Talon Unveils Unified OTT-OOH Media Buys

As part of a broader shift of video advertising from “in-home” to “out-of-home,” independent out-of-home media-services agency Talon has unveiled a new “connected video” service unifying over-the-top TV and digital out-of-home video advertising. The goal, says Talon America CEO Jim Wilson, is to deliver “measurable incremental” audience reach tied to explicit “campaign spending business results.”

Viewing Trends Among OOH Consumers

To dig into out-of-home (OOH) viewing, Nielsen analyzed data to see what content Americans are consuming beyond the comfort of their own couches. The analysis, which looked into total day out-of-home TV viewership from the beginning of 2017 to the end of May, uncovered a bevy of trends — some intuitive, and some surprising — that begin to scratch the surface of this new horizon in measured behavior.

High Hopes For Sports OOH Viewership

The development of Nielsen’s out-of-home ratings system is one of the most closely viewed happenings in sports TV this fall, particularly when the NFL kicks off. After a season that saw NFL ratings fall by close to 10%, the increases that come from out-of-home ratings could build momentum for NFL telecasts that saw their biggest TV ratings drop in years, network executives say.

Major Overhaul Of OOH Ratings Coming

TAB will test a new measurement system using data collected from connected cars and smartphones while expanding the range of OOH formats measured and offering seasonal and daypart data.