US Archives - Talon

This site is registered on wpml.org as a development site.

In the latest edition of Geopath OOH Office Hours, Talon America CEO, Jim Wilson joined Geopath President, Dylan Mabin for a conversation on how advertisers can take advantage of data-driven planning and targeting capabilities, emerging creativity, and outcomes-based measurement to unlock more value in OOH.

Key Takeaways:

A core mission is to utilize data-led technology to reduce friction in OOH buying and get more dollars into the medium. While advertisers have historically allocated just 4% to 5% of overall ad budgets to OOH, brands and agencies have shared that they’re planning to invest more in OOH over the next three years according to Talon-BWG research.

“We’re democratizing inventory and the ability to give advertisers access to real-time availability,” said Wilson. “This allows them to know what the best pieces of inventory are out there for them to use. This is a big part of reducing friction.”

Automation in the form of Programmatic OOH is another growth opportunity as advertisers look to leverage the speed and flexibility to change campaign messaging or delivery on the fly. “We’re seeing new clients coming to OOH with the use of programmatic buying,” said Wilson. “And this represents incremental dollars for OOH.”

Brands are pushing the creative boundaries of OOH with new technologies like full-motion digital video, AR/VR, and 3D creative – and this is becoming more mainstream with the growing use of dynamic creative capabilities in OOH. “We’re creating engaging experiences that delight consumers and drive behavior,” said Wilson. “It’s all about experiences and there’s no better medium than OOH for using data-driven creative to bring brands to life.”

Watch the full Geopath OOH Office Hours fireside chat here.

Data-Driven Targeting, Unmatched Scale/Reach, and Unskippable Nature Are Among Advertisers’ Top OOH Considerations

More than half (51%) of advertisers expect to invest more in Out of Home (OOH) in 2023, according to a new survey of brand marketers and agencies released by BWG Strategy, a leading provider of market intelligence, data, and other information, and Talon America, a leading independent OOH media specialist and technology services company.

Currently, advertisers are allocating just 4 to 5% of overall ad budgets to OOH. The survey reveals that industry optimism for OOH is growing with 93% of advertisers planning to allocate 5% or more of their overall marketing budgets to OOH in 2023; and 97% are planning to allocate 5% or more in 2025. The study finds that marketers are planning to shift budgets from other channels to OOH – with social media (31%) and linear TV (25%) representing the top channels that advertisers will shift budget from to allocate more investment in OOH.

OOH is increasingly being used as part of an advertiser’s cross-platform strategy – with 86% citing that they somewhat often or very often consider OOH as part of their omnichannel strategy consideration. Additionally, the increase in digital screens and programmatic capabilities offers advertisers greater opportunities to expand the use of OOH. Adoption of digital OOH (DOOH) formats is high with almost half (49%) of advertisers stating that their OOH spend was DOOH in nature today, and 100% stating that they are aware that DOOH is available programmatically today. Programmatic is gaining momentum with advertisers as a way to transact for DOOH buys – with programmatic OOH spending projected to double this year, according to Insider Intelligence.

“Consumers have returned to the great outdoors in full force and marketers are embracing the full potential of the digitized and unmissable OOH medium that offers a limitless creative canvas and an unmatched ability to reach one-to-many at meaningful scale,” said Jim Wilson, CEO of Talon America. “Our BWG study validates that OOH is an effective and valuable channel – transformed by data and technology to deliver more targeted and measurable campaigns and built for omnichannel success to allow advertisers to start a customer journey from in-home to out of home.”

Driving brand awareness is seen as a key advantage of OOH with advertisers saying that they’re primarily using OOH for top-of-funnel marketing efforts: 76% of respondents indicate that they use OOH for mass awareness and 73% indicate that they use OOH for brand building.

However, data-driven capabilities in OOH are fueling advertiser adoption to achieve full-funnel brand goals. The study finds that the three most important attributes for advertisers when considering OOH are data-driven audience targeting opportunities (49%), unmatched scale/reach (49%), and the unskippable nature of OOH (43%). Additionally, over 70% cite having better measurability and attribution solutions would contribute to greater investment in OOH.

“Our study shows that advertisers are shifting their dollars to follow their audiences that have largely resumed their pre-pandemic outdoor lifestyles,” said Brad Lyons, Partner & Head of Primary Research of BWG Strategy. “We can expect advertisers to take advantage of newer audience-based targeting and attribution capabilities in OOH for both brand building and performance marketing to engage consumers with the right message at the right time and in the right place.”

Methodology:

Talon commissioned BWG to conuct an advertiser study on OOH usage, spending, and priorities in the planning, buying, and measurement of OOH advertising. BWG executed an online survey via Qualtrics among 40 brand marketers and agencies involved in the decision-making for OOH advertising. The survey participants were qualified as senior decision-makers at scaled advertising agencies that were allocating ad dollars into out of home. The study was conducted in September 2022.

The complete BWG Talon OOH Advertising study can be accessed below.

Unveils New Creative OOH Campaign for Premium Side Chik Sandwich

New York, NY – October 31, 2022 – Talon America, a leading independent Out of Home (OOH) media specialist and technology services company, today announced that it has been appointed as U.S. OOH media agency partner by Krystal Restaurants, the original quick-service restaurant chain in the South. Krystal is expanding its brand of craveable indulgences for breakfast, lunch, dinner, and late-night, and Talon was selected as a partner with proven data-driven targeting and measurement capabilities to develop and execute OOH campaigns for its new premium sandwich offering and support overall brand and growth goals.

Krystal Restaurants operates nearly 300 restaurants across 9 states and Talon will deploy an OOH format mix of static and digital billboards, spanning digital bulletins, posters, transit shelters, gas station video networks (GSTV), and among others. Leveraging its technology platforms, Talon will execute precision targeting and measurable campaigns to drive foot traffic and sales performance aligned to restaurant locations. Krystal and Talon just unveiled a new OOH creative campaign to promote the new premium Side Chik chicken sandwich.

OOH continues to be the most effective medium for reaching one-to-many at scale – and 43 percent of U.S. adult consumers are noticing OOH ads more than before the pandemic, jumping to 59 percent with Millennials, 62 percent in cities with populations of one million plus, and 63 percent with Gen Z, according to the OAAA.

“Krystal has built a reputation of offering hot, fast, and friendly service paired with highly craveable menu items and OOH offers an unmatched creative canvas with new audience-based targeting and outcomes-based measurement capabilities for reaching local audiences with impactful storytelling,” said Jim Wilson, CEO of Talon America. “We look forward to our collaboration with Krystal to helping them achieve their full-funnel brand goals – from awareness to the purchase stage – with bold, unmissable OOH campaigns that reach high value on-the-go audiences.”

“As we continue to expand our restaurant locations and menu offerings, we’re refocusing our investments in OOH as an integral part of our omnichannel strategy for driving awareness, engagement, and conversion,” said Casey Terrell, Chief Marketing Officer of Krystal Restaurants. “We’re impressed with Talon’s OOH expertise, data, and technology capabilities that can deliver precision targeting and measurable performance outcomes in creative OOH campaigns to support our growth.”

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 Manchester and its affiliate Talon America LLC headquartered in New York City, Talon delivers expertise at the global, national, regional, and local levels. Additionally, Plexus, Talon’s global OOH planning and buying network, connects over 20 Talon and partner offices around the world, enabling expert campaign planning in over 100 markets worldwide. Learn more at www.talonoutdoor.com. Connect with us on Twitter and LinkedIn.

About Krystal Restaurants LLC

Headquartered in Atlanta, GA, Krystal Restaurants LLC is the original quick-service restaurant chain in the South. Krystal hamburgers have been served fresh and hot off the grill on the iconic square bun since 1932. The company proudly sticks to the classics, but over the years, they’ve never been afraid to innovate.

Krystal has grown to be in 9 states with nearly 300 restaurants and continues to deliver a one-of-a-kind taste experience through their unique menu items that are offered at a great price. The company’s Atlanta-based Restaurant Support Center serves a team of more than 3,500 employees. In 2019, the company was selected as USA Today’s 2019 Top-10 Best Regional Fast Food List.

For more information, visit krystal.com or follow on Facebook and Instagram.

Out of Home (OOH) advertising has evolved into a targetable and attributable high impact medium for brands to reach, engage, and influence consumer behavior in an effective way. But what exactly is driving OOH’s renaissance and what will fuel the creative future of the advertising channel?

Talon’s Group CEO Barry Cupples sat down with Advertising Week Global President Ruth Mortimer for a fireside chat at Advertising Week New York 2022 about the growing excitement for OOH as an integral part of the multi-media, multi-channel ad strategy. Barry delved into what’s behind OOH’s Renaissance, including how audience-first planning, intelligent technology platforms, creative innovation, and flexibility are all contributing to driving meaningful and measurable business outcomes.

Among Barry Cupples’ key takeaways:

“OOH only accounts for 3% of total U.S. ad spend. The reality is that it’s miles off from where it should be – and that’s why I joined OOH.”
“OOH is having a Renaissance. It’s joining the big girl’s table. We’re now omni-channel capable. There have been major technological advancements. We’ve always had massive creativity and reach in OOH. You can tap into richer audience and behavioral insights. We underwent a digital transformation and have the tools to drive measurable outcomes. Essentially, we’ve jumped leaps and bounds in OOH. And it seems like the only people who don’t know it are the clients!”
“Emerging technologies like AI, AR, VR, and 3D are massively impacting OOH. Consumers in the U.S., UK and China have begun to see bold creative jumping out of the screen – this will become the norm as the use of emerging tech continues to grow. For me, AR and VR campaigns and their ability to drive social experiences is the biggest opportunity that OOH has in the next five years.”

For a discussion on the undeniable power of OOH creativity in breaking through the clutter and capturing consumer attention, Talon America’s Senior Vice President of Client Strategy Enza Chiodi was joined by Jay Young, Grand Visual Chief Client Officer; Brad Simms, GALE CEO & President; and Al Dejewski, MilkPEP Vice President of Marketing. The panel of OOH, creative, and brand experts shared how craft, canvas, connectivity, and content can help marketers tap into the endless creative possibilities of OOH, allowing any brand to execute out-of-the-box campaigns that are not only location drivers, but can drive cross-channel storytelling, social amplification, consumer engagement, and measurable outcomes. And with digital OOH innovations and immersive technologies like AR, brands are entering the next dimension with visually bold and creative storytelling campaigns that deliver compelling, larger than life moments.

Among the panelist key takeaways:

OOH creativity has evolved in the last few years.

“Post-pandemic, planners, marketers, and creatives, who were confined to the perimeters of a digital display ad, had a desire to do something bigger, better, and burst out of the boundaries of the billboard. There was also a desire to reconnect with audiences emotionally. As a result, we’ve seen some incredible OOH campaigns.” – Jay Young
“Media is the new experiential and OOH is where people are. So, we’re seeing OOH drive a different strategy lens, which drives a different creative lens, which drives a different way you think about media. On the agency side, what we’ve seen in OOH has been transformative – especially in the last 18 months.” – Brad Simms

Tech advancements are driving creativity – and taking OOH campaigns to the next level.

“When you talk about the funnel, technology is one of the OOH elements that allows you to get into consideration. One of the unique campaigns we’re working on with Milk involves leveraging user-generated posts from Reddit about the product, which we’re pushing to OOH to show the uses of milk. That moves OOH away from static content that is up for 30 days into something that is closer to a trending conversation – and by converging these mediums, OOH goes beyond the awareness phase and into consideration.” – Brad Simms
“When you buy OOH, you’re buying screens. Digital, connected screens that allow you to take the right, contextual message to the right audience at the right location to drive the right connection with that audience. It’s akin to real-time programmatic – and we’re leveraging the medium in a relevant way to help us tell our story.” – Al Dejewski
“There’s lots of new tech out there. More and more cameras are being built into digital screens, which makes mass augmented reality experiences possible. The minute you do it en masse, you start to create more emotional connections. And the more you incorporate that kind of tech into digital screens, the more interesting the campaign can become. What we need is more media owners to hedge their bets by building the technology into their digital OOH screens.” – Jay Young

Driving client inspiration and ideas starts with moving OOH upstream.

“OOH inspiration is all around. But our job is to connect the dots. We have to bring brand, media agency, creative agency, media owners, and innovative suppliers together and strategize on how we can create something special to tell the brand story. That’s when the really interesting work gets made.” – Jay Young
“OOH can’t start with a media buying conversation. It has to start with the storytelling. The strategists and the creatives are thinking about the consumer and the journey – and they are baking in the decision to leverage digital OOH, 3D, etc. Frankly, we need to move the contemplation of how to fit in OOH way North.” – Brad Simms

The next big thing in OOH is…

“In the future, I expect the continued digital expansion of the OOH landscape to better democratize the various creative uses of the medium. Also, there will be an uptick in the natural integration of OOH into the fabric of a city – where a building becomes the screen.” – Jay Young
“OOH is at this hockey stick growth point where we’re about to see epic innovation with technology, location, and integration with digital and mobile.” – Brad Simms
“The runway is huge for OOH. Measurement will continue to be key because as we tell that brand story, I need to make sure that I deliver returns on the OOH investment – not only from a dollar perspective, but also from a consumer perspective. We have to change attitudes and sell more products – regardless of your category.” – Al Dejewski

First Joint Out-of-Home (OOH) Campaign for Converse Achieves Meaningful Impact.

(May 23rd, 2022) New York and London – Stagwell Media Network, part of Stagwell (NASDAQ: STGW), today announced the integration of the US OOH teams from the network’s omnichannel media agency, Assembly, with Talon, to offer smarter, data-driven, and creative-led OOH planning, buying, and proprietary technologies to advertisers. This move represents the next phase of the strategic partnership formed at the end of last year. Together, the team has since successfully collaborated with Converse on an innovative OOH program that has driven meaningful results for this influential brand.

Jill Rynenberg, Integrated Digital Marketing Manager, Converse commented, “Out-of-home was integral to Converse’s ‘Create Next’ campaign which saw John Boyega, an influential film star, born and raised in South London, join forces with Converse. It was really important to target the hometowns of Boyega and the five young and undiscovered London filmmakers which we were able to deliver through Talon’s bespoke solutions. This was our first out-of-home campaign planned through Assembly and Talon Outdoor, and we were delighted with Talon’s collaborative and data-led approach to planning.”

Rynenberg continued, “Using Talon’s proprietary data management platform, ‘Ada,’ billions of device-level audience data points were activated in order to pinpoint a highly targeted bespoke urban audience in these key hometown locations centred around Peckham and Brixton. Talon worked collaboratively with Assembly and Converse to deliver this highly targeted campaign which was delivered at breakneck speed. Talon’s audience-first data intelligence approach to planning allowed us to reach more of the right audience at the right time, ultimately improving ROI on media spend. We look forward to extending this partnership to deliver many more OOH campaigns.”

“While OOH revenues were impacted by the pandemic, channel innovations, real-time flexibility, and accelerated creativity has repositioned OOH in the mind of consumers and brands, as demonstrated by the Converse campaign,” said Jon Schaaf, Global Chief Investment Officer, Stagwell Media Network. “By further combining our experience, teams, tools, and industry partnerships, our collaboration with Talon will enable marketers to differentiate their brand and offerings from their competition across both upper and lower funnel efforts.”

Barry Cupples, Talon’s Global CEO said, “Stagwell’s technology-first approach coupled with their deep expertise in media, creative and digital transformation dovetails seamlessly alongside Talon’s. OOH is more powerful than ever; harnessing data-fuelled technology with capabilities for audience targeting and measurement across the customer journey is bringing game-changing opportunities for advertisers.” Cupples continued, “The strengthening of our partnership with combined goals to drive effectiveness and improve business results for clients will undoubtedly deliver better outcomes for brands and add genuine value to the top and bottom line.”

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:

Exclusive access to granular audience circulation and impression data for all OOH media owner/publisher members’ inventory
Option to join COMMB’s Marketing or Programmatic Committees, which formulate and adopt out-of-home marketing standards
Networking and opportunities to strengthen accountability and credibility with clients
Enhanced exposure to other member companies, marketing, educational resources, ‘COMMB Talks’ events and more.

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

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 has established a partnership with LiveRamp, a leading connectivity and data provider, which will expand opportunities for advertisers to target and reach audiences across the OOH landscape via Talon’s proprietary data management platform (DMP), Ada.

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. By building more precisely targeted and optimized media buys, Ada helps OOH advertisers achieve better brand and business outcomes.

By connecting Ada to LiveRamp’s Data Marketplace, Talon will access more than 100,000 audience segments from over 150 third-party providers. The many audience segments available will enable more advertisers to seamlessly extend their online audience targeting strategies to OOH.

Jonathan Conway, Chief Operating Officer at Talon America, commented, “We all know that delivering relevant ads to large volumes of the right audiences produces great results. That is what OOH does best. The goal for Talon’s data-fueled technologies is to unlock the power of precision-targeted OOH for an even broader set of advertisers. Our partners have embraced Ada to optimize their OOH campaigns and they have been achieving measurable and incremental lifts in brand consideration and purchase intent. Our partnership with LiveRamp will extend those opportunities to supercharge OOH effectiveness even further.”

Proving OOH Effectiveness with Ada Optimized Campaigns

Analysis from On-Device Research compared the results of recent Ada optimized campaigns with campaigns that used standard OOH planning techniques. The study uncovered a 32% increase in targeting efficiency with an uplift in brand consideration of 5.8% for Ada campaigns, compared to a 3.8% OOH norm, representing a 53% improvement. The study also found Ada campaigns on average deliver a 1.6% purchase intent lift, which is eight times greater than OOH norms (0.2%).
An Ada optimized Casual Dining Restaurant OOH campaign designed to drive restaurant visits to national locations increased the reach of the brand’s target audience by 20% and drove a 318% lift in restaurant visits – increasing lift in visits by 1.4x.

Ada leverages digital advertising data to supercharge one-to-many OOH campaign effectiveness. Specifically, the OOH AdTech offering connects first, second, or third party audience segments to its live feeds of anonymized location history data to produce new insights about real and recent audience behaviors and journeys. Movement patterns are analyzed against the viewability areas of hundreds of thousands of OOH ad units to pinpoint the locations, environments and moments that will most effectively reach and engage high value audiences.

New York, NY – April 27, 2022 – Talon, the world’s leading independent Out of Home (OOH) specialist media agency, today announced the appointment of Chris Greene in the newly created position of Chief Revenue Officer (CRO). Chris joins Talon America from Cooler Screens where he served in the same role. He is responsible for leading new client development, revenue growth, go-to-market development and execution, and marketing in North America. Chris is based in Talon America’s New York City headquarters.

“Talon America is entering an accelerated growth phase in delivering data-led OOH creative, planning, buying, and proprietary technologies to advertisers,” said Jim Wilson, CEO of Talon America. “As we continue to scale the business to its next level to better serve national, regional, and local brands and agencies, Chris brings an impressive track record in leading high-performing OOH, media, and technology revenue teams. I’m confident he will be a tremendous asset as we deliver on our mission to be the partner of choice for a comprehensive set of OOH services and solutions.”

An established sales leader, Chris brings over 20 years of successful business development and consultative revenue leadership in OOH advertising, media, and technology services. As Chief Revenue Officer of Cooler Screens, he led the sales organization for the largest digital in-store network start-up in the U.S., where he developed the go-to-market strategy and multi-channel partnerships with OOH specialist agencies, brands, shopper marketing, and other advertising channels. Previously, Chris led sales and revenue growth for cutting-edge advertising solutions with top companies, such as Orange Barrell Media, Yieldbot, Spotrunner, and Westwood One. He also oversaw title sponsorships and street furniture assets for Lyft Bikes, the largest bike-share operator in the world.

“Talon has built a trusted reputation for its focus on top talent, deep investments in technology-led OOH solutions, and for producing award-winning creative campaigns for renowned brands,” said Chris. “I’m thrilled to join Talon at a time of accelerated OOH growth. Talon’s differentiated strategy will continue to pave the way for leading the industry transformation for ‘unsiloing OOH’ with precision targeting, outcomes-based measurement, and cross-platform execution.”

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.

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.”

Our site uses cookies.

Our site uses cookies.

Analytical Cookies