LUMO rounds off a massive year with launch of 50th screen
As a busy 2022 draws to a close, DOOH company LUMO Digital are turning on its 50th screen, almost six years to the day since its first screen went up on Victoria Street.
The new 12m x 3m curved LED Screen is located on the former Lidgard Sails corner property at 203 Main Highway, Ellerslie – a premium spot that faces the heavy traffic flow travelling from the eastern suburbs towards the Southern Motorway interchange. The controlled intersection creates a long dwell to capture daily commuters.
Says Phil Clemas, co-founder, LUMO: “I can clearly remember the day our first screen went up on Victoria Street – still one of our most iconic screens. The fact that we now have 50 screens across the country is exciting, and shows the huge appetite for digital outdoor.”
The milestone prompted Clemas to reflect on the past six years: “Back in 2016, we noticed that demand for DOOH was growing, and buyer attitudes were changing. The opportunity was there for us to establish a local, independent pure-play DOOH brand based upon two key principles – greater media transparency and truthful audience accountability.
“Out-of-home media has changed significantly since then, with mass adoption of Digital OOH seeing LUMO acquire sites at pace as the channel grew from 31% of all OOH revenue to ~72% today. DOOH is now the most dominant media buy, with programmatic emerging as the next key driver of change for the channel – and LUMO is thrilled to be part of this growth.”