Media buying is a process that any marketeer knows by heart that it’s a necessity, and programmatic advertising is one of the latest forms of advertising, let alone media buying; In simpler words, it’s targeting for outdoor advertising.

In a nutshell, PHI advertising will leverage Lemma’s supply-side platform to make their highly trafficked roadside inventory available to global demand partners to expand their audience reach across premium locations in the UAE. 

Lemma, an independent Supply Side Platform for DOOH & PHI advertising, a Naif Alrajhi Investment group company, and UAE’s premium high-impact network of digital billboards have partnered to make available Phi Advertising widespread screen inventory on Lemma’s DOOH SSP for programmatic purchase. 

Phi Advertising DOOH inventory will be available for programmatic purchasing globally via the platform, thanks to Lemma's connectivity with top global DSPs and unmatched flexibility. Lemma will also help Phi Advertising increase fill rates and improve DOOH yields while enabling programmatic real-time ad syncing with the weather, traffic, foot traffic, and other data variables on the screens.

"For years, brands struggled to measure the effectiveness of out-of-home ads, But with Lemma programmatic DOOH solutions, we are confident to promise our clients a high-precision targeting and clear-cut ROI for a broadcasted reach,”- reckoned Bashar Dababneh, head of marcomms at Phi Advertising

In an effort to create a network that is accessible programmatically, PHI advertising is now onboarding 50% of their screens onto the Lemma SSP. PHI advertising's screen installations offer advertisers the chance to interact with targeted audiences through strong insights, creativity, and innovation because they are strategically placed, difficult to miss, and innovative.

And about this epic collaboration, Sabarish Pillai, Global Programmatic VP, Lemma. Said, “The demand for programmatic DOOH is on the rise, and to keep pace with this demand, we at Lemma are onboarding leading providers like PHI advertising to bring more prime and quality inventory to the mix.” 

“Working with PHI advertising is exciting, and we look forward to working alongside their team as we bring in a new wave of change in the DOOH space."

It’s worth mentioning that in Insiteooh, we reviewed many campaigns by PHI Advertising. And the last one was Dubai Fitness Challenge (DFC) 30 X 30 and Taqeef’s campaign on our platform. 

You can take a gander at PHI Advertising’s screens, locations, and clients through their official website.

The Art & Science of OOH

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