Havas Media entered into a partnership with OOH specialist agency Talon in North America, with Talon providing its OOH services planning and proprietary technology as well as data platforms across Havas’ client roster in North America.
Talon’s services include strategic OOH planning, audience-driven targeting, media buying and execution, and outcome-based measurement and will provide Havas clients with specialists embedded at each stage of the campaign process. The move marks an expansion of an existing relationship with Havas in the U.K. dating back to November 2018.
“Talon brings an impressive track record in working with global brands and producing award-winning campaigns,” Havas Media Group CEO Peter Mears said in a statement. “This partnership fits into our global operating system that is Mx, which provides our clients the tools to build more meaningful media experiences creatively and at scale.”
Talon CEO for North America Jim Wilson told Adweek he saw a lot of opportunity for the growth of OOH in the coming months.
“The market may have paused and contracted somewhat during [the worst of] Covid-19 as people were inside and traffic slowed down,” he said. “We’re looking to continue to grow the market coming out the other side.”
“The power of OOH was never more on display than it was in [the worst months of] the pandemic. Once you’re in the world of essential pathways, you can see the importance of OOH,” he added, pointing to the an OOH campaign for Talon client Wendy’s, which promoted the launch of Wendy’s breakfast menu back in March.
While OOH has traditionally been treated as a silo, Wilson explained that Talon looked to integrate OOH into overall media plans by utilizing its ad tech platforms Ada and Plato.
“OOH has largely stayed off to the side due to the uniqueness of the business,” Wilson said. “Traditional billboards largely dominate the space. I think you’ll see the acceleration of digital OOH. The ability to connect data sets between in-home and OOH creates an opportunity to pull OOH in to the overall planning cycle.”
“I think the pandemic has only increased the focus on OOH,” during which time “the precision of OOH became more important,” he added. “That will accelerate the focus on digital, data and precision. Flexibility and adaptability are going to be increasingly important going forward.”
Earlier this month, Havas Media became the first agency to join Prebid, a coalition of ad-tech companies focused on standardizing programatic monetization. Havas went through a round of layoffs across its U.S. agencies last month, including Havas Media, due to the impact of the coronavirus pandemic, impacting around 150 employees.