Lemma unveils AI planning tool Falcon for DOOH

The tool binds diverse data sets to fashion bespoke media plans basis machine learning algorithms

e4m by exchange4media Staff
Updated: Jun 1, 2020 7:30 PM
Lemma

Lemma has launched Falcon, an advanced AI-enabled media planning tool for digital out of home. This proprietary planning tool by Lemma has the distinguished ability to convert diverse data sets into functional points, assisting brands to zero in on the most targeted and relevant opportunities to drive consumer connect and build customized OOH plans that deliver maximum ROI.

The tool has the innate ability to scan connected screens globally and map it with the hourly audience density across digital billboards and place-based media. Falcon aids in precision targeting, combining several integral data inputs like audience insights, data from IOT beacons, mobile intelligence, location, real-time weather updates and micro-moments, subsequently tailoring an intricate plan for maximizing relevant audience reach.

Taking several of its features from mainstream digital media planning tools, Falcon is ahead of its time and is designed in a manner that seamlessly allows for it use, both amongst online and offline agencies alike.

A notable feature of this platform is a comprehensive dashboard, that mechanizes the entire planning process.  One can simply login, input parameters like state, city, audience demographic, screen type, environment etc. which is then matched with the data stack utilizing both real time and/ or historic data guided by AI engine to chalk out an all-inclusive OOH media plan. The output is immediate with a single view of all the listed screens that best suit the brand requirement. Download the excel and one is good to go.

Gulab Patil, Founder and CEO Lemma said, “Lemma being thought leaders in the OOH industry introduced programmatic DOOH. Our vision has consistently been to hone Digital out of home with capabilities similar to the Digital ad world. With DOOH now being accepted and included in mainstream digital plans, it was essential to design a cohesive media planning tool using a framework similar to online planning tools. Falcon has been designed to accelerator the demand for DOOH in the digital ad industry by allowing planners a free hand in independently constructing DOOH media plans. Falcon for offline agencies would mean a shift from traditional methods of media planning to one that is backed by data and machine learning. At a time where advertisers are grappling with the pandemic and looking at data-driven solutions for OOH planning, Falcon with help them glide through this situation with ease.”

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