LUMO will introduce a new, unique digital out-of-home format, Subtle by LUMO, designed specifically for roadside audience attention.
LUMO, New Zealand’s digital out-of-home billboard operator, has received council permission to run subtle motion on six of its key Auckland sites following a two-year resource consent process with Auckland City Council.
This marks a milestone for the digital out-of-home sector, which has historically faced restrictions imposed by local regulations.
LUMO’s billboards at Anzac, Beach, Ports, Sturdee, Ponsonby, and Victoria Park will feature dynamic digital animations. This is made possible through the development of a software platform, designed to objectively measure the subtle motion within advertising content.
The platform measures three core components: Footprint, Intensity, and Velocity. This will establish a comprehensive and reliable standard for large-format digital animation approval in the industry.
Phil Clemas LUMO co-founder and CEO said: “To assess the amount of permitted motion, LUMO collaborated with Latch Digital to develop a software platform that measures the movement and scores it either a pass or fail based upon council approved parameters. This will speed up the artwork approval process making it easier for brands and their creative agencies take full advantage of this new capability.”
Subtle by LUMO has been designed with advertiser guidelines and specifications, incorporating roadside safety considerations while still elevating the attention, retention, and impact that clients have sought.
When combined with LUMO’s data and technology capabilities, Subtle by LUMO will offer an engaging canvas that can be enhanced with creative elements. This innovation positions LUMO at the forefront of the OOH advertising industry, setting new standards for creativity and effectiveness.
Rex Carpentar creative lead LUMO LABs said: “Subtle by LUMO is going to open a wealth of creative opportunities. Now it will be possible to update countdowns by the second or to trigger gentle animation changes based on the local weather conditions. From rain drops, sunsets, cloud formations to leaves gently moving with the wind, or whatever the creative mind sees relevant to the campaign design.”
