LUMOS Intelligence expands with four SEA partnerships

A unified audience targeting and attribution platform, LUMOS Intelligence, is expanding its operations in Southeast Asia with four new partnerships.

LUMOS Intelligence aims to address the industry's challenge of lacking a unified solution for planning and measuring advertising across diverse channels, including traditional formats like Out-of-Home (OOH) billboards, due to unreliable data and insights.

Offering a sophisticated collection of privacy-compliant, zero-party data, LUMOS assists marketers in determining the best ways to reach their audiences and evaluate the effectiveness of their campaigns.

The company has partnered with Brandavision, a significant player in the media owner space in Malaysia. Brandavision is known for operating the largest 3D screen in Bukit Bintang, Kuala Lumpur, and is utilising LUMOS for various luxury brand campaigns.

Suzanne Chai, Brandavision Director of Business, commented, "Working with LUMOS allows us to gather more measurements for our assets and adds value for our advertisers by providing audience profiles for those who saw the ad, as well as the ability to track footfall attribution to retail stores."

LUMOS is also collaborating with STAGE, a partnership studio dedicated to helping brands grow. This collaboration has already seen success in a campaign for a B2B fintech company in Singapore, particularly during the Singapore Grand Prix race week.

James Graver, Co-Founder of STAGE, stated, "LUMOS are pioneers in OOH, bringing a new wave of data driven insights and accountability to one of the most impactful channels in marketing. Brands are increasingly having to do more with less, and the LUMOS platform allows them to do that, but with enhanced intelligence."

Siyuan Lye, Senior Lead for Partnerships at LUMOS Southeast Asia, noted, "We're supplying a state-of-the-art solution that also offers digital retargeting to exposed audiences, opening up many opportunities for brands and agencies to run creative campaigns from the data received. Viu, one of the largest over-the-top video streaming providers in SEA, has been using this solution in Malaysia and managed to identify the location of their target audiences and retarget them via digital campaign which positively impacted Viu's app install rate across all app platforms."

Mediakeys, a global agency with a strong OOH presence in the APAC region, is another LUMOS partner that is implementing the LUMOS Intelligence Platform in Malaysia and Singapore.

Daniel Tan, Managing Director of Mediakeys (Singapore & Malaysia), mentioned, "We provided end-to-end campaign measurement and additional performance insights, such as footfall attribution to showflat locations promoted by PropertyGuru across 200+ OOH placements in Singapore, demonstrating a significant increase in traffic to the targeted locations."

LUMOS reports having over 35 international partners and more than 10,000 OOH assets, including some formats that were previously challenging to measure, like transit, pop-up activations, and mobile digital trucks.

Eric Fan, CEO of LUMOS, remarked, "Given our incredible success in Singapore and Malaysia, next year we're planning on going out to market in Indonesia, Philippines, Thailand and Vietnam."