Stagwell Media Network “pours gas on the fire” of its OOH offer via a new partnership with Talon Outdoor

Digiday has learned that Stagwell Media Network and UK-based out-of-home media company Talon Outdoor have entered into a strategic partnership agreement that strengthens Stagwell’s digital OOH offerings for its customers while giving Talon better and deeper access. in the US market. The two companies plan to alert their respective customers of the start of the partnership immediately.

Directors of both firms have spoken extensively about the ‘rebirth’ of OOH through its digital expansion into video, as well as more in-depth data and insight into OOH audiences that can help convince a wider range of clients. to buy as part of omnichannel media strategies. Media spending forecasts issued by major holding companies over the past two weeks confirm that OHO is expected to increase double-digit percentages in 2021 and 22.

According to Barry Cupples, global CEO of Talon, Talon currently manages around $ 450 million in media spending in the UK and an additional $ 150 million in the US. He therefore seeks to extend these two figures, with an emphasis on US growth. “There’s a lot of blue skies ahead of us,” Cupples said.

As for Stagwell, Jon Schaaf, global chief investment officer at Stagwell Media Network (SMN), said the partnership “throws gas on the fire” of SMN’s OOH media practice, currently a very small portion of its $ 5 billion. dollars in media spending for clients across her agencies which she hopes to double next year.

“Our customers are looking for more traceability, scalability and accountability in their media plans,” said Schaaf. “We’ve always had a core OOH solution, but the depth, technology, analytics and resources that Talon brings really help us sell and sell these services to our customers. ”

Anas Ghazi, chief strategy officer of parent company Stagwell Group, and who oversees affiliate and strategic partnerships, added Anas Ghazi: “This addresses a need we have with a trusted partner and on a global scale. which is also at the forefront of innovation and technology. “

Talon has worked hard to expand its reach in the United States throughout 2021 through several agreements. He formed a Talon-Buntin America strategic partnership with The Buntin Group with a focus on local and regional brands, partnered with MadHive for a connected video offering that blends OTT and digital OOH, and s ‘is allied with the programming company Hivestack.

“The media must be more courageous in their role to move forward in a world that is focused on customer outcomes and proving that you can be a business partner in terms of both bottom line and bottom line,” Cupples said. “The way Stagwell has played for us is a very good match for the way we’re going in the market. We will be great bed companions.

Stagwell Media Network ‘pours gas on the fire’ of its OOH offering via new partnership with Talon Outdoor

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