Sydney-based martech firm Lumos has launched into Southeast Asia, kicking off its presence in the region with four new partners, Brandavision, STAGE, Mediakeys and Viu. The collaborations aim to leverage LUMOS' unified audience targeting and attribution platform, designed to address the lack of a single solution for planning and measuring advertising across various channels.

Brandavision, a media owner in Malaysia, is collaborating with LUMOS on various luxury brand campaigns. Brandavision Director of Business, Suzanne Chai, said: "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."

STAGE, a collaboration studio, is working with LUMOS on a B2B fintech company campaign in Singapore. STAGE Co-Founder, James Graver, said: “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.”

Viu, a video streaming provider, has been using LUMOS' solution in Malaysia to identify and retarget their target audiences. LUMOS Senior Lead for Partnerships, Southeast Asia, Siyuan Lye, said: “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, is adopting the LUMOS Intelligence Platform in Malaysia and Singapore. Mediakeys (Singapore & Malaysia) Managing Director, Daniel Tan, said: “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 plans to expand to Indonesia, Philippines, Thailand and Vietnam next year. LUMOS CEO, Eric Fan, said: “Given our incredible success in Singapore and Malaysia, next year we’re planning on going out to market in Indonesia, Philippines, Thailand and Vietnam.”

LUMOS Intelligence is a platform that utilises a comprehensive collection of privacy-compliant, zero-party data. The platform was created to address the lack of a single solution for planning and measuring advertising across various channels. It now boasts more than 35 international partners, covering over 10,000 Out-of-Home (OOH) assets.