AUCKLAND, Today: LUMO has found a clever new use for sunshine, adding real-time sun and shade data to its national digital billboard network through a partnership with sun-mapping platform SunSeekr.
The deal gives brands an hour-by-hour picture of sunlight conditions at every LUMO digital site, allowing campaigns to react to what is happening around an individual screen — not simply a city-wide weather forecast.
SunSeekr maps the sun’s path against buildings and terrain to calculate exactly where light falls at any moment. For LUMO, that creates a continuous solar profile covering sun angle, direct exposure, shade transitions and each screen’s hours in full light.
Launched in London in 2025, the app has grown to more than 350,000 users and reached #1 in the UK App Store’s Lifestyle category. Aperol has already used the technology to guide consumers towards sunny hospitality venues across the UK.
LUMO has dubbed the new capability ‘Sunshine State’. It is now available for Dynamic Creative Optimisation builds and custom event triggers through programmatic deals.
Buyers can serve campaigns only while a screen is in direct sun, increase delivery before sunset or hold spend while a site is shaded. The signal is specific to each screen, adding far more precision to the usual weather feed.
The value is in how specific this data allows us to be, and how effective DOOH is when it responds to context at the moment of reach. Weather data tells you it’s sunny in Auckland. That’s not the same as knowing a particular screen on a particular corner is in full sun for the next ninety minutes.” – Jack Plowright, LUMO’s GM of Platforms and Partnerships
“The value is in how specific this data allows us to be, and how effective DOOH is when it responds to context at the moment of reach. Weather data tells you it’s sunny in Auckland. That’s not the same as knowing a particular screen on a particular corner is in full sun for the next ninety minutes,” says Jack Plowright, LUMO’s GM of Platforms and Partnerships.
“An eyewear brand could switch to a lens-focused creative when the sun hits the billboard, a beer brand could shift to people enjoying a cold one in the sun, or a hospitality client could run a terrace message while a nearby venue is in afternoon sun, then change it as the shade moves in”, he adds.
SunSeekr Founder and CEO Mo Dawod says the partnership brings a largely overlooked real-world signal into digital media.
“Sunlight changes what people do. It influences where people walk, where they sit, how long they stay and where they stop for a drink. We’ve seen through SunSeekr how differently people behave depending on where the sun is actually falling, not simply whether the weather forecast says it’s sunny. LUMO is now taking that intelligence into Digital Out-of-Home”.
The partnership will also sharpen LUMO’s carbon-emissions measurement. Screen brightness is one of a digital billboard’s biggest energy demands, with strong ambient light requiring more power to keep creative visible.
Knowing the solar conditions at each site will help LUMO model that relationship more accurately, improving the energy-use and emissions figures reported to advertisers.
“This is part of a continued focus on giving brands better ways to reach people in a way that doesn’t just consider who they are, but what’s happening in the world around them,” says Plowright.
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