New marketing insights platform rolling out

There’s a new marketing insights platform – LUMOS – that allows users “to buy and execute campaigns based on target audience”.

The announcement:

A powerful platform that unlocks never before seen marketing insights, is offering a crystal-clear view of the Australian audience and how they engage with the Out-of-Home (OOH) industry.

The new LUMOS Intelligence platform is allowing media professionals to buy and execute campaigns based on target audience, revealing the best options for media type, format, location and timing.

It’s the world’s first unified audience targeting and attribution tool, which uses geotagging, mobility data and artificial intelligence to process more than 100 billion data points monthly and analyse consumer behaviour, and identify opportunities to engage them effectively.

LUMOS chief executive officer, Eric Fan says, “we’ve got a monumental collection of privacy-compliant, first-party data – 41 million unique IDs, 18 million unified profiles and more than 7,000 segment attributes derived from billions of data points related to movement, demographic, household spending, and digital behaviour. They’re refreshed daily, giving a truly near real-time representation.”

The tool, which enhances the effectiveness and precision of marketing campaigns, is being onboarded by a raft of impressive new clients, including Out-of-Home agency, Revolution360.

According to national sales director, Josh Fitzgerald it allows marketers the ability to track their Street Poster and Wall Mural campaigns in real-time.

“When looking at upgrading our audience measurement tool, 360Intelligence, we wanted technology that could provide the most comprehensive and up to date audience data in the out-of-home industry. The LUMOS platform provided beyond that and allowed us to bring other capabilities not seen in the OOH market such as real-time campaign tracking and audience segment heat mapping,” says Fitzgerald.

Historically, the transit advertising industry has faced challenges around measuring genuine OOH ROI, optimising OOH space and spend, converting offline audiences online, and closing the loop on campaigns. LUMOS Intelligence is a game changer for GoTransit Media Group. For the first time, they’ve been able to access the true audience reach of OOH advertising on light rail assets in the Gold Coast and Newcastle.

GoTransit media group director of sales, Kirrily Hirst says, “we now have specific, reliable, and credible audience insights at our fingertips including the ability to capture detailed audience demographic insights such as age, gender, geo-behaviour, interests, online and offline engagements and subscriptions. We can now leverage over 7000 audience attributes which enables us to further understand how brands and our extensive transit media network are engaging with their target audience.”

LUMOS chief data officer, Anmol Nayak says, “our platform offers capabilities clients have never seen. For example, LUMOS’s data intelligence platform can track the impact of OOH advertising on foot traffic into physical stores or web traffic uplift. We can seamlessly create a proximity zone around the physical store and identify anonymised audiences that are exposed to the campaign.”

Broadsign, Hivestack, DoorDash, Wavemaker, Spark Foundry, Helio, OACollective, Wrappr, Media That Moves Network, DeliveryHero (SG), Billie (NZ), MediaKeys (SG), ANC, Sushi Hub, and many other brands, agencies, and media owners are collaborating with LUMOS to enhance insights into their media campaigns. Simultaneously, tier 1 and independent agencies, as well as media owners in the region, are initiating pilot programs with LUMOS for their 2024 campaigns. LUMOS now has over 15 international partners, covering more than 8,000 OOH assets, including previously unmeasurable formats such as transit, pop-up activations, and mobile digital trucks.

Eric Fan says he wants to democratise the industry, “our goal is to be the trusted partner the media industry can rely on to unleash the full potential of their work. By utilising our unique data and insights, we help create innovative campaigns that capture hearts and attention.”

The LUMOS Intelligence platform has been years in the making, the result of top data and tech talent migrating from Deloitte Consulting, Quantium, Equifax, Uber, Google, WooliesX, Commbank and Fairfax. It solves all data related challenges across media planning, media activation, audience analytics, campaign reporting, attribution, and inventory management in one product.

Source: Everlist


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