HYPER partners with Lumos Intelligence to boost retail media audience analytics

AUCKLAND, Today: HYPER, a top player in New Zealand’s retail Digital Out-of-Home (DOOH) scene, just teamed up with Lumos Intelligence. This partnership brings sophisticated audience analytics to HYPER’s network, enhancing insights into audience behaviour and campaign effectiveness.

Now, HYPER can tap into detailed data across over 1000 retail spots with digital screens. This leap forward allows for smarter, data-driven choices and more efficient spending within its advertising network.

Ben Partington, CEO of HYPER said, “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.

“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.”

“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.” – Ben Partington

Chris Burton, HYPER’s General Manager of Media, outlined the game-changing aspects:

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.”

Looking ahead, HYPER plans to further integrate Lumos’s advanced features, particularly using retailer and other first-party data to refine their audience segments and improve campaign attribution, as Chris Burton adds, “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, also commented on the partnership: “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.”

This collaboration marks a pivotal moment for DOOH in New Zealand, arming brands with sharper tools and insights to fine-tune their advertising efforts.