Lemma, a AI-powered full-funnel attribution platform for emerging channels, and Continuum Media, a premier media representation firm in the Middle East announced a significant expansion of their partnership.
Building on their successful collaboration in Programmatic Digital Out-of-Home (pDOOH), Continuum Media will now represent Lemma’s newly launched Full-Funnel Performance-Driven OOH Solution across the Middle East region.
This strategic expansion marks a shift in how Out-of-Home advertising is utilised in the region, moving beyond traditional brand awareness to delivering measurable, lower-funnel business outcomes.
As the DOOH landscape in the Middle East matures, advertisers are increasingly seeking accountability and performance from their OOH investments. Lemma’s full-funnel solution addresses this by integrating DOOH exposures with digital retargeting on mobile, social, and CTV platforms.
Gulab Patil, Founder and CEO of Lemma, commented on the expansion, “The Middle East is one of the most dynamic and rapidly evolving markets for digital advertising, and our long-standing partnership with Continuum Media has been instrumental in establishing our footprint here. By introducing our AI-powered full-funnel performance capabilities to this region, we are empowering brands to stop viewing OOH as just a ‘branding’ medium. We are giving them the tools to use OOH as a powerful performance engine that drives tangible ROI, and Continuum Media is the perfect partner to evangelize this shift to clients.”
Nayeem Siddiqui, Managing Director of Continuum Media, added, “Our journey with Lemma has always been about bringing cutting-edge innovation to our clients in the Middle East. The demand for performance-based media is at an all-time high, and clients are asking for more than just impressions, they want real outcomes. With Lemma’s full-funnel solution, we can now offer a truly unified approach where a billboard ad isn’t the end of the conversation, but the start of a conversion journey. We are thrilled to expand our offering and continue delivering superior value to our advertisers.”
This expanded partnership reinforces both companies’ commitment to modernising the Middle East’s advertising ecosystem, providing brands with the data transparency, targeting precision, and attribution capabilities needed to succeed in a digital-first world.
