Adrian J Cotterill, Editor-in-Chief
The Trade Desk and Omnicom Media Group UK have announced a new partnership with Talon Outdoor. We are told that this will provide OMG UK’s clients with the ability to deploy data-driven Digital Out-of-Home advertisements in addition to their online media activity.
Phil Duffield, VP UK of The Trade Desk, told us “Helping advertisers deliver high impact campaigns is at the heart of what we do at The Trade Desk and it’s fantastic to see Omnicom Media Group UK lead the way in making the most of the new partnership. Being able to apply data in a streamlined way with transparent reporting is key to this.”
Talon’s expert data management platform, Ada will provide clients with up-to-date audience insights based on a combination of anonymised behavioural, mobile location, point of interest and OOH inventory data, with the goal of producing effective outcomes for such clients.
Melinda Clow, Managing Partner for Activation at Omnicom Media Group UK, said “We are excited to be able to take DOOH to the next level and offer our clients this unique opportunity to use data in a smart way to create competitive advantage. This, coupled with our expertise in activation and dynamic creative delivery, provides the opportunity to use DOOH to drive relevant messaging, real time demand and ultimately accelerate growth.”
OMG UK’s clients will be able to activate their own customer data or create custom audience targeting for their campaign goals. In addition to greater reach, Ada can offer optimisation capabilities, enabled by Talon’s artificial intelligence – providing a more sophisticated data-led approach to Ada-driven DOOH ad placements.
Barry Cupples, Group Chief Executive Officer of Talon was quoted as saying “We built Ada to create a unified understanding of OOH audiences and to enable advertisers to build accurate custom targeting in any OOH environment. Underpinned by Talon’s wealth of OOH planning expertise, this partnership with The Trade Desk further expands our programmatic OOH reach. We’re entering an exciting new area of programmatic OOH, and this partnership signals an important step for all of our clients.”
As a strategic partner to The Trade Desk and Talon, Omnicom Media Group UK will be the first media agency group to access this DOOH inventory via Talon, with other agencies slated to join later this year.
Omnicom Media Group UK’s clients will be able to utilise these enhanced capabilities, enabling them to extend their omnichannel programmatic campaigns into this increasingly digital channel – DOOH. They can also access relevant data insights, targeting and measurement capabilities, meaning their DOOH ads can be optimised and aligned as part of wider digital campaigns.
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