LUMOS Intelligence officially lands in SEA with 4 new partners

Unified audience targeting and attribution platform, LUMOS Intelligence, has officially launched in Southeast Asia, unveiling four new partners, Brandavision, STAGE, Mediakeys and Viu.  

In a conversation with MARKETING-INTERACTIVE, a spokesperson from LUMOS said it saw tremendous potential in the Southeast Asia market, especially for Out-Of-Home (OOH) activations.

"Since much of APAC’s regional marketing planning is driven from SEA, the region presents a unique opportunity. Audience insights, measurement, and attribution are still underutilised here, making it a largely untapped market where LUMOS can deliver real value. The OOH advertising market in SEA is valued at approximately US$3 billion, with growing demand for advanced data-driven solutions like ours," said the spokesperson. 

The LUMOS Intelligence platform was created to tackle a major industry issue - the lack of a single solution for planning and measuring advertising across various channels, including traditional ones such as out-of-home (OOH) billboards, due to unreliable data and insights. 

With a comprehensive and sophisticated collection of privacy-compliant, zero-party data, LUMOS is helping marketers choose the best way to reach their audiences and discover how effective their campaigns are, according to the release. 

Led by LUMOS' founder and CEO Eric Fan and head of and Siyuan Lye, the head of partnership of LUMOS, the two will drive the growth and innovation of LUMOS in the Southeast Asia region.

In terms of strategies, the spokesperson said its go-to-market strategy centres on leveraging key partnerships with agencies, DSPs, and media owners to accelerate adoption of LUMOS Intelligence.

"By integrating our platform into existing media and marketing workflows, we enable partners to access valuable audience insights that enhance targeting and campaign performance. This collaborative approach not only scales our reach but also positions us as a trusted partner, ensuring that every campaign delivers measurable, impactful results for clients. Our focus on channel partnerships allows us to penetrate the market more effectively and drive long-term growth across the region."

Brandavision, a player in the media owner space in Malaysia, boasting 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 says, "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." 

Fan says, “Given our incredible success in Singapore and Malaysia, next year we’re planning on going out to market in Indonesia, Philippines, Thailand and Vietnam.” 

Lye says, “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.”

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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