LUMOS & Doohly partner to revolutionise DOOH advertising

LUMOS, an omni-channel audience intelligence platform, and Doohly, Australia’s first independent Out-of-Home (OOH) focused content management system, have announced a new partnership. The collaboration aims to leverage advanced data analytics and artificial intelligence to analyse near real-time data from LUMOS, providing insights into consumer patterns and trends. The goal is to empower industry professionals by delivering enhanced campaign, audience, and locational intelligence, thereby improving the effectiveness and efficiency of digital Out-of-Home (DOOH) advertising campaigns.

"We’re using AI-driven methodology to set a new standard for DOOH advertising, aiming to create a contextual and personalised advertising experience for consumers in the OOH environment," stated Eric Fan, Chief Executive Officer of LUMOS. The integration of artificial intelligence and machine learning is expected to transform the management and delivery of DOOH campaigns, which was previously fragmented and required more manual intervention. Advertisers and media owners had to depend on multiple systems to manage their campaigns, leading to inefficiencies, errors, and delays.

Eric Fan also noted that AI and machine learning would power predictive analytics, assisting advertisers in anticipating future trends and adjusting their strategies accordingly. With the joint offering from LUMOS and Doohly, marketers and media owners will now have the ability to:

• Target ads: Schedule DOOH creatives to display at specific times and locations based on real-time audience data.
• Optimise in real-time: Adjust campaigns dynamically based on contextual insights, such as increasing ad frequency during peak times or altering content to match audience trends and demographics.
• Analyse performance: Access detailed insights on incremental campaign performance, audience engagement, and location effectiveness, enabling continuous improvement.

"This partnership between LUMOS and Doohly signifies a significant leap forward in the DOOH landscape. It enables highly targeted, efficient, and impactful advertising, allowing for real-time adjustments and improved campaign outcomes," remarked Sean Law of Doohly.

LUMOS has additional product releases planned for late July, including the LUMOS Audience Discovery Solution and LUMOS Omni-Planning 2.0. Over the past six months, the company has made substantial improvements in understanding and grouping potential ad audiences. These updates feature a more robust predictive engine that enhances the accuracy of anticipating how effective an ad campaign will be. This advancement assists advertisers in determining the optimal time, place, and content for their ads to maximise reach and engagement.

Discussing the upcoming releases, Eric Fan elaborated, "The Audience Discovery Solution helps businesses enrich their first-party data and discover prospective customers. We identify specific environments for brands to locate potential clients or gain deeper insights into their existing customer base. This tool is set to transform how Chief Marketing Officers (CMOs) approach growth and customer acquisition strategies."