Sydney-based LUMOS and Doohly have struck a partnership to leverage AI technology for enhancing digital out-of-home ad campaigns.

The collaboration aims to reduce errors and inefficiencies in DOOH campaigns by utilising advanced data analytics and AI to analyse near real-time data from LUMOS.

"We’re using AI-driven methodology to set a new standard for DOOH advertising, to create a contextual and personalised advertising experience for consumers in the OOH environment," said LUMOS Chief Executive Officer, Eric Fan.

Previously, managing and delivering DOOH campaigns based on audience behaviours was fragmented and required more manual intervention. The joint offering from LUMOS and Doohly will allow marketers and media owners to target ads, optimise in real-time, and analyse performance. This partnership is set to provide industry professionals with campaign, audience, and locational intelligence.

"AI and machine learning also powers predictive analytics, helping advertisers anticipate future trends and adjust their strategies proactively," Fan said.

Doohly's Sean Law also emphasises the significance of this partnership.

"This collaboration enables highly targeted, efficient, and impactful advertising, allowing for real-time adjustments and improved outcomes for campaigns."

LUMOS has a new product releases set for late July, including the LUMOS Audience Discovery Solution and LUMOS Omni-Planning 2.0. Over the past six months, LUMOS said it had also made improvements to how they understand and group people who might be interested in ads.

"The Audience Discovery Solution helps businesses to enrich their first-party data and discover prospective customers. We pinpoint specific environments for brands to identify potential customers or gain deeper insights into their existing customer base. This tool is set to transform how CMOs approach growth and customer acquisition strategies," said Fan.

LUMOS, a member of the OMA and MOVE 2.0, is a Sydney-based company founded by Eric Fan, who has been recognised as a Forbes 30 under 30.