Digital billboard company, Lumo Digital Outdoor, has launched a new website that allows clients to see which ads are being displayed across its billboard network in real time.

“We’re bringing a whole new level of transparency and measurability to the outdoor media industry, and our website is a key component in our ability to deliver that,” Phil Clemas, Lumo co-founder and CEO, said in a statement.

The new website, which was designed and built by Auckland web agency Latch Digital, allows clients to log in to a portal and view Lumo’s digital billboards throughout New Zealand in real-time through their high-definition cameras.

“Clients with login access can view their advertising being displayed, along with others in the same loop, from the comfort of their own office,” Clemas said.

“If they want, they can take their own time-stamped proof of posting screenshots and also see the actual number of ad slots playing to confirm their share of voice. This is an unprecedented level of transparency in the industry.”

Traditional, “above the line” advertising, like outdoor advertising and television commercials, has typically been less transparent and trackable than digital advertising methods, such as posts on social media, or banners on websites.

But Clemas believes the technology now exists to bring that same level of transparency to outdoor.

“In the digital era of online advertising, marketers are justifiably expecting hard data to quantify their return on investment, and we’re the only company in New Zealand who can provide them with that real-time data for outdoor digital advertising,” he said.