The tightening link between media investment and measurable business outcomes is driving agencies to better demonstrate impactful results for its clients’ out-of-home investments.
Talon’s new head of effectiveness role is a story about where OOH is going – toward unified global standards, deeper analytics and a more accountable future for the channel. This is not a traditional analytics role; it’s a senior leadership position designed to formalize how OOH proves business impact at a time when marketers are demanding clearer ROI across every channel.
Qingxin Zhao, who will begin this role in April based in New York, will oversee research partnerships and leverage IPA accreditation to differentiate Talon and ensure better reporting for clients. Zhao comes from previous roles at IPG Mediabrands and Media Storm. Most recently, she was Head of Revenue Analytics at accessiBe. Zhao will report to Ryan Laul, North America CEO at Talon.
“Marketers want clarity, confidence and proof that their media investments are driving measurable outcomes — and OOH is in a position to deliver that at scale,” said Ryan Laul, North America CEO at Talon. “By adding Qingxin as our dedicated head of effectiveness, we’re doubling down on a core pillar of our offering. It’s a major step in shaping the future of OOH as a performance marketing channel.”
OOH agency Talon’s creation of its first Head of Effectiveness, North America role is a direct response to more measurable outcomes and deeper analytics. This comes as the category continues growing from a reach‑based channel into a performance‑driven one – backed by econometrics, mobile/location data, creative testing and MMM inputs.
This Talon U.S. hire signals that independent OOH specialists are now building the same measurement infrastructure typically associated with holding companies. This move also reflects a broader trend of OOH stepping into the same accountability arena as digital and CTV, armed with more robust data and cross‑market learning as part of the agency’s broader strategy.
