Glossary
Key terms in audience intelligence and out-of-home advertising.
Audience intelligence
The discipline of understanding who audiences are — their spend, intent, interests and behaviour — and using that to inform media planning, activation and measurement.
Unified audience intelligence
An approach where a single audience definition, built from first-party and behavioural data, powers planning, activation and attribution across every channel.
Audience planning
Defining and sizing target audiences using data signals such as spend, intent, interest and behaviour, ahead of media buying.
Audience insights
Findings about what makes an audience distinctive — where they over-index across attributes, online and offline.
Audience indexing
Scoring media, sites, screens or channels by how strongly they reach a defined target audience relative to a baseline.
OOH (out-of-home)
Advertising that reaches audiences outside the home — billboards, transit, street furniture and place-based media.
DOOH (digital out-of-home)
Digital screens used for out-of-home advertising, enabling dynamic, data-driven and often programmatic delivery.
OOH planning
Selecting which out-of-home and DOOH placements to buy to reach a target audience efficiently, ideally led by audience data.
OOH measurement
Quantifying who was exposed to an OOH or DOOH campaign and what they did next, including audience composition and outcomes.
Footfall attribution
Measuring the lift in physical visits to a store or location that can be attributed to advertising exposure.
Transit media
Out-of-home advertising on and around transit networks — vehicles, stations and stops — reaching audiences on the move.
Omnichannel media planning
Coordinating a campaign across digital and out-of-home channels as a single, audience-led plan rather than separate buys.
Cross-channel attribution
Measuring and comparing performance across multiple channels on consistent terms, including real-world outcomes like footfall.
First-party data
Data an organisation collects directly from its own customers and interactions, used to build accurate, privacy-respecting audiences.
mediaOS
The Lumos media intelligence operating system that unifies planning, activation and measurement for OOH and omnichannel media.
LUMOS ID
The privacy-safe Audience ID and identity graph behind Lumos that resolves signals into real-world audience segments.
Audience segmentation
Dividing audiences into distinct segments — by spend, intent, interest, behaviour or lifecycle — to plan and activate more precisely.
Consumer insights
Findings about consumer attitudes, behaviour and preferences used to inform brand, audience and media decisions.
Location intelligence
Deriving insight from where people are and how they move — using geo, mobility and place data — to inform planning and measurement.
Audience fusion
Data modelling that fuses disparate signals — geo, household, device and behavioural — into unified, resolvable audiences.
Identity resolution
Linking signals from different sources to a single, privacy-safe identity so audiences are consistent across channels.
Audience enrichment
Enhancing audience records with additional attributes — often ID-based — to build richer, more actionable segments.
Incrementality
The outcomes a campaign actually caused — measured by comparing an exposed audience against a matched control group.
Brand uplift measurement
Quantifying the lift in brand metrics (awareness, consideration, favourability, intent) among audiences exposed to a campaign.
Retail media intelligence
Audience data, activation and measurement for retail media networks, spanning on-site, off-site and in-store media.
Non-endemic retail measurement
Measuring outcomes for advertisers whose products are not sold by the retailer, where there is no on-shelf sale to attribute to.
Programmatic DOOH (pDOOH)
Automated, data-driven buying and delivery of digital out-of-home advertising — buying audiences across screens rather than fixed sites for fixed periods.
Audience activation
Delivering defined audience segments into media channels — digital and out-of-home — so campaigns reach the right people at scale.
Customer data platform (CDP)
Software that unifies customer data into persistent profiles for segmentation, insight and activation across channels; Lumos is a unified customer and audience intelligence platform.
Opportunity to see (OTS)
A measure of how many people had a realistic chance to see an out-of-home placement — a building block of OOH audience currencies.
Impression multiplier
A factor applied in DOOH to reflect that a single ad play can be seen by multiple people, converting plays into audience impressions.