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 identity and audience graph behind Lumos that resolves signals into real-world audiences.