Talon’s CEO on Growth and Collaboration

“The Only Way is Up for Out of Home!” – Barry Cupples, Group CEO Talon

Talon had an incredible time hosting a live recording of the Behind the Billboard podcast and an important conversation between Cephas Williams & Barry Cupples on the LBBonline – Little Black Book & Friends Beach, alongside joining in at Stagwell’s Speaker’s Lounge, a fireside chat with the DPAA on Yahoo Beach, attending events and catching up with clients and industry friends over lunch. Take a look at our behind-the-scenes roundup from Cannes in 2022.

In the words of our CEO Barry Cupples, “we’re just in the room as Out of Home expert’s trying to grow the category.”

Cannes was a brilliant opportunity to connect with our industry peers and begin to work together to grow the medium.

There are huge opportunities for brands to capitalise on OOH’s renaissance and the smart opportunities OOH can offer to reach consumers at scale. The time is now to further collaborate and educate advertisers and agencies on the fantastic results OOH can deliver.

Here’s to Talon in Cannes 2023!

London, 15th July 2022: Frank Bryant, one of the founders of Talon Outdoor who set up and built the business alongside Eric Newnham and James Copley in 2013, has stepped down from the board with immediate effect.

Founder of Talon Outdoor, Frank Bryant, Steps Down from Board

Following the recent announcement that Talon has secured investment from Equistone Partners Europe, Frank has decided that this is the right time for him to step down from Talon and enjoy a well-deserved retirement.

As one of Talon’s founders, Frank played a pivotal role in growing Talon from inception to the leading independently owned global Out of Home (OOH) agency. His incredible passion and energy for OOH have been vital to establishing Talon’s culture and success – providing clients access to the best planning and service the industry has to offer.

In addition to building up Talon’s market-leading client-service offering, Frank is well known for his dedication to charitable causes and has been the driving force behind Talon’s charity work, raising a staggering 2 million to date through the industry-renowned annual “Talon Turns” parties and other fundraising efforts. The long-term partnership he established with FAB (Families Activity Breaks) has also positively impacted the lives of many military families.

The UK business has a strong and dedicated leadership team led by Global CEO – Barry Cupples, supported by the wider team of talented, passionate and creative professionals, who will continue to drive the business forward.

Frank Bryant said: “I’m happily stepping down from the board to enjoy retirement. Talon has been an unbelievable success since we came into the market and I’ve loved every minute of building and growing the business to its key leadership role in Out of Home. I’ve had the opportunity to work with a fabulous team of individuals which has been a privilege and honour to do. I wish Talon and the entire team continued success and I know the business will continue to grow and thrive under its current leadership.”

Eric Newnham, Talon co-founder, said: “Thank you Frank for being a brilliant partner and colleague. You have been superb at helping us take Talon to the heights we now enjoy and I wish you all the best in your retirement.”

James Copley, UK CEO, said: “It has been an incredible 10 years. Frank has played a huge part in Talon’s success; both in the early days and then driving further growth over the last few years. His commitment to charitable causes has been inspirational, and we will continue his legacy with the Talon Turns events. On a personal level, Frank has been a brilliant business partner and friend and I have enjoyed the best 10 years of my career working with him.  I wish him the very best for his well-deserved retirement.”

Barry Cupples, Global CEO, adds, “Frank has been an inspirational leader – his contribution has spanned every aspect of Talon’s phenomenal growth since start-up. As an advisor to the board, Frank has provided invaluable counsel as we successfully navigated a tumultuous few years. We are in a fabulous position to continue the incredible work done by Frank in nurturing talent and developing our management. He is a rare breed and a lovely person to boot. He will be sorely missed but we absolutely understand his position and respect his decision as he departs on the highest of notes.

14th July, 2022: Today, global advertising technology leader The Trade Desk and Omnicom Media Group UK (“OMG UK”) announce a new partnership with leading independent Out-of-Home (OOH) media agency, Talon Outdoor. This will provide OMG UK’s clients with the ability to deploy data-driven Digital Out-of-Home (DOOH) advertisements in addition to their online media activity.

Talon’s expert data management platform, Ada, can provide up-to-date audience insights based on a powerful combination of anonymised behavioural, mobile location, point of interest and OOH inventory data, with the goal of producing effective outcomes for such clients.

OMG UK’s clients will be able to activate their own customer data or create custom audience targeting for their campaign goals. In addition to greater reach, Ada can offer optimisation capabilities, enabled by Talon’s artificial intelligence – providing a more sophisticated data-led approach to Ada-driven DOOH ad placements.

Partnership

As a strategic partner to The Trade Desk and Talon, Omnicom Media Group UK will be the first media agency group to access this DOOH inventory via Talon, with other agencies slated to join later this year.

Omnicom Media Group UK’s clients will be able to utilise these enhanced capabilities, enabling them to extend their omnichannel programmatic campaigns into this increasingly digital channel – DOOH. They can also access relevant data insights, targeting and measurement capabilities, meaning their DOOH ads can be optimised and aligned as part of wider digital campaigns.

Phil Duffield, VP UK of The Trade Desk, commented on the partnership: “Helping advertisers deliver high-impact campaigns is at the heart of what we do at The Trade Desk and it’s fantastic to see Omnicom Media Group UK lead the way in making the most of the new partnership. Being able to apply data in a streamlined way with transparent reporting is key to this.”

Barry Cupples, Group Chief Executive Officer of Talon, also stated: “We built Ada to create a unified understanding of OOH audiences and to enable advertisers to build accurate custom targeting in any OOH environment.

Underpinned by Talon’s wealth of OOH planning expertise, this partnership with The Trade Desk further expands our programmatic OOH reach. We’re entering an exciting new area of programmatic OOH, and this partnership signals an important step for all of our clients.”

London, 06 July 2022: Talon Outdoor (“Talon” or “the company”), a leading, independently-owned global Out-of-Home (OOH) advertising agency, today announces that it has secured investment from Equistone Partners Europe (“Equistone”), one of Europe’s leading mid-market private equity investors.

Talon Outdoor Secures Investment from Equistone Partners Europe

Mayfair Equity Partners (“Mayfair”), a dedicated consumer and technology investor with over 1 billion in assets under management, will fully exit Talon, with management retaining a meaningful stake as part of this transaction. The financial terms of the deal are undisclosed and completion remains subject to customary closing conditions. 

Founded in 2012, Talon has delivered on its vision of providing smarter, creative, technology-led and integrated OOH solutions. The company offers the largest global OOH planning and buying network, covering 100 markets internationally, while its award-winning campaigns and proprietary advertising technology platforms – Ada, Atlas and Plato – deliver expertise at global, national and regional levels. Marquee customers include blue-chip advertisers Apple, Diageo, McDonald’s and PepsiCo and leading agencies Omnicom, Havas and Stagwell.

Since Mayfair’s investment in 2017, Talon has grown its team to over 200 employees across London, New York, Nashville, Frankfurt, Singapore, Dubai and Dublin. With Mayfair’s support the company completed four strategic acquisitions, strengthened its management team by hiring a new Chairman, CEO, CFO and CTO and significantly expanded its presence in North America.

Equistone’s investment will provide Talon with both the expertise and capital to continue its global expansion through further M&A and investment in new territories. The deal extends Equistone’s longstanding track record of investing in marketing services businesses, having invested in global marketing agency adm Group last October and realised its majority stake in global marketing technology and services provider Inspired Thinking Group in March.

Barry Cupples, CEO at Talon Group, said: “We are thrilled to be welcoming Equistone and excited to be working closely with the team to support Talon’s next phase of growth. Now in our tenth year, Talon is established as a market leading OOH agency and we thank Mayfair for being a huge part of this journey. We are particularly excited for the opportunities the new Equistone partnership will create for Talon’s clients across the globe.”

Paul Harper, Partner at Equistone, said: “We have been hugely impressed by the management team’s wealth of sector experience, strong track record and clear ambition to further scale the business, and we are excited to work with Barry and his team to accelerate the investment into talent and technology on a global basis. OOH media has remained a robust and attractive broadcast media for brands to communicate with customers, with the market continuing to digitise and invest in programmatic solutions.”

“Talon has crafted a special place in the market by focusing on delivering smarter, creative, technology-led, and integrated OOH communications,” commented Daniel Sasaki, Managing Partner at Mayfair Equity Partners. “Barry and the whole Talon team have delivered exceptional growth over the last five years, underpinned by a clear vision of continuous innovation and exceptional customer service. It has been a pleasure to be their partner, providing specialist support to achieve their digital transformation and U.S. growth ambitions.”

Paul Harper, Chris Candfield and Tristan Manuel led the investment on behalf of Equistone. Equistone was advised by Raymond James, Travers Smith, KPMG, OC&C and PWC.

Mayfair and Talon were advised by GP Bullhound, Goodwin Procter, RSM and PWC.

Management was advised by Highstead Partners and CMS.

Talon Joins COMMB for Stronger Presence in Canadian OOH Market

Toronto, May 19, 2022 – COMMB, Canadian Out-of-Home Marketing and Measurement Bureau, the trusted source of Canadian OOH market insights for its advertiser, agency, media owner, and programmatic tech-stack members, is pleased to welcome Talon Outdoor as a member.

Talon Outdoor, like all COMMB members, will receive exclusive access to COMMB data, platforms, tools, and member marketing services, proving highly valuable for Talon as a new out-of-home specialist agency in the Canadian landscape. 

“COMMB prides itself on providing agencies like Talon Outdoor current, comprehensive research on the value of OOH advertising,” said COMMB President Amanda Dorenberg. “I am confident Talon will derive great use from our robust reporting and in-depth data.”

“OOH as a brand marketing channel is experiencing tremendous growth. The medium is outpacing other channels in ad spending so far in 2022, as one of the most dynamic forms of advertising in large part due to its digitization and new targeting and measurement innovations. We look forward to joining COMMB and leveraging their extensive local market expertise and networking opportunities to further build and grow our presence in the Canadian marketplace,” said Jonathan Conway, Chief Operating Officer, Talon America.

Talon Outdoor is a global OOH full-service agency with a longstanding history in the United Kingdom and established offices in key cities across America, Germany, Asia-Pacific and the Middle East. In this new venture, Talon America, headquartered in New York City, will be extending certain campaigns from the United States into Canada. With Talon’s recent investments in market-leading AdTech platforms, COMMB’s cutting-edge data and insights are perfectly positioned to help fuel their growth.

COMMB members receive a range of benefits:

About COMMB

COMMB is the national not-for-profit organization for the Canadian OOH industry comprised of advertisers, agencies, media owners, and programmatic tech-stacks. COMMB is responsible for developing and verifying audience measurement methodologies, providing audience data and planning resources, marketing and communications, government relations, and member services. www.commb.ca

Independent Agencies and Advertisers Can Tap the Power of a Measured, Unified DOOH Network of Leading Media Owners

Unifying DOOH Network: DPAA, Talon & Comscore’s Upfront Event

DPAA, the global trade marketing association, today announced that it intends to partner with Comscore, Inc. (Nasdaq: SCOR), a partner for planning, transacting, and evaluating media across platforms, and Talon, the world’s leading independent Out of Home (OOH) specialist media agency, to host the first-ever multi-network digital out of home (DOOH) Upfront with plans to showcase one seamless, unwired video network with seven premium DOOH media owners for independent agencies and brands.

The event, which is open to brand marketers, independent agency professionals, and media buyers, will be streaming live on Tuesday, May 24 at 2:00 p.m. EST. Among the planned presenters are Barry Frey, President & CEO, DPAA; Gary Warech, EVP, Comscore; Jim Wilson, CEO, Talon America; Danielle Rind, VP, Digital Solutions, Talon America; Ben Jankowski, Former SVP, Global Media, Mastercard; Sean McCaffrey, President & CEO, GSTV; and Blake Sabatinelli, COO, AtmosphereTV. Also in attendance will be industry leaders from all seven media owners.

Please RSVP here to request access.

Cutting Complexity, Unlocking Value

DPAA, Talon, and the media owners – Atmosphere, Captivate, GSTV, Reach TV, ScreenVision Media, Simon, and Zoom Media – have formed a unified network, inviting brands, agencies, and media buyers to reimagine how they reach audiences through digital video. The DOOH Upfronts present new opportunities for advertisers to tap an aggregated, unwired video network with the reach of more than a billion monthly impressions via 350,000-plus total screens. The event will showcase the network’s efficiency and effectiveness for advertisers by providing streamlined media buying, audience-based targeting, pricing efficiency, and measurable business outcomes. The role of Comscore would be to evaluate the national unwired network of the combined seven media owners.

“Full-motion DOOH is the new television. The larger-than-life medium is undeniable in its power to create and deliver a message that forms an emotional connection with the viewer. And this network exists to help marketers simplify the campaign planning and buying process and leverage data-driven insights to reach the right audiences to get the right outcomes via the most impactful screens out there,” said Barry Frey, President & CEO, DPAA.

“With advertiser investment in DOOH expected to increase substantially over the next several years, it is imperative advertisers have access to reliable, cross-channel measurement to successfully execute these campaigns,” Gary Warech, EVP, Brand Direct, Comscore. “With our planned involvement in this initiative, our mission will be to help marketers achieve their goals with DOOH using our reliable impressions-based currency.”

Overcoming Fragmentation, Delivering Scale

The formation of a unified DOOH network aims to solve an ongoing problem in the video market – fragmented viewing patterns and continued media inflation. Linear TV was traditionally known for its reach, but fragmentation from cable and streaming platforms has steadily eroded its ability to deliver to a massive audience. Enter DOOH. “More so than TV, DOOH has an unmatched ability to reach one-to-many at meaningful scale. It has greater brand safety than online video and is unskippable and unblockable. Unlike social, DOOH can be highly targeted without feeling intrusive. And the OOH channel has all the measurement capabilities of digital,” added Barry Frey.

“The growth of digital video is fueling the expansion of OOH as a brand building and performance marketing channel. Not only is it one of the fastest growing and most dynamic mediums, but it’s been transformed by data and digital technologies to deliver more precise and targeted campaigns that drive tangible results for independent agencies and brands,” said Jim Wilson, CEO, Talon America. “We’re bringing together the digital video industry authority and best-in-class media owners to unlock OOH’s value by showcasing a unified approach for reaching outdoor audiences at scale with the outcomes-based performance that matters most to advertisers.”

Delivering Precision Targeting & Measurable Performance Outcomes

The media owners are supported by leading measurement providers that validate impressions and provide detailed campaign reporting. Leveraging Comscore’s capabilities as a nationally recognized media analytics leader would provide consistent impressions rating information across the network for planning as well as the potential for post-buy research to estimate delivery and performance. Furthermore, Ada, Talon’s intelligent audience targeting and data management platform (DMP), is designed to help advertisers get the most from their OOH campaigns by tapping into bespoke audience segments. Specifically, Ada generates data-driven insights into real and recent audience behaviors in the physical world, including how people travel, the OOH inventory they are exposed to, and the actions they take as a result of exposure. For DOOH upfront buys, Ada supercharges one-to-many OOH campaign effectiveness and delivers guidance on how to maximize on-target audience reach.

About DPAA:

DPAA is the global trade marketing association, driving the growth and digitization of out-of-home (OOH) media and its growing role in the Omnichannel mix. Membership in the DPAA community brings many business acceleration benefits, including a wide array of products such as “DPAA Short Connects,” “DPAA Homeroom,” “DPAA Davos” and “DPAA Task Force.” DPAA’s WE.DOOH (Women’s Empowerment in Digital Out-of-Home) runs a series of successful webinars and training sessions for personal and professional growth. The association’s DEI Board participates in internships, mentorships, and educational programs. DPAA also offers members an extensive database of research, best practices, and case studies; tools for planning, training, and forecasting; social media amplification of news; insights on software and hardware solutions; further integration into the advertising ecosystem as part of the video everywhere and marketing campaign; and more.

About Talon:

Talon Outdoor is the leading global independent Out of Home (OOH) media specialist and technology services company focused on delivering smarter, creative, data-driven integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open and transparent working relationships between many of the world’s leading agencies, clients, and media partners. Headquartered in London with additional offices in Dubai, Dublin, Frankfurt, Manchester, Singapore, and its affiliate Talon America LLC headquartered in New York City, Talon delivers expertise at the global, national, regional, and local levels. Additionally, the agency has built a global OOH planning and buying network covering 100 markets across the U.S., Europe, Asia, and Latin America. For more information, please visit www.talonoutdoor.com and follow up on Twitter and LinkedIn.

About Comscore:

Comscore is a trusted partner for planning, transacting, and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top, and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement.

Media Contacts:

DPAA – Ajay Durani | DPAA | ajay.durani@dpaaglobal.com

Talon America – Ray Yeung + Nancy Zakhary | Relev8 | ray@relev8.co + nancy@relev8.co

Talon today announced further expansion of its global footprint with new offices and leadership in Singapore and Dubai.

Talon Expands Global Presence with Offices in Singapore and Dubai

Melanie Lindquist and Chadi Farhat will lead Singapore and Dubai respectively.  Farhat and Lindquist are tasked with accelerating OOH growth in these key regions; ensuring clients realise the full potential of their OOH investment through Talon’s proprietary technology platforms and award-winning creative innovation.

Talon’s strategy-led leadership will help educate brands and agencies on the extensive OOH opportunities for tapping into richer behavioural and location insights for quantifying the channel’s true impact across the customer journey.

Powered by Talon’s deep investments in market-leading AdTech platforms Talon will offer smarter, data-driven and creative-led OOH planning and buying to offer brands and agencies around the world a powerful path for accessing innovative capabilities to fuel outcomes-based OOH campaigns.

Talon’s international footprint provides on the ground knowledge and expertise that ensures we can effectively plan buy and execute client campaigns in over 100 markets. In partnership with local media owners Talon will make it easier for advertisers in more markets to access and execute captivating and performance-driven OOH campaigns and drive OOH revenue growth.

Barry Cupples, Talon Group CEO commented: “With the continued growth of OOH revenues around the world this is the perfect time for Talon to expand our global presence. Mel and Chadi are first-class operators and we are delighted to have them on board as we continue to deliver our market-leading independent position within OOH. APAC & MENA now have the very best talent, which coupled with Talon’s data-fuelled technology will bring game-changing opportunities for advertisers. 

Supported by clear measurement this will undoubtedly deliver strong client “outcomes” and brand performance, and ultimately provide top and bottom-line growth for advertisers which is at the core of the service Talon strives to deliver.”

APAC – Singapore  

Bringing a wealth of knowledge with her, Lindquist is an awarded media professional who has led marketing, strategy, data and sales operations teams for the past two decades across radio, television, digital, eCommerce and OOH.  After five years in Australian OOH directing client strategy, planning, data and sales operations teams, Lindquist relocated to Singapore in early 2021 and continued to consult and advise on OOH and establish a full-service customer team for a leading Singaporean-based eCommerce technology company. Committed to industry development, Lindquist has also mentored and advised on policy for several industry groups including the Australian Marketing Institute (AMI).

Speaking about her new role in Talon APAC, Lindquist said: “I am thrilled to be joining Talon to deliver scale, agility, and expanded capabilities to the Singapore and APAC region. For the first time brands, agencies and their clients will have the benefit of Talon’s global reach with full service, independent and data-backed expertise as the regional OOH industry develops at an exciting pace.”

MENA – Dubai 

Farhat has spent the last 25 years working across media, marketing, and communication within leading media agency groups in MENA.  In his last role as Chief Investment Officer at Omnicom Media Group, he orchestrated multiple mergers and acquisitions within the industry; with the aim to unremittingly improve the product offerings to the company’s portfolio of advertisers whilst strongly contributing to the growth of the business year on year. Farhat is a passionate, focused and highly driven leader. An envisioned and bold strategist, he has built an illustrious career across the Levant, GCC, and the wider Middle East’s media ecosystem  

Farhat added: “I am hugely excited to be able to bring clients in the MENA region a unique OOH planning and buying offering they cannot find anywhere else.  Talon will provide advertisers with world-class regional and international service, innovative technology capabilities, creative executions and high-touch collaboration to deliver measurable and optimised value, as well as the unmissable outcomes that only OOH can offer.”

Following trends from a strong recovery in 2021 and a busy start to 2022, it’s clear there are further green shoots for the Irish industry as we head into what is shaping up to be a busy second quarter of the year. The last number of months have seen many positives for the OOH Industry, ranging from new clients to further development in our medium.  

Trends & Spends

Out of home finished strong in 2021. Overall, the medium was down 28% versus 2019, which if you remember correctly was a bumper year for OOH. Digital Out of Home held its own and was up 27% on 2020. The flexible nature of DOOH has contributed to its share of spend, growing to 40%. Overall OOH spend was up 23% in 2021 (V 2020), with the retail category leading the charge. We’ve seen some great campaigns across the retail sector from each of the supermarket groups, all vying for consumer’s attention.

Travel & Transport is another top-performing category showing growth. Despite sharp increases in the cost of living, consumers are expressing a desire to travel abroad with the latest figures from DAA forecasting an estimated 25M passengers in 2022, these figures are in line with 2015 passenger numbers.

Alcoholic drinks, household services and confectionery & snacks were the 3 categories demonstrating the largest spend increases in 2021. Alcoholic drinks have shown a 73% increase when compared to 2020, which is very much in line with off-trade purchases and the return to the pub environment. Similarly, more reliance on at-home entertainment has meant that household services have also benefited, up 41% when compared to 2020.

The latest spend figures really demonstrate trust in our medium, once it was clear that audiences had ventured back outdoors, brands followed!

(Source: Nielsen 2021 Expenditure, DAA)

What to expect…

Our latest consumer research & mobility figures demonstrate that life has very much returned to normal. OOH audiences are in abundance with mobility currently standing at 55% above baseline. Commuting social activities and a return to what we did pre-pandemic is back. Our latest research piece offers further evidence with 70% of us planning on seeing family and friends more often, almost half are back to commuting to work, either by car, public transport or other means. 51% of students have returned to in-person lectures and classes. 62% plan on eating out more and I’m sure there is no surprise in hearing that 63% plan on travelling abroad more, given that so many of us have stayed at home over the last few years.

Despite hybrid working models in play across the country, a large proportion of people plan on returning to the office for most of the week. 61% of those we interviewed said that they will be returning to work 5 days per week. 68% plan on holding or attending face to face meetings, and 55% even plan on socialising after work.

With Easter imminent, plans are beginning to look a lot like 2019 when it comes to spending patterns and plans in general. 55% of consumers plan on spending more this Easter, through day trips, gifts, and shopping to name but a few. Shopping centres & the discounter stores will be the real winners this Easter, with 60% planning a trip to a shopping centre and 42% committing to shopping in the discounter stores.

Finally, one of the key trends we’ve seen as we head into Q2 is the desire for creative solutions in OOH. We’ve seen some brilliant executions over the last few months, including VW for their ID. range and most recently Suntory with the launch of Lucozade Alert. We have no doubt in our mind that the OOH Industry will continue to flourish as the year progresses!

Talon Outdoor, a leading Out of Home (OOH) media agency, announced its expanded programmatic capabilities following the integration with Place Exchange, a leading supply-side platform (SSP) for programmatic DOOH media. The partnership enables Talon’s clients to activate smart, dynamic Digital OOH campaigns, across Place Exchange’s premium inventory, via direct integration with Talon’s proprietary DSP, Atlas

Atlas launched in the UK in July 2020, with the aim of delivering audience-optimised campaigns for advertisers with expertise and transparency. By putting audiences at the core of the platform, and delivering relevant, viewed impacts within a brand-safe environment, the model is proving incredibly effective. Latest research has demonstrated that Atlas campaigns are nearly 4x more likely to drive brand consideration, and twice as likely to shift purchase intent versus online channels.

Talon Outdoor Boosts Programmatic Capabilities with Place Exchange Integration

The integration with Place Exchange allows US advertisers to access the same benefits, overlaying sophisticated audience insights from Talon’s proprietary Data Management Platform (DMP), Ada, with fully automated execution. The partnership provides brands with the ability to activate and adjust campaigns in real-time, in response to external triggers, and further unifies the buying and measurement of DOOH media with other digital channels.

As OOH continues to move from an offline to an online medium, advertisers are increasingly demanding consistency in audience targeting, agility, and reporting. The integration will allow Talon clients to plan effective omnichannel campaigns while retaining the core fame and brand-building benefits of the medium.

Place Exchange offers quality DOOH inventory at scale across numerous media owners in the US, including Lamar, Outfront, and Clear Channel Outdoor. This combined with their strong focus on tech and innovation, made them the ideal launch partner for Atlas in the US.

Sophie Pemberton, chief strategy officer, Talon Outdoor, commented, “We are delighted to announce this key partnership which provides Talon’s clients’ access to Place Exchange’s premium inventory.  By opening up additional ways to activate smart, dynamic DOOH campaigns, through direct integration with Talon’s proprietary DSP, Atlas, we can deliver better outcomes for brands.”

“Atlas brings a deep understanding of the OOH category, with technology designed to intelligently automate OOH activations,” said Nick Bennett, SVP of partnerships at Place Exchange. “We’re thrilled to partner with Atlas in helping advertisers and agencies around the world extend strategies from other channels into the DOOH arena, leveraging sophisticated targeting and measurement.”

Atlas, Talon’s DSP, proves programmatic OOH delivers stronger payback on purchase intent compared to digital channels.

Talon’s Atlas DSP Boosts OOH Effectiveness According to Latest Research

Traditionally, out of home (OOH) has been considered a valuable channel for driving metrics such as impact and awareness. But now Talon’s latest research into the effectiveness of its programmatic demand side platform (DSP), Atlas, has shown that OOH can also payback on a variety of performance-based metrics more successfully than digital channels.

Atlas is the only DSP which leverages specialist data via Ada, Talon’s proprietary data management platform (DMP), created to combine years of OOH planning expertise with real and recent audience behaviours. Atlas puts audiences at the core of the platform, with Atlas campaigns proven to deliver a stronger payback by identifying and targeting consumers who are more likely to be in the market for certain brands and products.

Atlas campaigns are nearly four times more likely to drive brand consideration and twice as likely to shift purchase intent because they deliver relevant, viewed impacts within a brand-safe environment. Analysis from the independent research agency, On Device Research, shows an almost perfect correlation, of 0.988, between claimed intention and actual – underpinning the impact Atlas has on maximising brands ROI by shifting real-world behaviour.

Since launching in 2020, Atlas has delivered countless intelligent, data-driven campaigns for clients. and demonstrated how including data, automation and attribution to OOH is delivering stronger results on core KPIs traditionally associated with performance channels. Providing confidence in programmatic OOH’s ability to provide a direct response and act as an extension of client’s online strategies.

Emily Alcorn, Head of Insight, comments: “At Talon, we pride ourselves on our ability to lead and champion effectiveness within OOH, and the ambition was no different when we launched Atlas. We’re incredibly proud of the outstanding results which are a testament to our dedication in providing products and solutions that focus on delivering effectiveness for our clients.”

Josko Grljevic, Chief Transformation Officer, comments: “We built Atlas to redefine the OOH programmatic market with a data-centric platform that enables advertisers to capitalise on the wealth of OOH planning expertise. These results demonstrate how Atlas has transformed the OOH market to target and nudge consumers further along in their purchasing journey.”

Benchmarks were conducted from data analysis of Atlas campaign effectiveness studies with a sample of over n=2,400, which were then compared against On Device Research online and social benchmarks for brand uplift.