• by Steve McClellan  @mp_mcclellan, March 30, 2021

In a bid to boost its programmatic capabilities for clients in North America, out-of-home ad agency Talon has struck an alliance with Hivestack the Montreal-based OOH programmatic buying and selling platform.

Talon said the new partnership enables it to expand access to OOH for North American advertisers and agencies, particularly in the rapidly growing programmatic digital OOH sector.

After severe pandemic-driven declines last year, OOH is poised for a sharp rebound this year. According to WARC, OOH is forecast to be the second-fastest growing medium in 2021, with global ad spend rising by 20% to $36.3 billion. DOOH revenues continue to grow globally, currently estimated at $11.3 billion. In the U.S. DOOH ad spending last year was estimated at $2.72 billion, according to Statista. It is projected to grow to 3.84 billion by the end of 2023.

“With accelerating growth in both digital and programmatic OOH, we’re investing to make OOH buying as frictionless as possible with self-serve access for our advertisers,” said Jim Wilson, Talon North America CEO. “Our Hivestack partnership is another milestone in our commitment to making OOH accessible to advertisers in all forms.”

This new partnership will incorporate Talon’s OOH data management platform Ada, which will enable Talon to target audiences behaviorally using the Hivestack DSP.