Out of Home (OOH) media specialists Talon Outdoor and the leading global digital OOH marketplace, VIOOH, have formed a strategic partnership to enable Talon’s clients to activate smart, dynamic DOOH campaigns.

The new partnership will utilise VIOOH’s exclusive access to premium JCDecaux inventory in the UK, via direct integration with Talon’s proprietary DSP, Atlas.

Talon’s clients can take advantage of real-time programmatic trading methods and the Atlas platform enables the evaluation of inventory using live and recent audience data.  This provides for a more strategic OOH approach with the ability to further optimise campaign spend and effectiveness. 

Atlas has been designed specifically for OOH and its nuances by leveraging intelligent targeting capabilities using Talon’s proprietary DMP, Ada, and integrating valuable OOH specialist expertise. Now in partnership with VIOOH, advertisers can facilitate audience-first trades via Real Time Buying (RTB) and Open Direct for guaranteed long-term campaign execution. Atlas is unique in its ability to execute campaigns via both trading approaches.

By putting audiences at the core of the platform and delivering relevant, viewed impacts within a brand safe environment, the model is proving incredibly effective for advertisers. Latest research demonstrated that Atlas campaigns are nearly four-times more likely to drive brand consideration and twice as likely to shift purchase intent versus online channels. Now using the same principles, advertisers can dial up or down campaign spend in real time, which for brands affected by the current unpredictable climate of shifting supply chains and variable stock levels has never been more crucial.

Sophie Pemberton, chief strategy officer at Talon, comments, “OOH’s progressive shift from an off-line to an on-line medium is being driven by advertisers wanting to activate campaigns in near-real time and in response to environmental triggers. Through the integration with VIOOH and Atlas, we’re pleased we can now deliver this for Talon’s clients.”

“We’re delighted to be partnering with Talon due to their creative and strategic expertise. This new partnership will give Talon’s clients access to high quality, targeted and flexible media activations for their digital OOH campaigns,” said Gavin Wilson, chief revenue officer at VIOOH. “We’re excited to work with Talon and look forward to helping more advertisers deliver programmatic campaigns that can be adapted mid-flight and drive efficient and optimised results,” added Wilson.