AUCKLAND, Thursday: Lumo Digital Outdoor and Australian DOOH adtech startup Doohly have partnered in the development of a new, independent solution they say will help streamline the entire direct and programmatic DOOH buying experience.
Doohly launched in 2020, has paired with Lumo to deploy a purpose-built content management system that will manage the roadside DOOH network.
Lumo programmatic GM Jack Plowright said: “Its difference is it’s a truly live, independent solution accessible to all CMS, ad server, supply-side platform, audience measurement and DOOH verification technologies open to integration.
“With the new partnership, LUMO has greater control over how it manages its networks for the benefit of buyers, from ad scheduling and reporting through to programmatic delivery. “Doohly’s CMS solution was built in tandem with lumo’s CMS system to reduce the requirement for manual involvement once campaigns are approved.
“The integration with SSP partners such as Hivestack and Vistar will allow clients to have open access to the Lumo network programmatically, regardless of what demand side platform they wish to buy through.
“This new CRM software platform is innovative, purpose built and unique to our market.”
“The Doohly CMS solution is set up to ingest real-time audience measurement data via the LENS platform, as well third-party display verification platform, Seedooh, providing a fully integrated campaign delivery system built for the demands of advertisers using DOOH.
Doohly co-founder Sean Law said: “We’re committed to helping build and support the DOOH industry globally, and this partnership with Lumo was a natural step forward for that goal.”
Lumo ceo/co-founder Phil Clemas said: “We are seeing a changing shift in attitudes towards programmatic buying, and the growing demand has created an opportunity for us to provide a better pDOOH solution.
“The new software platform is innovative, purpose built and unique to our market, and gives us at Lumo yet another way to meet growing expectations around the demand for flexibility of DOOH campaigns.
“Ultimately we’re helping the market see the adaptability needed for the digital channel as we anticipate the future needs of our clients.”
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