LUMO secures approval for subtle motion on its roadside digital billboards

 LUMO has announced it will be introducing a fresh and unique digital out-of-home format; Subtle by LUMO designed specifically for roadside audience attention.

In a New Zealand first and industry exclusive, 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 rigorous two-year resource consent process with Auckland City Council. This landmark achievement marks a significant milestone for the digital out-of-home sector, which has historically faced stringent restrictions imposed by local regulations.

Starting in April, LUMO’s billboards at Anzac, Beach, Ports, Sturdee, Ponsonby, and Victoria Park will feature dynamic digital animations, made possible through the development of a world-first software platform specifically designed to objectively measure the subtle motion within advertising content.

The platform measures three core components: Footprint, Intensity, and Velocity, establishing a comprehensive and reliable standard for large-format digital animation approval in the industry.

Says Phil Clemas (pictured below), LUMO Co-Founder & CEO: “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 clear 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 advanced data and technology capabilities, such as Dynamic Creative Optimization (DCO) and 3D creative solutions, Subtle by LUMO offers an engaging canvas that can be enhanced with creative elements from cool, frosty drips on a beer bottle to visual ambiances triggered by sunlight and much more. This innovation positions LUMO at the forefront of the OOH advertising industry, setting new standards for creativity and effectiveness.

Says Rex Carpentar, Creative Lead – LUMO LABs: “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.”

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