Hello,
you can use product id of the LYNC application here.
create a collection that exclude(not in ) the machine where lync is installed and target the advertisement to the collection you have created.
hope the below query will help you .
select SMS_R_SYSTEM.ResourceID,SMS_R_SYSTEM.ResourceType,SMS_R_SYSTEM.Name,SMS_R_SYSTEM.SMSUniqueIdentifier,SMS_R_SYSTEM.ResourceDomainORWorkgroup,SMS_R_SYSTEM.Client from SMS_R_System where SMS_R_System.Name not in (select distinct SMS_R_System.Name from SMS_R_System inner join SMS_G_System_ADD_REMOVE_PROGRAMS on SMS_G_System_ADD_REMOVE_PROGRAMS.ResourceID = SMS_R_System.ResourceId where SMS_G_System_ADD_REMOVE_PROGRAMS.ProdID = "%product id%")