Hyper teams up with Lumos for advanced analytics

Hyper, one of New Zealand’s leading retail digital out-of-home companies, is integrating with Lumos Intelligence, a cutting-edge audience analytics platform.

This partnership enables Hyper to provide enhanced insights into audience behaviour, campaign performance and targeting within its retail network. It also marks a significant step forward for the retail media landscape in New Zealand.

The move means Hyper will have access to insights that validate the presence and characteristics of unique audiences across over 1000 retail locations featuring its digital screens. This advanced capability allows better data-driven decision-making and optimised media spends on the Hyper network. 

“Our integration with Lumos represents another significant growth milestone met for Hyper and another big win for retail media as a channel in New Zealand,” said Hyper CEO Ben Partington.

“We’ve now got all the metrics we need to meet the requirements of buyers and a genuine pathway to campaign attribution via the integration of first-party data. We believe the insights we’ve already gained will further demonstrate the power and utility of retail DOOH, and we couldn’t be more excited to relaunch our networks to the media buying market with an audience specific lens, thanks to Lumos.”

Three critical use cases

General Manager of Media at Hyper, Chris Burton, says: “Hyper has identified three critical use cases that are already transforming our offering.”

• Reach & Frequency – “This has always been an elusive goal for Hyper. Previously, it was cost prohibitive to secure accurate metrics for reach and frequency across such an expansive network. Now, with Lumos, we can deliver accurate audience measurement, giving our clients a clearer view of their campaigns unique reach.”
• Audience-Optimised Planning – “Previously, our retail partners have provided high-level audience insights at the network level. With Lumos, we can now optimise store selections using index scores for specific audience groups. Pre-defined audience characteristic segments from the Lumos taxonomy are also streamlining planning and enhancing the effectiveness of multi-network buys for our clients. Something unique to us.”
• Live Campaign Tracking – “Lumos enables our clients to monitor genuine target audience exposure in real-time during campaign flight, providing peace of mind that their media spend is more effectively reaching the right audiences and increasing the likelihood of meeting or exceeding business goals.”

The future

Hyper is also looking forward to using a number of Lumos’ advanced capabilities in future.

“The most exciting of which is the opportunity to incorporate retailer and other first-party data sources into the Lumos tool to develop HYPER network specific pre-defined audience segments,” Burton added. “By infusing retailer sales data for promoted brands, we’ll soon be closer to genuine campaign attribution, something that’s never been possible before.”

Eric Fan, CEO of Lumos Intelligence, says: “Partnering with Hyper gives us a tremendous opportunity to showcase how advanced analytics can transform retail DOOH. The ability to not only track but also optimise and attribute campaign performance in real-time is a game-changer for both advertisers and the wider media industry in New Zealand and should propel the use of the channel.”

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