New deal gives digital outdoor activity data-driven boost

Brand owners will be given the chance to deploy programmatic digital out-of-home ads to the same degree of accuracy as online ads, enabling them to build custom targeting in any OOH environment.

The move follows a new deal which sees adtech group The Trade Desk and Omnicom Media Group UK join forces with independent outdoor media agency Talon Outdoor.

Using Talon’s data management platform, Ada, it is claimed that clients can get their hands on up-to-date audience insights based on a combination of anonymised behavioural, mobile location, point of interest and OOH inventory data.

OMG UK’s clients will be able to activate their own customer data or create custom audience targeting for their campaigns and, in addition to greater reach, it is claimed that Ada can offer optimisation capabilities, enabled by Talon’s AI – providing what the agency insists is “a more sophisticated data-led approach to Ada-driven DOOH ad placements”.

As a strategic partner to The Trade Desk and Talon, OMD 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, including Disney, John Lewis, McDonald’s, Sainsbury’s, and Volkswagen Group, will be able to use 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, the agency insists.

Talon group chief executive Barry Cupples said: “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.”