Lumo Digital Outdoor has announced a partnership with outdoor analytics platform Quividi. In an Australasian first, this partnership will use roadside-based cameras to apply real-time audience dwell time, allowing advertisers on Lumo’s network to benefit from what global Out-of-Home bodies are saying is the next progression in DOOH impression measurement.
Lumo has been seeking a reliable source of real-time dwell data to complement their LENS datasets and to complete the ‘impressions multiplier formula’ – the universal formula adopted for NZ-based DOOH suppliers activating their screens through ad servers or via Supply Side Platforms (the media sellers) programmatically.
The formula, introduced in 2021 by IAB New Zealand’s Programmatic DOOH Steering Committee, provides the methodology for how the market applies hourly audience and dwell time data sets to determine the appropriate amount of impressions delivered for DOOH ad plays for every hour of every day.
The Lumo x Quividi solution uses cameras fitted with their measurement software which are installed on each of Lumo’s screens. The cameras face oncoming road traffic, and the software recognizes vehicle movements. Quividi then measures the number of seconds each vehicle is present in the camera view and streams the data 24/7 from each site back to Lens.
Lumo’s new partnership is one of just a handful of solutions globally that will combine both the existing real-time hourly roadside audience reach and frequency with real-time dwell or presence via Lumo’s Lends platform.
The near-live “impressions multiplier outputs,” is especially critical for accurate planning and bidding in the programmatic DOOH channel, and are pushed daily to Lumo’s ad server partners, Hivestack, the world’s largest, independent, programmatic digital out of home (DOOH) ad tech company and Vistar Media.
This offers brands, advertisers and agencies an unrivalled ability to accurately plan and buy DOOH with the full scheduling flexibility offered by programmatic, cost efficiency and genuine accountability.