Introducing LUMAscapes

June 6th, 2011

The Display landscape slide is a big hit. It has been viewed more than 100,000 times in more than 60 countries around the world and is referenced in numerous conference presentations, board decks, websites, blog posts, sales pitches and even investor kits. As ubiquitous as it has become, it only covers the tip of the iceberg — the display ad business.

Introducing LUMAscapes. We are debuting five new landscape charts to create a complete set of the seven key sectors of digital media: DISPLAY (the classic), SEARCH, VIDEO, MOBILE, SOCIAL, COMMERCE, and GAMING, branded as “LUMAscapes”. All but Gaming are available for download now from the Resource Center tab of this site.

What’s interesting to discover is how increasingly interconnected these digital sectors have become. Think about the relationship between search and display… or display and video… or search and commerce… or social and commerce… or mobile and social. You get the idea.

At LUMA, we are excited about the opportunity represented by the digital channel. And yet there is inevitable chaos until the sectors mature. These LUMAscapes are a good first step in helping define the ecosystems. We utilize these charts with the large strategic acquirers to help them determine their appropriate growth strategies and for target identification. We use them in discussions with entrepreneurs to understand where they compete — and where they can expand their businesses. And we use them with investors to discuss market trends and attractive investment opportunities. We hope you get some utility out of them too.

Disclaimer: These landscapes are our best representations of complicated sectors and are not perfect (something about the limitations of 8 ½” x 11” in 2D). We need — and encourage — your expert crowd-sourcing to improve both the accuracy and usefulness of the charts. We welcome your feedback (email to and will incorporate these comments as we evolve the LUMAscapes.

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