NEW YORK – July 5, 2022 – DPAA, the global trade marketing association, driving the growth and digitization of out-of-home media today and its growing role in the omnichannel mix, announced today that Lemma, one of the largest and fastest-growing programmatic DOOH platforms with a global presence and extensive connection across multiple DOOH screens & advertisers has joined the association.
Lemma makes DOOH accountable through a suite of advanced technology solutions in the DOOH space backed by data. Their proprietary planning tool “Falcon”, leverages historic and real-time data to arrive at the most optimal plan to ensure maximum audience reach within the target group. Additionally, the Lemma platform is equipped to deliver campaigns ingesting live data feeds from APIs and render ads on out-of-home screens in sync with live weather conditions, traffic congestion, temperature, sports scores, and other live data variables.
“With advancements in the AdTech space, the DOOH industry is transforming into mainstream digital. Data, audience buying, real-time variables, and measurement are allowing DOOH to solidify its position as a critical component in any media plan for marketers, driving their omnichannel strategies,” said Gulab Patil, Founder & CEO Lemma. “Our vision at Lemma is to accelerate this transformation by providing brands and marketers with an enhanced outdoor advertising experience that is supported by data, technology, and transparency through our robust platform.”
“Programmatic is DOOH’s superpower and Lemma activates this for brands and media owners,” said Barry Frey, President & CEO of DPAA. “We look forward to having Lemma as a vital part of our membership ecosystem.”
DPAA is the global trade marketing association, driving the growth and digitization of out-of-home (OOH) media and its growing role in the Omnichannel mix. Membership in the DPAA community brings many business acceleration benefits, including a wide array of products. DPAA offers members an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification of news; insights on software and hardware solutions; further integration into the advertising ecosystem by connecting DOOH networks, brands, agencies, ad tech and others.
Lemma envisions integrating DOOH into the mainstream digital ecosystem by establishing a direct connection between screen owners and advertisers via integration with leading global Demand side platforms, thereby transforming DOOH into a truly programmatic medium.
The platform’s compatibility with leading DSPs provides brands real-time validation in terms of the exposures delivered allowing for live campaign monitoring and tracking, replicating the exact measurement technique in use for desktop and mobile ads today. By incorporating advanced audience insights by Lemma DMP (Data management platform) brands gain visibility into the type of audience exposed to the ad and other variables like age, gender, device type, operating system and more. Lemma conducts brand lift studies (in collaboration with 3rd parties) to assist brands to gauge the campaign impact on audiences on brand metrics like ad awareness, recall, purchase intent and more.