Talon launches its ground-breaking automated technology platform PLATO
Talon today launches its bespoke automated, end-to-end implementation platform that allows us to plan, reserve, book and show availability.
PLATO stands for Talon’s PLATFORM for AUTOMATED TRANSACTIONS in OOH; or PLATFORM for OOH. It is the result of a collaboration with technology partner Bitposter, plus several of the leading UK OOH media owners.
The platform will become the chassis for Talon’s Out of Home campaign planning and delivery, hosting various internal and external inputs, including our data, third party data, Route, insights, booking and media owner availability.
Automation processes will reflect a more dynamic use of data and allow us to integrate more of the best data sources in the planning process. There will be more optimisation of inventory to reach different briefs and audiences, leading to increasingly well-informed decision-making.
James Copley, Managing Partner at Talon, comments on the development: “In a world of escalating automation, we want an approach where data, insight and intelligence are at the core of decision-making and planning and buying, driving the right efficiencies for a profitable media business.”
“Digital OOH now reaches more than 50% of UK adults and fast-approaching around half of revenues. We need to be smart to stay ahead of the competition and the market and reflect where our clients demand we are.”
“PLATO is the result of three years’ planning and building partnerships and a process that will enable Talon to seize a unique position in the sector to help our agencies and clients be more agile, efficient and ready to embrace change as part of Talon’s next phase of development as a more progressive and digitally-savvy business.”
PLATO will become immediately operational working on proximity and retail briefs, expanding to over 60% of all briefs by year end 2016, with 90-100% established in 2017. Our next steps will also include a fully integrated DMP (data management platform) incorporating real time and third party data sources to influence both planning and campaign activation.