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Nielsen partners with Talon Outdoor to launch OOH solution

August 25, 2020

Nielsen recently partnered with Talon Outdoor to combine its Marketing Cloud solution with Talon's data management platform, Ada, to deliver insights into OOH campaigns. The Marketing Cloud will supply Ada with data on consumer behavior, preference, purchasing decisions and habits, according to a press release.

With this integration, customers can integrate Nielsen's analytics, marketing activation, media planning and data management with Ada's OOH audience targeting and campaign measurement.

"Brands are constantly competing for the attention of consumers, meaning that audience data and insight is now a significant part of any marketing strategy to target the right consumers, and how to do it effectively," Maureen Stapleton, international commercial leader, Nielsen Marketing Cloud, said in the release. "Our new collaboration with Talon Outdoor is a crucial step in bringing the power of Nielsen's online audience segmentation to other marketing channels, and we are looking forward to seeing the plethora of Nielsen's gold standard digital audiences become addressable in OOH media through Ada."