Lemma Launches AI Platform to Measure OOH Advertising ROI

Out-of-home advertising has always had a scale problem, but not the kind you'd expect. Brands can put their name in front of millions of commuters every day. The problem is proving what any of it did.

For decades, billboard and outdoor campaigns lived in a different world from digital advertising. You could measure click-through rates on a Google ad to the decimal point. With a billboard, you were guessing. Lemma, an adtech company that was the first in Asia to build programmatic tools for OOH advertising, says it has built a platform to close that gap.

The company launched Lemma Integral on April 22, 2026, an AI-driven platform designed to connect outdoor advertising to measurable digital outcomes across connected TV, mobile, and the web.

The Attribution Problem Lemma Says It's Solving

According to Lemma, the core problem is structural. OOH has traditionally been an "upper-funnel" medium, meaning it builds brand awareness but cannot be tied easily to purchases, app downloads, or other concrete actions. Lower-funnel performance has been the domain of digital channels where every click can be tracked.

Lemma Integral aims to bridge that divide by giving brands and agencies what the company describes as "full-funnel visibility" across OOH campaigns. You run a billboard campaign, and the platform shows how that outdoor exposure connects to what happens afterward online.

"With Lemma Integral, we're enabling marketers to move beyond fragmented campaigns and orchestrate a truly full-funnel strategy where OOH connects seamlessly with CTV, mobile, and the web. It's about making every OOH impression measurable and impactful," said Gulab Patil, Founder and CEO of Lemma.

The platform tracks a single audience journey from an outdoor screen through to digital action, allowing brands to retarget audiences exposed to OOH ads across digital channels. The campaign workflow, including planning, tracking, retargeting, and optimization, sits in a single dashboard.

APAC as the Primary Market

The Asia Pacific market is where this capability matters most commercially. The APAC digital OOH market generated US$5.97 billion in 2025, representing nearly 30% of global DOOH revenue, and is projected to reach US$6.88 billion in 2026.

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A Kantar study found OOH outperforms key advertising channels while highlighting the measurement gap that has held back OOH budget growth. Put differently: the medium works, but brands have not had the tools to prove it to a CFO.

Industry bodies are feeling the same pressure. The OAAA recently selected Ipsos for a next-generation OOH audience measurement pilot targeting the second half of 2026, a sign that the gap between outdoor and digital measurement is recognized as a structural industry problem.

OOH as a Data Layer

Patil's second comment points to the strategic logic underneath the product launch: "AI runs on data, and programmatic DOOH generates it, making OOH a critical layer for brands building the next generation of AI-driven advertising."

The argument is that the outdoor screen is not just a billboard anymore. It is a data source. Global DOOH spending surpassed US$20 billion in 2024, and the volume of audience signal from outdoor media is growing fast. The competitive field is crowded: Vistar Media, AdQuick, AdRoll, and Broadsign each offer their own measurement approaches for programmatic OOH.

What Lemma Integral adds is a single platform connecting OOH exposure to CTV, mobile, and web retargeting in one campaign workflow. Whether that integration converts into measurable performance outcomes that finance teams use to justify budgets remains to be seen at scale. But the measurement problem itself is no longer one the industry can ignore.