Powering Digital Out of Home’s Potential

Nearly eight years since switching on its network, New Zealand-based DOOH media operator, LUMO, has unveiled a new strategic identity as it continues to demonstrate the potential of digital out-of-home media to local and international brands looking to reach and connect with New Zealand audiences.

Powering Potential, the brand platform developed by Special and LUMO’s in-house design team, will help to set a new directive for the locally owned digital out-of-home company as it becomes set to reshape the market’s expectations of the channel. 

Phil Clemas, who co-founded the business alongside Kent Harrison, has witnessed the impact of digitisation on the channel since his instrumental part in introducing DOOH to the market back in 2013.

“Transformation in our channel won’t be achieved through digitisation alone. With digital revenue share predicted to reach 80% for the channel this year, it’s a focus on how operators transform operationally and how we adapt to expectations of our commercial, agency and brand partners through format & creative innovation, measurement and a commitment to live, transparent and sustainable practices.”

Clemas and Harrison will be supported by the leadership team of Robin Arnold (Chief Technology Officer), Stacey Gattsche (GM of Sales) and Jack Plowright (GM of Platform & Partner Strategy) in delivering a digital out-of-home network that is fit for such a future.

With the highest digital revenue share of any global OOH market, the local OOH sector continues to see steady growth, backed by the increasing appetite from advertisers to seek channels that help to grow their brands through broadcast and refined reach. Additionally, programmatic enablement has driven new investment into the channel by offering ease of access and buying capabilities common with the platforms used to activate existing digital channels.

“If we want the right to convince advertisers to further invest in our channel, we need to work with our industry to demonstrate our reach story and offer solutions that brands have come to expect from existing and emerging digital platforms. If we can prove we have the means to do that, coupled with the potential for our channel to build reach efficiently, integrate brands and content into the every day, and draw attention at times audiences are most receptive, then I expect positive things for our sector”, says Clemas.

With several new initiatives that include audience and data agreements, reporting solutions, renewable energy and carbon emissions assurance, programmatic integrations and creative options for brands, expect to see a lot more from this local operator.

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