Talon America Launches Ada
Talon America Launches Ada to Supercharge Out of Home Campaigns with Audience-Driven Insights for U.S. Advertisers
Ada Optimized Campaigns Proven to Deliver Larger Lifts
in Brand Consideration & Purchase Intent
New York, NY – Talon America, a leading independent Out of Home (OOH) specialist, today announced the launch of its proprietary data management platform, Ada for the U.S. market. Ada generates intelligence on real and recent audience behaviors in the physical world, including how people travel, the OOH inventory they engage with, and the actions they take afterwards — enabling more effective, data-driven targeting and outcome-based measurement for OOH advertisers.
Ada is as a proven and trusted platform since launching in the UK in 2019 and is widely used by hundreds of brands, including McDonald’s, Virgin Media, and Starbucks to deliver data-driven audience targeting strategies for their OOH campaigns. Analysis from On Device Research compared the results of Ada optimized campaigns with campaigns that used standard OOH planning techniques. The study uncovered an average uplift in brand consideration of 5.8% for Ada campaigns, compared to a 3.8% OOH norm, representing a 53% improvement. The study also found Ada campaigns on average deliver a 1.6% purchase intent lift, which is eight times greater than OOH norms (0.2%).
“Out of Home is a primary advertising medium for local, regional and national marketers, and its scale and rapid digitization are providing even richer opportunities to deploy smart, data driven and measurable campaigns,” said Jonathan Conway, Chief Operating Officer at Talon America. “With Ada, we’re democratizing access to data-driven insights for OOH audience targeting and measurement. Ada empowers advertisers to seamlessly extend their online targeting strategy into OOH, enabling them to always reach the most relevant audiences and more accurately analyze their behaviors after exposure to brand messages.”
Ada leverages digital advertising data to supercharge one-to-many OOH campaign effectiveness. Specifically, Ada connects third party audience segments to its live feeds of anonymized location history data to produce new insights about real and recent audience behaviors and journeys. Movement patterns are analyzed against the viewability areas of hundreds of thousands of advertising placements to pinpoint the locations, environments and moments that most effectively reach and engage these audiences.
Talon America has active partnerships with third-party providers, including Cuebiq for mobility data, Distillery for audience data, and LoopMe for post-exposure data for measuring outcomes, each provide supplemental data to further bolster Ada’s capabilities.
Talon Outdoor is the leading global independent Out of Home (OOH) media specialist and technology services company focused on delivering smarter, creative, data-driven integrated OOH communications. Headquartered in London with additional offices in Manchester and its affiliate Talon America LLC headquartered in New York City, Talon delivers expertise at the global, national, regional, and local levels. Additionally, the agency has built a global OOH planning and buying network covering 75 markets across the U.S., Europe, Asia, and Latin America. For more information, please visit www.talonoutdoor.com
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