LUMO

What LUMO does

LUMO Digital Outdoor is New Zealand's largest pure-play digital out-of-home (DOOH) advertising operator, founded in 2016 by Phil Clemas and Kent Harrison. The company operates a network of 116+ premium LED digital billboards across New Zealand's metropolitan areas (Auckland, Wellington, Christchurch, Hamilton, and Tauranga), reaching approximately 3 million people weekly. Following the May 2025 acquisition of regional operator GLOBOX, LUMO consolidated its position as the dominant digital billboard network in the country, with further Australian market activity through Alliance Outdoor Media Group membership.

The company's core offering is digital billboard advertising space, augmented by proprietary technology platforms including LENS (real-time audience measurement with camera-based traffic analytics), LENS Live (self-serve campaign dashboard), Dynamic Creative Optimization (real-time context-triggered content), and Subtle by LUMO (a world-first council-approved motion format). LUMO Labs provides in-house creative services, and the company runs the Pixel Awards creative competition. Programmatic buying is enabled through multi-SSP partnerships with Hivestack, Vistar Media, and Broadsign, alongside direct tenancy sales.

Revenue is generated primarily through advertising media sales (direct tenancy and programmatic transactions) and secondary creative services revenue from LUMO Labs. The go-to-market combines enterprise field sales targeting local and international brands with agency partnerships (Dentsu, MBM, Colenso BBDO, Pitchblack Partners, Omnicom Media Group). Customer segments include enterprise brands (Toyota, McDonald's, Air New Zealand, Z Energy, Mastercard, Paramount), government/public sector (Fire & Emergency NZ, NEMA, Metservice), and SMBs through Up and Running and Billboards for Good initiatives. LUMO is a privately held, founder-owned company with no disclosed external institutional investment, operating from Auckland headquarters with offices in Wellington and Christchurch.

Name

LUMO

Legal name

LUMO Digital Outdoor

Website

https://lumodigital.nz

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

LUMO Digital Outdoor operates New Zealand's largest pure-play digital billboard network, with 116+ premium LED screens across five metropolitan areas reaching ~3 million people weekly. The company sells DOOH advertising through direct sales and programmatic channels to enterprise brands, agencies, and government clients.

Ownership category

akta.pro rank

Product category

Digital Out-of-Home Advertising

NAICS

Indoor and Outdoor Display Advertising (54185), Indoor and Outdoor Display Advertising (541850)

SIC

Services-Advertising (7310)

akta.pro primary industry

Large-Format / Spectacular OOH (Building Wraps, Digital Spectaculars) (MPAAAKAF)

akta.pro secondary industry

OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ)

Keywords

• Digital out-of-home advertising
• Outdoor advertising services
• Programmatic DOOH buying
• Audience measurement analytics
• Billboard network operations

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Digital Billboard Advertising Space: LUMO sells media time on its digital billboard network to advertisers and agencies. The network offers both direct tenancy buys (guaranteed broadcast) and programmatic transactions. The DOOH channel saw 36% revenue increase in 2019.
2. Creative Services (LUMO Labs): In-house creative services for designing and producing dynamic DOOH content for clients who may not have agency access.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

LUMO Digital Outdoor operates New Zealand's largest digital billboard network, selling advertising space on 116+ premium LED screens across Auckland, Wellington, Christchurch, Hamilton, and Tauranga. The company offers direct tenancy and programmatic buying options, complemented by its proprietary LENS audience measurement platform, LUMO Labs in-house creative services, and the Subtle by LUMO motion-enabled advertising format.

Product overview

LUMO Digital Outdoor operates as a pure-play digital out-of-home (DOOH) advertising company offering a nationwide network of premium large-format LED digital billboards across New Zealand's metropolitan areas. The core LUMO network comprises over 116 screens, supplemented by the LITE network for smaller markets. The product portfolio centers on the billboard network itself, augmented by LENS audience measurement and analytics platform (including LENS Live dashboard), LUMO Labs creative services for dynamic content production, and the Subtle by LUMO format enabling motion-enhanced advertising. Programmatic buying capabilities are delivered through integrations with Hivestack, Vistar Media, and Broadsign. The company also hosts The Pixel Awards to foster creative innovation in the DOOH sector.

Differentiator

Problem solved

Functional benefit

Brands

• LUMO Labs: In-house creative services facility focused on creating and producing content solutions specific to the digital out-of-home (DOOH) channel.
• LENS
• LITE
• Subtle by LUMO
• Pixel Awards

Products and services

• LUMO Digital Outdoor Network New Zealand's largest digital billboard network comprising 116+ premium large-format LED screens in prime urban locations across Auckland, Wellington, Christchurch, Hamilton, and Tauranga, reaching 1.1 million people daily and nearly 3 million people weekly. Available via direct tenancy buys and programmatic DOOH transactions.
• LENS Audience Measurement Proprietary audience measurement solution for roadside OOH advertising providing real-time vehicle counts, audience analytics, and campaign performance metrics using camera-based traffic analytics integrated with AdMobilize AI. Offers guaranteed accountable delivery and reporting with live view of audience locations.
• LENS Live Dashboard Self-served live campaign monitoring dashboard providing immediate insights into audience engagement, ad performance, and environmental factors for on-the-fly campaign reporting.
• LUMO Labs In-house creative facility focused on creating and producing content solutions specific to the digital out-of-home channel. Provides creative services, production support, and technology integration for dynamic DOOH campaigns.
• Subtle by LUMO New advertising format enabling subtle motion on roadside digital billboards. Industry-first approval from Auckland City Council for dynamic digital animations with safety-compliant motion specifications. Developed a world-first software platform with Latch Digital to objectively measure and approve motion content against council-approved parameters.
• LITE Network

Quantifiable outcome

• Nearly 3 million people reached weekly across metropolitan New Zealand
• +4 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature6 records

Partnerships

23 partnerships are on record, tiered core, strategic and minor.

• Latch DigitalcoreTechnology or Integration · 1 February 2026LUMO collaborated with Latch Digital to develop a world-first software platform that objectively measures subtle motion within advertising content, scoring it against council-approved parameters. This enabled LUMO's Subtle by LUMO format following a two-year approval process with Auckland City Council.
• CanvastrategicStrategic or Co-development Partner · 1 February 2022Billboards for Good Initiative providing charities with free creative support from Canva's design team and free outdoor campaigns across LUMO's nationwide network of LED screens.
• TracksuitstrategicTechnology or Integration · 1 October 2021Partnership gives LUMO advertisers ability to track and measure brand health and awareness on rolling monthly basis - an industry first. 12-month rolling survey provides insights into effect of OOH campaigns on brand health.
• Fire and Emergency New ZealandstrategicStrategic or Co-development Partner · 1 July 2021First dynamic programmatic DOOH campaign Keep a Metre From The Heater using live temperature data to serve different creative executions. Also partnered for Warnings You Can't Miss public safety campaign.
• Vistar MediacoreTechnology or Integration · 1 March 2020Multi Supply Side Platform partnership connecting premium large format outdoor inventory to buyers who wish to transact DOOH programmatically across the network.
• BroadsigncoreTechnology or Integration · 1 March 2020Multi Supply Side Platform partnership for programmatic DOOH transactions, enabling automated buying across LUMO's digital billboard network.
• HivestackcoreTechnology or Integration · 1 March 2020Partnership for DOOH yield management solution offering next era of growth for Digital OOH. First-to-market DOOH yield management platform integration.
• DaktronicscoreTechnology or Integration · 1 January 2016Since establishing in 2016, LUMO has chosen Daktronics as its preferential LED screen manufacturing partner. Their unparalleled experience, deep knowledge, and unwavering dedication to producing premium-quality LED designs have been instrumental in establishing LUMO's position as a market leader.
• AdMobilizecoreTechnology or Integration · 1 January 2016Traffic analytics platform using AI to identify vehicle movement, capture speed, and count vehicles heading towards screens in real-time. Integrated with LUMO's traffic camera infrastructure.
• LENS (Exclusive Partner)coreTechnology or IntegrationExclusive partnership for LENS audience measurement solution - the foremost audience measurement solution for roadside OOH advertising providing real-time view of audience and their locations.
• SeedoohcoreTechnology or IntegrationPartnership for industry-first report on audience measurement and accountability across the New Zealand DOOH market.
• MBMcoreStrategic or Co-development PartnerCreative agency partnership for dynamic campaigns including Z Energy's market-first programmatic DOOH, Vogel's vs Vogel's debate campaign, and various innovative DOOH executions. Also collaborated on WOO Congress award-winning work.
• DentsustrategicGTM or Marketing PartnerMajor agency partnership with progressive strategy supporting Dentsu's DOOH technology and programmatic buying capabilities. Air New Zealand in-flight quiz campaign launched via Dentsu partnership.
• NZMEstrategicStrategic or Co-development PartnerPartnership displays New Zealand Herald headlines and story images on digital billboards across the country as they are published. Custom-built RSS feed solution shows up-to-the-minute news.
• TribeminorStrategic or Co-development PartnerStrategic partnership to activate real-time sports data in DOOH, following successful delivery of New Zealand Rugby's Dynamic DOOH campaign for SuperRugby 2023.
• Pitchblack PartnersstrategicStrategic or Co-development PartnerCreative partnership for Up and Running campaign helping Kiwi businesses restart after lockdown, and various award-winning DOOH campaigns.
• WeThinkMediaminorChannel Partner/ Reseller/ DistributorExclusive sales partnership representing LUMO's portfolio in the Australian market.
• Liv Collins (Account Director)minorOthersLUMO's Account Director for Australia, leading Australian operations and managing client and agency relationships.
• Alliance Outdoor Media GroupminorChannel Partner/ Reseller/ DistributorLUMO became the first New Zealand-based media owner to join Alliance Outdoor Media Group, establishing foothold in Australian market.
• Omnicom Media GroupstrategicGTM or Marketing PartnerLUMO fully exemplifies as a trusted partner supporting and governing transparency at every step of the media supply chain on behalf of clients.
• ProductifystrategicGTM or Marketing PartnerPartnership with Productify whose progressive strategy is shaping the future of the out-of-home industry with DOOH technology.
• NEMA (National Emergency Management Agency)strategicStrategic or Co-development PartnerIntegration with NEMA data for real-time, location-based alerts to specific areas during emergencies. Part of Warnings You Can't Miss campaign.
• MetservicestrategicTechnology or IntegrationWeather data integration enabling dynamic creative based on real-time weather conditions and public safety alerts during severe weather events.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Others

• Broadsign: DOOH supply-side platform and CMS provider. Listed because LUMO partners with Broadsign for programmatic transactions; Broadsign's network of media owners and its programmatic DOOH exchange serve as both an enabling technology partner and a competitive benchmark.
• Vistar Media: Programmatic DOOH SSP enabling automated media buying across digital out-of-home networks. Listed as an SSP partner of LUMO, but its network of media owners across global markets is a proxy for the competitive supply environment LUMO operates within.

Broad incumbents

• APN Outdoor (JCDecaux subsidiary): Australian OOH operator (now part of JCDecaux) operating large-format roadside digital billboards. Comparable as a premium DOOH network with road-side focus and digital spectaculars in the same broader Australasian region.
• Clear Channel Outdoor: One of the world's largest outdoor advertising companies operating billboards, street furniture, and digital displays globally. Comparable as a broad incumbent in OOH with significant digital transformation and programmatic DOOH investment.
• JCDecaux: Global leader in Out-of-Home advertising operating street furniture, billboards, and digital displays across 80+ countries. Comparable as a large-format OOH incumbent with programmatic DOOH investments, representing the type of well-capitalized competitor that could enter or expand in NZ.

Direct peers

• oOh!media: Australia's largest Out-of-Home media company operating digital and static billboards across road, retail, and airport environments. Highly comparable as a regional DOOH operator with programmatic capabilities, agency relationships, and adjacency to the same Australasian geography LUMO is expanding into.
• Go Media (NZME): New Zealand outdoor advertising operator owned by NZME, offering billboard, transit, and digital OOH inventory nationwide. Most direct competitor in the NZ market, with overlapping customer base of brands and agencies.

Emerging players

• Moving Walls: Global DOOH advertising technology company providing programmatic buying platform and audience measurement. Comparable as an emerging DOOH tech player with similar focus on data-driven measurement and programmatic access for outdoor inventory.

Regional players

• AdShell / Val Morgan Outdoor: Australian outdoor media company (part of Val Morgan) operating digital billboards and road-side displays. Comparable regional peer with similar DOOH inventory focus and agency relationships in the Australasian market.
• Shopper Media: Australian retail DOOH network operating in shopping centres. Related through Liv Collins' career history at Shopper Media; comparable as a regional digital OOH operator with similar customer base of brand advertisers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lumodigitalnz
• LinkedInlinkedin.com/company/lumodigital

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LUMO