OOH advertising gives brands a unique opportunity to become part of shared cultural moments. From major sporting tournaments and music events to viral social trends, the most effective OOH advertising campaigns connect with what audiences are thinking, feeling and talking about in real time.

But while these moments often showcase OOH at its most creative and responsive, they also highlight something bigger: cultural relevance shouldn’t be reserved for the largest events in the calendar. The most effective OOH campaigns aren’t just present during major moments. They’re able to connect with what people are thinking, feeling and talking about every day.

Why OOH Advertising Connects Brands With Culture

One of the unique strengths of OOH advertising is its ability to live within the environments where people spend their time. Whether it’s a busy commuter route, a shopping destination, a city centre or a transport hub, OOH reaches audiences as they move through their day.

Unlike many digital channels, it sits directly alongside the experiences and moments shaping consumer attention. This places OOH in a powerful position to connect brands with culture as it happens. From sporting events and concerts to viral social moments and local celebrations, OOH provides brands with an opportunity to engage audiences in relevant and meaningful ways.

How DOOH Supports More Relevant OOH Advertising

Digital OOH has made contextual advertising more accessible than ever. Advances in technology mean campaigns can now adapt messaging based on factors such as time of day, location, weather conditions or live events. This flexibility enables brands to deliver creative that feels more relevant to the environment and audience at that specific moment.

However, while technology enables responsiveness, the success of a campaign still depends on understanding the audience and the cultural context surrounding it. The most memorable campaigns don’t simply react quickly. They react intelligently.

What Makes OOH Advertising Culturally Relevant?

Some of the strongest examples of OOH advertising are rooted in cultural understanding. Throughout the World Cup, brands found creative ways to tap into tournament excitement and fan engagement. These campaigns demonstrated how timely, contextually relevant messaging can help brands become part of the wider conversation.

However, sporting tournaments are only one example. Throughout the year, audiences engage with music events, entertainment moments, seasonal trends, social conversations and local experiences. Each represents an opportunity for brands to create work that feels connected to what’s happening around them. When campaigns align naturally with these moments, they often generate greater attention and memorability.

Relevance Beats Reactivity

There’s a common misconception that successful reactive advertising is simply about speed. In reality, relevance is far more important. Consumers are increasingly quick to recognise when brands are forcing themselves into conversations that don’t align with their identity or values. The campaigns that tend to perform best are those that identify moments where the brand has a genuine reason to participate.

A culturally relevant campaign doesn’t need to respond to every headline or social trend. Instead, it should focus on the moments that matter most to its audience.

Examples of Effective OOH Advertising Campaigns

Many of the most talked-about OOH campaigns in recent years have succeeded because they understood the cultural moment. The National Lottery’s “A Ticket With Style” execution outside Wembley during Harry Styles’ residency demonstrated how a simple creative idea could tap into audience familiarity and context. Similarly, brands such as Specsavers and Lidl have shown how timely responses to popular culture moments can generate conversation far beyond the media placement itself.

These campaigns didn’t rely solely on scale or budget. Their success came from understanding what audiences were already paying attention to and finding an authentic way to contribute.

Looking Beyond Major Events

Major sporting tournaments will always provide valuable opportunities for advertisers. They unite audiences, generate conversation and create moments of collective attention. But cultural relevance shouldn’t be viewed as an event-only strategy.

Audience attention continuously shifts between sport, entertainment, music, fashion, social trends and community experiences. Brands that can identify these shifts and respond in meaningful ways have the opportunity to build stronger connections with consumers throughout the year.

As OOH continues to evolve, its ability to combine broad reach with contextual relevance remains one of the channel’s greatest strengths. For brands looking to create more impactful campaigns, the challenge isn’t simply reacting faster. It’s staying closer to the culture and conversations that matter to audiences every day.

Ellie Reeves, Effectiveness Manager at Talon, recently attended (and spoke at) Media360 – one of Campaign’s flagship events where industry trends, challenges and the future of media is discussed. In this blog, she shares the key learnings from the day for brands and agencies.

OOver the last two years, trust – perhaps a more antiquated metric in modern marketing – has worked its way back into becoming a buzzword. Demonstrations of its commercial impact by the likes of Peter Field have certainly contributed to this, but a growing dissatisfaction with digital players has also turned up the volume on the conversation.

For those in the audience at Future of Media in November 2025, the session with Esther Ghey alongside Simon Kilby of Bauer Media and Sonali Shah of Magic Radio is one that will have stayed with you. The discussion focused on the impact of media on young people and the industry’s role in creating safer environments, and delivered an emotive plea for a reassessment of marketers’ investment in the digital ecosystem.

Our industry’s simultaneous investment in and growing unease with aspects of digital channels is potent, with the AA’s All In Census highlighting that 60% of us don’t trust the industry we work in. At Media360 a few weeks ago, Dan Geneen of British Heart Foundation, also highlighted the scale of the challenge, noting that 10% of Meta’s revenue comes from fraudulent ads (Reuters).

This continued to be a key theme across Media360’s speakers. Alex Baker of Bauer Media noted consumers’ growing scepticism towards social media – a space where people spend huge amounts of time without always trusting what they’re seeing, creating vulnerability that bad actors can capitalise on. As a one-to-one media channel, digital experiences a unique vulnerability to distrust, whereas the visibility and shared experience of broadcast media can lend greater credibility to advertisers.

Baker called for greater regulation of digital platforms, in line with traditional media, not only in the content they approve and the inventory they sell, but also in how they are structured as media channels. This interestingly connects to wider conversations on industry currencies we’ve seen across 2026 – while the role of JICs is increasingly debated, they remain another example of how accountability and transparency are built into traditional media channels.

Against this backdrop of mistrust, OOH can provide a real-life legitimacy to campaigns and advertisers. Where consumers may question what they see in digital spaces, OOH’s visibility has fostered long-standing accountability. We’ve worked for decades with local councils, authorities and landlords to ensure the safety of advertising in this channel, which translates to real consumer trust.

That trust has a measurable impact. On average, we see a +19% increase in brand trust when purpose-led adverts are used in OOH (Talon Benchmarks). Interestingly, this metric doesn’t operate in silo – campaigns that drive trust see a holistic impact across brand performance, with an average +90% stronger uplift in brand metrics (Talon Benchmarks). This is seen across advertisers and sectors – whether brands are leveraging high trust or trying to build it, OOH is playing a key role as a as a trust-driver in a trust-poor landscape.

This is consistent across advertisers and sectors. Whether brands are reinforcing existing trust or looking to build it, OOH is playing a key role as a trust driver in an increasingly trust-poor landscape.

As a burgeoning channel for advertisers, LLMs show the initial warning signs of ethical uncertainty. Sam Tomlinson, MediaSense, highlighted that challenger brands are already pedalling misinformation into the likes of Reddit to influence their competitors’ representation in these models. And importantly, Guy Rogers, Lenovo, highlighted that as LLMs become monetised, we need to start with the ethical questions we should have had 15 years ago when digital started its rise.

Consumer’s growing interrogation of how and why they’re being targeted by advertising hasn’t just created a key challenge for fostering brand reputation, it’s enforced regulation and limited the efficacy of digital targeting precision. OOH has never relied on what data can be scraped. Instead, our proprietary technology harnesses safe, anonymised and transparent datasets, putting both safety and longevity at the heart of audience targeting.

But, as the age of signal collapse has shifted us from “who are you” to “where are you, when are you there, and what mindset are you in?,” OOH is primed for this context-led shift in media. It has always been a contextual medium, where environmental nuances, contextual triggers and dynamic messaging act as key levers to unlock relevance.

The advantage of audience-led digital activations – cheap CPMs and high ROIs – is becoming less critical to advertisers. This echoed across Media360. Rebecca Burchnall of PHD, reminded us that ROI often just measures how cheaply you’re doing something. Jerry Daykin of Restaurant Brands International, noted the danger of this metric is underspending purely for efficiency purposes; while Ben Brown of Allwyn pointed out that driving meaningful conversion and commercial growth often comes at a higher CPM, simply because it requires greater effort to achieve.

As old-fashioned as trust, long-term brand-building and media investment is back on the agenda. With audiences becoming harder to reach – driven by media fragmentation, ad blockers, and increasing privacy and content restrictions like LHF – broadcast reach has never been more important. However, alongside its traditional strengths, OOH is increasingly demonstrating full-funnel capability, with contextual messaging, audience targeting and point-of-purchase presence driving both desire and action.

It’s a channel that is both old and new, utilising programmatic for audience targeting, real-time bidding and in-flight optimisation, without sacrificing on broad reach and long-term commercial growth. At the heart of all this is safety, for advertisers and consumers alike – a channel that garners trust, rather than degrades it, in a world where trust has never been more scarce, or more valuable.

Earlier this year, Talon launched its inaugural Multi-Channel Masters, a learning series designed to upskill teams across the wider media mix. While we’re known for our expertise in Out of Home (OOH), understanding how our channel fits into the broader media landscape is more important than ever. These sessions were created to expand perspectives on the channels OOH works alongside, from Audio and TV to Online, Social, and Media Planning & Strategy.

Following the series, Client Manager, Daniela Ricci De Brito, shares her key takeaways.

“I came into the OOH specialist world with no prior media experience, so my career so far has naturally been shaped around OOH planning. My understanding of the wider media landscape mostly came from agency briefs and client presentations, where other channels were talked about in ways I didn’t always fully understand. 

The Multi‑Channel Masters helped change that. Through short, focused sessions led by people working across different channels, it gave me a clearer view of how the wider media mix actually works and where OOH fits into it. Having that context has made me feel more confident when approaching briefs and has helped everything feel a bit more joined up and manageable. 

The sessions have taught me that the thought process and justification agency planners implement goes much deeper than budget restrictions, and the proportion of media mix is tailored differently for every brief. Learning about the cost of TV, the audience reach of Social and connection of Audio, has opened a new perspective of how briefs come together and how my recommendations for OOH feed into optimal campaign planning. This has illustrated how intrinsically connected all channels truly are and how co-ordination across all is the future of advertising. 

One thing I’ve really valued at Talon is that training doesn’t stop at OOH. We’re encouraged to look beyond our specialism and understand the wider media landscape, which feels especially important right now as things continue to change so quickly. Learning outside of our industry says a lot about the culture at Talon. It shows that being good at your job isn’t just about knowing one channel well, but about understanding the wider environment it operates in. That broader knowledge doesn’t take away from OOH expertise, it strengthens it. 

Starting out in media with this kind of cross-channel exposure has felt like a real advantage. It’s helped me move beyond simply doing my job to understanding why decisions are made, and has noticeably improved my confidence as an OOH planner. I’m now able to make stronger recommendations while better considering other channels and wider factors, thinking beyond placements or formats to focus on how OOH contributes to brand awareness, engagement and trust. That’s made planning feel more joined up and improved how I work with agencies and clients. 

Overall, my experience with Multi‑Channel Masters has been genuinely positive. Stepping outside of OOH has helped me better understand how campaigns are built and where OOH fits alongside other channels, rather than viewing it in isolation.  

Most importantly, it’s built my confidence – in conversations, in planning decisions, and when working with agencies, knowing I have a clearer view of the wider picture. Learning beyond OOH hasn’t taken away from my specialism, it’s strengthened it. Multi‑Channel Masters is a reminder that media planning isn’t one‑size‑fits‑all, and that the best work comes from understanding how different channels work together.”

See highlights from Multi-Channel Masters below 👇

The Sunday Times has revealed its Best Places to Work 2026 in the UK, and Talon has once again been recognised as one of the winners.  

The nationwide workplace survey recognises and celebrates the UK’s top employers, showcasing organisations that are leading the way in employee engagement, workplace culture and overall employee experience. This year’s list features 567 organisations across industries and sizes, and our accreditation now covers our whole UK group, including Talon, Evolve and Grand Visual. 

Here’s what the judges said about us: 
 
“This independently owned London ad agency chooses benefits that support its 296 staff in real life, not just work life. New parents get six months’ paid parental leave and there are ten paid days for emergency childcare or carer support. Everybody receives a monthly “Feel Good Allowance” to spend on personal wellness, as well as access to therapy for them and their families. An annual global award of £10,000 for standout employees seals the deal.”

This latest recognition follows our Great Place to Work Certified™ accreditation across the UK, Ireland, USA, and Canada, and reflects our continued commitment to creating a workplace where people can thrive.  

Our basic philosophy is that a happy and well-motivated team deliver excellence and naturally go the extra mile. Therefore, we go above and beyond to ensure Talon is a great place to work offering a range of perks including a monthly “Feel Good Allowance”, summer/early Friday finishes, regular social events, free office breakfasts – alongside generous annual leave, maternity/paternity leave and flexible working as standard. 

Some of our policies and practices include: 

• Hybrid Work: Employees typically spend 3 days in the office and 2 days working from home, with “glide time” allowing staff to adjust their working hours.  

• Work from Anywhere: Allows all employees to work from anywhere for up to 2 weeks of the year.  

• 5 Employee-Led Committees covering Charity, Social, Belonging, Sustainability and People. Each has a board sponsor to represent them in the boardroom. 

• Buddy System: Provides new employees with a cross-department support system, introductory lunch and quarterly coffee check-ins 

• School’s Out policy: Supporting working parents and carers with additional flexibility during school holiday periods. 

• Progressive policies including pregnancy loss, menopause and menstrual leave alongside paid fertility leave. 

The Sunday Times partnered with employee-experience platform WorkL to deliver fresh insights into what makes a Best Place to Work. The 2026 survey celebrates employers that are leading the way in employee engagement, workplace culture and overall employee experience, with organisations recognised across different sizes and industry sectors.  

Read the full Best Places to Work 2026 list here. 

If you are interested in working at Talon, view our job openings here.

The FIFA World Cup 2026 may be taking place across the Atlantic, but for UK fans it’s already shaping up to be a summer that’s felt everywhere. On the streets, in pubs, on commutes and in everyday routines, the tournament will live far beyond the screen. 

With 48 teams and 104 matches, this will be the biggest World Cup ever. And despite the distance, the UK is fully tuned in. 81% of people plan to follow the tournament, one in five say they’re more excited than they were for Qatar 2022, and 69% of 18-35‑year‑olds expect to engage. The audience is there, the appetite is clear, and the opportunity is huge.

At a time when attention is fragmented and trust is harder to earn, one channel feels particularly built for the moment. Out of Home.

An Away Tournament, But a Home Crowd Ready 

Even when the World Cup isn’t hosted on home soil, engagement remains powerful. Qatar 2022 demonstrated that wider controversy doesn’t stop people showing up for the football. Despite 72% of UK adults holding negative perceptions of the host nation after the tournament, it still reached 51.2 million viewers in the UK and delivered a £2 billion boost to the UK economy.

Fixtures continue to shape daily routines, conversations and shared rituals. Few events cut through life in quite the same way, which is what keeps the World Cup one of the most culturally powerful moments on the calendar.

Two Home Nations, One Big Moment 

With both England and Scotland competing, interest at home is only amplified. England arrive off the back of a quarter‑final run, while Scotland return to the World Cup for the first time in 28 years. Group stages run from 11–27 June, with knockout football stretching through to the final on 19 July, meaning weeks of moments that matter. 

Late‑night kick‑offs, high‑stakes games and knockout drama will pull fans out of their homes and into shared spaces across the UK.

Fans Want to Experience It Together

The World Cup isn’t a solo sport. 71% of people prefer to watch matches in a group rather than alone, and 63% say they’re most excited about the atmosphere out in public. 

Plans vary. 55% expect to watch matches at home, 36% plan to watch in pubs or bars, and 27% at friends’ or family members’ houses. As the tournament unfolds, fans move between spaces, driven by fixtures, form and momentum. Wherever they choose to watch, one thing stays consistent – they’re out in the real world before and after kick‑off. 

Match Days Drive Real‑World Behaviour 

World Cups don’t just change viewing habits, they change how people spend. 70% of fans expect household spending to increase during the tournament, with 49% planning to spend significantly more on alcohol and takeaways. Match days also drive footfall, with 61% saying they’re likely to visit a supermarket on game days.

Preparation is part of the ritual. Stocking up, heading out, meeting friends and building anticipation all happen away from screens. That’s where OOH plays its role, placing brands directly into those high‑intent moments.

OOH Is Already Where Fans Are 

OOH doesn’t interrupt the fan journey, it moves with it. From towns and cities to transport hubs, shops and roadside routes, OOH is already embedded into everyday life. 

In fact, 95% of Brits encounter OOH weekly, more than TV, online or social. Around major sporting events, that presence matters even more. 77% of people notice brands surrounding sports moments, 59% say OOH ads referencing the World Cup make them pay more attention, and 48% say those ads influence their match‑day purchases. 

OOH doesn’t just deliver reach – it drives action. 

Smarter Media for a Tougher Advertising Game

 As pressures grow on traditional channels, brands need smarter tactics. Linear TV advertising has declined 7% year‑on‑year, with confectionery and snacks down 61%, and five of the twelve biggest LHF advertisers pausing activity entirely toward the end of last year. 

At the same time, HFSS‑compliant OOH panels are trading 30% ahead, creating an opportunity to maintain reach without compromising compliance. Programmatic OOH plays a key role here, allowing brands to rebalance investment as TV fragments.

Campaigns powered by Atlas deliver results across the funnel, including 2.3x higher brand preference, 15% higher brand relevance, and 1.4x uplift in purchase intent compared to traditional OOH norms. 

Relevance in Real Time

Programmatic OOH enables brands to react to the moment as it happens. By using real‑world triggers such as time of day, location, weather, temperature, pollen count and match progression, campaigns can stay contextually relevant throughout the tournament. 

That relevance delivers impact. Real‑world ads that leverage local context drive a 32% increase in attention, and in one example campaign, 99% of people said the messaging felt relevant. This responsiveness also translates into stronger brand outcomes. In a campaign running across both linear and RTB environments, the use of RTB delivered a 6ppt uplift in unprompted awareness and an 8ppt lift in perceptions of the brand being exciting versus linear OOH alone. 

With 66% of UK marketers planning to increase their use of dynamic creative in 2026, brands are clearly gearing up to respond not just to headline moments, but continuously as stories unfold in real life. 

Creativity That Connects 

The World Cup isn’t just about football. 38% of fans say they would enjoy the tournament even without watching the matches, 69% want historic or memorable moments, and 49% are drawn to the atmosphere and rituals that surround it. 

Creative OOH allows brands to tap into that emotional side of the tournament. 91% of people prefer funny brands, rising to 94% among Gen Z and Millennials, while 76% choose brands they feel connected to. 

That connection drives real results. 57% spend more with brands they feel connected to, while 41% will walk away from brands that fail to make them smile or engage. Creativity turns visibility into loyalty.

Creativity That Delivers Impact 

Well‑crafted OOH doesn’t just look good, it performs. Creative OOH can deliver a 35% increase in purchase consideration, 56% higher ad recall, and 17% uplift in consumer action. Adding social mechanics boosts effectiveness even further, delivering five times stronger memory encoding compared to standard formats. 

From murals that generate 10x more brain stimulation than prints and reduce cortisol levels by 22%, to experiential activations where 98% of people say they’re more inclined to purchase afterwards, OOH allows brands to be genuinely felt.

Trust Is Built in the Real World 

In an environment where fans are vocal and scrutiny is high, trust matters. 72% of people say bad ads hurt brand perception, 66% say intrusive ads reduce trust, and two‑thirds would boycott a brand if that trust is lost. 

Public messaging helps counter that risk. Ads seen in public are 43% more believable, and one in three people say they trust OOH advertising. Trust‑building campaigns also deliver 65% greater business impact, proving credibility and effectiveness go hand in hand. 

A Responsible Place to Show Up 

The scale of the 2026 World Cup brings responsibility. The tournament is projected to generate 3.7 million tonnes of CO₂, while only two of eighteen climate commitments have been completed, and no bi‑annual climate reports have been published. 

Fans expect more. 87% believe major sporting events must act on ecological issues, 89% expect more sustainable kits and equipment, and 66% say football still needs to do more on sustainability. 

While only 29% of people currently perceive OOH as a sustainable channel, the reality is different. OOH produces lower carbon emissions per impression than other measured media, operates with transparent supply chains, and 46% of its revenue is reinvested into public services and community infrastructure. 

Why OOH Is Built for This World Cup 

The World Cup will be felt far beyond the pitch. It will live in routines, gatherings, purchases and shared journeys across the UK.

OOH reaches fans wherever they are, speaks to them in the moments that matter, builds trust at scale, delivers creativity people remember and does so responsibly. 

That’s why, this World Cup, we’re big fans of OOH.

The alliance aims to strengthen transparency and accountability for Digital OOH campaigns. 

Talon, the leading Out of Home (OOH) advertising agency, today announced a strategic partnership with UniLED Software, a trusted third-party verification provider, to strengthen transparency and accountability in Digital OOH campaigns.

The move will bolster digital verification for Talon clients by providing an intuitive and market leading UI experience alongside providing access to verify 100% of the UK OOH market via PlayOut and other connections to Media Owners content management systems. This collaboration reflects a shared commitment to transparency and trust, giving advertisers consistent, independently validated standardised reporting.

PlayOut, launched by Outsmart in July 2023, is the UK OOH sector’s industry-wide data warehouse that manages and enables the sharing of Out of Home Media Owner playout data – delivering daily updates, real-time visibility, and accurate reporting through a standardised framework.

UniLED’s award-winning platform, UniLIVE, will enhance PlayOut by seamlessly integrating and validating campaigns against Route-verified impacts, adding third-party assurance beyond simple play counts. This ensures extremely high levels of accuracy, consistency, and credibility whilst providing a single source of truth within the OOH market.

By partnering with UniLED, Talon strengthens its commitment to transparency, trust, and innovation in Digital OOH while driving the industry toward greater accountability and operational efficiency.

Following a strong performance in 2025, Out‑of‑Home (OOH) moves into 2026 with confidence, momentum and even greater opportunity. The channel continues to evolve at pace, fuelled by bold creativity, richer data sophistication and technology‑enabled solutions that are delivering clearer, more measurable impact for advertisers than ever before. 

UK OOH revenue continued its upward trajectory in 2025, up +1.3% year‑on‑year to £1.413bn.¹ And despite ongoing economic headwinds, the outlook for 2026 remains strong, with revenues expected to grow a further 4.1% to £1.471bn.²

Digital OOH (DOOH) is no longer an emerging channel, it is the clear engine of OOH investment. By Q3 2025, DOOH represented 67% of total OOH spend, reflecting how advertisers are actively shifting budgets towards programmatic-led environments that offer greater control, smarter targeting and faster creative optimisation.³

As OOH continues to evolve, several key priorities will shape its direction in 2026. These include helping brands navigate new LHF regulations, strengthening brand‑building strategies amid audience fragmentation and ongoing AI disruption, unlocking the full potential of DOOH innovation, delivering culturally relevant creative, and driving measurable, sustainable impact. Together, these forces will ensure OOH remains an adaptable, future‑ready and essential part of the advertising mix. 

Beyond these priorities, we believe 2026 will be defined by five key trends shaping the future of OOH: 

1. The Return to Brand Building 
2. Joy and Humour Turns Viewers to Fans 
3. Context That Connects Not Creeps 
4. Cultural Relevance is Critical 
5. Trust Becomes the Ultimate Currency

1. The Return to Brand Building

More than a third (37%) of UK advertisers plan to increase their brand advertising investment in 2026.⁴

Brands are shifting back to consistent, always‑on brand‑building – not because budgets are suddenly overflowing, but because confidence is fragile and every pound needs to work harder. The winning approach blends long‑term brand strength with short‑term performance: continuous visibility that builds mental availability, paired with smart activation that converts demand when it matters. 

Marketers are also moving past siloed, superficial metrics in favour of holistic measurement frameworks that prove real business outcomes. And with even the biggest tech platforms leaning more heavily into brand advertising, the industry’s direction of travel is clear: brand strength is set to play an increasingly pivotal role in the advertising mix. 

The OOH Advantage:

• Brand Stature and Fame: IPA data shows OOH pushes brand perceptions hard – driving +88% lift in premium cues, +41% in esteem and +32% in fame.⁵ 
• Always-On Visibility: OOH naturally delivers continuous presence, keeping brands top‑of‑mind and building mental availability over time. 
• Proven Accountable Impact: Improved measurement and attribution make OOH a more accountable brand investment, evidencing both long‑term equity gains and short‑term performance. 
• Brand + Performance Working Together: OOH builds fame at scale while strengthening the effectiveness of performance channels that capture demand. 
• Scale, Trust and Credibility: In a world of fluctuating digital trust, OOH offers a high‑impact, brand‑safe environment that reinforces authority in the real world. 

2. Joy and Humour Turns Viewers to Fans

72% of people say they would choose a humorous brand over one that doesn’t make them laugh.⁶

After years of crisis fatigue and a relentless news cycle, audiences are actively gravitating towards content that lifts their mood. Humour – still massively underused in advertising – cuts through clutter, boosts memorability and strengthens emotional connection. It’s not just a creative choice; it’s a behavioural trigger that influences brand preference.

Yet 83% of UK consumers say their favourite brands don’t make them feel valued.⁷ There’s a clear opportunity for brands to use joy and humour more intentionally: to reconnect with people, build loyalty, stand out from competitors and balance the harder, more transactional messages that dominate many campaigns.

The OOH Advantage: 

• Emotional Impact at Scale: With 95% of purchase decisions driven by emotion, OOH’s big, bold formats amplify humour and joy instantly.⁸
• Memorable in the Real World: Humorous OOH disrupts daily routines, creating standout moments that build mental availability fast. 
• Built-in Social Currency: Joyful OOH sparks organic sharing, extending reach across social and digital without extra spend. 
• Warmth & Distinction: Light‑hearted creative makes brands feel human and likeable – and brands that build emotional connection see a +306% uplift in customer lifetime value.⁹

3. Context that Connects, Not Creeps 

57% of British adults say personalised adverts creep them out.¹⁰

Sensitivity to hyper‑personalisation is rising, especially online. People feel uneasy when ads appear to be tracking their searches, conversations or one‑off interactions – and the result is growing resistance to anything that feels overly intrusive.  

But this doesn’t mean relevance is unwanted. Far from it. 76% of people pay attention to ads that feel relevant, and two‑thirds say relevant ads help them discover new products.¹¹ The real issue isn’t personalisation itself – it’s personalisation that feels too close, too data‑heavy or too invasive. 

The OOH Advantage:

• Context Without Creepiness: OOH delivers relevance through time, place and environment – not personal data – avoiding the intrusive feel of hyper‑personalised digital ads. 
• Brand-Safe & Trust-Building: Because OOH doesn’t rely on tracking individuals, it feels transparent and respectful, helping brands build credibility and trust. 
• Helpful, Not Intrusive: Dynamic, location‑aware OOH can respond to real‑world moments and needs without crossing privacy lines. 
• Broad Reach with Positive Perception: Speaking to audiences collectively maintains scale while aligning with rising sensitivity around data use. 55% of people say OOH campaigns feel relevant to them.¹²

4. Cultural Relevance is Critical

82% of Brits say brands play an important role in shaping culture, and 80% believe brands should reflect modern Britain.¹³

Consumers now expect campaigns to mirror the moments, issues and pressures shaping their daily lives. With the cost‑of‑living continuing to influence behaviour, people are looking for brands that help them make ethical, sustainable choices without the premium price tag. 

Major cultural moments – from sporting events to festivals and national holidays – offer powerful opportunities to connect authentically. But they only land when brands feel timely, in touch and genuinely reflective of the culture around them. Campaigns that blend meaning with emotion and spotlight affordable, sustainable options can resonate deeply without coming across as worthy or preachy. 

The OOH Advantage: 

• Cultural Presence in Real Time: OOH lives in the moments, places and events that shape culture – making it perfect for timely, context‑driven messaging. 
• Shared Experiences at Scale: From sporting events to festivals and national milestones, OOH reaches people collectively, reinforcing community, pride and shared values. 
• Meaning Without Moralising: Appearing in everyday environments allows OOH to communicate purpose, affordability and sustainability in a grounded, non‑preachy way. 
• Emotional in Public Space: OOH’s physical presence helps brands blend meaning and emotion, creating resonance during moments that genuinely matter. 
• Proven Impact: Cultural moments in messaging delivers +6% higher action and 1.3x more likely to drive purchase intent.¹⁴

5. Trust Becomes the Ultimate Currency

92% of people say trust is essential when deciding whether to engage with a brand.¹⁵

As AI becomes part of everyday life, consumers are increasingly questioning what’s real and what’s machine‑made. With trust now a decisive factor — and 60% of people doubting the authenticity of online content – credibility has become a critical differentiator.¹⁶ 

In a world where digital content can be replicated, manipulated or fabricated in seconds, real‑world signals matter more than ever. Channels that offer verifiable, physical presence will play a key role in anchoring trust, building credibility and triggering genuine discovery. 

The OOH Advantage:

• Real-World Proof Points: OOH provides a tangible, unalterable presence – a physical proof point that reassures consumers in an era of synthetic, AI‑generated content. 
• Transparency that Builds Confidence: When paired with clear messaging around responsible AI use, OOH reinforces brand integrity and strengthens consumer trust. 
• The Ultimate Prompt: OOH acts as a real‑world trigger for AI‑driven discovery journeys, sparking curiosity and sending consumers into search, social or retail with confidence. 
• Boosting Other Channels with Real-World Credibility: By rooting campaigns in the physical world, OOH gives digital, social and AI‑powered experiences a layer of authenticity they can’t generate alone. 
• Growing Trust, Year After Year: 58% of consumers trust OOH advertising, and trust continues to rise year‑on‑year – at a time when confidence in many other channels is declining. OOH is stepping into the trust vacuum and becoming a crucial anchor for credibility.¹⁷

2026 is already shaping up to be a defining year for OOH. In a world full of noise, uncertainty and digital doubt, OOH gives brands what people value most: real experiences, real connection and real trust. The trends driving the year ahead play perfectly into the channel’s strengths – and into Talon’s belief in smarter, bolder, more human advertising. 

Brands that harness the power of culture, context, joy and credibility will stand out fast. And with the right data, creativity and intelligence behind them, they’ll do more than show up – they’ll make an impact. OOH is ready for the moment. At Talon, we’re ready to help brands own it.

Sources

1. Outsmart, PwC ↩︎
2. Talon ↩︎
3. WARC/AA Expenditure Report Q2 ↩︎
4. 2026 Media Budgets Survey, Isba, Ebiquity, World Federation of Advertisers (WFA)​ ↩︎
5. Talon Benchmarks 2025 ↩︎
6. Oracle ↩︎
7. SAP Emarsys Customer Engagement ↩︎
8. Talon Benchmarks ↩︎
9. Motista ↩︎
10. YouGov: Ad-verse Reactions ↩︎
11. Verve, In-App User Privacy Report 2025​ ↩︎
12. Talon Benchmarks 2025 ↩︎
13. WPP, The Consumer Equality Equation ↩︎
14. Talon Benchmarks 2025 ↩︎
15. Accenture Life Trends Survey, 2024 ↩︎
16. Marketreach The Trust Factor, 2025​ ↩︎
17. Mfour & Vistar Media​ ↩︎

2025 has been a whirlwind of creativity, colour, and bold ideas. 

From eye-catching billboards to immersive digital experiences and standout special builds, we’ve loved bringing brands to life across streets, stations and city centres with Out of Home (OOH).  

Working with brilliant clients and creative agencies, we’ve helped transform everyday spaces into memorable moments. Here’s a peek at some of the magic we’ve made together.

Big Ideas in OOH and Digital OOH

British Airways – Reflections 

A game of hide-and-seek with a twist. British Airways tucked its logo into cityscapes, challenging passersby to spot it. The playful approach made everyday city views part of the adventure, keeping the brand top-of-mind in a clever, subtle way. 

With MG OMD & Uncommon Creative Studio

Uber Eats – When You’ve Done Enough 

Uber Eats leaned into humour and self-awareness with a smart digital OOH campaign that rewarded people for simply being out and about. Using bold copy and perfectly timed placements, the work tapped into everyday moments of fatigue, reminding audiences that when you’ve done enough, Uber Eats has dinner covered. 

With PHD & Mother London

Bringing Brands to Life with Special Build OOH

Canva – Playful Takeover at London Waterloo 

Canva transformed the commuter hub at London Waterloo into a pop-up playground of creativity. Colourful, larger-than-life visuals turned everyday travel into a fun, interactive experience – perfect for showing off the brand’s playful side. 

With OMD UK, Stink Studios & Grand Visual

Waitrose – Pie Max

Waitrose went big on appetite appeal with a giant pie visual that turned snack-time into street theatre. Humorous and unmissable, it wasn’t just any pie – it was the turkey pie from the brand’s “The Perfect Gift” Christmas ad, bringing a festive favourite from screen to street. 

With MG OMD, Wonderhood Studios & Grand Visual 

Howden – British & Irish Lions 

Writing history on the wall – literally. To celebrate the announcement of the British & Irish Lions 2025 squad, Howden unveiled a hand-painted 44-foot mural in East London, honouring the players set to make their mark on rugby history. As Head Coach Andy Farrell’s squad was revealed live from The O2, each name was added in real time, turning squad selection into a powerful, shared outdoor moment for fans and passersby alike. 

With Goodstuff, Grand Visual, MSQ Sport + Entertainment, Global Street Art, TTB Sport Capital 

McDonald’s – Grinch Hijack 

McDonald’s went green for the holidays with its mischievous new “Grinched” menu, starring Dr. Seuss’ iconic Grinch. The campaign teased festive mayhem with OOH hints of mischief, building nationwide curiosity, before a special Borough Road site revealed The Grinch’s chaotic Master Plan – a blueprint covered in doodles, notes, and scribbles that brought the holiday spirit (and playful chaos) to the streets. 

With OMD UK, Leo Burnett, Grand Visual & Bauer Media Outdoor UK

When OOH Became an Experience

Pepsi – Sweet Room

To celebrate the launch of its Strawberries & Cream and Cream Soda flavours, Pepsi brought a burst of sweetness to Future Stores with a nostalgia-fuelled activation featuring a retro arcade and tasting bar. The flavours also came to life across OOH formats including fly-posters, taxi wraps, and standout special builds, turning streets and stores into an interactive, flavour-packed experience. 

With PepsiCo, OMD UK, Grand Visual & Ann Squared Events 

The AA – It’s okay, I’m with the AA 

The AA partnered with the action-packed new cinematic event, Jurassic World Rebirth, to coincide with the release of Universal Pictures film that had just launched in UK cinemas. 

The stunt reminds drivers that when they’re with the AA, they’re always prepared for whatever the road throws at them (even dinosaurs). 

With the7stars, The Gate London, NEWSUBSTANCE & Grand Visual 

Red Bull – Tetris® 

Red Bull brought Tetris® to life in an electrifying twist on the classic game. Fans joined a global tournament at Birmingham New Street and Westfield London, scanning QR codes to play a giant version on OOH screens, while the iconic Red Bull car handed out samples – turning streets and stations into a playful, interactive brand experience. 

With Arena Media, Grand Visual & Ocean Outdoor 

Mr Doodle x Kleenex 

Kleenex teamed up with artist Mr Doodle, famed for turning his home into a living canvas, to spread a little extra joy. The collaboration featured a limited-edition tissue box design and came to life across YouTube, paid social, digital display, OOH placements, a hand-painted mural, a retail competition, and a live doodling takeover at Outernet London – turning everyday spaces into interactive, playful experiences. 

With FCB London, PHD, Grand Visual, FABRIC SOCIAL & Ginger and Pickles Productions

When OOH Reacted to the Moment

BBC – The Traitors

Linda from The Traitors earned the Golden Cloak Award for the performance of a lifetime. The self-confessed “emotionless person” delivered a surprisingly emotional scene at breakfast, earning recognition from fellow players – and a dedicated OOH display in Leicester Square, letting everyone see her well-deserved accolade in the heart of the city. 

With Havas Media UK 

Channel 4 – “We Fact Check the Zuck Out of Our News” 

Channel 4 harnessed the reactive power of OOH to take on the fake news and censorship debate. Positioning itself as a trusted news source, the campaign shouted its message across key POIs in central London, targeting major businesses like Meta and topical locations such as Speakers’ Corner and Parliament, proving that outdoor advertising can be both timely and bold. 

With OMD UK & Mobile Media 

Specsavers – Oasis Blur 

Specsavers turned heads with a clever contextual OOH campaign, targeting everyone walking up Wembley Way to see Oasis. The playful “blur” creative brought the brand to life in the moment, proving that well-timed outdoor advertising can be both eye-catching and fun. 

With MG OMD, Specsavers UK & Open Media UK

Jaguar Land Rover – Defender

Another Oasis reactive moment: Defender rolled into the spotlight as the official automotive partner of Oasis Live ’25, kicking off the partnership with an epic mural in Manchester, the hometown of legends Liam and Noel Gallagher. The striking artwork turned city streets into a memorable, timely outdoor celebration of music, culture, and brand collaboration. 

With Hearts & Science, Grand Visual & Global Street Art

Looking Back and Moving Forward

2025 has been all about creativity, fun, and bold ideas lighting up streets and screens. Working with amazing clients and agencies, we’ve transformed everyday spaces into memorable experiences that spark joy, conversation, and connection.  

Here’s to keeping the playful spirit alive and bringing even bigger, bolder OOH magic in the year ahead.

Talon, the world’s leading independent Out of Home agency, is proud to announce it has been officially recognised as a Great Place to Work Certified™ organisation across the UK, Ireland, USA, and Canada. 

This prestigious certification is based on validated, anonymous feedback from employees across Talon’s group of companies (including Evolve and Grand Visual), gathered through the globally respected Great Place To Work® platform. The accreditation, which requires a minimum of 65% of employees in each qualifying market to report a consistently positive experience, is a testament to Talon’s ongoing commitment to fostering a supportive and empowering workplace culture. 

This latest recognition builds on Talon’s strong track record as an employer of choice, having previously been named one of The Sunday Times Best Places to Work and featured in Campaign’s Best Places to Work list. These accolades reflect Talon’s people-first philosophy and dedication to creating an environment where every individual can thrive.   

Sue Frogley, Global CEO at Talon, commented: “We are delighted to receive this recognition, which reflects the genuine experiences of our people. Their positive feedback about working here, across teams, leadership, and roles, means a great deal to us. This is not a moment to rest, but a benchmark from which we will continue to enhance our employee experience and maintain our position as the number one destination for the best talent in our industry.” 

Benedict Gautrey, Managing Director of Great Place To Work® UK, added: “We know that prioritising the employee experience leads to building trust among employees, fostering a remarkable workplace culture, and ultimately achieving exceptional business outcomes. Congratulations!”

With the spotlight firmly on brand resilience and growth, this report by renowned media analyst Ian Whittaker urges advertisers to rethink their approach to media allocation. It advocates for greater investment in brand-building channels amid ongoing economic uncertainty and digital disruption. 

The analysis demonstrates that shifting spend towards Out of Home (OOH) and other brand-building platforms could unlock billions in savings and create significant shareholder value. The focus is on long-term brand equity rather than immediate sales, showing how trusted public media supports stronger visibility and credibility in an increasingly crowded digital landscape. 

Why OOH Matters

Currently, OOH accounts for just 3% of UK advertising spend, yet it remains one of the most attention-grabbing and trusted channels for brand communication. As AI driven content increases and digital noise grows, OOH offers a public, credible space to reach audiences meaningfully. 

Even though online channels will represent 78% of UK ad spend by 2025, consumer spending has remained largely flat for two decades. This shows that digital dominance alone does not drive broad economic growth. The report highlights that reallocating budgets to brand-building platforms like TV and OOH can improve efficiency and deliver long-term value. 

Inside the Whitepaper

• The Key Mega Trends: Explore the economic, technological, and market forces reshaping advertising. 

• Why OOH Fits These Trends: Learn why OOH provides trust, visibility, and impact in a digitally saturated world. 

• UK Advertising Growth to 2030: Understand how the market is evolving and the implications for brand strategy. 

Play for Profits: Practical guidance on optimising media allocation to 2030 to strengthen brands and maximise value.

After years of uncertainty and digital overload, people are craving authentic, real-world experiences. Constant exposure to screens has left many feeling stressed and disconnected. 

At the same time, consumers are investing in experiences that enhance wellbeing and authentic experiences. This shift toward wellness and authenticity gives brands a unique chance to connect meaningfully – in the real world through Out-of-Home (OOH) advertising.

The Power of Out of Home (OOH) Advertising 

Reaching 97% of UK adults each week, OOH is visible, trusted, and effective –placing brands where people live, work, and play. 

In this guide, led by our ACES framework – Audience, Creative, Effective, Sustainable – we explain how OOH helps brands engage the right people, at the right time, with lasting impact.

Inside the Guide:

• Audience: Use programmatic tools and location data for precise, real-time targeting. 
• Creative: Build emotional connections with powerful, context-driven formats. 
• Effective: Boost trust, visibility, and brand impact through a credible public medium. 
• Sustainable: Choose a channel that genuinely supports communities and sustainability.

Ready to elevate your next campaign?

Christmas advertising is a highlight of the marketing calendar, as brands everywhere aim to capture the festive spirit and connect with audiences during this joyful time. From traditional Out of Home (OOH) advertising formats to vibrant digital billboards, marketers create Christmas advertising campaigns that celebrate Christmas traditions, spread warmth and cheer, and showcase gifts, decorations, and festive products.

Why Nostalgia Works in Christmas Advertising

This year, people around the world are craving nostalgia – a return to the comforting traditions that make Christmas special. Research shows that 78% of Brits agree that traditions are an important part of their celebrations, and 37% want Christmas adverts to bring back that nostalgic feeling with familiar music, classic Christmas carols and timeless images.

Many are planning to go all out this Christmas, with spending on gifts for family up by 14%, festive food and dinner recipes up by 13%, and 5% saying they’ll make more effort to celebrate the season with loved ones at home.

With 48% of UK shoppers preferring to buy in-store during November and December, having your brand visible in public spaces such as, bus shelters and other traditional OOH advertising locations is more important than ever. Outdoor advertising, including digital billboards and traditional OOH, puts your message right where people will see it during this crucial time.

How OOH Advertising Brings Christmas to Life in Public Spaces and Rooms

Christmas is about more than shopping – it’s about soaking in the festive atmosphere. From busy high streets in London and other major cities to decorated country towns and city centres, OOH advertising places brands at the heart of the seasonal experience. Whether people are driving, commuting, shopping, or visiting towns and cities, OOH advertising surrounds them with the joyful sights of Christmas – bright green lights, wreaths, baubles, candles, holly, and cheerful Christmas decorations.

These festive moments happen outside the house and in every room where people gather, making digital out of home and traditional OOH advertising in the run-up to, and during Christmas the perfect way for brands to influence shoppers where it counts.

In this article, we explore how brands can make the most of these opportunities through OOH’s ACES framework – Audience, Creative, Effective, and Sustainable – to connect with people, spark interest, and drive results this Christmas. Because it all starts with thinking outside the box and using the latest technology.

Smart Audience Targeting for Christmas Advertising

Changes to advertising rules mean brands need to rethink how they reach consumers. With new restrictions on promoting less healthy foods to under-16s through digital channels:

1. Digital targeting is limited
   Advertising HFSS products on social media, online display, or via influencers faces strict limits.
2. OOH advertising becomes even more important
   Outdoor advertising shines in busy urban areas, transport hubs, and near shops.
3. Smarter OOH targeting
   Without digital tracking, advertisers rely on location data, contextual targeting, and timing to reach the right people.

Programmatic OOH platforms like Talon’s DSP, Atlas, offer data-driven campaigns with real-time flexibility. These campaigns see a 2.7x increase in brand awareness, 1.7x boost in brand preference, and 1.4x rise in purchase intent.

Programmatic digital out of home (PrDOOH) lets you show your ads at the right place and time, triggered by weather, location, or time of day, to tap into those special moments.

The results speak for themselves: Talon Benchmarks show that ads using local context get 32% more attention and stronger emotional responses.

Creative Ideas to Make Christmas Ads Magical

Christmas ads should feel like warm memories. With 90% of Brits feeling nostalgic, emotional advertising not only boosts recall but also drives action. Brands see a 140% increase in response and 23% more engagement when they mix emotion with product messaging.

Create something magical that brings out everyone’s inner child—mixing nostalgia with familiar Christmas songs, the image of Santa Claus, and the cosy glow of a fire at home. Talon Benchmarks show creative OOH ads lead to:

• 57% of people taking action after seeing the advertisement
• A 10% average increase in purchase intent
• 7 in 10 people finding OOH adverts appealing

For example, Waitrose’s 2024 Christmas campaign brought their “Who Dunnit” TV commercial to life with a special installation about a missing Christmas dessert and a family mystery. The overall campaign boosted their Net Promoter Score by 2 percentage points, gained 150 million views, and reached 894 million impressions.

Measuring the Impact of Christmas Outdoor Advertising Campaigns

The magic doesn’t stop at creativity – OOH delivers real results. Recent Talon Benchmarks show festive campaigns achieve:

• An 18% increase in ad recall
• A 4.8% rise in purchase intent
• 57% of people finding the brand or message relevant

Christmas OOH campaigns also drive stronger emotional engagement than any other time of year:

• 3 in 5 people engage positively with Christmas OOH ads
• 62% find Christmas OOH campaigns engaging
• 55% agree these campaigns make them pay attention
• 2.7% more actions happen over Christmas compared to the rest of the year

On average, OOH campaigns lift purchase intent by 10%, call to action by 57%, and brand consideration by 67%.

Why Sustainability Matters in Christmas Advertising

Sustainability is a top priority for consumers this Christmas.

• 53% of UK adults want a more sustainable Christmas
• 45% are willing to spend more on eco-friendly products
• 64% expect brands to be transparent about their environmental impact

OOH is a sustainable advertising choice. For every £1 spent, 46p goes back to public infrastructure. OOH ads produce less carbon per impression than all other media and account for just 3.3% of UK ad power use and under 3.5% of the total UK ad carbon footprint.

Play your ACES this Christmas

By combining creative, targeted, and sustainable outdoor advertising during the festive season, brands can spread joy, capture attention, and celebrate Christmas traditions with friends, family, and communities across public spaces.

From bright Christmas trees decorated with stars and angels to holly wreaths and glowing candles, Christmas advertising through OOH remains a vital part of the holiday marketing mix. Integrating OOH with other channels such as video, social media, and digital marketing boosts campaign reach and impact, helping your brand shine throughout the festive season with engaging ads, delightful chocolate-themed ideas, and memorable Christmas carols that bring the season to life in homes and public spaces across the country, Australia, France, America, and beyond.

Talon is proud to be one of the 14 IPA Media Climate Charter agencies participating in the pilot phase of the Institute of Practitioners in Advertising (IPA) upcoming launch of a carbon emissions calculator for the media supply chain. Marking a major step forward in sustainable advertising, the pilot testing is set to begin before the end of 2025. 

Developed in alignment with Ad Net Zero’s Global Media Sustainability Framework (GMSF), this new tool will empower agencies and advertisers to accurately measure and reduce the environmental impact of their media campaigns. Talon’s involvement will be alongside other forward-thinking agencies, including IPG Mediabrands, Omnicom Media Group, and the7stars, Talon will help shape the future of sustainable media practices. 

A new standard for sustainable media 

This industry-first calculator is designed to comply with internationally recognised sustainability standards, including the IPCC framework and the Greenhouse Gas Protocol. It directly supports Action 3 of the Ad Net Zero Action Plan, which focuses on cutting emissions across media planning, buying, and distribution. 

By embedding the GMSF into its core, the calculator ensures a consistent, transparent, and actionable approach to sustainability, helping the advertising industry move decisively toward net-zero emissions. 

Developed by Good-Loop, backed by the IPA 

Following a rigorous selection process, the IPA appointed Good-Loop as its technical partner to develop the tool. Known for its commitment to ethical advertising, Good-Loop will deliver a solution that is Transparent, offering clear verifiable data, Standardised, enabling consistent emissions tracking across media channels and Actionable, helping agencies and brands take meaningful steps toward sustainability. 

Key benefits of the new calculator 

• Comprehensive Coverage: Calculates emissions across six major media channels, TV, digital, print, audio, outdoor, and cinema. 

• Industry-Wide Standardisation: Promotes consistent and comparable tracking across the advertising ecosystem. 

• Support for Ad Net Zero Goals: Aligns with global climate commitments and empowers agencies to lead responsible change. 

• Transparency and Accountability: Helps brands demonstrate authentic sustainability efforts with credible data. 

Looking ahead: Global collaboration 

In addition to the UK rollout, the IPA and Ad Net Zero are launching an international coalition to support the development of region-specific versions of the calculator. This initiative invites advertising bodies from around the world to collaborate, ensuring that sustainability standards are globally relevant and locally actionable. 

Luke Willbourn, Managing Director, Talon UK “At Talon, we believe that sustainability is not just a responsibility, it’s an opportunity to lead. By participating in this pilot, we’re helping to set the benchmark for environmentally conscious OOH media planning and buying, and driving meaningful change across the industry.”

The hire marks a strategic shift for the OOH agency as it builds its first dedicated programmatic team.

Talon UK announces the appointment of Alan Meech as Programmatic Business Director, a pivotal role that will help to accelerate the company’s ambition to advance programmatic Out of Home. Meech’s appointment comes soon after Shanil Chande, who recently joined Talon in the newly formed role of Chief Programmatic Officer.

Meech joins Talon with over 25 years of experience across media agencies, client-side roles, and media owners in both the UK and Australia. Most recently, he served as Senior Associate Director and Agency Lead for Programmatic DOOH (pDOOH) at EssenceMediacom, where he spearheaded the agency’s programmatic strategy, delivering significant revenue growth and award-winning campaigns for clients.  

In his new role, Meech will be instrumental in helping Chande in positioning Talon as the market leader in intelligent PrDOOH activation. He will lead the servicing of key digital and programmatic agency clients, advocate for the inclusion of PrDOOH in omnichannel strategies, and drive incremental revenue through Talon’s proprietary technology and data platforms, Ada and Atlas. 

Shanil Chande, Chief Programmatic Officer at Talon UK, commented: “Alan’s appointment is a major step forward in our mission to unlock the full potential of programmatic OOH. His deep expertise, commercial acumen, and passion for innovation will be invaluable as we continue to evolve our offering and deliver meaningful outcomes for our clients. I’m excited to work closely with Alan as we shape the future of this fast-growing space.” 

Alan Meech, Programmatic Business Director at Talon UK added: “I’m excited to join Talon at such a transformative time for the industry. Talon’s commitment to creativity, technology, and client excellence aligns perfectly with my own values, and I look forward to helping shape the future of programmatic OOH as part of this dynamic team.” 

Alan will be based in London and will report directly to Chande.

Talon is proud to share that we have once again earned the highly respected IPA Effectiveness Accreditation 2025. Talon has been awarded the IPA certification for the third time, a programme first introduced by the IPA in 2021 to recognise agencies that deliver measurable effectiveness and act as true partners in driving growth. This year marks the highest number of accredited agencies since the programme’s inception.

What is the IPA Effectiveness Accreditation?

The IPA Effectiveness Accreditation highlights agencies that demonstrate a deep-rooted commitment to effectiveness and act as true partners in driving business growth. It sets a clear benchmark for how agencies embed creativity, measurement, and long-term value into their work. 

How Agencies are Judged: The Five Pillars of Effectiveness

Chaired by Alessandra Bellini, former Chief Customer Officer at Tesco, the expert judging panel reviewed agency submissions in a systematic process to assess how effectively agencies tackle business challenges and foster ongoing improvement. Accreditation was awarded to agencies that demonstrated meaningful impact across five core pillars: Focus, People, Process, Data & Measurement, and Impact:  a defined set of standards ensuring consistency and rigour across the programme.

Talon Among 44 Accredited Agencies in 2025

This year, Talon joins an elite group of 44 agencies who received this industry recognition, a meaningful achievement that reflects how effectiveness is embedded in everything we do. By working to this structured framework, we’re delivering more creativity, impact, and measurable results than ever before, continuing to provide exceptional value to our clients, inspiring positive change, and caring for our planet. We are incredibly proud and grateful for the continued dedication and hard work of our teams. 

Leadership Reflections on Effectiveness

Luke Willbourn, UK Managing Director, said: 
“Receiving the IPA Effectiveness Accreditation once again is a proud moment that reflects our unwavering commitment to delivering impactful work for our clients. Our commitment to pushing the boundaries of effectiveness in Out of Home remains stronger than ever. I’m incredibly grateful for the creativity, dedication, and focus on effectiveness from all of our talented teams, which has made this achievement possible. We’re honoured to be recognised alongside so many others doing great things for effectiveness in the industry.” 

Emily Alcorn, Chief Effectiveness Officer, said: 
“Working on this submission, I always find it such a rewarding moment to reflect, not only on the brilliant, effective work we deliver for our clients, but on how far we’ve come in building a truly learning-centric culture at Talon. I couldn’t be prouder of my colleagues whose hard work, creativity, and commitment to effectiveness made this possible. We’re in fantastic company – congratulations to all accredited agencies!”

Learn More

You can discover the full list of accredited agencies in the latest update from the IPA here.

Shanil Chande joins the specialist OOH agency in newly formed role to lead its UK programmatic offering, completing Talon’s UK leadership line-up.

London – 28 July 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced the appointment of Shanil Chande as Chief Programmatic Officer, completing the UK leadership team. The newly created role is a strategic milestone in Talon’s mission to drive smarter, data-led growth for clients through programmatic innovation.

Chande’s appointment reflects Talon’s ongoing investment in automation, technology and data – also reflecting broader market momentum with nearly half (47%) of UK brands now running programmatic-only DOOH campaigns, according to VIOOH’s State of the Nation report.

As Chief Programmatic Officer, Chande will lead the development and execution of Talon’s programmatic strategy across the UK, driving digital innovation and forging new commercial partnerships. He will also lead Talon’s newly formed team of programmatic experts to ensure the agency’s proprietary technology and data capabilities are fully integrated into client omnichannel strategies.

Chande brings over a decade of experience to the role, most recently as Commercial & Partnerships Director, UK & International at Hawk (an Azerion Company). There he played a pivotal role in the strategic direction and growth of the business, product innovation and channel diversification, while overseeing key partnerships. He has also held roles at IBT Media and Sky, managing high-profile agency accounts and delivering impactful digital campaigns.

Luke Willbourn, Managing Director, Talon UK said: “Shanil brings exactly the kind of programmatic expertise and commercial focus we need to help scale our digital offering with confidence. His appointment not only accelerates our ambitions in the programmatic space but completes a leadership team built to drive growth and deliver measurable results for our clients.”

Shanil Chande, Chief Programmatic Officer, Talon UK said: “This role is a great opportunity to shape how Talon applies automation, technology and data to across the entire planning and buying process. I can’t wait to work closely with our partners and internal teams to deliver even smarter, more effective campaigns for our clients that show just how powerful OOH can be in an omnichannel mix.”

With this appointment, Chande completes Talon’s UK leadership team, reinforcing the agency’s strategic commitment to digital transformation and market leadership.

The UK leadership team now includes Managing Director, Luke Willbourn; Chief Client Officer, Nicola Fox; Chief Effectiveness Officer, Emily Alcorn; Chief Planning Operations Officer, Jamie Finn; Chief Commercial Officer, James Rodham; and Finance Director, Jessica Dunn.

Chande joins Talon in August and will report to Willbourn.

Talon is thrilled to announce that Lucy Baumgartner, Effectiveness Director, has been recognised as a winner in Media Week’s prestigious 30 Under 30 list for 2025.

Joining Talon and the OOH industry in 2021, Lucy Baumgartner has progressed from Insight Executive to Effectiveness Director in less than four years. She consistently delivers above and beyond her role and works tirelessly to prove the effectiveness of OOH for clients and the industry.   

Lucy’s commercial acumen has helped to transform measurement from a “nice-to-have” to a fundamental part of media plans, contributing to an impressive increase in measurement revenue, working across over 200 client campaign effectiveness projects and hosting 50 client research sessions.  

At the heart of Lucy’s work ethic is a client-centric approach, using her analytical skills and proactive solutions to guide brands on how best to use OOH to deliver on their specific objectives.  She communicates complicated data in a clear manner and creates digestible insights for clients to aid with their media planning.  

Lucy strives to support each pillar of the business with measurement and evidence, producing analysis of Talon’s DSP Atlas’ success, feeding insights into Talon’s tech platforms to boost their long-term effectiveness and producing research case studies for Grand Visual.  

Her pragmatic approach to client services has not only expanded Talon’s effectiveness approach but has set her on a trajectory as a formidable future force in the industry, contributing to the business winning multiple awards and being awarded Rising Star at the OMAs within a year of her career. 

Lucy exemplifies the creativity, innovation, and ambition that drives Talon forward as we reimagine the future of OOH. We’re incredibly proud of her achievement and grateful for her continued impact. 

Visit Campaign for more information on Media Week’s 30 Under 30 and to see the full winners list. 

In recent times, many of us have found ourselves suffering from some sort of crisis hangover. The relentless cycle of news and global events has left us feeling overwhelmed, vulnerable and somewhat disconnected. In short, there’s a collective sense of meh.

As a result, in 2024, one in three adults reported experiencing high levels of stress, while attention spans have plummeted from 150 seconds in 2012 to just 47 seconds – a staggering 68% decrease. Alongside this, we’re also experiencing online fatigue with endless doomscrolling losing its appeal, with 7 in 10 internet users aged 16 to 64 actively trying to reduce their digital consumption.

However, there is a notable shift taking place. Consumers are increasingly prioritising their wellbeing, seeking meaningful activities and real-world experiences that contribute positively to mental health. In 2024, over £178 billion was spent on memorable moments – a trend set to continue into 2025, with 59% of consumers planning to maintain or increase this type of spending.

As we look ahead to summer 2025, this desire for meaningful experiences is clear: 

• 68% are planning to travel abroad 

• 90% are planning a domestic holiday 

• 77% are eager to try a new outdoor activity 

This renewed focus on wellness and authenticity presents a significant opportunity for brands to be a part of these moments and engage with consumers in meaningful ways. 

So, how can brands contribute to these moments in a way that enhances them, rather than intruding on them? The answer lies in the power of Out of Home (OOH) advertising. Reaching 97% of UK adults each week, OOH advertising is woven into the fabric of our daily lives. 

Using our “ACES” framework – Audience, Creative, Effective and Sustainable – we’re demonstrating how OOH can help brands connect with the right people, in the right place, at the right time. 

(Audience) Be Relevant with OOH 

According to a study by New Age, 66% of consumers feel most digital ads are irrelevant to them – a reflection of this current era of digital overload. With ads constantly vying for attention across platforms, many are dismissed, skipped, or blocked entirely. 

Don’t be mistaken – consumers don’t inherently dislike advertising. In fact, nearly half (49%) of consumers say that they enjoy ads for products that align with their interests, suggesting that, rather than going broad with ad targeting, relevance is key.

This is where OOH excels. Unlike many other channels, 59% of consumers find OOH to be less intrusive, and 60% say it’s a more enjoyable way to connect with brands. OOH integrates seamlessly into everyday life, reaching audiences at key locations and moments throughout their day. 

Travelling by car? There are many roadside formats for you to choose from. Shopping for goods? There’s a D6 just outside the supermarket. Commuting to work or play? Bus shelters and public transport formats engage consumers on the move. Wherever your audience goes, OOH is there, ensuring your brand is present and impactful throughout the journey. 

To ensure maximum relevance, we recommend leveraging programmatic OOH through our DSP, Atlas. Whether targeting families planning domestic holidays or a “work hard, play hard” demographic, Atlas uses behavioural data to identify the most effective panels for your campaign.

Additionally, Atlas Real-Time empowers you to capitalise on micro-moments this summer. By activating campaigns based on dynamic triggers such as weather, pollen count, or UV index, your OOH strategy becomes more engaging, more memorable, and can boost neuro response by up to +32%. 

(Creative) Create Meaningful, Emotional Connections

Audiences may be spending more time out of home this summer – but are brands doing enough to meet them both creatively and emotionally? 

Emotional connection is a powerful driver of human behaviour. Yet, a staggering 83% of UK consumers say their favourite brands don’t make them feel valued. This represents a major missed opportunity as research consistently shows that emotional loyalty not only enhances brand equity, it also significantly influences consumer decision-making. 

In fact, 95% of purchase decisions are emotionally driven, and brands that foster emotional connection see a +306% increase in customer lifetime value. For marketers, the message is clear: emotional engagement isn’t a luxury, it’s a necessity. 

OOH advertising is a powerful driver of emotional connection, as Talon Benchmarks reveal that 57% take some sort of action after being exposed to OOH and there’s a +10% average uplift in purchase intent after being exposed to OOH. What’s more, 59% find OOH ads appealing, making it a medium that not only captures attention but also inspires meaningful engagement. 

OOH doesn’t just reach audiences; it resonates with them. And when you combine this reach with creativity, the effects are amplified: 

• 35% increase in purchase consideration 

• 56% uplift in ad recall vs traditional OOH 

• 17% increase in consumer action

From murals that transform everyday spaces into something extraordinary, to immersive brand experiences that create lasting memories, summer presents a unique opportunity to go break out of billboards. It’s a chance to reimagine OOH as a bold, emotionally driven medium that truly connects with audiences. It’s time to go big, go bold and create work that truly turns heads.

Take brands like Specsavers, Pepsi and Starbucks – all of whom have embraced bold creative strategies with measurable impact. Pepsi’s Sweet Room activation alone delivered over 300K in online reach and 100% positive online sentiment, proving that creativity with emotional intent pays dividends. 

This summer, go big. Go bold. Create OOH that not only turns heads but captures hearts. 

(Effective) Be a Trustworthy Brand

No wonder we’ve got trust issues. As algorithms get smarter and AI makes content creation more accessible, it’s becoming increasingly difficult to distinguish what’s real from what’s not. 

Trust is now one of the most valuable currencies in the consumer-brand relationship. In fact, 81% of UK consumers say trust influences their purchasing decisions, and 66% actively avoid buying from brands they don’t trust. Yet trust is slipping with 67% feeling less loyal to brands than they did just two years ago. For brands, this shift isn’t just a warning sign, it’s a clear opportunity to rebuild trust and reconnect with audiences in more meaningful, authentic ways. 

That’s where OOH comes into play. Compared to digital and radio, OOH is ranked as the most trusted media channel. Whether it’s a billboard, a bus shelter or a digital screen, OOH is tangible, public, and credible – a far cry from digital ads that can easily be manipulated with one click. OOH is particularly strong at driving trust among more sceptical Gen Z audiences. 

And when a brand is displayed on OOH? Talon Benchmarks show that the medium promotes the ideas of trust more than any other: 

• +7% perceptions of the brand 

• +4% trust the claim 

• +5% in consideration 

(Sustainable) Sustainability is More Than a Statement 

And the trust issues don’t stop there. Consumer trust in sustainability claims is also declining. Only 1 in 4 consumers take ESG claims at face value, and 54% say they would stop buying from brands they believe are misleading. 

Today, authenticity and transparency around sustainability initiatives aren’t just a “nice-to-have,” they’re essential. For both brands and consumers, building genuine trust in this space is now a critical business priority. 

Sustainability matters and it’s here to stay – influencing purchasing decisions and lifestyle choices. 78% of consumers want to lead more sustainable lives, 55% are willing to pay more for eco-friendly brands and 51% avoid products that they know are bad for the environment. And this sentiment extends to the media that they consume. 

So, how can brands align? With OOH, of course. 

OOH not only drives effectiveness – it also enables brands to contribute positively to communities and the environment. According to Outsmart, 46p of every £1 spent on OOH goes back into public infrastructure. It’s also a more sustainable ad platform, accounting for just 3.3% of the UK’s total ad power consumption and less than 3.5% of the UK’s ad carbon footprint. 

This summer, turn “meh” into memorable with OOH. 

Whether it’s driving relevance, sparking emotional connections, or building trust, OOH offers a powerful, proven way to stand out in a crowded landscape. 

So, if you want to be part of the meaningful summer moments that stick, it’s time to think outside.