31/10/2018 - News

Talon partners with Location Sciences to power data drive

Partnership will deliver improved frameworks and accuracy for OOH planning and attribution.

Mobile location intelligence company, Location Sciences, today announced they are partnering with Talon Outdoor, to power its new, proprietary data management platform, part of the digital technology having a transformational impact on Talon’s business and the Out of Home (OOH) industry. 

In a multi-year deal, Talon, the UK’s only independent specialist OOH agency, will both license Location Sciences’ proprietary location data, as well as work in partnership with the Location Sciences Data Science and Engineering teams, to create improved frameworks and accuracy for planning and direct inputs into its data platforms.

Talon has developed a proprietary data management platform to enable more data-driven OOH campaign planning and measurement than is possible today. The platform manages and activates audience and location data from various sources; including user-level location histories supplied by Location Sciences, Points of Interest (POIs) and inventory locations and visibility areas. Powered by data science models, these datasets are unified and transformed into insights about people’s behaviours, such as visits to real world places and exposures to OOH ads.

Commenting on the partnership, Location Sciences CEO, Mark Slade said:

“There is too much smoke and mirrors in location data and vast differences in quality and accuracy. We are pleased that Talon recognized the accuracy and scale of our data. We look forward to working with them to bring out the value of location data in OOH planning. The long-term partnership shows this data will become more and more critical to brands investing in this space.” 

Jonathan Conway, Chief Strategy Officer, Talon Outdoor, continued:

“Our understanding of on-the-go audiences is developing rapidly as we embrace location data and generate new insights and intelligence about their real world behaviours. This is helping us to make smarter decisions for our clients about targeting, optimisation and how to measure the outcomes of their campaigns. Rather than relying on third parties, we chose to create a proprietary Data Management Platform, designed specifically for out-of-home, infused with a specialist understanding of how the channel really works, and supported by providers of high quality and accurate location data.

“We’ve undertaken a careful analysis and selecting partners with the necessary precision, scale, profile and safeguards was essential. We see Location Sciences as a market leader in this area, so we are excited about the new solutions we will bring to market together. The long-term partnership underlines our commitment to location data, which we believe can be a powerful tool for brands making media investments in the out-of-home space.”

The platform will launch in November, having successfully launched a test and evaluation phase across 2018, working with some of Talon’s biggest OOH clients.