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Lemma Upgrades Prominent DOOH Players With Programmatic Capabilities

With the onboarding of premium inventory, key hires, global release of AI enabled planning tools, Lemma has been aggressively expanding its operation in SEA

Photo by Deva Darshan on Unsplash

Lemma, pioneer in programmatic Digital out of home has been exceptionally active in expanding its business across Southeast Asian markets. The recent appointment of Vinay Goel to forge business expansion in Southeast Asia and the global release of the AI enabled planning tool – Falcon, have been some of the major developments  in the past month. 

In addition to this Lemma has actively on boarded all major premium partners, spanning across digital billboards, place based media, mobile DOOH & more, significantly increasing their screen share in these markets. Given the potential for DOOH in SEA, Lemma is setting the tone and educating the market about true programmatic solutions. 

Lemma is IAB compliant & integrated with leading digital platforms such as Google DV360, while also being equipped to run campaigns based on real-time triggers like weather, day-parting, footfall density, audience classification and more, something that many programmatic players fall short of. 

Speaking of the advancements in Programmatic DOOH in SEA Market, Gulab Patil, Founder and CEO, Lemma said, “We intend to help screen owners remain relevant in modern times with solutions that diversify their portfolio with advanced technology and data driven solutions while simultaneously creating new avenues for advertisers to showcase their ads.SEA is a key market for our global expansion plan & we are certainly taking some well rounded decisions that’ll strengthen our position as market leaders for pDOOH offerings.”

Some of the prominent DOOH screen networks in Philippines, Indonesia, Malaysia and other regions have integrated their DOOH assets with Lemma and have experienced several advantages in various aspects like campaign reporting, scalability, occupancy rates and increased yield, within a few months of integration. 

Henry Low – Spectrum Outdoor Marketing – Malaysia, “Lemma is a one stop solution for all programmatic digital out of home needs. Lemma aids in exploring new advertisers, especially digital first agencies and brands which were not accessible prior to Lemma integration.”

Sharing his experience Joel Callao, CEO, Nyxsys Philippines said, “Lemma is a compatible solution which can be seamlessly integrated into the existing system without causing any disruption in our current business flow. An upgrade to programmatic ad serving using Lemma is as easy as turning on the light bulb.”

Dato Manikandamurthy velayoudam- MD-Skyblue Media – Malaysia – “As a part of the digital ecosystem enabled by Lemma, we are able to access digital media budgets, using DOOH screens. Furthermore the opportunity to run innovative campaigns backed by Lemma’s technology platform makes our inventory stand out from the rest, giving us opportunities to scale business, improve fill rates and reap maximum yield from DOOH advertising”.

Echoing similar views is Willian Tanuwidjaja, Head of Project, Grab Kios – “Being supported by Lemma’s programmatic digital out of home technology puts us ahead of the curve and gives us an edge over other media owners. Seamless integration, hassle free execution and single view reporting makes it easy to maintain and keep track of multiple campaigns, all made possible through a single platform.”

The Indonesian OOH market witnessed its first programmatic DOOH campaign, courtesy Lemma and PHD Indonesia (HP printers) around October last year and since then Lemma has engineered many such campaigns within Indonesia, Malaysia and other regions in SEA. Lemma also operates in several other markets including India, Australia, New Zealand, USA and Dubai.

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