Talon, MadHive Partner to Unite OOH, OTT Advertising


Independent Out of Home (OOH) media specialist Talon is rolling out a new connected video offering that unifies over-the-top (OTT) and digital out-of-home (DOOH) advertising.

As such, Talon is joining forces with MadHive to connect digital audiences across two of the fastest growing advertising channels in the U.S. — OTT and DOOH.

Madhive joins Hivestack as a strategic partner to enhance its services and solutions to serve their current and prospective clients.

Talon will utilize MadHive’s proprietary platform to connect advertisers to premium connected TV (CTV) inventory and its end-to-end campaign planning tools for audience targeting, measurement, and attribution. “Combining OTT and DOOH makes perfect sense,” said Adam Helfgott, CEO of MadHive. “It allows buyers to plan, activate, and measure two rapidly expanding media channels that represent an even larger percentage of marketers spend. The cross-channel platform will deliver a more holistic picture of the customer journey by creating new currencies and insights on a single audience — all while simplifying brand workflow.”

DOOH domestic advertising spend is projected to reach $3.84 billion by the end of 2023, according to Statista. Further, eMarketer notes that U.S. programmatic DOOH ad spend doubled last year and is projected to reach $533.8 million by 2022.

“The growth of digital video is fueling the movement from in-home to out-of-home and we’re empowering advertisers to activate their cross-channel video strategy of reaching high-value audiences at scale, whether it’s a traditional managed service or a self-service approach,” said Jim Wilson, CEO of Talon America. “As marketers look for measurable incremental reach and the ability to tie campaign spending to business results, we’re enabling advertisers to start an OOH journey in-home. By bringing to market new solutions with MadHive and Hivestack, we’re connecting audience data across OTT and DOOH to deliver outcome-based campaigns as advertiser demand on each channel reaches new heights.”

Hivestack’s Supply Side Platform (SSP) will programmatically feed DOOH screen inventory to MadHive, that will serve as the demand-side platform (DSP) for activation across OTT and DOOH leveraging Talon’s Ada audience segments.