Digiday has learned that Stagwell Media Network and U.K.-based out-of-home media company Talon Outdoor have cut a strategic partnership deal that boosts Stagwell’s digital OOH offerings for its clients while giving Talon better and deeper access in the U.S. marketplace. Both companies plan to alert their respective clients of the partnership starting immediately.
Principals at both firms talked a lot about OOH’s “renaissance” through its digital expansion into video, as well as the deeper data and insights about OOH audiences that can help to convince a broader array of clients to buy in as part of omnichannel media strategies. Media-spend predictions issued by the major holding companies in the last week or two confirm that OOH is expected to grow double-digit percentages in 2021 and ’22.
According to Barry Cupples, Talon’s global CEO, Talon currently handles about $450 million in media spend in the U.K. and another $150 million in the U.S., so he’s looking to expand both numbers, with an emphasis on U.S. growth. “There’s lots of blue sky ahead,” said Cupples.
As for Stagwell, Jon Schaaf, global chief investment officer at Stagwell Media Network (SMN), said the partnership “pours gas on the fire” of SMN’s OOH media practice, currently a very small portion of its $5 billion in media spend for clients across its agencies that it hopes to double in the next year.
“Our clients are looking for more trackability, scaleability, accountability in their media plans,” said Schaaf. “We always had a core OOH solution, but the depth and technology and analytics and resources Talon brings really help us up-sell and cross-sell these services to our clients.”
Added Anas Ghazi, chief strategy officer for parent company Stagwell Group, and who oversees affiliate and strategic partnerships: “This fulfills a need we have with a partner who’s trusted and has global scale that’s also on the cusp of innovation and technology.”
Talon has worked hard to expand its U.S. reach throughout 2021 via several deals. It formed a strategic partnership Talon-Buntin America with agency The Buntin Group with a focus on local and regional brands, partnered with MadHive for a connected video offering that mashes up OTT and digital OOH, and allied with programmatic firm Hivestack.
“Media has got to be braver in its role moving forward in a world that’s driven by client outcomes and proving that you can be a business partner top-line and bottom-line,” said Cupples. “The way Stagwell has played out to us fits very well with how we go to market. We’ll be very good bedfellows.”
How publishers are future proofing their commerce offerings for post-pandemic consumers
Four publishers gathered at Digiday Media's Commerce for Publishers Forum to talk about their affiliate programs and strategies.
Member ExclusiveMedia Briefing: Publishers and media unions are still haggling over office-return plans heading into the summer
In this week's Media Briefing, senior media reporter Sara Guaglione reports on how unions at some major media companies are pushing back against publishers' return to office mandates, with The New York Times Guild seemingly netting a victory on Wednesday.
‘He thought I was accusing him of being racist’: Confessions of a comms pro on working with out of touch leadership
The [CEO] and one of the other co-founders felt the need to point out that they mentor black people and donate to black-focused charities. 'It wasn't about them, but they were making it about them.'
SponsoredHow marketers and retailers are unlocking the true value of retail media
Ben Kneen, senior director of product management, Xandr It’s a challenging time for retailers in the advertising industry. As they cope with supply chain woes and inflation-related pressures, they seek high-margin revenue streams amid evolving privacy regulations and massive shifts in identity solutions — including IDFA, the deprecation of third-party cookies and more. In light […]
As economic uncertainty grows, senior media buyers expect decent upfront pricing options across linear and digital
TV sellers face a steeper uphill climb to sell billions of ad time in advance, as market indicators look increasingly gloomy. But that's not stopping one seller from seeking aggressive pricing and volume gains.
How Microsoft plans to storm adland: ‘Attribution, CTV, in-game ads and potential M&A’
Microsoft Advertising VP Rob Wilk explains how it plans to burnish its $10bn ad business