Unified audience targeting and attribution platform LUMOS Intelligence has brought on Brandavision, STAGE, Mediakeys and Viu as partners in southeast Asia.
Brandavision, a media owner in Malaysia that boasts the largest 3D screen in Bukit Bintang, Kuala Lumpur’s shopping hub, is working with LUMOS on various luxury brand campaigns.
Brandavision director of business, Suzanne Chai, said working with LUMOS allows the company to gather more measurements for its assets.
"It also adds value for advertisers by providing audience profiles for those who saw the ad, as well as the ability to track footfall attribution to retail stores," she said.
LUMOS and STAGE, a collaboration studio for partnerships on a mission to help brands grow, recently collaborated with a B2B fintech company in Singapore, identifying audience insights for their OOH campaign that features during the Singapore Grand Prix race week.
LUMOS senior lead for partnerships, Southeast Asia, Siyuan Lye, said the company is supplying a solution that also offers digital retargeting to exposed audiences, opening up 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," said Lye.
Mediakeys, an agency with a strong OOH presence in the APAC region, is adopting the LUMOS Intelligence Platform in Malaysia and Singapore.
Mediakeys (Singapore & Malaysia) MD, Daniel Tan said the company provided end-to-end campaign measurement and additional performance insights, such as footfall attribution to show flat locations promoted by PropertyGuru across 200+ OOH placements in Singapore.
"This demonstrated a significant increase in traffic to the targeted locations," he said.
LUMOS CEO Eric Fan said next year, the company is planning on going out to market in Indonesia, Philippines, Thailand and Vietnam.
The LUMOS Intelligence platform was created to tackle the lack of a single solution for planning and measuring advertising across various channels, including out-of-home (OOH) billboards.
LUMOS now has more than 35 international partners, covering more than 10,000 OOH assets, including previously unmeasurable formats such as transit, pop-up activations, and mobile digital trucks.
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