What Talon does

Talon (legal entity Talon Outdoor, ultimate parent Canis Topco Limited) is an independent global Out-of-Home (OOH) media agency founded in London in 2013 by Eric Newnham. The company plans, buys, and executes OOH and Digital OOH (DOOH) advertising campaigns for enterprise brands across food and beverage (McDonald's, Starbucks, PepsiCo, Heineken, Pret A Manger, Yorkshire Tea, Comfort, Shake Shack), luxury (Versace, De Beers), automotive (Volkswagen), financial services (HSBC, PayPal), aviation (British Airways), cruise (MSC Cruises), tourism (Saudi Tourism Authority), retail (Specsavers), and sports apparel (PUMA), serving 500+ global brands in 100+ markets.

The core technology stack comprises three proprietary platforms: Atlas, a programmatic OOH Demand-Side Platform for automated planning and buying; Ada, an audience intelligence and data activation platform that processes billions of device-level data points with real-world location data to predict behavior and optimize targeting; and Atlas Planner, an AI-powered programmatic engine launched in April 2026 for intelligent OOH campaign planning and mapping. These platforms support a unified offering spanning strategic planning, programmatic buying, creative development, and effectiveness measurement, including outcome metrics such as footfall lift, ad recall, and purchase intent.

Talon generates revenue as a B2B advertising agency through commissions from media owners and fees from brands, negotiated per campaign and structured around multi-year contracts. The agency goes to market through direct enterprise field sales backed by 12 owned offices across the UK, US, Canada, Ireland, Belgium, the Netherlands, the UAE, and Singapore, supported by an additional network of 20+ partner offices worldwide. Distribution is reinforced by repeatable case-study evidence, including IPA Effectiveness Accreditation (held by Talon as the only OOH agency with this credential), widespread industry award recognition, and a programmatic self-serve layer for mid-market clients via Atlas and Ada.

Name

Talon

Legal name

Talon Outdoor

Website

https://talonooh.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Talon is an independent global Out-of-Home media agency founded in London in 2013 that plans, buys, and executes OOH and DOOH advertising campaigns for 500+ enterprise brands across 100+ markets through 12 owned offices and proprietary Atlas, Ada, and Atlas Planner technology platforms.

Ownership category

akta.pro rank

Product category

Out-of-Home Advertising Services

NAICS

Advertising Agencies (541810), Media Buying Agencies (541830), Advertising Agencies (54181)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Digital Out-of-Home (DOOH) Advertising (MPAAAKAB)

akta.pro secondary industries

OOH Production, Printing & Installation Services (BPAFALAL), Out-of-Home (OOH), DOOH & Ambient Advertising (BPAFAAAI), OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift) (BPAFALAK)

Keywords

• Out-of-home advertising
• OOH media planning
• Programmatic OOH buying
• Audience targeting platform
• OOH campaign management

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices12 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Agency Commission & Fees: Talon generates revenue as an independent OOH media agency by earning commissions from media owners and fees from brands and advertisers for planning, buying, and executing Out of Home advertising campaigns. The agency combines data, creativity, and strategic expertise to deliver measurable outcomes for clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Talon is the world's leading independent, global Out of Home (OOH) media agency that plans, buys, and executes OOH and digital out-of-home (DOOH) advertising campaigns for global brands. The company combines proprietary technology platforms (Atlas DSP, Ada audience platform, Atlas Planner) with strategic planning, creative development, and effectiveness measurement services. Talon operates a network of 12 offices across 8 countries, serving 500+ brands across 100+ markets.

Product overview

Talon is an independent global Out of Home (OOH) media agency offering a unified platform-plus-services model. The core product portfolio centers on proprietary technology platforms: Atlas Planner (AI-powered programmatic OOH planning engine), Atlas (programmatic OOH DSP for automated buying and optimization), and Ada (audience intelligence and data activation platform). These platforms are complemented by professional services including strategic planning, creative development, and campaign effectiveness measurement. The technology stack enables clients to plan, build, deliver, and measure OOH and DOOH campaigns faster and more effectively, with Atlas and Ada supporting the full campaign lifecycle from audience targeting through to footfall measurement and attribution.

Differentiator

Problem solved

Functional benefit

Brands

• Atlas Planner: AI-powered programmatic engine for programmatic OOH planning and execution.
• Ada
• Evolve

Products and services

• Atlas Planner AI-powered programmatic OOH planning platform that enables precise campaign targeting and optimization through intelligent mapping and data-driven insights.
• Atlas Proprietary programmatic OOH Demand-Side Platform (DSP) enabling automated planning, buying, and optimization of digital out-of-home advertising campaigns with data-driven audience targeting.
• Ada Proprietary audience intelligence and data activation platform that manages billions of device-level audience data points alongside real-world location and advertising information to predict behavior and optimize OOH targeting.
• Out of Home Planning Services Strategic OOH campaign planning services combining data, creativity, and independent thought to plan Out of Home campaigns that deliver results for global brands.
• Programmatic OOH Services Programmatic OOH buying and optimization services leveraging Talon's proprietary technology platforms to plan, build, and deliver faster, more effective OOH and DOOH advertising campaigns.
• OOH Creative Services Creative development services that create and craft brand stories fit for audiences, mindsets, moments, and the OOH medium, delivered across traditional and digital out-of-home formats.
• OOH Effectiveness Services Data-driven OOH insights and effectiveness measurement services that generate measurable business outcomes, including campaign attribution, footfall measurement, and brand impact analysis.
• International OOH Services (Evolve) International Out of Home advertising services and global campaign execution capabilities, delivered through the Evolve brand acquired in 2023.

Quantifiable outcome

• McDonald's Ada-optimized campaign achieved +50% footfall increase and 4.5x incremental visitors
• +4 more outcomes

Named customers21 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• UniLED SoftwarecoreTechnology or Integration · 20 January 2026Strategic partnership announced January 2026 to enhance digital verification capabilities for Digital OOH campaigns. The collaboration provides access to verify 100% of the UK OOH market through PlayOut, with UniLED's UniLIVE platform adding third-party validation beyond simple play counts. The partnership strengthens transparency, accountability, and standardized reporting for advertisers in the UK OOH sector.
• Out of Home MasterscoreStrategic or Co-development Partner · 21 January 2025Talon expanded its global footprint through the acquisition of Out of Home Masters in January 2025. The acquisition brought Cornelie Weller as Managing Director, Benelux, and established Talon's presence in Belgium and Luxembourg markets.

Scale indicators8 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Outfront Media: Outfront Media is a major US-centric OOH media owner, notably connected to Talon through former CEO Jeremy Male's advisory partnership. It represents both a potential inventory partner and a competitor as it extends into programmatic OOH capabilities.
• Clear Channel Outdoor: Clear Channel Outdoor is a leading global OOH media owner with operations across the US, Europe, and Latin America. It competes with Talon as both an inventory supplier and increasingly as a planning/buying counterparty in programmatic DOOH.
• Dentsu International: Dentsu is a global advertising holding company whose Posterscope subsidiary is Talon's most direct OOH-focused competitor. The broader dentsu network offers integrated media services that compete for the same enterprise brand budgets Talon targets.
• Omnicom Group: Omnicom is a top global advertising holding company with OOH capabilities within its agencies (OMD, PHD). Like WPP and Publicis, it offers integrated media buying that can include OOH, competing for the same enterprise clients Talon serves.
• Havas Media: Havas Media is a major global media agency network offering OOH planning and buying as part of its integrated media services. It competes with Talon for enterprise brand OOH budgets, particularly in European and APAC markets.
• JCDecaux: JCDecaux is the world's largest OOH media owner, with growing programmatic and planning capabilities that compete directly with Talon's Atlas platform. As both a Talon client and competitor in some planning/buying services, it represents both opportunity and disintermediation risk.
• WPP (GroupM): WPP is the world's largest advertising holding company with OOH capabilities embedded across its agencies (GroupM, Mindshare). As a major holding company competitor, WPP can bundle OOH planning/buying with broader media services, posing a structural threat to independent agencies like Talon.
• Publicis Groupe: Publicis is a major global advertising holding company offering OOH and integrated media services through its agencies (Starcom, Zenith). It competes with Talon for enterprise brand OOH budgets, especially in the US and European markets.

Direct peers

• Kinetic (now part of Talon): Kinetic was an OOH media agency acquired by Talon in 2021. As a former independent competitor now integrated into Talon, it illustrates the consolidation trend and the kind of tuck-in M&A Talon has used to expand its global footprint.
• Posterscope (dentsu): Posterscope is dentsu's specialist OOH media agency and Talon's closest direct competitor globally. Both offer proprietary technology platforms, audience targeting, and end-to-end OOH planning/buying services to enterprise clients across multiple markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/talonooh
• LinkedInlinkedin.com/company/talon-outdoor
• Instagraminstagram.com/talonooh

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries2 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A7 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Talon