Caroline Decourcy, discusses the changes Talon is making to its Effectiveness Unit and what advertisers can expect.
In a rapidly evolving OOH landscape where attention, accountability, and effectiveness are paramount, we are (re) launching Talon’s Effectiveness Unit – placing data, insights and measurable outcomes at the heart of everything we do.
This move goes beyond a structural refresh; it’s a strategic commitment to redefining how OOH proves its value in an omnichannel world. Our aim is to foster more meaningful, data-led conversations around effectiveness.
With new and upgraded tools, a clear framework, and a sharper strategic focus, our reimagined Effectiveness Unit is built to work closely with our clients, translating data into powerful, practical outcomes.
Our ambition is to strengthen our role as a leader in effective media planning and performance.
Four Pillars Driving Smarter Outcomes
At the heart of our refreshed offering are four key pillars that shape our approach:
- Campaign performance: measuring real outcomes, not just reach.
- Actionable insights: delivering data that informs smarter, faster decisions.
- OOH’s role in the media ecosystem: verifying where and how OOH drives value alongside other channels.
- Thought leadership: shaping the conversation on how to use the medium most effectively.
Together, these pillars support our wider mission to make effectiveness not just a metric — but a mindset.
Powering a Smarter Approach
True effectiveness stems from a strategic combination of the right mindset, the right technology, and the right people. At Talon we’ve brought all three together to build an offering that’s not only smarter, but more collaborative, responsive, and made for real-world challenges our clients face.
It’s been designed to deliver best in class insights that inform smarter planning strategies encompassing everything from long-term brand tracking and creative effectiveness to bespoke studies, audience mapping, econometrics and PrOOH measurement. This framework allows us to offer a tailored, strategic approach for every brand using the OOH channel.
Introducing Pulse
PULSE_ is our new and improved insights platform delivering data that powers smarter, faster, strategic decisions. Built on our very own OOH consumer panel, It’s agile, flexible, and made for the way brands plan today.
Have you ever found yourself wanting to know “how is my brand performing versus competitors?” or “what part of my creative is most noticeable?” or “How does my audience behave when they are out of home?”.
From consumers insights to brand tracking, our new platform delivers timely insights when they are needed. Here’s what makes PULSE_ different:
A dedicated Talon audience panel: Our respondents are recruited specifically for Talon campaigns.
Double the sample size: 500 respondents per month (increased from 250)
Faster turnaround: Get the insights you need, when you actually need them.
More control: Measure what matters most. Whether it’s messaging or how consumers navigate a category, we can deliver insights to help inform those strategic decisions.
All while still measuring:
Seasonal Insights: Christmas, Easter, Summer, Halloween, Back to School
Trending Insights: Attention metrics, Distinctive brand assets
Audience Profiles: Changing behaviours of Gen Z, Movement patterns of college students and much more..
(Re) Introducing TRAX
Creative is one of the biggest levers in campaign effectiveness, and TRAX_ is here to make sure our client’s creative performs best. After years of creative testing at Talon, brand logos are only noticed 44% of the time by consumers.
Our proven methodology uses three key areas on OOH creative testing – heat mapping, gaze sequence, and hotspots and offers feedback on clear areas of attention and noticeability with possible improvements. With a benchmark database of over seven hundred creatives, we’re able to reliably explore how creative works, and how it can be optimised – bridging the gap between creative effectiveness and media planning.
This reset marks a step forward in how we define and deliver effectiveness in OOH. With a clear strategic framework, a renewed focus on insight-led planning, and the launch of our platform PULSE_ and creative testing tool TRAX_, we’re giving brands the tools, data, and partnership they need to make smarter decisions and see the true impact of OOH in the wider media ecosystem.
