Under the arrangement, the two companies will combine the Nielsen Marketing Cloud solution with Talon’s proprietary data management platform Ada.

This, the two parties say, will enable advertisers to identify and activate valuable audiences within an omni-channel strategy, which in turn will help them deliver fully optimised marketing campaigns and promotions.

Maureen Stapleton, international commercial leader for the Nielsen Marketing Cloud, comments: “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.”

Nielsen Marketing Cloud’s data currently supplies the online programmatic ecosystem with owned and operated audience data, as well as and insight into consumer behaviour, preference, purchasing decisions and habits.

Data sets are available for activation across a number of different online and offline marketing channels including display, video, native, audio, connected TV, and now OOH.

Talon specialises in OOH media, with a focus on delivering creative, technology-led and integrated communications.

Sophie Pemberton, group strategy director at Talon, says: “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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