Lumo expands Subtle motion into Tauranga and Christchurch

Lumo has expanded its Subtle motion format beyond Auckland, with Tauranga and Christchurch now approved for the capability.

Launched in Auckland in April, the format can be booked across three key markets on the agency’s network, giving advertisers more options for motion-led roadside digital campaigns.

In Christchurch, Subtle is available on Lumo’s Innes and Cranford sites. In Tauranga, it is available across Tauranga South In/Out and Bayfair In/Out.

Reflects the growing demand

Subtle allows limited motion within a framework designed for roadside digital billboards. Each campaign creative is assessed against defined motion thresholds before it is approved.

Since its introduction, Lumo has successfully run more than 50 different campaigns with Subtle, for advertisers looking for a bit more movement in their digital OOH creative, particularly on large-format sites where small changes can have strong visual impact.

Phil Clemas, Lumo co-founder and CEO, says the expansion reflects growing demand for motion formats that can work in a practical roadside setting.

“Subtle motion is redefining out of home advertising by enabling ground-breaking creative work to come to life.

“We are now accelerating the rollout of this unique capability across the Lumo network, with more updates on the horizon.”

Lumo says more sites across its 117-site network are expected to be added over time.