Content

Stagwell, Talon partner to grow U.S. OOH

Provided

December 24, 2021

Stagwell Inc. and Stagwell Media Network has formed a partnership with out-of-home media specialist Talon to accelerate global growth in OOH advertising, according to a company press release.

"The global digital OOH market is highly fragmented and represents an untapped growth opportunity and Talon has built an impressive portfolio of technology and service capabilities with a deep bench strength of OOH specialists," Jon Schaaf, global chief investment officer of Stagwell, said in the release. "Our collaboration with Talon will help educate more brands and agencies across the global marketplace on the growing OOH opportunities for tapping into richer behavioral and location insights for quantifying the channel's true impact across the customer journey."

Talon joins Stagwell's network to offer data-driven, and creative-led OOH. The combination of Talon's investments in adtech platforms, including Ada, Atlas and Plato and OOH leadership, and Stagwell's global scale, offers brands and agencies a path for accessing capabilities to power OOH campaigns.

"The digital transformation of OOH is bringing game-changing opportunities for advertisers to apply modern, data-driven advertising techniques to target audiences and measure outcomes more precisely than ever," Barry Cupples, Talon's global CEO, said in the release. "Stagwell is one of the fastest-growing and transformative creative services networks and we look forward to our collaboration in fueling our next stage of growth in making it easier for advertisers in more markets to access and execute captivating and performance-driven OOH campaigns that surround people's everyday journeys."

Stagwell's Affiliate Network has created campaigns in e-commerce, scaled content and media OOH advertising.

Talon formed a strategic partnership with The Buntin Group to create an entity named Talon-Buntin America that delivers scale, agility, and expanded capabilities for local and regional brands. In addition, Talon unveiled a connected video offering, which unifies OTT and digital OOH advertising through a partnership with MadHive. Earlier this year, Talon formed a North American partnership with Hivestack that makes OOH buying more seamless for advertisers, according to the release.