Lemma: The Journey From Automation To Unification
When Digital Out-of-Home advertising was making inroads in the India market, opening new avenues of growth for advertisers and media owners, the next thing it needed to gain traction was an element of automation. An AdTech startup, Lemma threw its hat into the ring looking to bring about a revolution in the field through programmatic DOOH solution. CIOReviewIndia recognized the startup’s technology acumen and featured it as one of most promising AdTech solution providers in 2019. In a period of one year, Lemma has grown by leaps and bounds, blazing a trail for startups to follow.After making a difference with its programmatic DOOH solutions, the company did not rest on its laurels and aimed at bringing the DOOH and the digital ad world together. From launching the first programmatic DOOH campaign in India for a BFSI client to unleashing the world’s first programmatic DOOH campaign at airports, Lemma has carved a niche for itself to realize its vision of unifying DOOH and the digital ad world.
Unifying DOOH and the Digital Ad World
“Our vision is to unify digital out of home screens with mainstream digital. Currently, in an unorganized sector with limited or no standardization, we want to bring in a system that makes digital out of home advertising as easy to deliver and measure as mobile and web ads,” says Gulab Patil, CEO of Lemma Technologies. Lemma bridges the gap in the current scenario where either the digital advertisers have no access to DOOH screens in spite of demand or the screen owners have no intelligent tool or technology that aids the connect.
Lemma has received two awards last year, both acknowledging the technology to be novel, disruptive and an innovative solution to advertisers today. The company has been featured in countless magazines and has been in the news throughout the year for the remarkable and ground-breaking campaigns it designed and delivered. “We are the only providers for programmatic DOOH solution in India and our ability to connect digital out of home screens with standardized digital platforms such as Google DV360, Verizon and others, is what differentiates us from the rest of the players in this sector,” adds Gulab Patil.
A Case in Point
One of the many cases that proves the prowess of Lemma is when FIFA under-17 World Cup, one of the biggest sporting events hosted by India with live streaming available on an OTT App, reeled under limited budgets from the organizers and sponsors, generating minimal buzz around the event. Identifying the inclination of millenials towards digital platforms as
compared to television, Lemma laid out a unique methodology for strategic placement of Ads. Keeping in mind that Apps are their go to platform and corporates their hub, Lemma chose 50 digital screens across corporates to create awareness about the event and in turn drive app engagements. The brand showcased dynamic creatives in real time highlighting the matches for the day, thus encouraging the users to engage with the app. Moreover, the Ad exposures were increased during hours that complemented the match hours and the time when there were maximum footfalls.
A Unique Approach
Understanding the importance of data and insights, Lemma has focused on collating data to build robust plans to ensure that the advertiser is reaching out to the desired Target Group (TG). It then extracts insights to measure if the campaign delivered using the platform has helped attain the goal of creating an audience connect with the intended target group. “We at Lemma have taken care of both these concerns pertaining to pre and post campaign delivery through our platform that ingests vast amounts of data collected through IoT beacon, Lat-Long information and third party data that helps build a robust repository of audience’s information, in turn contributing to optimal plans and campaign results,” explains Patil. “Data helps us at all levels right from planning to campaign optimisation to even enabling real time campaign activation basis livefeeds and triggers like weather, pollution levels, traffic signals etc. Furthermore, the data gathered through campaign execution helps advertiser with valuable insights that can be repurposed to design and enable future campaigns,” he adds.
The Road Ahead
Looking to tap into the enormous potential of this sector, Lemma has already made headway in the past year and has grown in all aspects right from screen integrations, revenue growth, and increase in the number of employees to its presence across various countries. Today, Lemma operates and provides unique DOOH solutions in Malaysia, Indonesia, Australia and New Zealand and is scheduled to begin its services in the US and European markets in the near future.
Our vision is to unify digital out of home screens with mainstream digital. Currently, in an unorganized sector with limited or no standardization, we want to bring in a system that makes digital out of home advertising as easy to deliver and measure as mobile and web ads
A Unique Approach
Understanding the importance of data and insights, Lemma has focused on collating data to build robust plans to ensure that the advertiser is reaching out to the desired Target Group (TG). It then extracts insights to measure if the campaign delivered using the platform has helped attain the goal of creating an audience connect with the intended target group. “We at Lemma have taken care of both these concerns pertaining to pre and post campaign delivery through our platform that ingests vast amounts of data collected through IoT beacon, Lat-Long information and third party data that helps build a robust repository of audience’s information, in turn contributing to optimal plans and campaign results,” explains Patil. “Data helps us at all levels right from planning to campaign optimisation to even enabling real time campaign activation basis livefeeds and triggers like weather, pollution levels, traffic signals etc. Furthermore, the data gathered through campaign execution helps advertiser with valuable insights that can be repurposed to design and enable future campaigns,” he adds.
The Road Ahead
Looking to tap into the enormous potential of this sector, Lemma has already made headway in the past year and has grown in all aspects right from screen integrations, revenue growth, and increase in the number of employees to its presence across various countries. Today, Lemma operates and provides unique DOOH solutions in Malaysia, Indonesia, Australia and New Zealand and is scheduled to begin its services in the US and European markets in the near future.
