‘Truth Metrics’ At Scale

Tristan Cotterill

This week, New Zealand based LUMO released it’s inaugural Real-Time Traffic Insights report; likely setting a new benchmark for out-of-home audience reporting.

LUMO will be releasing quarterly reports which will reveal real-time traffic volume, trends, patterns, and insights. The idea being to provide advertisers with an honest and independent view of LUMO’s audience.

Phil Clemas CEO & Co-Founder of LUMO told us “The release of this inaugural quarterly report is a tangible signal to our clients that we are serious when it comes to truth metrics and we will work collaboratively with the wider OOH industry players to help establish new standards and develop a plan to advocate for DOOH as a distinct media channel in its own right. Ultimately though, this report combines fresh thinking with innovative technology to create truthful insights.”

It has been almost three years since LUMO started collecting, analysing, training and improving the accuracy and stability of this technology. Data has been compiled by location and in real-time that produces the most accurate, current and transparent truth metrics for each of LUMO’s digital screens.

Measurement of actual traffic volumes forms the foundation of LUMO’s audience analytics, with the next phase of development to include vehicle type, make, model and age from February 2020.

LUMO has made transparency a top priority with a number of initiatives being released over the last year, including: drone video footage of each digital screen, client log-in access to their Livestreaming HD camera network to see campaigns displaying in real-time and their independent campaign display reports prepared by tech firm Seedooh.

LUMO Digital Outdoor is New Zealand’s only national pure-play digital out-of-home advertising company. Created to offer clients a single focus on all things digital outdoor, LUMO’s emphasis on high-resolution large format LED billboards, premium inner-city locations and leading-edge smart software technologies gives advertisers the edge. Founded by New Zealand media industry stalwarts Kent Harrison and Phil Clemas in 2016, LUMO is fast becoming the most influential digital outdoor specialist in the country with premium LED screens operating across Auckland, Hamilton, Tauranga, Wellington and Christchurch, all under-pinned by a technology infrastructure that guarantees a new standard in operational transparency and audience accountability like no other.

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