Insights that enable your brand to effectively reach and engage OOH audiences
Ada is Talon’s Data Management Platform (DMP) which combines raw and curated data from selected partnerships with expert data science modelling to understand real and recent consumer behaviour in the OOH world. It gives advertisers a more joined up approach across channels in their marketing mix, more effective audience targeting capabilities and a better understanding of the payback OOH can deliver.
Consideration is notoriously difficult to shift but Ada shifted this KPI by an average of 5.8%, compared to a 3.8% OOH norm, representing a +53% improvement.
1.6% average lift in purchase intent, eight times greater than OOH norms (0.2%). Ada optimised OOH campaigns were also better at shifting purchase intent than social media channels.
Drive core OOH KPIs
Ada effectiveness benchmarks, produced independently by On Device Research, have recently been released in order to assess the impact of using the system to help inform planning and buying optimisations. The study was undertaken across a variety of categories from 40 different campaigns and the results showed increases in all main KPIs.
Measurability to drive campaign effectiveness
The one-to-many nature of OOH advertising means that Ada will only activate audience data in an aggregated fashion.
Ada can be used by advertisers to optimise their OOH campaigns to drive core KPIs or by businesses who wish to understand their audiences in more detail.