As 2022 comes to an end, LUMO Digital has switched on its 50th screen almost six years to the day since the company’s first screen went live on Victoria Street.
The new LED screen is 12m x 3m and located on the former Lidgard Sails corner property at 203 MainHighway, Ellerslie – a premium spot that faces the heavy traffic flow travelling from the eastern suburbs towards the Southern Motorway interchange. The controlled intersection creates a long dwell to capture daily commuters.
“I can clearly remember the day our first screen went up on Victoria Street – still one of our most iconic screens. The fact that we now have 50 screens across the country is exciting, and shows the huge appetite for digital outdoor,” says LUMO co-founder, Phil Clemas.
The milestone prompted Clemas to reflect on the past six years.
“Back in 2016, we noticed that demand for DOOH was growing, and buyer attitudes were changing. The opportunity was there for us to establish a local, independent pure-play DOOH brand based upon two key principles – greater media transparency and truthful audience accountability,” says Clemas.
“Out-of-home media has changed significantly since then, with mass adoption of Digital OOH seeing LUMO acquire sites at pace as the channel grew from 31 percent of all OOH revenue to ~72 percent today. DOOH is now themost dominant media buy, with programmatic emerging as the next key driver of change for the channel – and LUMO is thrilled to be part of this growth.”
View LUMO’s 50th screen on Main Highway, Ellerslie
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