News

Smart Outdoor, a leading digital out-of-home (DOOH) operator, has announced a new partnership with Lucit, the US-based dynamic creative platform. The collaboration makes Smart Outdoor the first UK operator to adopt Lucit, reinforcing its position as a data-driven business focused on pushing the boundaries of DOOH
innovation.

Lucit enables advertisers to connect live data sources directly into digital billboards, automatically generating and updating creative in real time. The platform simplifies campaign management, while unlocking new creative possibilities – from community engagement to live information updates – that keep messaging relevant, contextual, and impactful.

Smart Outdoor has already put Lucit to work with several high-profile activations. During the Great North Run, the world’s largest half marathon attracting over 60,000 runners annually, Smart Outdoor and Lucit partnered with Lumo to deliver a campaign where members of the public could submit personalised “good luck”
messages to runners. These messages appeared dynamically on large-format roadside screens along the race route, creating an unprecedented level of audience participation in a live event.

Earlier trials included a campaign with South Western Railway, which used Lucit to deliver live travel time comparisons between car and train journeys to London on Shell UK forecourt screens. The dynamic messaging highlighted rail as the faster, more sustainable option, demonstrating the ability of live data to influence
behaviour in context.

Looking ahead, Smart Outdoor sees wide-ranging potential for dynamic DOOH campaigns powered by Lucit.  Examples include:

• Retail & eCommerce – updating store promotions or online offers in real time to match stock availability or seasonal trends.
• Sport & Events – showcasing live scores, fan messages, or event updates as games and events unfold.
• Hospitality & Leisure – surfacing live menu changes, ticket availability, or booking incentives directly to nearby audiences.
• Transport & Utilities – displaying live travel times, service updates, or even environmental data such as air quality or energy usage.

Tom Aveyard, Head of Data & Intelligence at Smart Outdoor, commented:

“At Smart Outdoor, we believe data is the foundation of smarter, more effective advertising. Lucit allows us to bring campaigns to life with real-time information and audience interaction, making them more engaging, more accountable, and more relevant. Whether it’s delivering community messages at the Great North Run, travel comparisons on forecourts, or dynamic retail offers, we’re excited to be the first operator in the UK to unlock these possibilities with Lucit.”

For Lucit, the partnership marks an important step into the UK market. With Smart Outdoor’s strong reputation for innovation and data-led solutions, the collaboration is set to create new benchmarks for dynamic out-ofhome campaigns across the country.

Gina Gordon, CEO at Lucit, commented:

"Partnering with Smart Outdoor marks a big step in Lucit’s global growth. We’re excited to support their vision and help UK advertisers tap into the full potential of dynamic DOOH."