PRESS RELEASE: Programmatic DOOH Pioneers, Lemma Launch Exclusive Partnership with AdSparc in AU & NZ
Press Release
September 17th, 2019
Programmatic DOOH Pioneers, Lemma Launch Exclusive Partnership with AdSparc in AU & NZ.
Lemma and AdSparc join 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 Industry.
India based Programmatic DOOH start-up Lemma enter in an exclusive parentship with AdSparc, an Australian based programmatic yield specialist. Considering this partnership, AdSparc will be backed by Lemma’s proprietary ad exchange platform, a true purpose-built end to end programmatic solution to cater to the growing demand of Programmatic DOOH whilst eliminating the friction, the industry is currently facing.
DOOH is emerging as a new medium in the portfolio of out of home media. The Australian OOH market is expected to grow at an annual rate of 8.4%, with the spends for 2019 estimated at 800Mn USD. In New Zealand these spends are expected to reach 92Mn USD. 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. (source – OOA & OMANZ)
With such favourable conditions for DOOH, AU & NZ will serve as lucrative playgrounds for both the partners collectively as they spearhead Programmatic DOOH solutions in these markets.
Gulab Patil, Founder and CEO -Lemma, said” We are excited about this collaboration with AdSparc, as we make available programmatic DOOH technology to create new avenues for Advertisers and media buyers to effectively connect and engage with the hard to reach, on the go consumers. This partnership with AdSparc illustrates our ambition of becoming leading providers of programmatic DOOH solutions globally.”
Sanjaya Molligoda – AdSparc Founder and Managing Partner, said “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. 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 would simplify this process making DOOH audience buying as simple as mobile or web audience buying. Reducing these operational barriers will result in more advertisers accepting DOOH as a new & exciting advertising medium.
Advertisers can run self-serve campaigns layered with advanced targeting options like location, audiences’ clusters & 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, to name a few.
This collaboration envisions to transform Digital OOH into mainstream digital, with Programmatic DOOH Technology.
About Lemma
Pioneers in programmatic Digital Out of Home, Lemma drives an effective connect between brands & consumers by leveraging the potential of DOOH screens, coupled with data & technology. Founded in mid-2017, we are all set to bring in the next big wave of change in the advertising industry.
About AdSparc
AdSparc has been pioneering programmatic yield inventory management since 2012 always being at the forefront of new technologies and developments and ready to take on DOOH as the next frontier of programmatic innovation.
