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03/10/2019 - News

Talon boosts U.S. Out of Home data intelligence with SafeGraph partnership

Talon Outdoor, the independent global out of home media specialist, has further enhanced its audience insight and targeting capabilities with SafeGraph, the leading provider of U.S. Points-of-Interest (POI) data.

This further bolsters Talon’s drive to make OOH ‘Smarter as Standard’ complementing its existing and expanding suite of audience insights and campaign planning tools.

The partnership will see SafeGraph’s Places data integrated within Plato, Talon’s automated media trading platform, which aggregates OOH inventory into a single, intuitive campaign planning and delivery system. Plato allows campaign planners to explore, plan, check availability, reserve and trade traditional and digital OOH inventory across multiple markets and is due to launch in the U.S early next year.

Jonathan Conway, Chief Strategy Officer at Talon said: “Smarter as Standard is at the heart of Talon’s U.S. market proposition. It means applying data-driven insights to each stage of the OOH media and creative planning process. This approach enables advertisers to deliver more relevant ads to more relevant audiences and maximise their return on their OOH investments.” 

“Having evaluated a range of providers, we chose to partner with SafeGraph due to their high quality, accurate and comprehensive business locations dataset. SafeGraph’s data will sit within Plato, enabling our teams to automatically identify advertising units near to key business locations or build custom packages which reach valuable audiences in the right context.” 

Auren Hoffman, CEO of SafeGraph commented: “SafeGraph is proud to partner with Talon and facilitate their proprietary OOH advertising platform Plato. For advertisers, it means they can unlock real-world market intelligence with leading Places data, business listings, and store visitor insights, for any commercial space in the U.S, including major retail chains, shopping malls, convenience stores, airports, and more.”

The new partnership deal sees Talon continue to grow and expand its footprint in the U.S. through OOH AdTech solutions development and organic revenue growth, alongside the recent acquisitions of Grand Design, QDOT and Grand Visual.