Talon, a leading Out of Home (OOH) advertising agency, is at the forefront of transforming the OOH sector. With a strategic mission focused on audience targeting, creative execution, effectiveness, and sustainability, Talon is leveraging technological innovation and strategic planning to drive growth within the broader media industry.
Evolution of Atlas
Launch and Expansion
A significant milestone in Talon’s journey is the evolution of Atlas, their automated digital OOH buying platform. Launched in 2020, Atlas has been designed to facilitate audience-first planning programmatically. In 2024, the platform expanded to Canada, marking a significant step in Talon’s international growth. This expansion aims to provide more options for integrated planning using Talon’s proprietary tools. The implementation in a new market echoes Talon’s commitment to innovation and broadens the scope for audience engagement across borders.
The Canadian rollout of Atlas is a testament to Talon’s vision and ambition. The platform’s ability to integrate programmatic planning into OOH campaigns has revolutionized how advertisers reach their target audiences. By offering cutting-edge tools, Atlas empowers brands to plan and execute campaigns with precision, ensuring higher engagement rates and more effective advertising spend. The expansion into Canada also highlights Talon’s strategy to harness global opportunities and tailor their offerings to meet regional market needs. This bold move positions Talon as a leader in the ever-evolving OOH advertising landscape.
Insights from Leadership
Sarah Kim and Daniel Mak, senior leaders at Talon, share their perspectives on Atlas’s development and impact. Kim expresses excitement about the platform’s Canadian launch, emphasizing that this milestone reflects Talon’s ongoing commitment to innovation and client satisfaction. For Kim, the expansion represents an opportunity to deliver enhanced value to clients by leveraging advanced technological solutions. The implementation of Atlas in Canada provides a framework for exploring further international markets.
Daniel Mak discusses the challenges faced and the advantages of having an in-house demand-side platform (DSP) integrated with multiple supply-side platforms (SSPs). This integration offers a distinct edge in the competitive OOH landscape by streamlining the buying process and optimizing ad placements. According to Mak, the combination of proprietary technology with strategic partnerships enables Talon to offer unparalleled service and outcomes. This sophisticated setup is crucial for maintaining a competitive advantage and delivering on the promise of data-driven, programmatic OOH advertising.
Real-Time Enhancements
Nicola Fox, Head of Programmatic at Talon, highlights the significant enhancements made to Atlas’s Real-Time offering. These improvements have enabled brands to execute national campaigns in real-time, driven by data. The widespread adoption by clients underscores its effectiveness. Fox attributes this success to a collective effort involving internal teams, agency and client partners, as well as media owners and technology partners. The collaborative efforts have ushered in a new era of real-time advertising, where campaigns can be adjusted on the fly to maximize impact and respond to changing conditions.
The real-time capabilities of Atlas have transformed the way brands approach OOH advertising. By leveraging these advancements, advertisers can engage with audiences in dynamic and meaningful ways. This flexibility enhances campaign performance and ensures that messaging resonates with target demographics. Real-time data allows for immediate adjustments and optimization, making the entire process more efficient and effective. The success of these enhancements demonstrates Talon’s ability to innovate continuously and stay ahead of industry trends. By integrating real-time capabilities, Atlas sets a new standard for OOH advertising.
Out of Home’s ACES
Introduction of Ace Cards
In 2024, Talon introduced OOH’s “ace cards” – Audience, Creative, Effective, and Sustainable. These cards represent critical pillars to ensure that clients’ media plans deliver optimal results. Luke Willbourn, Managing Director UK at Talon, remarks on the positive reception of these ace cards and their role in showcasing OOH’s unique strengths to clients and partners. The introduction of the ace cards underscores Talon’s commitment to holistic advertising solutions that prioritize effectiveness and creativity. The initiative aims to highlight how OOH can deliver superior results by harnessing these four pivotal elements.
The ace cards are more than just a theoretical framework; they are actionable strategies that guide Talon’s approach to OOH advertising. Each card represents a core area of focus that enhances the overall impact of media campaigns. For instance, the Audience card ensures precision targeting, while the Creative card emphasizes engaging and innovative content. The Effective card focuses on measurable outcomes, and the Sustainable card reflects Talon’s dedication to environmentally responsible practices. By integrating these elements, Talon offers a comprehensive and balanced approach to OOH advertising that resonates with clients and audiences alike.
Future Developments
Further developments of the ace cards are anticipated in 2025. The ace cards are designed to highlight the unique strengths of OOH advertising, ensuring that media plans are not only effective but also sustainable and creatively engaging. This initiative is part of Talon’s broader strategy to lead the industry in innovation and effectiveness. With ongoing enhancements, the ace cards will continue to evolve, incorporating new insights and technologies to better serve clients and meet the demands of a dynamic market.
Talon’s vision for the future of the ace cards includes deeper integration with advanced analytics and programmatic capabilities. By leveraging data and technology, Talon aims to enhance the precision and impact of each ace card. Future iterations may also include customized solutions tailored to specific industries or client needs. This forward-thinking approach positions Talon as a trailblazer in the OOH advertising space, committed to continuous improvement and excellence. The ace cards are set to become an integral part of Talon’s offering, driving the industry toward more effective, sustainable, and innovative advertising solutions.
Effectiveness, Econometrics, and OOH
Advancements in Econometrics
Economic modeling and rigorous assessment of OOH’s impact have been a focal point in 2024. Emily Alcorn, Head of Effectiveness, highlights Talon’s strides in econometrics. Their work in integrating location data into econometric models aims to prove OOH’s effectiveness robustly and fairly. The newly developed automated Marketing Mix Modeling (MMM) template within the Plato technology stack enhances the accuracy of OOH measurement. By leveraging econometrics, Talon can provide clients with concrete evidence of campaign effectiveness and offer insights for optimization.
The integration of location data into econometric models represents a significant advancement in measuring OOH impact. By using precise data points, Talon can analyze how specific locations influence campaign performance and return on investment (ROI). This granular approach ensures a more accurate assessment of OOH’s value, allowing clients to make informed decisions about their media spend. Additionally, the automated MMM template streamlines the process of incorporating OOH into broader marketing strategies, offering a more efficient and reliable method for evaluating effectiveness. This innovation marks a major step forward in OOH measurement and accountability.
Collaborative Research
Alcorn also discusses collaborations with JCDecaux and Nielsen, leading to the ‘Location Matters’ research. This study demonstrates that granular location data can increase OOH ROI by up to 42%. The significance of these findings is showcased through Alcorn’s presentations at the World Out of Home Organization and awards earned for their econometrics work. These collaborations underscore the importance of partnerships in advancing industry knowledge and improving measurement techniques. By working with leading research organizations, Talon is able to validate its methodologies and provide clients with actionable insights.
The ‘Location Matters’ research highlights the critical role of accurate location data in enhancing OOH effectiveness. By pinpointing high-impact areas, advertisers can optimize their campaigns and achieve better results. The study’s findings have been instrumental in shaping industry best practices and guiding future research efforts. Alcorn’s presentations at industry conferences further emphasize the importance of data-driven approaches in modern OOH advertising. These achievements demonstrate Talon’s leadership in the field of econometrics and their commitment to continuous improvement. The collaborations and subsequent research have paved the way for more precise and impactful OOH campaigns.
ShopConnect Launch
Connected Commerce Solution
Talon’s innovative approach is further showcased with the launch of ShopConnect, a connected commerce solution designed in partnership with Assembly and Place Exchange. This tool connects media activation capabilities to digital out-of-home (DOOH) inventory, both within and near retail locations across the United States. ShopConnect is a game-changer in the OOH advertising space, bridging the gap between digital and physical advertising environments. By integrating media activation with retail locations, the platform offers brands a unique opportunity to reach consumers at critical decision-making moments.
Patrick Murray, VP Marketing, highlights the importance of this platform in reaching ready-to-buy consumers and influencing purchase decisions. ShopConnect’s impact is evident from its success and award nominations. This platform represents a significant advancement in connecting OOH advertising with consumer purchase behavior. By leveraging data and strategic placements, ShopConnect enhances the relevance and effectiveness of OOH campaigns. Brands can now target consumers with tailored messages as they approach retail locations, increasing the likelihood of conversion and driving sales.
Impact and Recognition
ShopConnect has quickly gained recognition for its innovative approach and effectiveness. The platform’s ability to connect with consumers at pivotal moments has resulted in high engagement rates and positive feedback from both clients and industry peers. The success of ShopConnect is reflected in numerous award nominations, highlighting its impact on the OOH advertising landscape. By seamlessly integrating digital and physical advertising, Talon has created a powerful tool that enhances brand visibility and drives consumer action.
The platform’s recognition underscores its value in the competitive OOH space. ShopConnect’s ability to deliver targeted messages in real-time has set a new standard for connected commerce solutions. This success is a testament to Talon’s commitment to innovation and their ability to anticipate and meet client needs. As the platform continues to evolve, it will undoubtedly play a crucial role in shaping the future of OOH advertising. The achievements of ShopConnect affirm Talon’s position as a leader in the industry, driving forward the next wave of OOH innovation.
Programmatic OOH in Ireland
Market Growth
The article details Talon’s progress in the Irish market, focusing on harnessing the potential of programmatic OOH to engage audiences effectively. Andrew Sinclair, Managing Director of Talon Ireland, emphasizes the exponential growth in this area through both programmatic initiatives and standout special builds. The Irish market has proven to be a fertile ground for innovative OOH strategies, with growing interest from brands seeking to leverage the power of programmatic advertising. Talon’s efforts in Ireland highlight their ability to adapt and thrive in diverse markets.
Programmatic OOH has become a key driver of growth in the Irish advertising landscape. By utilizing advanced data and technology, Talon can deliver highly targeted campaigns that resonate with local audiences. The success of programmatic OOH in Ireland is evidenced by the increasing number of brands adopting this approach. Talon’s innovative strategies and special builds have captured the attention of advertisers, showcasing the versatility and effectiveness of OOH. This growth reflects a broader trend of digital transformation within the OOH industry, as brands seek more sophisticated and measurable advertising solutions.
Market Education
Deputy Managing Director Aoife Hudson underscores the increasing demand for programmatic OOH and Talon’s efforts to educate the market on its benefits. These efforts have resulted in successful campaigns and attracted new advertisers, demonstrating the growing importance of programmatic OOH in the advertising landscape. Education plays a crucial role in driving adoption, as clients need to understand the value and potential of programmatic solutions. Talon’s commitment to market education ensures that advertisers are well-informed and confident in their investment.
Talon’s educational initiatives have been instrumental in fostering a deeper understanding of programmatic OOH among Irish advertisers. By organizing workshops, seminars, and training sessions, Talon has provided valuable insights into the advantages of programmatic advertising. These efforts have not only increased awareness but also equipped advertisers with the tools and knowledge needed to execute successful campaigns. The positive reception and growing demand for programmatic OOH in Ireland highlight the effectiveness of Talon’s educational approach. By empowering clients with information, Talon continues to drive innovation and adoption in the OOH industry.
Beyond Pints Initiative
Enhancing Team Culture
Jay Young, Managing Director of Grand Visual, discusses the Beyond Pints initiative aimed at enhancing team culture and fostering creativity through unique experiences outside of work. These activities, ranging from art exhibitions to immersive installations, are designed to inspire the team and strengthen inter-departmental connections. The initiative reflects Talon’s commitment to nurturing a positive and collaborative work environment. By encouraging creative exploration and team bonding, Beyond Pints aims to enhance overall productivity and job satisfaction.
The Beyond Pints initiative has proven to be a successful strategy for fostering creativity and innovation within the team. By providing opportunities for employees to engage in cultural and artistic activities, Talon creates an inspiring work environment that encourages fresh ideas and perspectives. These experiences also help to build strong relationships among team members, promoting collaboration and a sense of community. The positive impact of the Beyond Pints initiative is evident in the increased creativity and motivation within the team. This focus on team culture is a key component of Talon’s approach to driving success and innovation.
Positive Reception
Talon stands as a prominent leader in the Out of Home (OOH) advertising industry, spearheading the transformation and modernization of this sector. With a strategic mission concentrated on precise audience targeting, inventive execution, overall effectiveness, and sustainability, Talon is pushing the boundaries of what OOH advertising can achieve. The agency’s efforts focus on utilizing technological advancements and meticulous strategic planning to both bolster and redefine growth within the wider media landscape. By emphasizing the importance of reaching the right audiences in innovative and measurable ways, Talon ensures that advertising campaigns are not only impactful but also environmentally responsible. This holistic approach to OOH advertising, blending cutting-edge technology with sustainable practices, positions Talon at the forefront of industry evolution, setting a new standard for what is possible in the realm of media and advertising. They aim to redefine the future of OOH advertising, ensuring that every campaign delivered resonates powerfully with both clients and their intended audiences.
