Contextual OOH advertising is a type of targeted Out-of-Home (OOH) advertising that takes real-time audience insight and content of the campaign into consideration when displaying ads. The ads are placed on relevant OOH inventories in real-time depending on the context of those campaigns (understanding the who, what, when and how), rather than time-based ad rotation or dated studies gleaned from the "historical data".

These contextual-driven ads are displayed based on where the user currently is instead of focusing on where the user has been. For instance, if a sportswear brand wants to target young college students near a stadium after a big soccer match, contextual OOH advertising publishers such as LUMOS could seamlessly display ads on nearby inventories during the moment the audiences' attention and mental availability are at their peak. On the other hand, local restaurants and pubs can also leverage this advanced OOH advertising technique to sell their most delicious meals when thousands of youngsters rush out of a soccer match feeling hungry.

Contextual advertising enables next-generation OOH publishers to create a robust marketing strategy through contextual targeting based on the relevance of the environment rather than collecting user data to curate targeted ads.

Contextual advertising is an exceptional alternative for advertisers, ad publishers, and brands who can't or choose not to deploy an advertising strategy based on behavioural targeting.

LUMOS's IoT infrastructure and proprietary data engine processes over 50 million data points daily to programmatically schedule and deploy OOH ads to enable brands to facilitate contextual marketing at ease. We also leverage this advanced data model to forecast relevant campaign suggestions for advertisers based on events, weather and audience traffic data. Lastly, we can track and measure all the audience insights and campaign attribution through our interactive campaign dashboard, displaying all the key metrics you need without spending thousands of dollars on third-party analytics tools.