A NEW YEAR: WHAT WE’RE PREDICTING FOR OOH IN 2023
For THE FINAL PART of our reflection series, the Talon team SHARE THEIR THOUGHTS AND PREDICTIONS FOR 2023.
At Talon we’re the changemakers, the trail-blazers, the provocateurs, the pioneers of OOH. Combining a heady mix of creativity, technology and data, our senior leadership team share their expert opinion on what OOH and the wider media landscape will look like in 2023.
“2022 has been another successful year for Talon, with the rebrand, expansion into MENA and APAC and even more campaigns that pushed the boundaries and cemented us as industry pioneers who are constantly re-imagining and re-inventing the possibilities of what Out of Home can be.
In 2023, we expect to see a lot of uncertainty due to rising living costs. However, if the last three years have taught us anything, it’s important for brands to stay on and keep the momentum going. If we can survive living through the unknown, we can prepare and plan for what is coming. The OOH renaissance is here.”Barry Cupples, CEO
“2023 promises to be another exciting year for OOH. We expect to see continued growth in programmatic trading and a continued appetite for using the blank canvas that is OOH to deliver messages in innovative and special ways.
Sustainability will be of key importance and it’s our job to communicate the industry’s efforts in all that we are doing to be kinder to our environment in 2023.”Aoife Hudson, Deputy Managing Director, Talon Ireland
“Clearly there are some global economic headwinds that will influence our market, however, OOH has never been in better shape. The inventory and our ability to leverage data and tech platforms to drive effectiveness is continually improving.
OOH is very well placed in the wider media landscape to improve client outcomes, and the huge steps forward the industry has made in sustainability makes OOH one of most responsible choices a client can make.”James Copley, UK CEO
“I think Q1 is going to bring a lot of unknowns for every industry, including media. Clients are going to wait and see what the economic impacts are on consumers, before committing budgets. However, the OOH industry is in a fantastic position. The medium delivers trust to consumers. People are spending more time OOH than ever before, and the investment in technology means we can now be smarter, delivering audience-based outcomes. 2023 is going to be a challenge, but it’s one we are ready for!”Luke Willbourn, Chief Client Officer
“From an International perspective, despite a number of political and economic uncertainties I’m confident we’ll see a return of passengers to a pre Covid level in airports and an going commitment from clients and agencies to invest in OOH globally to deliver on their strategic objectives.”Adrian Skelton, Managing Partner
“2023 will be an interesting year for OOH, as the cost-of-living crisis continues, we expect to see more brands reviewing their media strategies and OOH represents a real opportunity for brands to effectively use media to build trust amongst consumers.
Research from the last economic downturn clearly shows the benefit to brands ‘staying on’ during a recession, and as we enter the start of an uncertain year, 2023 represents a good opportunity for brands to evaluate strategy and ensure they have the right share of voice to stay front of mind and strengthen market positioning.”Helen Saffer, Group Client Services Director
“Continued growth and development, plus an ever-increasing focus on sustainability and impact on the environment which will without doubt continue to be high up on the agenda for any CMO / key decision maker at client level.
Fortunately, OOH continues to make great strides in this area and the industry as a whole takes sustainability very seriously. From DOOH screens using 100% renewable energy sources, to zero carbon vans now provided for billers, and the phased-out use of non-recyclable materials means Out of Home already has the key foundations for building on a renewable future in 2023.”Jamie Finn, Group Client Services Director
“Even more blurring of the lines between OOH and Experiential. The two environments work well apart but when combined the results multiply even further. Media owners are investing in this space and we’re primed to support brands in this space.”Jay Young, Chief Client Officer
Here’s to a successful 2023 and a happy, healthy and successful New Year to all our clients, agencies and partners.