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Talon boosts US Out of Home data intelligence with SafeGraph partnership

Talon Outdoor, the independent global out of home media specialist, has further enhanced its audience insight and targeting capabilities with SafeGraph, the leading provider of US Points-of-Interest (POI) data.

This further bolsters Talon’s drive to make OOH ‘Smarter as Standard’ complementing its existing and expanding suite of audience insights and campaign planning tools.

The partnership will see SafeGraph’s Places data integrated within Plato, Talon’s automated media trading platform, which aggregates OOH inventory into a single, intuitive campaign planning and delivery system.

Plato allows campaign planners to explore, plan, check availability, reserve and trade traditional and digital OOH inventory across multiple markets and is due to launch in the U.S early next year.

Jonathan Conway, Chief Strategy Officer at Talon says: “Smarter as Standard is at the heart of Talon’s US market proposition. It means applying data-driven insights to each stage of the OOH media and creative planning process. This approach enables advertisers to deliver more relevant ads to more relevant audiences and maximise their return on their OOH investments.”

“Having evaluated a range of providers, we chose to partner with SafeGraph due to their high quality, accurate and comprehensive business locations dataset. SafeGraph’s data will sit within Plato, enabling our teams to automatically identify advertising units near to key business locations or build custom packages which reach valuable audiences in the right context.”

Auren Hoffman, CEO of SafeGraph commented: “SafeGraph is proud to partner with Talon and facilitate their proprietary OOH advertising platform Plato. For advertisers, it means they can unlock real-world market intelligence with leading Places data, business listings, and store visitor insights, for any commercial space in the US, including major retail chains, shopping malls, convenience stores, airports, and more.”

The new partnership deal sees Talon continue to grow and expand its footprint in the US through OOH AdTech solutions development and organic revenue growth, alongside the recent acquisitions of Grand Design, QDOT and Grand Visual.

For further enquiries please contact: Nick Mawditt [email protected] – + 44 (0) 207467 6723

About Talon: Talon Outdoor is a truly independent Out of Home media specialist and a significant player in the Out of Home agency sector with a focus on delivering smarter, creative, technology-led and integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open working between agencies, clients and media partners.

Talon has achieved the Campaign Best Places Number 1 Medium sized UK Company to Work For and has also featured in the Sunday Times Fast Track 100, as No. 1 in Best Companies and in LSE’s 1000 Companies to Inspire Britain.

Talon handles the Out of Home media for several of the UK’s leading advertising brands through Omnicom Media Group UK agencies, along with other agencies including AMS Media Group, JAA, Havas Media Group, Goodstuff, Ptarmigan Media and Republic of Media.

Talon has offices in London, Manchester, New York and San Diego, plus several other US cities, and has built an OOH planning and buying network covering US, Europe, Asia and Latin America covering 75 markets.

About SafeGraph: SafeGraph is a data company that seeks to understand the physical world and power innovation through open access to geospatial data. SafeGraph has built the source of truth for physical places, covering business listing information, building footprints, and foot-traffic insights for 5+ Million Points-of-Interest in both the US and Canada. Visit us at to learn more.

SafeGraph Contact: Jason Cook, VP of Business Development & Customer Success [email protected] 503-592-0092

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