DOOH Delivers Real-Time Warning Information During Severe Weather Events

Digital Out-of-Home (DOOH) screens will act as an important addition to the country’s existing emergency communications channels. New Zealanders already receive information about severe weather warnings through MetService’s app and website and through radio, TV and digital news stories. DOOH now provides an additional,
highly-visible channel to reach people quickly using large-format digital billboards to display weather warnings in real time.

This innovation has been pioneered by New Zealand Digital Billboard network, LUMO in partnership with:
🔹 MetService, New Zealand's official provider of safety-critical severe weather information.
🔹 NEMA, the government’s National Emergency Management Agency.
🔹 VML, behaviour change agency.
🔹 Latch, development partner.
🔹 Perion, programmatic DOOH tech platform.

“This builds on our belief that digital billboards can serve a public good as well as a commercial one. It’s about using the infrastructure we already have in the smartest, most useful way possible,” says Jack Plowright, GM of Platform and Partner Strategy at LUMO. 

“With climate change contributing to more frequent and severe weather events, expanding the reach and visibility of warnings is essential. By making use of a channel already embedded in public spaces, this initiative helps ensure that when it matters most, New Zealanders see the warnings they need to heed,” says  John Price, Director of Civil Defence Emergency Management at NEMA says.

When an area is under a MetService Red or Orange Severe Weather Warnings for Heavy Rain or Strong Winds, digital billboards will display this and safety messaging from NEMA.  The information is kept up-to-date through a live data feed that is checked every hour.

If a warning applies to a location with nearby screens, the system automatically generates a context-specific message - such as “Under Orange Warning: Avoid Unnecessary Travel” - and pushes it to digital outdoor media screens in affected areas. Each warning remains active only for the official warning period, with updates or escalations automatically managed to ensure the messaging remains accurate and relevant as conditions change.

“MetService is committed to ensuring people receive timely and accurate weather warnings and this partnership is an exciting step to encourage people’s weather preparedness,” says Kathryn Blackmore Sales Manager at MetService. 

“The digital billboards will help increase people’s awareness of our severe weather warnings and the action advice from NEMA means people have the information they need to stay safe.”  

The system’s design ensures warnings are displayed only where relevant. They can be targeted to a specific geographical area, similar to an Emergency Mobile Alert (EMA), which allows NEMA to display crucial safety information during times where a full-blown EMA isn’t necessary.

“This technology helps spread vital safety information at the exact time we see severe weather events start to develop,” says Price.

“The speed at which the messaging gets delivered to those who need it is such a huge factor for us funding this work – it’s yet another channel we can utilise to help us improve situational awareness and public safety.”

The solution was developed by LUMO and development partner, Latch, and it has now been adapted for use across more than 500 digital out-of-home screens in cities, towns, service stations and retail centres across the country.

LUMO has brought in other New Zealand-owned DOOH networks including Go Media, VAST, Hyper and Market Media to create a unified national framework for showcasing public safety information. The reach spans both urban and regional areas, ensuring the system supports both major centres and more remote communities.

“MetService is committed to ensuring people receive timely and accurate weather warnings,” says Kathryn Blackmore Sales Manager at MetService.