DUBAI, United Arab Emirates – Lemma, a leading AI-Powered Full-Funnel attribution platform for emerging channels, and Continuum Media, a premier media representation firm in the Middle East, today 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 utilized 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. This “retargeting” capability allows brands to capture audiences exposed to OOH ads and guide them toward specific digital actions, such as app downloads, website visits, and purchases, effectively closing the loop between offline visibility and online conversion.
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.”
Continuum Media, known for its deep local expertise and robust network of agency and client relationships, will lead the go-to-market strategy for this enhanced offering. They will enable regional advertisers to leverage Lemma’s advanced audience graph technology, which synchronizes screens with data to create seamless, cross-device user journeys.
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 modernizing 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.
About Lemma
Lemma is a leading full-funnel omnichannel platform purpose-built to accelerate brand ROI through impactful Out-of-Home (OOH) advertising. Designed to unify physical and digital media, Lemma empowers advertisers to create seamless audience journeys across Connected TV (CTV), mobile, web, and more. Building on its foundation of programmatic digital out-of-home solutions, Lemma now drives and delivers measurable outcomes for brands by integrating the power of outdoor with a holistic digital performance strategy.
About Continuum Media
Continuum Media is a media technology company delivering innovative advertising solutions designed for today’s evolving consumer landscape. Through programmatic media, performance-driven strategies, and digital advertising solutions, Continuum Media helps brands connect with audiences in more seamless, engaging, and measurable ways. Complementing its media expertise is a boutique digital agency offering social media management, influencer marketing, and end-to-end digital operations support. Guided by its vision of growing brands of today and transforming media of tomorrow, Continuum Media combines technology, creativity, and strategy to drive meaningful brand growth.
