From 50 to 50 - How We 3x'd Impressions by Rebuilding Our Operation

We went from 50 screens to 50 screens—and tripled our results. Here's the operational reset that changed everything.

Two weeks ago, Lumix Ads had 50 LED screens moving across Miami.

Today, we still have 50 LED screens moving across Miami.

But we're now delivering 20M+ monthly impressions—up from 8M with the same fleet size.

Same number of screens. 3x the results.

If you're wondering how that's possible, this is the story of an operational reset most founders are too scared to execute.

The Ambitious Plan That Created Chaos

It started with ambition.

Our plan: Scale Lumix from our legacy deployment to 125 screens across Miami. Fast expansion. High growth. All the metrics investors love to see.

Phase 1: Launch 25 new screens in less than 2 weeks.

And we did it. Fresh hardware. New drivers. Strategic routes. Aggressive execution.

But here's what we didn't anticipate:

The Dual-System Problem

We now had TWO separate fleets running simultaneously:

• ~25 old legacy boxes scattered in low-value zones
• 25 new screens deployed in strategic, high-traffic areas

That meant we were operating:

• Two onboarding processes
• Two payout systems
• Two tracking methods
• Two quality control protocols
• Two of literally everything

It looked like growth on paper. But operationally? It was chaos.

The Data That Changed Everything

Three weeks into running 50 screens across two systems, we pulled the numbers.

The reality was brutal:

Old fleet performance:

• Deployed in low-value zones (legacy decisions)
• Delivering impressions, but not impact
• Dragging down our overall metrics
• Requiring separate operational attention

New fleet performance:

• Strategic locations working well
• Strong impression numbers
• But handicapped by dual-system complexity
• Split focus diluting results

Combined result: 8M impressions per month with 50 screens.

That's when we realized: 50 screens shouldn't feel this chaotic.

We had already under-sold our impression guarantees by 50% (more on that strategy later), knowing this expansion would be challenging. We're a client-first startup—we'd rather under-promise than break trust.

But even with that buffer, we knew something had to change.

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The Decision Everyone Thought Was Crazy

We had three options:

Option 1: Keep both systems running and try to optimize around the chaos.

Option 2: Slowly phase out the old boxes over 3-6 months.

Option 3: Rip the band-aid off completely.

We chose Option 3.

Unmounting Everything

We made the call to unmount ALL the old legacy boxes immediately.

Gone:

• Every legacy deployment
• Every low-value zone box
• All the old operational systems
• All the dual-system complexity

The team thought we were insane.

"We're in the middle of scaling UP. Why are we destroying half the fleet?"

But we saw it differently:

We weren't destroying half the fleet. We were eliminating the half that was holding us back.

Rebuilding The Right Way

Once we unmounted the old system, we had a clean slate.

We kept the 25 new strategic bikes that were performing well.

Then we scaled back UP—but this time, with complete intentionality:

• Added 25 MORE screens, but only in high-value zones
• Wynwood, Brickell, South Beach, Coral Gables, Design District
• Every placement data-driven
• Every route optimized
• One unified system for everything

The New Operational Stack

With one unified fleet, we built:

Geofencing technology - Clients can target specific neighborhoods at specific times

Day-parting schedules - Want Brickell during lunch hours? South Beach on Friday nights? Automated.

Real-time heat maps - Clients see exactly where every impression was delivered

Neighborhood impression quantification - Actual data: "127K impressions in Wynwood this week"

Single onboarding & payout system - Drivers love it. We love it. Operations are seamless.

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See the tech stack in action

Watch how our geofencing, day-parting, and heat map technology delivers 20M+ monthly impressions with precision targeting.

Book a 15-minute demo of the Lumix platform →

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The Results: From 50 to 50

Let's compare:

Old 25 Screens + 25 New screens

• Scattered across low + high value zones
• Two separate systems competing for resources
• Split operational focus
• Split results
• 8M impressions/month

New 50 Screens

• 100% deployed in strategic high-value zones
• One unified operational system
• Complete focus and clarity
• Geofencing, day-parting, heat maps built in
• 20M+ impressions/month

Same fleet size. 2.5x the output.

But more importantly:

• Client retention up 60%
• ROAS improvements across every campaign
• Premium pricing because we deliver precision, not spray-and-pray
• Clients asking how to expand their contracts

The Lesson: Operational Excellence > Fleet Size

Here's what this taught us:

It's not about how many units you have. It's about where they are and how you run them.

Most founders think scaling means adding more:

• More screens
• More coverage
• More units
• More everything

But we proved something different:

50 screens in the RIGHT places with ONE optimized system beats 50 screens scattered across two competing systems.

The Key Decisions That Made This Work

1. We destroyed what wasn't workingNo attachment to sunk costs. No "but we already invested in those boxes." If it's not delivering value, it goes.

2. We eliminated complexityTwo systems is double the operational overhead with zero additional value. One system allowed us to focus and optimize.

3. We rebuilt with strategic focusEvery new screen placement was data-driven. No more "let's just get coverage." Only high-value zones.

4. We built the infrastructure to prove itGeofencing, heat maps, neighborhood reporting—clients can see exactly what they're paying for.

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💡 Thinking about mobile DOOH for your brand? Let's discuss how strategic deployment can maximize your outdoor advertising ROI. [Book a strategy call →]

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What This Means For Lumix Moving Forward

This operational reset changes everything for us.

We now have:

• A proven system that delivers 20M+ impressions with 50 bikes
• Operational clarity and efficiency
• Technology infrastructure that scales
• Client trust based on overdelivery

Next up:

• San Francisco launch (Q1 2026) with this exact system
• Los Angeles expansion (Q2 2026)
• National scale to 1,000+ screens—but only in high-value zones

We're not chasing fleet size anymore. We're chasing impact.

For Founders: When To Make The Hard Call

If you're scaling operations right now, ask yourself:

Are you managing multiple legacy systems that should be unified?Every "old way" vs "new way" is costing you focus and efficiency.

Are you spreading thin instead of concentrating power?Coverage looks good on paper. Impact shows up in the P&L.

Could you get better results with the SAME resources, just repositioned?Sometimes the smartest move isn't adding more. It's optimizing what you have.

Are you too attached to sunk costs?The money spent on the old boxes is gone regardless. The question is: what decision creates the most value going forward?

Most founders won't make this call. They're too attached to assets, coverage maps, and the narrative of "growth."

We made a different choice:

We went from 50 to 50. And we 3x'd our results.

That's not just operational efficiency. That's operational excellence.

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Are you getting the ROI you expected from outdoor advertising?

Most brands are wasting 30-50% of their DOOH budget on low-value impressions. Let's see if we can help.

What you'll get in a 30-minute strategy call:✓ Free audit of your current outdoor advertising approach
✓ Analysis of your targeting vs. our strategic deployment model
✓ Estimated impression lift and ROAS improvement
✓ Custom deployment strategy for your brand

No pressure. Just insights.

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Case Study: What Strategic Deployment Looks Like

Want to see this in action? Here's how we deployed for a recent client:

Client: Premium CPG brand targeting high-income consumers in Miami

Challenge: Their previous DOOH campaign delivered 5M impressions but minimal sales lift

Our approach:

• Analyzed their customer ZIP codes and foot traffic patterns
• Deployed 15 screens exclusively in Coral Gables, Brickell, and Design District
• Day-parted for peak shopping hours (11am-2pm, 5pm-8pm)
• Captured 150K+ MAIDs for retargeting on Meta and Google

Results in 30 days:

• 8M impressions (60% increase)
• 11.2x ROAS on retargeting campaigns
• 43% increase in brand awareness in target ZIPs
• Client expanded to 25 screens the following month

The difference? Strategic deployment + data capture + unified system.

Want to see what this would look like for your brand? [Get a custom deployment strategy →]

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Ready To Deploy Mobile DOOH The Right Way?

At Lumix Ads, we now deliver 20M+ monthly impressions across Miami with strategic precision.

We don't flood the market. We dominate specific zones where your customers actually are.

What we offer:

• Strategic neighborhood targeting with geofencing
• Day-parting for optimal timing
• MAID capture for retargeting campaigns
• Real-time heat maps and impression reporting
• Proven 2.5x overdelivery on impression guarantees

Currently available in:

• Miami (20M+ monthly impressions)
• San Francisco (launching Q1 2026)
• Los Angeles (launching Q2 2026)

Ready to see what mobile DOOH can do for your brand?

Choose your next step:

📊 Free Ad Spend Analysis

Get a no-obligation audit of your current outdoor advertising strategy [Analyze My Spend →]

🎥 Watch a Demo

See our geofencing, heat maps, and reporting platform in action [Book 15-Min Demo →]

📞 Strategy Call

Discuss custom deployment for your brand with our team [Schedule Strategy Call →]

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About the Author: Inaki is Co-Founder and COO of Lumix Ads, a venture-backed mobile DOOH platform backed by Jason Calacanis's syndicate. He oversees operations, client strategy, and expansion as Lumix scales from Miami to San Francisco and Los Angeles.