Indian programmatic DOOH start-up Lemma and Australian programmatic yield specialist AdSparc have joined forces to launch a new end to end programmatic solution in Australia and New Zealand to overcome programmatic barriers in the digital out of home (DOOH) industry.
AdSparc will be backed by Lemma’s proprietary ad exchange platform to cater to the growing demand of programmatic DOOH whilst eliminating the friction the industry is currently facing.
"This partnership with AdSparc illustrates our ambition of becoming leading providers of programmatic DOOH solutions globally," says Gulab Patil, Lemma founder and CEO.
The Australian OOH market is expected to grow at an annual rate of 8.4%, with the spends for 2019 estimated at $USD800 million ($AUD1.2 billion).
In New Zealand these spends are expected to reach $USD92 million ($AUD134 million).
Both these markets are witnessing a spike in DOOH contribution to OOH revenue, with an average of 50%-60% spends pouring in from DOOH advertising.
“Lemma platform is a ground-breaking platform capable of transforming the DOOH industry, by shifting the approach from screen-based buying to audience based DOOH buying," says Sanjaya Molligoda, AdSparc founder and managing partner.
"That is what excites us about the platform and the opportunity to bring this to the Australian and New Zealand market.”
Currently the DOOH ad buying process is both complex and partly manual making it tedious for advertisers to transact.
AdSparc backed with Lemma’s technology hopes to simplify this process making DOOH audience buying as simple as mobile or web audience buying.
Advertisers can run self-serve campaigns layered with advanced targeting options like location, audiences’ clusters and real time-triggers like weather conditions.
In addition to this the advertisers can monitor their campaign in real time and optimize it for improved performance.
The benefits for screen holders lay in operational efficiencies and increased returns due to greater accessibility of their inventory to a wider number of advertisers.
Screens connected to the Lemma platform can already be targeted via Google DV360, Rubicon project, AppNexus and MediaMath platforms.
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