Plan from the audience.
Not the channel.
Audience-first cross-media planning. Build plans across linear TV, streaming, and digital — all from a single audience definition, in one workspace from brief to execution.
The cross-media problem
Modern audiences move across screens. Most planning tools don't.
Linear TV, streaming, and digital each operate on their own planning conventions, their own pricing logic, and their own audience definitions. Plans get built channel by channel, then assembled afterwards — and the audience gets re-interpreted at every handoff.
The audience gets lost between teams
Channel teams operate in silos. The audience definition that left the brief isn't the one running on each channel — it's been re-interpreted at every handoff.
Cross-channel reach is a guess
Channel-by-channel plans get assembled into a total plan after the fact. Overlap, duplication, and gaps get estimated in spreadsheets — if they get measured at all.
Strategy and execution drift apart
The plan that gets approved isn't the plan that gets built channel by channel. By the time it reaches activation, the strategic intent has been diluted across teams.
The Lumina approach
Lumina inverts the traditional approach.
Most planning tools start with channel budgets and figure out audiences. Lumina starts with the audience and figures out the channels.
Linear TV
Reaching the broadest base
Linear remains the highest-reach single channel for many audiences. Lumina models duplication with streaming so you don't pay twice for the same impression.
Capabilities
Four shifts that change how plans get built.
01
Build the audience first
Define your target audience once. The definition travels with the plan — through channel allocation, through approvals, through execution. No re-interpretation between teams. No drift between brief and buy.
02
Model reach across every channel
See how your audience can be reached across linear TV, streaming, programmatic, social, search, and audio — all in one view. Adjust the channel mix and watch reach update live. Overlap, duplication, and gaps surface visibly, not in a post-hoc spreadsheet.
03
Validated pricing, embedded
SQAD pricing data — 40+ years of validated transactions — is built into the workspace. The rates you're modelling against are the rates the market is genuinely paying.
04
From brief to execution in one workspace
The annual brief, the audience definition, the channel mix, and the executable plan all live in one interface. No handoff loss between strategic planning and tactical activation. The plan you build is the plan that runs.
For the teams planning at the intersection of channels.
Agency planners
Build cross-media plans from a single audience brief. No re-interpreting the audience for each channel team. No assembly-required plan delivery.
Brand marketing leaders
See your audience across every screen. Allocate where they actually are now, not where they used to be. Strategic intent intact from brief to execution.
Cross-channel strategists
Stop modelling reach in a spreadsheet. Build, adjust, and execute from one workspace where the audience and the channel mix live together.
Across every sector
Trusted across every sector with serious media investment.
The brands behind the world's most-spent-on advertising categories.
Quick service restaurants
The world's most-visited QSR chains, operating across dozens of markets and hundreds of agency relationships.
Automotive
Global automotive brands managing multi-market media investment across mass-market and premium segments.
Financial services
The world's largest payment networks and retail banks — complex regulatory requirements, multi-agency structures, every major market.
FMCG & consumer goods
The global consumer goods companies behind the world's most-spent-on product categories.
Luxury
The world's most recognised luxury houses, where investment governance and brand consistency are non-negotiable.
Technology
Global technology companies managing media investment across B2B and B2C audiences, multiple agency partners, every market.
Healthcare & pharma
Global pharmaceutical and healthcare brands operating under strict regulatory frameworks — where approval governance and audit trails aren't optional.
Entertainment & streaming
The streaming platforms and entertainment brands competing for audience attention across every screen and every market.
Talk with us
Audience-first planning. At enterprise scale.
A short conversation is usually enough to see how Lumina fits into your existing cross-media planning workflow.
Talk to a Guideline Expert