Digital billboard operator Lumo has received permission from the Auckland City Council to run subtle motion on six of its local sites.
The decision comes as a result of a rigorous two-year consent process. When it comes to out of home advertising, there are strict road safety rules in place about motion on billboards. Inside the airport is one of the few environments where video can be used.
Starting in April, Lumo’s billboards at Anzac, Beach, Ports, Sturdee, Ponsonby and Victoria Park will feature dynamic digital animations.
Subtle by Lumo
The new feature, Subtle by Lumo, has clear advertiser guidelines and specifications. These incorporate roadside safety considerations while aiming to elevate attention, retention and impact.
When combined with Lumo’s data and technology capabilities, ads could include creative elements from cool, frosty drips on a beer bottle to visual ambiances triggered by sunlight.
Lumo Labs creative lead Rex Carpenter says: “Subtle by Lumo is going to open a wealth of creative opportunities. Now it will be possible to update countdowns by the second or to trigger gentle animation changes based on the local weather conditions. From rain drops, sunsets, cloud formations to leaves gently moving with the wind, or whatever the creative mind sees relevant to the campaign design.”
A new software platform has been developed to objectively measure the subtle motion within advertising content to ensure content remains within the specifications. It looks at three components: footprint, intensity and velocity.
Lumo co-founder & CEO Phil Clemas says: “To assess the amount of permitted motion, Lumo collaborated with Latch Digital to develop a software platform that measures the movement and scores it either a pass or fail based upon council approved parameters. This will speed up the artwork approval process, making it easier for brands and their creative agencies take full advantage of this new capability.”
