Nielsen announces an integration with Talon Outdoor, which enables marketers to intelligently target audiences across both online and Out of Home (OOH) by combining its Nielsen Marketing Cloud solution with Talon’s proprietary data management platform Ada.

Nielsen Marketing Cloud’s data currently supplies the online programmatic ecosystem with premium owned and operated audience data and insight into consumer behaviour, preference, purchasing decisions and habits. These data sets are already available for activation across a number of different online and offline marketing channels including display, video, native, audio, connected TV and will now be available for OOH. It is a marketing solution created to help brands, media companies, marketing agencies, and advertising firms to gain more insight into their customers by integrating Nielsen’s analytics, marketing activation, data, media planning, and data management capabilities into a single, unified cloud-based platform.

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Talon is an industry leader in OOH media, with a focus on delivering creative, technology-led and integrated communications. Its proprietary data management platform, Ada, aims to push the boundaries of data-driven OOH audience targeting and campaign measurement, enabling advertisers to create more effective campaigns. The specialist platform manages and activates billions of audience and location data points to create new intelligence about people’s real and recent behaviours, such as how they travel, the OOH advertising inventory they see, and the actions they take after exposure to brand messages.

By combining Talon and Nielsen capabilities, advertisers can now identify and activate valuable audiences within an omnichannel strategy to deliver fully optimised marketing campaigns and promotions.

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Maureen Stapleton, International Commercial Leader, Nielsen Marketing Cloud said: “Brands are constantly competing for the attention of consumers, meaning that audience data and insight is now a significant part of any marketing strategy to target the right consumers, and how to do it effectively. Our new collaboration with Talon Outdoor is a crucial step in bringing the power of Nielsen’s online audience segmentation to other marketing channels, and we are looking forward to seeing the plethora of Nielsen’s gold standard digital audiences become addressable in OOH media through Ada.”

Sophie Pemberton, Group Strategy Director at Talon Outdoor, said: “This collaboration is strategically important for Talon Outdoor. By working with Nielsen and their world class data and insight we are able to enhance advertising campaigns so that they are more effective, informative and engaging. It also enables us to continuously improve the Ada platform and leverage deeper insights for more OOH campaigns.”

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