Atlas, Talon’s DSP, proves programmatic OOH delivers stronger payback on buy intent in comparison with digital channels

Historically, Out of Residence (OOH) has been thought-about a precious channel for driving metrics resembling influence and consciousness. However now Talon’s newest analysis into the effectiveness of its Programmatic Demand Facet Platform (DSP), Atlas, has proven that OOH also can payback on quite a lot of performance-based metrics extra efficiently than digital channels.

Atlas is the one DSP which leverages specialist information through Ada, Talon’s proprietary Knowledge Administration Platform (DMP), created to mix years of OOH planning experience with actual and up to date viewers behaviours. Atlas places audiences on the core of the platform, with Atlas campaigns confirmed to ship a stronger payback by figuring out and concentrating on shoppers who usually tend to be available in the market for sure manufacturers and merchandise.

Atlas campaigns are practically 4x extra prone to drive model consideration and twice as prone to shift buy intent as a result of they ship related, seen impacts inside a model secure surroundings. Evaluation from the unbiased analysis company, On Machine Analysis, reveals an virtually good correlation, of 0.988, between claimed intention and precise – underpinning the influence Atlas has on maximising manufacturers ROI by shifting actual world behaviour.

Since launching in 2020, Atlas has delivered numerous clever, information pushed campaigns for purchasers. and demonstrated how together with information, automation and attribution to OOH is delivering stronger outcomes on core KPI’s historically related to efficiency channels. Offering confidence in programmatic OOH’s skill to supply a direct response and act as an extension of consumer’s on-line methods.

Talon head of perception Emily Alcorn says: “At Talon, we delight ourselves on our skill to steer and champion effectiveness inside OOH , and the ambition was no completely different after we launched Atlas. We’re extremely pleased with the excellent outcomes that are a testomony to our dedication in offering merchandise and options that concentrate on delivering effectiveness for our purchasers.”

Josko Grljevic, chief transformation officer, says: “We constructed Atlas to redefine the OOH programmatic market with a data-centric platform that permits advertisers to capitalise on the wealth of OOH planning experience. These outcomes reveal how Atlas has reworked the OOH market to focus on and nudge shoppers additional alongside of their buying journey.”

Benchmarks had been performed from information evaluation of Atlas marketing campaign effectiveness research with a pattern of over n=2,400, which had been then in contrast towards On Machine Analysis on-line and social benchmarks for model uplift.

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About Talon:

Talon Outside is a really unbiased Out of Residence (OOH) media specialist and a number one participant within the OOH company sector with a deal with delivering smarter, artistic, technology-led and built-in OOH communications. Combining independence with a collaborative strategy, Talon promotes open working between businesses, purchasers and media companions delivering experience at a world, nationwide, regional and native degree.
Talon has achieved the Marketing campaign Finest Locations #1 Medium sized UK Firm to Work For and has additionally featured within the Sunday Occasions Quick Observe 100, as No. 1 in Finest Corporations and in LSE’s 1000 Corporations to Encourage Britain.

Talon handles the Out of Residence media for lots of the UK’s main promoting manufacturers by means of Omnicom Media Group UK businesses, together with different businesses together with AMS Media Group, JAA, Havas Media Group, Goodstuff, Ptarmigan Media and Republic of Media.

Talon has places of work in London, Manchester, Dublin, New York and San Diego, plus a number of different US cities, and has constructed an OOH planning and shopping for community masking US, EMEA, Asia and Latin America masking over 100 markets. www.Talonoutdoor.com