Gulab Patil, Founder & CEO of Lemma Technologies, Pioneers in programmatic DOOH in India, envisions to create a centralized platform enabling advertisers to connect with audiences across screens- mobile, web & DOHH coupled with the ease of measuring campaign ROI accurately.
Indian DOOH market’s anticipatory success in the ongoing and coming times is vociferous enough to expect its domination over the traditional OOH platforms in India. DOOH, in a way, is giving new capabilities to the traditional form of advertising by inculcating digital techniques and programmatic platforms with it. Intermingling on-screen outdoors (billboards, bus stops, and in taxicabs) and in malls, stores, gyms, and many other places with digital out-of-home campaigns, in order to augment messaging along the customer journey is smoothened by Lemma Technologies – a programmatic and data-driven advertisement Indian platform for Digital Out Of Home (DOOH). The company is focusing on providing brands solutions on programmatic advertising involving DOOH and is completely based on International Advertisement Standards.
“My vision is to provide a single dashboard to brands whereby they are able to reach out to the audiences through DOOH, Mobile and Desktop to assess their ROI accurately,” avers Gulab Patil, Founder & CEO, Lemma Technologies.
Effectuating Modern Solution in Traditional Wrap
Before the inception of Lemma Technologies, there was a large gap between traditional DOOH and other programmatic digital media. There was no transparency on inventory quality, campaign reports, and audience data. “Lemma has brought about a revolution in this space by providing innovative ways to get essential media and targeted audiences through a programmatic channel. Yes, brands are favoring DOOH because of this revolution. The idea of showing ads on big screens as simple as showing campaigns on mobile is helping us to get brands approbation for this new channel,” he adds.
Since the early 2000s, brand advertisers and ad agencies have been moving their budgets online, spending big bucks on programmatic advertising. The offline advertising industry, however, is slowly but steadily catching up. The domination of online media spend can change with a new take on an old classic: digital out-of-home (DOOH). “Yes, the spend on the online advertisement has drastically increased because of transparency and investment return measurement solutions. DOOH is becoming a new mass-targeting media because of programmatic connectivity. Influence of increasing online media spend is now changing the perception of the traditional DOOH media as well. ROI benchmarking is a key factor to transform the traditional DOOH to programmatic,” Patil opines.
Bringing Revolution Course in Indian Advertising Business
The upsurge in the use of digital has replaced the static billboards. The automated and data-driven system for DOOH advertisement was a mysterious concept to this industry. The innovative campaign distribution platform is playing a vital role to revolutionize this segment. “Lemma Technologies ran multiple innovative campaigns such as – Campaign management based on traffic-signal: Changing the ad based on traffic-signal status (red/green/blue) on the screens located at the junction. Weather-based campaign: Platform automatically manages campaigns based on weather data. For example, a waterproof product advertisement is shown if it is raining. Cross-device targeting: Retarget the DOOH campaign on mobile devices and vice versa,” Patil responds on the DOOH campaigns done by Lemma.
There are marketers who remain too cautious when trying new technologies or accepting new trends. It, most often, becomes difficult to handle such clients. However, with Lemma, the scenario differs. “Brands are happy with this new and innovative digital media specifically through programmatic demand platforms where they can track all their reports in real-time. The Lemma ad platform is already a part of the ad-ecosystem and has connected with all the programmatic demand platforms like Google DV360, MediaMath, Rubicon, InMobi, etc. Brands are now managing their campaigns from these demand platforms on DOOH screens through the Lemma platform. Lemma has built trust by providing campaign reports on third-party demand platforms like Google DV360. Transparency through trusted demand platforms is helping us gain the confidence of marketers who are cautious about this new technology,” the much-elated Patil speaks.
“Automated method of selecting media-based campaign’s requirement, runtime audience footfall measurement and campaign targeting, event/time-based targeting help the brand get a high ROI through the Lemma platform,” he further says.
The ‘Here-to-Stay’ Moment for Lemma with DOOH
DOOH helps brands to connect to the audiences in large numbers. This is the only mechanism that targets audiences on the move. Cost per Audience through DOOH is exceedingly low in comparison to other digital mediums like Mobile, Desktop and Television.
“Yes, the DOOH industry is rapidly growing in India and the number of screens has grown fivefold over the last two years. Digital India and Smart City concepts are also playing a key role in this transformation.”
Lemma Technologies provides a media planning dashboard to brands and agencies. The buyer can select the inventory and set parameters to reach the target audience. “The media buying process is similar to other digital media platforms. As Lemma is already connected to the other demand platforms like Google, AppNexus, and MediaMath, our DOOH media is accessible from all these third-party demand platforms as well. The buyer can carry out the planning on such platforms and map the Lemma DOOH inventory through these portals,” Patil speaks.
Metrics, Viewability, and More
The Lemma platform provides a rich set of targeting metrics to reach the intended audiences. The buyer can set the targeting based on audience count, male/female categorization, behavioral and physiographic data. Inventory classification, weather, and environmental data points are also useful to optimize the spends.
Speaking about the viewability challenge, Patil concludes, “DOOH viewability measurement is not harder but is costlier than online advertising. Viewability assessment using beacon technologies based on mobile signals or camera are very common for OOH. Lemma also provides a real-time viewability measurement solution.
Lemma Technologies provides efficient mechanisms for ad targeting based on audience data, geo-location, inventory quality, sports events, cross-device targeting on mobile devices, etc. These are very well-tested and reliable solutions for the DOOH channel. In comparison with online media, this is a mass targeting rather than personal targeting.