LUMO Brings Motion to Roadside Billboards - NZ First

After a rigorous two-year resource consent process with Auckland City Council, LUMO has secured approval to introduce subtle motion on six of its key Auckland roadside digital billboard sites, a landmark achievement and a New Zealand first.

Starting in April, LUMO's billboards at Anzac, Beach, Ports, Sturdee, Ponsonby, and Victoria Park will feature dynamic digital animations under a new format called Subtle by LUMO, designed specifically to capture roadside audience attention while meeting council-approved safety standards.

A World-First Measurement Platform

To make this possible, LUMO collaborated with IAB New Zealand Member Latch Digital to develop a world-first software platform that objectively measures the level of motion within advertising content. The platform assesses three core components, Footprint, Intensity, and Velocity and scores content as either a pass or fail based on council-approved parameters.

Phil Clemas, LUMO Co-Founder & CEO, says To assess the amount of permitted motion, LUMO collaborated with Latch Digital to develop a software platform that measures the movement and scores it either a pass or fail based upon council approved parameters. This will speed up the artwork approval process making it easier for brands and their creative agencies take full advantage of this new capability.”

Creativity Without Compromise

Subtle by LUMO has been designed with clear advertiser guidelines that balance roadside safety with creative impact. When paired with LUMO's existing capabilities, including Dynamic Creative Optimization (DCO) and 3D creative solutions, the format opens up a genuinely engaging canvas. Think cool, frosty drips on a beer bottle, or visual ambiances triggered by real-time sunlight.

Rex Carpentar, Creative Lead at LUMO LABs, explains: “Now it will be possible to update countdowns by the second or to trigger gentle animation changes based on the local weather conditions. From rain drops, sunsets, cloud formations to leaves gently moving with the wind, or whatever the creative mind sees relevant to the campaign design.”

This innovation positions LUMO at the forefront of the out-of-home advertising industry setting a new standard for creativity, effectiveness, and responsible digital advertising in New Zealand.