In a significant move set to reshape New Zealand’s retail digital out-of-home (DOOH) landscape, HYPER, a prominent retail DOOH company, has announced a strategic integration with Lumos Intelligence, an expert in advanced audience analytics. This partnership stands to revolutionize how audience behavior is understood, campaign performances are tracked, and targeting strategies are deployed within HYPER’s extensive retail network. By utilizing Lumos’ sophisticated analytical capabilities, HYPER now has access to nuanced insights into unique audience behaviors across over 1000 retail locations. This collaboration promises to enhance data-driven decision-making processes and optimize media expenditures, setting a new precedent in the advertising industry.
Advanced Audience Measurement Capabilities
The integration of Lumos Intelligence offers advanced audience measurement tools that were previously out of reach due to prohibitive costs. With Lumos, HYPER can now accurately measure crucial metrics such as reach and frequency, paving the way for precise audience analysis that informs impactful advertising strategies. The ability to obtain these detailed metrics is transformative, allowing HYPER to provide its clients with a higher level of transparency and effectiveness in their campaigns. This level of insight ensures that advertising efforts are not wasted, as each campaign can be continually refined to better meet audience preferences and behaviors.
Enhancing the measurement framework, Lumos supports audience-optimized planning by offering store selection optimization and predefined audience segments. These capabilities streamline the campaign planning process, improving the efficiency and effectiveness of multi-network buys. Clients can now plan their campaigns with a clearer understanding of which locations and audience segments will yield the best results, ultimately leading to more successful advertising outcomes. The implementation of these advanced tools places HYPER at the forefront of innovation in the DOOH realm, both in terms of technological prowess and client satisfaction.
Real-time Campaign Tracking
One of the standout features of the Lumos integration is the ability to track campaigns in real time. This functionality grants clients the power to monitor target audience exposure accurately throughout the duration of their campaigns. By delivering real-time data, Lumos ensures that media investments are fully aligned with business goals. Advertisers no longer have to wait until the end of a campaign to assess its impact; instead, they can make adjustments on the fly to enhance effectiveness. This real-time tracking feature fosters a more agile and responsive advertising environment, where strategies can be modified to maximize engagement and ROI.
HYPER’s CEO, Ben Partington, highlighted the importance of this integration, viewing it as a significant growth milestone not only for the company but also for New Zealand’s retail media landscape as a whole. He emphasized how the partnership’s benefits extend beyond just technological advancements, affecting how business objectives are met through improved campaign tracking and analysis. Chris Burton, HYPER’s General Manager of Media, echoed these sentiments, pointing out that the integration has already shown substantial impacts on several fronts, notably in reach and frequency measurement, audience-optimized planning, and live campaign tracking.
Future Enhancements and Innovations
Looking towards the future, HYPER plans to incorporate retailer and first-party data sources into the Lumos platform, aiming to achieve genuine campaign attribution. This progression marks a breakthrough in the retail DOOH sector, promising to bridge the gap between campaign execution and direct sales outcomes. By integrating these additional data sources, HYPER can provide even more pertinent insights, potentially transforming how retailers and advertisers approach DOOH advertising. This advancement is set to deliver a deeper understanding of customer journeys and campaign efficacy, offering a holistic view that combines behavioral data with direct impact metrics.
Eric Fan, CEO of Lumos Intelligence, also expressed optimism regarding the transformative potential of this partnership. He noted how the advanced analytics provided by Lumos could significantly enhance the real-time tracking, optimization, and attribution capabilities of retail DOOH campaigns. This partnership exemplifies the next step in the evolution of advertising, positioning DOOH as an increasingly vital and powerful channel for advertisers. The collaboration between HYPER and Lumos Intelligence is anticipated to set new industry standards, making targeted and effective advertising more accessible and impactful for brands.
Conclusion
In a major development poised to transform New Zealand’s retail digital out-of-home (DOOH) sector, HYPER, a leading retail DOOH company, has unveiled a strategic partnership with Lumos Intelligence, a trailblazer in advanced audience analytics. This collaboration is set to dramatically improve the understanding of audience behavior, the tracking of campaign performance, and the deployment of targeting strategies across HYPER’s extensive retail network. By leveraging Lumos’ advanced analytical tools, HYPER gains detailed insights into unique audience behaviors at over 1000 retail locations. The alliance is expected to significantly enhance data-driven decision-making processes and optimize media spending, establishing a new standard in the advertising industry. This integration will not only boost the precision of audience targeting but also improve the overall effectiveness of advertising campaigns, providing advertisers with a more granular understanding of their audiences. The collaboration marks a pivotal step forward in harnessing data to drive more effective retail advertising.
