Pret is first OOH campaign in Brainlabs’ Talon tie-up

Brainlabs, the leading independent digital media agency has struck a deal with independent Out of Home (OOH) media specialists, Talon, to extend its media reach into digital OOH environments for the first time.

Brainlabs and Talon

In response to the increased client interest in OOH and DOOH, Brainlabs was seeking a partner to buy specific OOH placements in an agile and effective way. 

Talon’s OOH expertise and superior targeting techniques resonated with Brainlabs, the company said.

By partnering with Talon, Brainlabs will incorporate Talon’s data management platform Ada, and its proprietary DSP Atlas, into its tech stack for enhanced OOH activity as ad spend in the channel is expected to increase by 57% in 2021. 

Brainlabs has already executed its first OOH campaign with Pret A Manger to advertise its new Click and Collect services in Manchester.

Becci Dive, Head of Marketing at Pret said: “As we continue to transform our business strategy, our marketing strategy is naturally following suit as we lean evermore on data to engage our customers with what they want, wherever they want. 

“DOOH is a key channel in enabling us to fulfil this, and we’re thrilled to be extending the strategies we have in place with Brainlabs across new touch points, and are now able to access the brilliantly creative and industry leading teams at Talon.”

Building audiences

With Ada’s first-party data Brainlabs will be able to build audiences based on consumers’ real and recent behaviours that are bespoke to individual clients, brands, or products. 

Brainlabs will also use Ada to measure campaign effectiveness by tracking footfall and store visits. 

These unique data sets will enable Brainlabs to plan digital OOH placements programmatically via Talon’s DSP Atlas.

Mark Syal, Global Chief Product Officer at Brainlabs said: “We are super excited about our new partnership with Talon to buy DOOH campaigns and to use their proprietary DSP, Atlas. We are a digital agency that works across all channels to drive growth for our clients’ businesses. 

“As more and more media become digitised, we can use our focussed approach to measuring effectiveness and our Test and Earn approach in more channels. 

“We look forward to expanding the value that we deliver for clients to digital out of home, together with Talon.”

Adam Pace, Digital Consultant at Talon Outdoor said: “Our digital platforms allow advertisers to plan and buy OOH campaigns in an innovative and creative way. 

“It gives more clients access to the channel and opens up exciting opportunities for brands who may not have previously considered OOH. 

“Brainlabs are recognised as leaders in their field and this partnership gives them and their clients a data-lead, agile route into OOH.”

(This first appeared in Mediashotz)