New York, NY – Talon Outdoor, a leading independent Out of Home (OOH) media specialist, today announced that Plato, its OOH planning and buying platform, has expanded to provide precision campaign planning for marketers operating in industries where advertising activities are regulated and controlled. Key regulated categories of focus for Talon include nicotine, cannabis, alcohol, gambling and others. In addition to regulated categories, Plato continues to function as Talon’s core planning and buying capability for non-regulated categories as well.
With location data on more than 5.5 million Points of Interest, Plato reveals the precise distances between a wide range of OOH inventory and sensitive locations – schools, houses of worship, daycare centers, etc. – around which advertising activity for companies in regulated categories are typically restricted. As a result, Talon can use Plato to quickly and easily identify suitable OOH locations, avoid prohibited zones, select and secure premium inventory and legally plan and execute any OOH campaigns with confidence, ensuring that creative content meets local regulations.
“Out of Home advertising has always been a favored medium for brands in regulated categories, even with the complex rules that have made campaign planning a challenging process,” said Jim Wilson, U.S. CEO of Talon. “With advertising spend by regulated category companies expected to rise dramatically in the coming years, Talon’s Plato software platform allows for precise identification of all the OOH inventory, including static and digital, that satisfies the rules and prohibitions governing advertising, enabling our clients to reach their target audiences with a message that is powerful, timely and relevant.”
Plato uses the most up-to-date location data to pinpoint areas where regulated category companies can legally advertise as well as those zones where advertising activity would be prohibited. Talon takes into account each brand’s special compliance requirements and the importance of targeting adults of legal age. With Safegraph data integrated into the platform, Talon can use Plato to create custom market assessments, prioritize compliant markets and develop intricate media plans.
Plato is connected to more than 250 U.S. media owners, providing access to premium static and digital OOH inventory including roadside billboards and digital screens in convenience stores, offices, gyms and bars. The platform pulls data from a number of sources, including Geopath, the OOH ratings organization, and offers the ability to correspond directly with the media owner to secure a booking.
For media owners, Plato ensures that entire inventories can be easily seen, accessed and booked by planners and brands, helping to maximize exposure and generate additional revenue.
Insider’s take: This product certainly meets a need. Most states and municipalities have detailed restrictions on where you can advertise cannabis, nicotine and alcohol. Nice to see a buying platform that insures compliance with ad regs and laws.
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