In a move aimed at redefining outdoor advertising, Lemma has launched Integral, an AI-powered platform designed to connect out-of-home (OOH) media with digital performance and attribution.
The platform is built to give advertisers full-funnel visibility-enabling them to plan, measure, and optimise OOH campaigns alongside digital channels. By linking outdoor ad exposure to downstream actions such as engagement and transactions, Integral positions OOH as a measurable and performance-driven medium rather than just a branding tool.
At its core, Integral uses an advanced audience graph powered by multiple identifiers and third-party data sources. This allows brands to map audience behaviour based on movement patterns and exposure to OOH campaigns, enabling precise targeting and retargeting across channels like mobile, web, and connected TV.
Early campaign results indicate notable improvements in key performance metrics, including app installs, video completion rates, and return on ad spend. These outcomes suggest that integrating data-driven DOOH (Digital Out-of-Home) with digital media can significantly enhance campaign effectiveness.
Industry leaders have also highlighted the platform’s potential. Andrew Fox, CEO of SuperJeweler.com and Hansa USA, noted that Integral helped bridge the gap between exposure and transaction, delivering stronger returns. Meanwhile, Gulab Patil, founder and CEO of Lemma, emphasised that the platform enables a unified media strategy where every OOH impression becomes measurable and actionable.
Available across North America and APAC, Integral reflects a broader shift in advertising-where AI and data are transforming traditional formats into accountable, high-performance channels.
