Featured by AdNews Australia.

Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.

Eric Fan: CEO and Co-Founder, LUMOS

Mission/Vision/Unique identifier: We aspire to become the world's leading marketing innovator

What makes your company stand out? LUMOS is what happens when Canva meets Uber- we have democratised out-of-home (OOH) marketing with LUMOS's intelligent marketing platform and empower businesses and their brands to stand out through Australia's first data-driven mobile digital out-of-home (DOOH) and retargeting ad network

Team size: Seven employees

Office Locations: Sydney and Melbourne

Special Expertise: Programmatic DOOH (dynamic contents based on real-time location, time and seasonality), Mobility-based DOOH, Digital retargeting, web3.0 and metaverse marketing

Significant clients: Since the launch of LUMOS in 2020 with the most significant ones being Zip, Sushi Hub Group, Crust Pizza Richmond, Floki, Wavemaker (partnership), SisterWorks Inc, etc.

Description of company: LUMOS is a fast-growing Marketing-Technology-as-a-Service (MarTaaS) platform. Our mission is to empower businesses of all sizes to attract, retain and create customer advocacy with an affordable and competitive solution. We connect businesses with the booming food delivery network and our IoT-enabled LED smart bags to deliver scalable and targeted physical and digital ads in the right place at the right time.

It means that OOH ads are not only for big brands anymore because LUMOS has significantly lowered the barrier to entry, expanded the possibilities for all brands and furthered their reach when it comes to advertising.

Recent Campaigns: Our most recent campaign was for Floki. The International cryptocurrency brand was after a cost-effective, measurable and scalable DOOH to uplift its brand awareness across Sydney and Melbourne metropolitan areas.

The campaign was live for 4 weeks/months across both cities generating 250k+ quality impressions in surrounding suburbs, such as Sydney CBD, Melbourne CBD, Sydney Eastern Suburbs, Inner West and Lower North Shore. The campaign also triggered 13% uplift in visits to Floki’s website (Our data analytics engine tracked the audiences' travel history and identified 500+ unique mobile devices that visited Floki’s website after making meaningful contact with our ads on the street).

 Floki also leveraged LUMOS proprietary data lake to identify their audience’s demographic insight such as audiences’ gender, age, occupation, interests and other key metrics.

 Most memorable/favourite campaign?

Online lender Zip Business's brand awareness campaign was our first national campaign. It was highly successful and widely recognised on the road, resulting in many people reaching out to our stakeholders and our team.

As a result of the campaign for Zip, LUMOS received a lot of interest from brands for our service. It all snowballed from there, as LUMOS received more attention by the industry for our innovative offering.

In your opinion what is the biggest challenge and the biggest opportunity the industry and your company faces this year?

The past couple of years have been challenging for the traditional advertising sector due to the global pandemic and resulting state-wide lockdowns. People were confined to their homes which meant less foot traffic and more specifically less reach for the OOH space.

Although COVID is no longer a hindrance, the industry is faced with a different challenge this year - rising inflation and economic downturn. Whenever these two words are uttered, we can expect a reduction in marketing or advertising budgets across businesses. This will be a big challenge for many businesses because as brands are trying to recover from the pandemic, they are hit with a looming recession.

As such, businesses and brands will be more sensitive and cautious about cost, flexibility and will face a heightened pressure to demonstrate ROI on any marketing activity.