutionise the digital Out-of-Home (DOOH) advertising industry. The collaboration aims to leverage advanced data analytics and artificial intelligence to enhance the effectiveness and efficiency of DOOH ad campaigns.

With this partnership, media buyers and suppliers will benefit significantly. The integration of LUMOS's near real-time data with Doohly's platform will enable the identification of consumer patterns and trends. This, in turn, will empower industry professionals with valuable campaign, audience, and locational intelligence.

Eric Fan, Chief Executive Officer of LUMOS, stated, “We’re using AI-driven methodology to set a new standard for DOOH advertising, to create a contextual and personalised advertising experience for consumers in the OOH environment.” Historically, managing and delivering DOOH campaigns based on audience behaviours was fragmented and demanded substantial manual intervention. Advertisers and media owners often had to depend on multiple systems and platforms, leading to inefficiencies, errors, and delays.

Fan further explained that AI and machine learning would also power predictive analytics, assisting advertisers in anticipating future trends and proactively adjusting their strategies. This technological advancement aims to significantly reduce the operational complexities currently faced by advertisers.

According to the joint offering from LUMOS and Doohly, marketers and media owners will benefit from several key capabilities. They will be able to target ads more precisely by scheduling DOOH creatives to display at specific times and locations based on real-time audience data. Additionally, they will have the capability to optimise campaigns in real time by adjusting ad frequency during peak times or altering content to match audience trends and demographics.

The partnership also promises detailed insights into incremental campaign performance, audience engagement, and location effectiveness, which will enable continuous improvement. Sean Law of Doohly remarked, “This partnership between LUMOS and Doohly marks a significant leap forward in the DOOH landscape. This collaboration enables highly targeted, efficient, and impactful advertising, allowing for real-time adjustments and improved outcomes for campaigns.”

In addition to the partnership, LUMOS is set to release new products, including the LUMOS Audience Discovery Solution and LUMOS Omni-Planning 2.0. These enhancements are expected to further refine how the company understands and groups audiences. The updates include a more robust predictive engine that can more accurately forecast the effectiveness of ad campaigns, aiding advertisers in choosing the optimal time, place, and content to engage their target audiences.

The Audience Discovery Solution is designed to help businesses enrich their first-party data and discover prospective customers. This tool will enable brands to identify specific environments to target potential customers or gain deeper insights into their existing customer base. Eric Fan highlighted the tool's transformative potential: "This tool is set to transform how CMOs approach growth and customer acquisition strategies.”