Lemma has launched Lemma Integral, an AI-based platform for out-of-home advertising designed to link outdoor media exposure with digital actions.
The product adds measurement and retargeting to digital out-of-home campaigns as adtech groups try to show clearer links between brand advertising and lower-funnel outcomes. It gives brands and agencies tools to plan, track, retarget and adjust campaigns through a single dashboard.
Full-Funnel Push
Lemma is positioning the product around what it calls "Outdoor to Outcome", a model intended to connect audience exposure on outdoor screens with subsequent digital engagement and sales activity. In practice, that means using data from movement patterns and other identifiers to build audience segments, then following those audiences across other media channels.
The system is built on Lemma's Audience Graph, which uses non-personal persistent identifiers combined with data from multiple providers. The company says the graph maps millions of audience profiles globally and helps identify high-intent segments for retargeting across mobile, connected television and the web.
The product enters a market where outdoor advertising has become increasingly digitised, but proving direct business outcomes has remained harder than in online media. Advertisers have often used out-of-home for reach and visibility, while relying on search, social media and other digital formats for direct response and sales attribution.
By trying to connect those stages, Lemma is seeking a larger role in campaign planning and measurement. The platform is designed to bring the full workflow, from planning to reporting, into one interface and narrow the gap between exposure and conversion.
Campaign Results
Lemma cited early campaign data from brands using the platform, saying some campaigns delivered app installs 1.5 times above plan, a video through rate twice the industry average, and return on ad spend three times higher than regular campaigns.
Those figures were not independently verified, but they reflect a wider industry effort to attach stronger performance metrics to channels traditionally measured through estimated reach, impressions and footfall. For marketers under budget pressure, showing links between awareness activity and transactions has become increasingly important.
Andrew Fox, chief executive officer of SuperJeweler.com and Hansa USA, gave an example from a client campaign.
"Brands today need media strategies that are both impactful and accountable. With Lemma Integral, we were able to integrate data-driven DOOH into our media mix and connect it seamlessly with digital channels. This helped us shorten the path from exposure to transaction and deliver significantly stronger returns. It's a clear signal of how outdoor can evolve into a much more performance-driven channel for digital-first brands," Fox said.
Market Context
The launch reflects a broader shift in the advertising market as programmatic buying spreads further into digital out-of-home inventory. Outdoor media owners and adtech suppliers have been working to make the channel easier to buy alongside online video, mobile and connected television, while giving advertisers more data on who was exposed and what they did next.
At the same time, AI in media planning and audience analysis has become a central theme across adtech. Companies are applying machine learning to audience modelling, campaign optimisation and attribution in an effort to improve media efficiency and reduce manual work in campaign execution.
Lemma says its platform uses AI to identify and activate audiences based on observed movement and behaviour patterns. It argues that programmatic digital out-of-home can generate useful signals for broader advertising decisions because it captures real-world audience exposure in a way that can be linked to later digital activity.
Gulab Patil, founder and chief executive officer of Lemma, said the company sees out-of-home as part of a broader cross-channel advertising system rather than a standalone branding tool.
"With Lemma Integral, we're enabling marketers to move beyond fragmented campaigns and orchestrate a truly full-funnel strategy where OOH connects seamlessly with CTV, mobile, and the web. It's about making every OOH impression measurable and impactful. AI runs on data, and programmatic DOOH generates it, making OOH a critical layer for brands building the next generation of AI-driven advertising," Patil said.
Lemma Integral is available to clients across North America, APAC and other regions.