When Merlin Coutinho first joined Lemma, programmatic DOOH was still an emerging idea. Today, it’s reshaping how brands think about omnichannel strategy. Over the past five years, the VP of Marketing & Brand Solutions has helped position Lemma as a pioneer in programmatic DOOH while steering its evolution into a full omnichannel platform. From harnessing AI to bridging the gap between online and offline, Merlin brings a future-focused perspective on how brands can connect with audiences in smarter, more meaningful ways. In this Q&A, she shares insights on industry trends, Lemma’s value proposition, and what marketers should prioritize in 2025 and beyond.
What does a typical day look like for you as the VP of Marketing and Brand Solutions at Lemma?
As VP of Marketing and Brand Solutions at Lemma for over five years, I’ve navigated the journey from pioneering the programmatic DOOH category to establishing Lemma as a leading brand. My current focus is driving our evolution into a comprehensive omnichannel platform, integrating DOOH with other digital channels.
My days at Lemma involve a fun blend of brand solutions and marketing. My team and I are constantly in “think tank” mode, wrestling with how to make OOH the coolest anchor in our omnichannel world. We’re always hunting for those “aha!” organic marketing moments: clever ways to get Lemma buzzing without just traditional ads. A big part of my role is also making those strategic brand decisions that push boundaries and find unique ways to resonate. Ultimately, I steer our marketing efforts to not just promote Lemma, but to make people rethink what’s possible in the connected advertising space, always with that innovative OOH core.
What sets Lemma apart in the programmatic DOOH and CTV space?
Lemma’s value proposition lies in being a leading omnichannel platform specializing in emerging formats like programmatic DOOH and CTV. What sets us apart is our ability to offer brands and advertisers unparalleled control, scale, efficiency, and flexibility in reaching audiences across diverse and impactful touchpoints. We simplify the complexities of planning and executing campaigns across these dynamic environments, providing a unified solution for impactful and measurable advertising.
What are some of the most exciting trends you're seeing in the advertising and marketing industry, especially in digital out-of-home and connected TV?
The ad world is a constant whirlwind of new trends, and the smart play isn’t blindly jumping on every bandwagon. It’s about strategically riding the waves that truly align with our goals and deliver real impact. Right now, the buzz around AI in advertising and marketing is huge, and for good reason. What’s particularly thrilling is that AI isn’t a niche trend, it’s a horizontal game-changer impacting every aspect and industry. This means the potential for truly groundbreaking and transformative outcomes is immense, unlike trends that are often confined to specific sectors.Specifically for CTV and DOOH, AI is set to revolutionize everything from hyper-personalized content delivery and smarter audience targeting to automated buying and enhanced measurement, making these channels even more dynamic and effective.
How is Lemma helping brands and agencies adapt to the convergence of online and offline media channels?
Lemma empowers brands and agencies to thrive in the converging online and offline media landscape by providing an agile platform that programmatically unifies emerging media, making them both accessible and accountable. The very ability to buy digital out-of-home inventory programmatically showcases our commitment to bridging traditional and new technologies. Our tech stack is specifically engineered to drive seamless connectivity across all screens, both in the physical and digital worlds. Instead of focusing solely on initial brand awareness, Lemma’s technology is built to prioritize the audience and the ultimate outcomes for brands, ensuring a holistic and measurable approach to cross-channel advertising.
What advice would you give to marketers looking to integrate DOOH and CTV into their media mix in 2025?
Quick take for marketers eyeing DOOH and CTV in 2025: think “connected audience,” not just screens. Programmatic is your superpower to target precisely and measure across both. Use data to find the sweet spots where these channels overlap. Tailor your creative, but keep the brand consistent. Measure the combined impact, not just individual channel performance. Experiment and learn—this is still evolving. Bottom line? Reach the right eyeballs, in the right context, wherever they are.
You’ve worked across several verticals in your career—how has your past experience shaped the way you approach brand strategy and partnerships today?
Growing up professionally in the digital age, my journey across ad networks, tech, and agencies has been foundational. Witnessing the evolution of channels like web and mobile taught me that every medium shapes attention uniquely. This instilled a core belief: brand strategy and partnerships are about creating lasting impressions, not just renting attention. This audience-first lens, shaped by diverse experiences, prioritizes a holistic journey. It underscores the power of cross-functional collaboration for integrated campaigns and a focus on accountable results. Ultimately, my career has been about embracing innovation and building long-term value through meaningful connections.
What’s one project or campaign at Lemma you’re especially proud of, and what impact did it have for the brand or client?
For a quick hit on a proud Lemma project, I’d point to our “Light of Hope” campaign during the 2020 pandemic. We used programmatic DOOH to simultaneously display a message of solidarity across India at a precise moment. It wasn’t just an ad; it was a powerful, real-time connection with the nation’s sentiment. That’s the magic of smart programmatic DOOH. And for brands seeking that premium “wow” factor, we executed a memorable campaign for a luxury automotive client using sequential storytelling across dual DOOH screens. Seeing the car seemingly glide from one display to the next left a lasting visual impact—a testament to DOOH’s power to create impactful experiences.
