Talon Unveils Unified OTT/Out-of-Home Media Buys

• by Joe Mandese  @mp_joemandese, 11 hours ago

As part of a broader shift of video advertising from “in-home” to “out-of-home,” independent out-of-home media-services agency Talon this morning unveiled a new “connected video” service unifying over-the-top TV and digital out-of-home video advertising.

The goal, says Talon America CEO Jim Wilson, is to deliver “measurable incremental” audience reach tied to explicit “campaign spending business results.”

The offering, which leverages programmatic media technology from OTT specialist MadHive and supply-side platform Hivestack, enables marketers to integrate local audience targeting, reach and frequency caps, as well as outcome-based measurement across both media.