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It’s safe to say that summer has officially arrived in the UK. With longer days and warmer weather, audiences across the country will be dusting off their BBQs and spending even more time out of home. For brands, this means even more opportunities to reach a receptive audience.

We know that Out of Home (OOH) is the right choice for brands, with 96% of the UK population being reached by OOH ads every week and being a global consumer’s preferred advertising format. But of course, we’d say this. After all, we’ve been delivering award winning campaigns for well over a decade. So, let us show you why OOH is the right choice for your brand this summer.

How to use OOH’s ACES to win  

In 2024, OOH delivers across four main benefits. At Talon, we call these ACES. We play these four ace cards to make sure your media plan delivers:   

Audience, Creative, Effective & Sustainable. 

Audience 

As a result of our nights beginning and ending earlier, 67% of the nation feel happier and more content when the clocks go forward on the last Sunday of March and are motivated to get out and exercise more, with summer being the most popular time of the year for exercise (43%). 

A common misconception is that everyone travels abroad in the summer. Yes, some do jet off, but they are jetting off at similar levels across the year. Research from ABTA shows that summer is just as busy as Autumn or Spring. 

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This is further supported by data from Ada – our proprietary data management platform – which shows that audience levels are nearly the same in the summer as the rest of the year. The only difference is in London, which indexes at less than 0.2.

Data from Ada also shows that hospitality and retail venues over-index in the summer months. Through Ada, you can better understand audience behaviours and hone in on target audience groups such as “young families” or something even more niche like “festival fanatics.”   

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This data can then be combined with a programmatic OOH buy via Atlas, our proprietary DSP, to deliver strong brand payback on consideration and purchase intent metrics:   

So, yes audiences will be jetting off across the summer. However, they will always be out of home. 

Driving to the airport? Roadside formats.

Travelling to work and play? Public transport formats. 

Getting snacks? There’s a D6 outside of the supermarket for that!  

Visiting city and town centres? OOH is right in the heart of the action. 

Creative 

We know audiences are out of home, but are brands doing enough creatively? Summer is the perfect opportunity to break out of the billboards, dominate spaces and turn OOH into an emotional, immersive experience with audiences. 

Special builds, murals, interactive and experiential OOH are perfect creative solutions to achieve this. Research from JCDecaux and System 1 shows that creative solutions drive impact for brands. Impactful and unusual OOH can create up to 7x higher brand recall when compared to standard media: 

Starbucks, Guinness, Palmers and Nissan are all fantastic examples of creative Out of Home, with Starbucks’ Iced Coffee Zone resulting in 62% of people exposed to the campaign agreeing that Starbucks is somewhere they would get iced coffee from and a +4% increase in unique visitors to stores. 

Effective 

Whilst some brands may opt to hit pause or reduce their spend in the summer months, brands that “stay on” can secure a more cost-effective share of voice (SOV). Those with excess share of voice (ESOV) are more likely to report long-term market share and other long-term success metrics. 

Research from the IPA found that, of the brands that increased media investment during a quieter period:

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Additionally, OOH is a preferred media channel for audiences. Kantar’s “Media Reactions” research showed a significant shift towards in-person ad experiences, with both OOH and digital OOH (DOOH) in the top 5 consumer rankings. 

There is a 90% correlation between channels that consumers claim capture their attention, and those in which they prefer seeing advertising. The same research also found that advertising campaigns are seven times more impactful among receptive audiences, so consumer perceptions of media channels are integral to their effect.  

Perceptions of relevance, quality, and innovation exceed the average for media channels, while opinions as an intrusive or repetitive channel are below. For both consumers and marketers, DOOH is considered the most innovative channel, with high levels of trust. 

Sustainable 

Sustainability is a huge focus for consumers and brands alike. According to research from Euro Monitor National, 64% of global consumers are worried about climate change.

OOH gives back, with 46p in every £1 and £441 million contributed to public infrastructure in 2022. Per emission, OOH also emits less carbon than all other media measured – contributing just 3.3% to UK total ad power consumption and accounting for less than 3.5% of the UK’s total ad carbon footprint.

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Use OOH’s ACES to win over audiences this summer 

Say it with us – Summer is best served with OOH! 

Remember to play your ACES to make sure your media plan delivers: 

Ready to win over audiences this summer with OOH? Get in touch with Talon today! 

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This summer is jam-packed with fixtures and what better way to reach sports fans in the right context than with precisely targeted, data-fuelled digital OOH (DOOH).

Head of Programmatic, Nicola Fox, uncovers how advancements in the OOH space are helping brands connect more effectively with sports fans this summer. Our collaboration with PepsiCo is a shining example of a brand effectively leveraging best in class targeting capabilities to speak directly to their audiences with content they care about.

Read the article on The Media Leader.

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As digital marketers adapt to a post-cookies world, Emily Alcorn, Head of Effectiveness at Talon, explains how Out of Home advertising, with its innovative use of data and dynamic content, sets the standard for effective, targeted campaigns.

Read the article on Campaign UK.

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Pakistan – 10th June 2024 – Talon, the pioneering global independent Out of Home (OOH) agency, today announced its partnership with Raeem International to revolutionize the OOH media landscape in Pakistan. The partnership will see Raeem International become a Talon partner agency to accelerate major opportunities for Pakistan OOH across key markets. 

Combining Talon’s global OOH expertise – facilitating campaigns in over 100 markets – and Raeem International’s 12 years of successful experience in the local outdoor industry, offers brands and marketers a wealth of resources and best practices expertise in Pakistan. As a Talon partner agency, Raeem International will have a multi-market campaign launch capability for Pakistan marketers. 

This collaboration aims to redefine the landscape of outdoor advertising in Pakistan, enabling Pakistani brands to have data driven, insight-based Out of Home campaigns with the best-in-class creativity locally and globally. 

Salman Amjad, CEO of Raeem International said “This was long overdue for our industry. The Pakistani OOH industry must catch up fast with the changing trends that are happening globally. Today’s consumers are more connected, informed and mobile, and with their omni-channel presence we must become more data-driven in understanding our audiences better and making our campaigns sharper and relevant.  

Our partnership with Talon will certainly go a long way in bringing the best tools to the Pakistani marketers who are at the cusp of trying to embrace the fast changing and interconnected media landscape.”

Melanie Lindquist, Managing Director, Talon Asia-Pacific said, “We are thrilled to welcome Raeem International as the exclusive Talon Partner agency for Pakistan. This is an important collaboration and a critical step in Talon’s continued expansion in Asia Pacific. Our connected capabilities will provide ground-breaking data-backed OOH strategy to Pakistani brands fueling growth in and outside the market.  

This collaboration also creates an exceptional opportunity for global brands and marketers to work with a trusted team when expanding into the Pakistani market. Pakistan is one of the most exciting OOH markets and we look forward to sharing our knowledge and best practices to create effective, data-driven OOH campaigns with best-in-class creativity.” 

DOOH ACES (1)

The DOOH landscape has grown and evolved more than we could have ever anticipated. Despite its success. DOOH has had its fair share of challenges around measurement and share of voice.  

Understanding the potential of the channel, and to bridge the gap between the launch of industry research, Talon identified the need for some robust research which would focus on what DOOH can deliver once added to the OOH media mix.  

The study identified some interesting findings which we have accumulated into the key areas, presented as the ACES of DOOH: ATTENTION, CREATIVE & EFFECTIVE.

Attention 

Attention and attentive reach have become an important currency in measuring OOH. Almost 70% of respondents agree that they pay attention to DOOH Ads, consistent across various environments.  This study explored the relationship between attention and different points of a consumers journey, such as travelling by bus (39%), walking around a city/town (37%) or visiting a shopping mall (35%).  With all results lending to the fact that consumers are spending more time OOH and are more likely to notice OOH more when in a relaxed state of mind. 

The research also provided some interesting insights around engagement. Over 40% of respondents are likely to engage with a diverse range of DOOH ads and formats.  

Creative: 

The possibilities for creativity on DOOH formats are limitless, and investment by media owners has given rise to best-in-class quality screens displaying ads optimally. In fact, 50% of respondents agreed that relevant DOOH ads with a distinct design will capture their attention more effectively than other ads. 

Additionally, 34% indicate that motion is a crucial factor in driving attention and engagement, agreeing that they notice an OOH ad more with movement. furthermore, rewards offered and clear information about the product/service also aid in generating attention and engagement. 

Effective: 

The final “ace” and most compelling we’d argue is the effectiveness of DOOH. There is no doubt that DOOH is effective but putting some hard-hitting results behind it is key! 

Over ½ of respondents recalled seeing DOOH ads across a multitude of environments, following a similar pattern as with attention and engagement; there was consistent recall across formats and environments which supports previous research and learnings centred on multi format, multi environment effectiveness. 

The final element of the research piece focused on call to action and propensity to purchase. Over  40% consumers have taken a follow up action upon seeing a DOOH ad.   

Store visitations (in store visit & driving traffic online) and propensity to purchase yielded strong results. 37% of respondents agreed that they’d visit a store as a result of seeing a DOOH Ad.  Moreover, 40% agreed that DOOH would encourage them to purchase.   

DOOH is also more likely to drive traffic to an online store & store visitation than online ads (37% v 32%). On average, almost 40% of Irish consumers are likely to purchase the product or service they’ve seen advertised through a DOOH campaign.  

To summarise, DOOH’s role in generating awareness, recall, engagement, and attention is significant.  Our research has proven what we already know; DOOH is effective at driving key metrics across multi environments and initiating a call to action in many forms. 

This demonstrates that the role of OOH is evolving. Once viewed primarily as a brand-building medium, it can now drive consideration and action, positioning OOH as a channel capable of achieving multiple objectives in a brand’s marketing mix. 

Talon OOH OMA 2024

Along with our incredible agencies and partners, Talon has been shortlisted for multiple awards at the annual Outdoor Media Awards, hosted by Clear Channel and Campaign. 

Over the 12 categories available, Talon was shortlisted across 9 of them with 10 shortlisted entries in total.

Hector Wylie – Rising Star

Hector is a standout talent in OOH, whose forward-thinking approach, passion for the medium and drive for inclusion make him a true rising star. 

Channel 4 – Partygate (With OMD UK, 4Creative & Jack Agency) 

Partygate. We sacrificed, they partied. The country was outraged. Always provocative, Channel 4 commissioned a one-off factual drama to bring the lockdown parties to life. Our task was easy, get people to watch with eye-catching OOH. 

Shortlisted: Cross Channel & Visual Craft 

PepsiCo – Rockstar x Stormzy (With OMD UK, Grand Visual, Ocean Labs & Smart Media Technologies) 

In Summer 2023, Rockstar evolved their influencer strategy to partner with global superstar, Stormzy, to anchor the 5 o’clock shift from day to play with a first-of-its-kind hybrid digital performance. 

Shortlisted: Tech Innovation 

PepsiCo – Walkers 100 Calories (With OMD UK) 

Crunching data for healthier snacking! Walkers 100 Calories stood out in 2023 by embedding data into every element of the OOH campaign process, a step change from previous years. We delivered a first-of-its-kind for Walkers – a prOOH campaign powered by Talon’s DSP Atlas, with the full integration of PepsiCo 1st party data, layered with additional bespoke audience data from Ada (Talon’s proprietary DMP). 

Shortlisted: Data & Intelligence 

PepsiCo – Pepsi MAX Christmas (With OMD UK & Grand Visual) 

Pepsi Max’s Christmas 2023 campaign was groundbreaking for both Talon/Grand Visual and PepsiCo. It was the first time that GV would deliver all artwork for a PepsiCo campaign – a new approach that would continue into 2024. It signaled a major shift for PepsiCo to activate experience-based OOH and was the most multi-faceted OOH campaign Talon has executed for PepsiCo in over 10+ years. The result? Pepsi Max’s best performing Christmas, ever. 

Shortlisted: Brand Building 

Scottish Gov – Detect Cancer Early (With Republic of Media & Leith) 

Cancer is the biggest killer in Scotland, with 1 in 2 people getting it in their lifetime, a statistic that skews disproportionally towards 40+ C2DE’s men. Using data-driven OOH as key player in the cross-channel mix, Scottish Gov created a “surround sound” effect – driving high awareness and delivering cut through. This approach significantly shifted awareness, instigated behaviour change and had real-world impact. 

Shortlisted: Data & Intelligence and National Social Impact 

Bet365 – Never Ordinary (With Republic of Media) 

As a result of using large format OOH to promote its new brand platform, Bet365 drove brand awareness, increased positive perceptions and raised brand preference and bet intent.  

Shortlisted: New Approach 

Accolade Wines, Hardys – The Joy of Certainty (With Yonder Media & Above+Beyond)

Accolade Wines used multiple OOH formats, alongside a prOOH campaign powered by Talon’s DSP Atlas, to reach social foodies and families for Christmas 2023. As a result, the campaign delivered above the estimated plan and drove sales of Hardys. 

Shortlisted: New Approach 

Congratulations to all our clients, agencies and partners who were shortlisted, and roll on the 13th June! View the full shortlist here.

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Inside Talon: Exploring the Professional Journey of Faradillah Rahim.

Outside thinking – it runs in the Talon family. We pride ourselves on being a company built on people with big ideas. People who constantly challenge themselves and the industry to re-imagine and re-invent the possibilities of what Out of Home can be. ​

In this series, we’ll be getting to know more about the people of Talon, their roles, advice and what they get up to outside of OOH. This week, we sat down with Faradillah Rahim, Campaign Manager in APAC.

Explain your role with Talon?

I’m based in Singapore, and my role primarily revolves around supporting the daily operational functions. This entails working closely with both the Sales Director and Managing Director to ensure smooth operations and to facilitate business growth.  

What does a typical day at work look like for you? 

A typical day for me involves addressing operational needs, overseeing daily tasks, ensuring smooth workflow, and assisting in various projects to contribute to the company’s success. It often involves task execution, campaign tracking and follow up to keep things running efficiently.  

What do you enjoy most about working in OOH?

The industry is constantly evolving with new technologies and trends which gives me so many opportunities for growth and learning. Working with various stakeholders such as the advertisers, agencies, and media owners fosters collaboration and networking opportunities. Seeing the campaigns that I work with, come to life in public spaces and observing their impact firsthand can be very rewarding. 

Most memorable moment or achievement in your time in the industry?

It was when a campaign I contributed to which won a prestigious award, recognizing the effectiveness of OOH work. It was such great accomplishment to see the team’s effort celebrated on a larger stage.  

Any tips or advice for someone interested in joining the industry or pursuing a similar career path?  

Keep yourself updated on the current events, industry trends within the media sector. Attending events and networking can open doors for job opportunities and valuable insights into the industry. Stay flexible and open-minded to change, as it will be crucial for success in this dynamic field. 

What do you get up to outside of work? 

I enjoy a variety of activities. I travel with my family at least two times in a year if time permits. I also enjoy staying active through hiking and yoga or going for runs. Spending time with my friends and family is important to me, whether its attending a small gathering or simply relaxing at home watching movies together. Overall, I try to maintain a balance between personal, social activities and relaxation outside of work.

If you could quickly and easily learn any new skill, what would it be? 

I would love to learn baking!

Share a memorable adventure or travel experience you’ve had during your free time. How did it impact your personal growth or perspective? 

Immersing myself in Okinawan culture was a fascinating and enriching experience. Okinawa has a unique blend of Japanese, Chinese, and indigenous Ryukyuan influences, which is reflected in its rich traditions, cuisine, and performing arts. 

One aspect of Okinawan culture that stood out to me was the emphasis on community and harmony. I had the opportunity to participate in traditional cultural events such as Eisa festivals, where the entire community comes together to celebrate with lively drum performances. The sense of unity and camaraderie among the participants was palpable and left a lasting impression on me. 

Overall, immersing myself in Okinawan culture was a rewarding experience that broadened my perspective, fostered a greater appreciation for diversity, and left me with cherished memories of the warmth and hospitality of the local community. 

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2024 is set to be another bumper year for sports with the return of the Euros and the Olympics, as well as the British Grand Prix, Wimbledon and more. And we know we say this all the time… but it’s true. It really does start Out of Home!  

From the electrifying energy of the stadiums to the hospitality venues heaving with fans, it begins with people heading out of their homes to enjoy the action.  

It really does begin Out of Home

However, to avoid a case of “all the gear and no idea” – OOH at your fingertips but how to effectively use it – we’ve put together this handy guide to ensure your brand is also winning this 2024 season of sport! 

Why advertise with OOH around sports events? 

The summer Olympic Games in Paris will be the first in-person games since Rio in 2016. Over 15.3 million visitors are expected to visit Paris and its surrounding areas for the games, with an estimated €4Bn to be spent by tourists. Similarly, the UEFA Euros will return in Germany this summer, with 2.7 million people predicted to attend the tournament. The last tournament in 2021 saw an impressive 5.2 billion tune in globally and fans boost footfall on the day of the final at UK high street pubs by +129%. 

Sports fans are dedicated to watching sporting events – whether they have tickets to the event or not. Thanks to its millions of sites across the UK, Germany and Paris, OOH is best placed to reach these fans.  

Not only are they dedicated, but sports fans are also a highly engaged audience who notice advertising. This is evidenced by recent research from Clear Channel which found that 77% of sports viewers notice brands surrounding sports events, with a +68% uplift in related brand perceptions because of OOH sports advertising.

The study also found a +47% increase in brand usage by respondents who saw an OOH ad from the surveyed brands, and a +33% increase in “brand liking” after seeing OOH advertising related to sporting events.

How to use OOH’s ACES to win 

In 2024, OOH delivers across four main benefits. At Talon, we call these ACES. We play these four ace cards to make sure your media plan delivers:  

Audience, Creative, Effective & Sustainable.

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Audience 

Using Ada, our proprietary DMP, we can better understand audience behaviour and hone in on target audience groups such as “sports fans” or something even more niche like “millennial six nations” fans. 

This data is then combined with a programmatic OOH buy via Atlas, our proprietary DSP, to deliver strong brand payback on consideration and purchase intent metrics: 

To improve campaign effectiveness amongst these audiences, we find that this is best achieved by integrating OOH as part of an omnichannel strategy: 

Creative 

With audiences out of home, use this opportunity to really grab their attention with creative OOH. 2D Full-motion DOOH video is 2.5X more effective than static creative – but implementing 3D creative enhances consumer engagement and preference even further: 

One brand who did this well were Lenovo for the 2023 British Grand Prix. As the official technology partner of F1, Lenovo utilised a 3D domination to build awareness of this partnership. An anamorphic domination across Piccadilly Lights, the Arndale and Canary Wharf grabbed attention of Lenovo’s key audiences, aligned with Lenovo’s tech-first message with creative production supercharged using Lenovo’s technology.

For brands wanting to connect with audiences through brand activations, look no further than experiential OOH. This is a powerful way of ensuring your brand is front of mind in the lead up to sporting events, at a time when excitement is in the air. Research has shown that: 

Effective 

Be at “the moment of truth” with proximity advertising that resonates with consumers and offers brands the opportunity to capitalise on the unique context, emotions and activities associated with these special times. Audiences will be out of home, so proximity advertising provides an added layer of reaching them across these touchpoints. As a result of proximity advertising: 

Additionally, brands can lean into context with dynamic OOH. Implementing dynamic elements into campaign creative such as time, date and location callouts increases relevancy with audiences. Brands who executed dynamic OOH campaigns saw: 

Sustainable 

Sustainability is a huge focus for consumers and sporting events across 2024, with the Euros aiming to set a benchmark for ESG, the London Marathon achieving gold for sustainability and environmental projects and Formula 1’s carbon footprint and Net Zeo pledge. 

According to research from Euro Monitor National, 64% of global consumers are worried about climate change. 

OOH gives back, with 46p in every £1 and £441 million contributed to public infrastructure in 2022. Per emission, OOH also emits less carbon than all other media measured – contributing just 3.3% to UK total ad power consumption and accounting for less than 3.5% of the UK’s total ad carbon footprint. 

Use OOH’s ACES to win your 2024 season 

And there you have it, our handy guide to ensure your brand wins this 2024 season of sport. Remember to play your ACES to make sure your media plan delivers:   

Ready to win with OOH? Get in touch with Talon today! 

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Inside Talon: Exploring the Professional Journey of Laura Colona.

Outside thinking – it runs in the Talon family. We pride ourselves on being a company built on people with big ideas. People who constantly challenge themselves and the industry to re-imagine and re-invent the possibilities of what Out of Home can be. ​ 

In this series, we’ll be getting to know more about the people of Talon, their roles, advice and what they get up to outside of OOH. This week, we sat down with Laura Colona, Senior VP Marketing, North America.

Explain your role with Talon?

Joining Talon at the start of 2024, I am delighted to have been tasked with providing executive leadership and management of the North America marketing organization. In my role, I govern a full-scale marketing program designed to build our brand in the US and Canada, educate agencies and brands on the unrivalled value of OOH, and demonstrate why Talon is the best partner for navigating the fast moving and fragmented OOH landscape.

What does a typical day at work look like for you? 

I am up with the sunrise and am good at not reaching for the phone for at least an hour, when I am amped from caffeine and ready to roll.  

I spend my commute organizing for the day, scrolling through & responding to emails and taking note of all the OOH I am experiencing during my journey. Once the day “officially” starts I check in with the team to make sure they have what they need to deliver and provide coaching where needed to ensure they are empowered.  

While the team keeps the trains on track, my day is spent switching gears between fine tuning the marketing strategy, to designing marketing plans, reviewing communications, and engaging with my new colleagues and industry partners and friends on how we can collaborate to get more lean-in by marketers to OOH.  

What do you enjoy most about working in OOH?

The people! When I transitioned from ad tech to OOH, the welcome I received from the community was incredible. Now, as part of the Talon team, the support I’ve received from the same community for my new role has been just as enthusiastic.

One thing that I have observed and continue to be impressed with is how each stakeholder in the OOH value chain comes together to champion the value of OOH and fight for our rightful share of the media plan pie. This is a community of competitors and friends who believe that with a unified voice all boats will rise, and when I see this in action, I am reminded that I have found my people.

Most memorable moment or achievement in your time in the industry?

During my tenure at the OAAA, I launched an advocacy program focused on OOH education for brands and agencies that included the formation of the OAAA Brand Council with leading advertisers including IBM, Pepsi, L’Oreal, Allstate and Logitech.  

The Brand Council is still in action today and is shaping the future of OOH through active dialogue on issues, developing trends and advocating for the medium’s value in an omnichannel marketing mix.  

I am eager to replicate this effort here at Talon with a client advisory board, furthering our position as a champion for OOH. 

Any tips or advice for someone interested in joining the industry or pursuing a similar career path?  

Don’t be afraid to ask questions – knowledge is power!

What do you get up to outside of work? 

I am always listening to music – another day another soundtrack! I love going to see live music as often as I can and recently picked up my electric bass guitar after a very long time. Who wants to start a band?!  

I also spend a lot of time outdoors. I recently moved out of NYC to the beach on Long Island, so I have enjoyed the nature that the beach and state parks have to offer. I love to cook and entertain, and love going to restaurants.  

If you could quickly and easily learn any new skill, what would it be? 

I would be fluent in Italian. 

Share a memorable adventure or travel experience you’ve had during your free time. How did it impact your personal growth or perspective? 

My friend and I had been robbed on the beach in Brazil and decided that jumping off the side of a mountain in a hang glider seemed like the logical thing to do in response. I have a fear of heights – but only in certain circumstances like driving up mountains.  

The ride up to the platform we were jumping off was terrifying. I cried all the way up, covering my eyes! The lesson I learned was not to empower fear to let you miss a single moment of life. I should have been looking out the window taking in the views, but I was too worried about the car driving off the side of the road to spot a blue butterfly. I am still afraid of heights… 

GWI Connecting the Dots 2024

By Ellie Reeves, Effectiveness Executive 

It’s largely unsurprising that the key trends we’re due to see for consumers in 2024 can be encapsulated by two feelings: fatigue and distrust. In the now familiar narratives of economic recession, global instability, and the rise of artificial intelligence, GWI’s annual “Connecting the Dots” conference sought to look at how advertisers and brands can utilise consumer research to maximise their performance in tough times. With panellists from Meta, Snapchat and Endeavor Analytics, adaptability and transparency weren’t just recommendations, but requirements for brands across the year.  

Transparency and Communication 

Growing distrust in media and news sources in a year of multiple elections, and consumer concerns around AI, will likely preface every publication and event for the rest of 2024. Consumers are increasingly scrolling past news articles and are sceptical of what they do see, driving quality and transparency as the core values that brands will have to emphasise in order to stand out. While concerns around AI are at their peak, an open dialogue with different consumer segments on their attitudes towards AI will be key to pursue opportunities in the field. As only 1 in 10 consumers feel it’s inappropriate for brands to make a statement on public policy, honestly speaking on the current climate is a demand from consumers (GWI). Light-hearted content is an important way of being there for the public, but this can’t go without substance.  

Explored by Peter Field, trust has become an increasingly important factor in purchasing decisions, rising from 7th to 2nd most important driver of profit in the last ten years. It’s an area where OOH has had longstanding success – as a public medium, consumers are more confident in brand messaging, particularly in comparison to perceptions of the unregulated digital space. At Talon, we see an average +6% increase in brand trust after consumers have been exposed to an OOH campaign (Talon Benchmarks). While trust has long been considered a ‘soft’ metric, de-prioritised in favour of sales and ROI, its importance has re-emerged for consumers and the industry alike.  

Diversifying Audiences 

With brands looking to maximise the value of their media investment, diversifying audiences will be incredibly important. The growing fanbase of combat sports was an interesting example here, with the sport seeing a +19% y-o-y growth in young parent viewers after its employment of short-form video (GWI). Adopting new partnerships and finding different angles to reach new audiences was a key recommendation. Another example was the -29% decline in vegans in Europe since 2021, as sustainable choices are increasingly considered unattainable in the cost-of-living crisis (GWI). Plant-based brands were therefore encouraged to target nutritious-conscious audiences and alter their messaging accordingly. 

The undervalued Baby Boomer audience was also toted, positioned as a segment with money, an expanding online presence, and active purchasing habits. Significantly under-represented in both the workforce and material of the advertising industry, this age group have long been sidelined. When they are featured in ads, they tend to be cast in domestic settings – largely irrelevant to the 1 in 4 Boomers who say they’re focused on their career (GWI). Smarter brands will therefore lean into the purchasing power of this audience by ensuring inclusion and representation in their strategy.   

Though high reach has historically been a key advantage of OOH, audience-first planning means it’s not just a broadcast channel anymore. Cutting audiences by age and gender is a largely irrelevant strategy, where behavioural and attitudinal trends are much more reliable to establish and target audiences. Activating programmatically with Atlas means our clients saw an average +45% uplift in on-target audience impressions in 2023, with +15% stronger levels of brand relevance felt (Atlas Benchmarks; Talon Benchmarks). Combining high reach and high relevance is a key strength of OOH, particularly as the post-cookie landscape struggles. 

Go Back to What Works  

2024 has already been a huge year for traditional broadcasting; the finale of Traitors received close to 7 million views when aired, and Luke Littler’s appearance in the darts’ World Championship Final was Sky Sports’ most watched non-football event in history. While ad revenue for TV has consistently declined over recent years, January did reiterate the channel’s power – particularly as the digital landscape is being re-shaped. With investment pouring into digital, serving to increase clutter and decrease cut-through, traditional advertising channels are receiving more engagement.  From the IPA Databank, we can see that adding OOH to linear TV increases the latter’s effectiveness by +17%, and as both engagement with and trust for traditional channels grow, combined activations are a key strategy for brands.      

The end of third-party cookies (though not explicitly mentioned) underlay these discussions – and no doubt spoke to the renewed importance of consumer surveying for brands. Snapchat’s Hannah Richardson noted that advertisers have historically been leaning into what was easily measured, rather than what should be measured, and changes in privacy regulations are a fortunate shift for advertisers to reconsider their approach. Falling back on traditional measurement frameworks like MMM and measures of incrementality will be how brands move forwards. ‘Test and learn’ seemed to be the motto for brands in 2024, calling for focus on what wouldn’t have happened without media investment.   

Moving Forwards  

Emerging from the panel was the importance of consumer centricity when fighting for both share of attention and share of wallet. Communicating with consumers and aggregating consensual data will be more important than ever by the end of the year, and using these insights to test and measure media strategies will be the new normal post-cookie. With more sources than ever before, data is proving to be the guiding light for brands – though instinct and creativity can’t be forgotten. 

As a passively consumed channel that the general public largely opt into engaging with, OOH offers a unique space in contrast to the oversaturated digital market. Creative employment of the medium, with contextually relevant messaging and audience-led planning, are key strategies to effectively and positively cut through. While OOH has proved it’s about more than just driving brand fame, it’s still a key strength. And as marketers are encouraged to go back to what works – and what can prove it works – 2024 looks to be a good year for OOH.

We recommend reading our 2024 OOH Trends & Predictions blog next!