Advertisers of Lumo Digital Outdoor – which launched in Australia in June – will be able to study the success of their marketing campaigns under a partnership with New Zealand insights firm Tracksuit.
Lumo chief executive and co-founder Phil Clemas said the partnership will create a new value add for clients by throwing a spotlight on their advertising.
Phil Clemas LUMO CEO
“Tracksuit’s solution provides a 12-month rolling survey that will give our clients more understanding of the effect their marketing activity is having on several factors related to brand health,” he said.
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“It can also include comparisons to important competitor brands and will ultimately allow Lumo advertisers the ability to measure past activity and better adapt new strategies to continually improve their outcomes.”
Auckland-based Tracksuit is a joint venture between insights operation The Research Agency and brand and innovation agency Previously Unavailable.
Tracksuit director Connor Archbold said clients can track their OOH campaigns and analyse how they can enhance brand awareness, consideration, and preference.
“As two young, disruptive companies, Tracksuit and Lumo are well aligned on using data to illustrate the returns on marketing to build stronger brands,” he said.