Brainlabs, the leading independent digital media agency has struck a deal with independent Out of Home (OOH) media specialists, Talon, to extend its media reach into digital OOH environments for the first time.
In response to the increased client interest in OOH and DOOH, Brainlabs was seeking a partner to buy specific OOH placements in an agile and effective way. Talon’s OOH expertise and superior targeting techniques resonated with Brainlabs.
By partnering with Talon, Brainlabs will incorporate Talon’s data management platform Ada, and its proprietary DSP Atlas, into its tech stack for enhanced OOH activity as ad spend in the channel is expected to increase by 57% in 2021. Brainlabs has already executed its first OOH campaign with Pret A Manger to advertise its new Click and Collect services in Manchester.
Becci Dive, head of marketing at Pret comments: “As we continue to transform our business strategy, our marketing strategy is naturally following suit as we lean evermore on data to engage our customers with what they want, wherever they want. DOOH is a key channel in enabling us to fulfil this, and we’re thrilled to be extending the strategies we have in place with Brainlabs across new touchpoints, and are now able to access the brilliantly creative and industry leading teams at Talon.”
With Ada’s first-party data Brainlabs will be able to build audiences based on consumers’ real and recent behaviours that are bespoke to individual clients, brands, or…