Out of home media firm Talon Outdoor has partnered with US Points of Interest (POI) data provider SafeGraph to enhanced its audience insight and targeting capabilities.

The partnership will see SafeGraph’s Places data integrated within Plato, Talon’s automated media trading platform, which aggregates OOH inventory into a single campaign planning and delivery system. Plato enables campaign planners to explore, plan, check availability, reserve and trade traditional and digital OOH inventory across multiple markets and is due to launch in the US early next year.

SafeGraph’s data covers business listing information, building footprints, and foot-traffic insights for more than 5m points of interest in the US and Canada.

“Smarter as Standard is at the heart of Talon’s US market proposition,” said Talon chief strategy officer, Jonathan Conway. “It means applying data-driven insights to each stage of the OOH media and creative planning process. This approach enables advertisers to deliver more relevant ads to more relevant audiences and maximise their return on their OOH investments.

“Having evaluated a range of providers, we chose to partner with SafeGraph due to their high quality, accurate and comprehensive business locations dataset. SafeGraph’s data will sit within Plato, enabling our teams to automatically identify advertising units near to key business locations or build custom packages which reach valuable audiences in the right context.”