Marketing Mag: Digital is in Lumo’s DNA
Lumo Digital Outdoor is transforming the way brands connect with audiences in the physical world — and digital is at the heart of its strategy. From its inception, Lumo was built as a fully digital, data-driven out-of-home (OOH) company, not adapted from a traditional static network. That core focus on digital innovation is now shaping how the DOOH (Digital Out-of-Home) channel evolves in New Zealand.
A Digital-First Network Built for the Future: Lumo’s approach is fundamentally different: every screen, system and workflow is optimised for agility, speed and precision - enabling real-time decision-making, programmatic trading, and creative flexibility. Rather than simply selling screens, Lumo treats technology as a creative enabler that unlocks new possibilities for advertisers.
Tech, Data & Creative in Action: Lumo has invested heavily in data, automation, audience measurement, and digital creative optimisation (DCO) — allowing creative content to react dynamically to real-world conditions like weather, traffic and live events. This gives brands the power to deliver relevant, context-aware messaging instead of static loops.
Growth, Ownership & Market Reach: Since launching in 2016, co-founders Phil Clemas and Kent Harrison have grown Lumo’s metro footprint and — in early 2025 — completed a management buy-out to take full ownership of the business. They also expanded into regional NZ with the acquisition of Globox, broadening the network’s reach and impact.
Why OOH Still Matters: Clemas highlights a powerful truth: out-of-home media can’t be skipped, scrolled past or blocked. Positioned where people live their day — in transit, in cities, around workplaces and events — DOOH captures attention naturally and reinforces brand presence in the real world.
The Future of OOH Is Digital: Despite rapid adoption of digital screens across the industry, traditional planning and buying methods still lag. Lumo believes automation and AI are the catalyst that will reshape how OOH is bought, sold, measured and experienced — redefining the medium for advertisers and audiences alike