LUMOS and adm Indicia Partner on Post-Exposure Ad Measurement
2026-11-10 · via DailyDOOH
Audience intelligence platform LUMOS has partnered with brand activation agency adm Indicia to measure what happens after someone sees an ad on adm Indicia's digital screens in shops and airports, not just whether they saw it. For operators running retail and travel networks, this is another push toward proving commercial outcomes rather than reporting impressions alone.
The deal pairs LUMOS's audience data and measurement tools with adm Indicia's Connected Retail network of screens. According to the companies, the goal is to connect ad exposure with what consumers do afterward, including store visits, spending elsewhere, or cross-border purchases made on a card after seeing an ad in an airport.
LUMOS founder and CEO Eric Fan said counting eyeballs is no longer enough, arguing brands need to understand who they reached, how audiences behave, and what happened after exposure. adm Indicia's Head of Growth APAC, Richard Murray, called the combination of media exposure, consumer behaviour, and transaction data "the holy grail" of measurement, pointing to the travel use case directly: someone sees an ad before leaving Australia, then uses their card overseas.
A Named Campaign Result
The release cites one unnamed financial services campaign, run during what it describes only as a major sporting event, as evidence the approach works. According to the companies, that campaign generated more than 470,000 impressions and 300,000 views in its first month, alongside an uplift of up to 10 percent against selected performance metrics and a more than 60 percent increase in average order value. The announcement does not name the brand, define which performance metrics were measured, or say how attribution was verified independent of the two companies involved.
What This Means for Operators
Attribution of this kind, tying screen exposure to later card transactions, has been a persistent goal in DOOH and retail media for years, and several measurement vendors already offer similar location-to-purchase or exposure-to-spend models. What distinguishes this partnership, according to the release, is LUMOS's claimed base of 780 million consumer profiles across more than 45 data partners in APAC, which it says gives marketers a richer picture of audience behaviour.
For network operators and retail media sellers, the pitch is straightforward: better attribution data should make airport and in-store screen inventory easier to sell against hard spending outcomes rather than reach alone. What the announcement does not cover is pricing, how the attribution methodology actually works, what privacy safeguards apply to linking card transactions with ad exposure, or which markets beyond Australia, New Zealand and Southeast Asia the service will run in. Those are the questions buyers and compliance teams will likely ask before committing budget.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Someone sees a credit card ad at an airport, flies overseas and later uses their card to pay for dinner. For the brand, the big question is: did that advertising help drive the spending?
LUMOS founder and CEO Eric Fan said counting eyeballs was no longer enough “Brands need to understand who they reached, how their audiences behave and what happened after exposure. We can give marketers a clearer picture of what is working, where their investment is having an impact and where they should spend next” .
Australian audience intelligence platform LUMOS has joined forces with global brand activation agency adm Indicia, to help brands better understand what happens after consumers see ads on adm Indicia’s digital screens in shops and airports.
The partnership combines LUMOS’s audience data and measurement technology with adm Indicia’s Connected Retail network, helping brands connect ad exposure with what consumers do next – from visiting stores to spending elsewhere.
For marketers, that means looking beyond impressions to have visibility over whether their advertising is delivering commercial results.
adm Indicia’s Head of Growth APAC Richard Murray said linking media exposure with consumer activity and transactions was a major opportunity for marketers. “For me, this is the holy grail – connecting media exposure with audience behaviour, online and offline activity, and ultimately transactions and measurable return on investment. A traveller might see an ad before leaving Australia, then use their card overseas. The opportunity is to give the brand a clearer view of the journey between that initial exposure and the spending that follows” .
It becomes particularly powerful for cross-border campaigns. One campaign for a major financial services company during a major sporting event generated more than 470,000 impressions and 300,000 views in its first month. The campaign also delivered an uplift of up to 10 per cent against selected performance metrics, alongside an increase of more than 60 per cent in average order value.
LUMOS is an Australian-built audience intelligence and marketing analytics platform helping brands, agencies and media owners make smarter, data-driven marketing decisions. Combining proprietary audience intelligence, advanced analytics and AI-powered technology, LUMOS enables businesses to discover and understand audiences, optimise media planning, activate campaigns and measure advertising effectiveness across channels. Operating across Australia, New Zealand and Southeast Asia, LUMOS connects consumer data, media intelligence and campaign measurement through an integrated technology platform. Its capabilities span audience discovery, intelligent media planning, reporting and measurement, attribution and data enrichment. LUMOS’s audience intelligence platform draws on 780 million consumer profiles from more than 45 data partners across APAC, giving marketers a richer picture of audience behaviour and interests.
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