Talon Expands Access to OOH with Hivestack Partnership
Talon North America Strengthens Programmatic OOH Capabilities with Hivestack
New Partnership Powers Data-driven DOOH Campaigns for Advertisers
NEW YORK & MONTREAL, – Talon, a leading independent Out of Home (OOH) media specialist, today announced a North American partnership with Hivestack, a global ad tech leader in programmatic digital OOH (DOOH). The combination of Talon’s data technology and strategy-led OOH leadership and Hivestack’s global demand-side platform (DSP) capabilities offers brands and agencies a powerful path to executing outcomes-based OOH campaigns.
Specifically, the new partnership enables Talon to expand access to OOH for North American advertisers and agencies, and provides efficiency and flexibility through a single point of access to the rapidly evolving programmatic DOOH sector. This partnership further enhances Hivestack’s growing reputation in the U.S. market having onboarded several leading publisher partners in the last six months.
All forms of OOH are poised for a sharp rebound this year and, according to WARC, OOH is forecast to be the second-fastest growing medium in 2021, with global adspend rising by a fifth to $36.3bn. Moreover, with rising DOOH adoption, DOOH revenues continue to grow globally, currently estimated at $11.3bn. In the U.S., DOOH advertising spending in 2020 was estimated to amount to $2.72 billion, according to Statista. It is projected to further grow to 3.84 billion dollars by the end of 2023.
“With accelerating growth in both digital and programmatic OOH, we’re investing to make OOH buying as frictionless as possible with self-serve access for our advertisers,” said Jim Wilson, Talon North America CEO. “Our Hivestack partnership is another milestone in our commitment to making OOH accessible to advertisers in all forms. Whether it’s a traditional managed service or a programmatic approach, Talon is empowering advertisers to unlock its full value by unsiloing OOH through cross-platform brand campaigns that deliver measurable outcomes at scale, from in-home to out-of-home.”
Hivestack’s CEO, Andreas Soupliotis added, “Talon North America has an advanced mindset on how to reach consumers across multiple touchpoints — both outside of the home and inside of the home. We look forward to working with Talon to evolve Hivestack’s capabilities to be able to execute on this cross-channel vision. An additional, important part of the relationship will focus on surfacing Talon’s proprietary audience and measurement solution Ada in the Hivestack DSP.”
Barry Cupples, Talon’s Global CEO said, “As we accelerate our growth in 2021, we’re delighted to expand our adtech proposition through deeper investments in technology and by collaborating with innovative partners to scale our capabilities for our clients. Hivestack’s expertise will further strengthen our capabilities in building an unmatched full-service Out of Home agency.”
This new partnership will incorporate Talon’s OOH data management platform Ada, which will enable Talon to target audiences behaviorally using the Hivestack DSP.
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 and New York City. Visit www.talonoutdoor.com
Hivestack is the global, full stack, marketing technology company that powers the buy and sell-side of programmatic digital out-of-home (DOOH) advertising. Hivestack is headquartered in Montreal, Canada.
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