Into the unknown My first challenge became clear very quickly. There was a big shift happening - marketers wanted omnichannel campaigns that could track a customer journey through the entire sales funnel. And the OOH industry needed to dramatically improve its narrative and output if it wanted to see the growth it deserved. Armed with fresh data and new tech, we went to market in 2019. Our narrative focused on moving OOH out of the “guess economy” and into the “evidence economy” of omnichannel operations. We invested tens of millions in creating industry-leading platforms that gave advertisers the desired measurements. As a result, Talon could now track and deliver success metrics as well as any of the major players. We could understand and predict footfall better than our peers – delivering valuable analytics against how many people were influenced to purchase. We overlaid traditionally “soft” metrics with “harder” data-focused outcomes. As a result, we changed the industry paradigm. We could offer brands audience-based buying – giving marketers targeting as bespoke as any other form of digital media. Now, just as Eric predicted only 5 years ago, OOH has become truly omnichannel, seamlessly earning its place alongside other media channels and platforms in
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