By Effectiveness Executive, Ellie Reeves.

Navigating Attention Dynamics in OOH

Off the back of IPA Effworks and Future of Media, Talon’s Effectiveness team sought to bring the key debates, themes and trends seen across the industry in-house. While the demands of day-to-day planning are higher than ever before, it’s fundamental to understand the wider media landscape to ensure that our campaigns – and channel – are as effective as they can be. Media events and publications are largely dominated by digital channels, while OOH agencies have to read around their trends to interpret the state of our own. With speakers from Route, OnDevice, and Analytic Partners, this week offered a unique opportunity to look at key themes within the OOH industry and the role these play within the wider media ecosystem.

ATTENTION   

Highlighted by Dr Grace Kite at IPA Effworks, inflation will be the core impact on consumer sentiment and behaviour for the foreseeable future. With consumers increasingly shopping around for the best price, brand loyalty is down while shoppers are actively looking for brands to support them through hard times. As a result, it’s an incredibly important time for brands to be advertising – the battleground will be in gaining meaningful attention among consumers in an oversaturated advertising landscape.  

Kantar’s recent Media Reactions is a key example of how attention is coming to the forefront of conversations surrounding media effectiveness, citing a 90% correlation between channels that consumers claim capture their attention and those that they prefer. Consumers placed both OOH and DOOH in their top three attention grabbing channels, and top five preferred channels. Though 51% of marketers claim their marketing budget is influenced by attention, the paper’s findings showed significant discrepancies between perceived and actual consumer preferences. Reflecting on a broader shift towards in-person advertising experiences, Kantar emphasised the importance of attention on strategic decision-making. But how are media channels themselves understanding attention?  

Digital channels have been almost systematically referring to attention as ‘the new metric’, calling for its incorporation into measurement frameworks and an understanding of the concept across different platforms and formats. By comparison, OOH has been researching and quantifying this concept for decades. Euan Mackay outlined the sophisticated methodologies that have been used by Route to determine the visibility of OOH, making OOH the only media channel where inventory is 100% viewable. Eye-tracking projects with Lumen mean that we have an extensive understanding of how pedestrians view the world around them, and as a result, how many people really see an OOH ad. While digital impressions can overestimate an audience by up to 91%, OOH uses visibility-adjusted impacts as a truer measure of campaign reach and are embedded into the currency of OOH.

MEASUREMENT 

While impacts are a significant differentiator of OOH from other media channels, in the words of Ceclia Dones, “impressions just prove you spent money”. Holistic and thorough measurement has been an increasingly prevalent topic of conversation in the media industry, highlighted by the Future of Media’s decision to create a measurement track this year. Dones was one of many speakers calling to distinguish metrics of delivery and metrics of effectiveness, highlighting the inconsistency of these across media channels. For brands, the key challenge will be defining and measuring success across channels and markets in a coherent and comparable way.  

For media channels, the challenge is in justifying individual channel effectiveness to clients while appreciating our role within an omnichannel strategy. As campaigns run across multiple channels, we need to measure in the same way. Speaking at Talon’s Eff’ Week, OnDevice’s Sarah Robson outlined both the necessity and complexity of constructing an omnichannel measurement framework, claiming: “data is driving what we do and yet there still isn’t one coherent way of measuring what we do”. Effectiveness needs to be independently assessed, looking at the whole strategy and understanding the cumulative impact of channel spend. Effective measurement is being able to unpick where a campaign has worked and what hasn’t worked – where improvements and adjustments need to be made in future strategies.

ECONOMETRICS 

Instrumental to the effectiveness of a measurement framework is the use of varied metrics for success, looking across the brand funnel to chart awareness, loyalty, trust, and sales, to name a few. Another key buzzword in the industry, econometrics has been increasingly leant on as the sole framework for quantifying channel effectiveness through ROI. Through econometrics modelling, OOH is typically positioned as a channel that delivers poor ROI. This is largely due to very few data points being ingested, lacking granularity, and failing to account for incredibly important factors like creative performance, regional differences, and seasonal impacts. Hearing from Justine O’Neill at Analytic Partners, our Eff’ Week looked to assess the challenges and opportunities for OOH and econometrics.  

Fundamental to accurate econometric reporting is collaboration. Agencies must be transparently and productively working together to ensure that detailed, accurate data is used. For OOH, this means utilising Route data at a regional, or even frame, level. With channels running together, it’s difficult to isolate the effects of each, so a broader understanding of the media plan and channel spend will have a significant impact on reading results. While econometric modelling is an invaluable tool for clients, it’s not to be considered in isolation. Ten years on from their initial publication of ‘The Long and Short of It’, Binet and Field reminded us at IPA Effworks that short-term metrics must be considered in tandem with the long to assess and maintain long-term brand penetration.

UNDERSTANDING TRUE CAMPAIGN EFFECTIVENESS 

Understanding true campaign effectiveness means identifying the objective of the campaign and how that can be measured with the right framework. There’s a need for multiple measurement frameworks in place to fill the gaps for each other. If 41% of ROI is driven by creative quality, versus 59% for executional elements, then we have to be measuring and optimising creative performance. Peter Field has highlighted that brand trust is becoming increasingly fundamental to driving profit, so measurement must take into account emotional and behavioural metrics also. Ultimately, cutting through the clutter requires a thorough understanding of the objective, strategy, and brand, with frameworks in place to measure and optimise the process for the betterment of clients and agencies alike.    

Talon’s Eff’ Week allowed us to go beyond proving the need for measurement, to debate and understand at a broader level what effectiveness means for our agency. As quickly as the media industry evolves so do measurement and effectiveness conversations, meaning as an agency we must stay abreast of key issues and topics within the industry. As the first OOH agency to receive IPA Effectiveness Accreditation in 2021, the event was another great opportunity to show our commitment to a culture of constant learning.

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With less than 100 days until Christmas, we’re seeing consumers immerse themselves in the spirit of the season. From days out and trying festive menus to shopping for gifts and dinner with loved ones, the onset of winter ushers in shifts in consumer behaviour. All these activities, alongside normal day to day life, mean that audiences will be OUTSIDE this festive season. Out of Home advertising at Christmas provides the perfect opportunity for brands to influence consumers. 

In this blog, we will explore these opportunities and share our heady mix of creativity, technology and data to help brands connect with audiences and reap the rewards using OOH advertising this Christmas. It all starts with thinking outside_ 

Key Shopping Dates 

Christmas shopping is skewed throughout Q4, with big events such as Black Friday, providing audiences with ample opportunity to shop for the best deals. According to an IPA survey, the bulk of Christmas shopping starts as early as September and as late as the third week of December.

The most popular times for gift buying are the first half of November (21%), the first week of December (which has increased YoY from 15% to 21%) and Black Friday Week (16%). Unsurprisingly, 72% of consumers are planning to get the best deals by shopping for gifts this Black Friday. Despite economic uncertainty last year, an impressive £12.3 billion (Mintel) was spent on Black Friday (vs £2.53 billion pre-Pandemic) with a +13.9% increase in high street footfall YoY.

Shoppers are Hybrid

This year, 73% of adults will research their purchases beforehand and 77% of under-35s are setting aside some of their Christmas budget for the sales. According to data from Yodel, 61% of Brits are “hybrid shoppers,” shopping both online and in-store for Christmas gifts.

For the hybrid shopper, we recommend an omnichannel approach. When used in combination with digital channels, OOH increases the effectiveness of online ads by +31%, paid social ads by +56% and +80% for search ads. Consumers already spend an average of 70% of their time outside of their homes – so OOH is a prime channel for reaching these audiences and an omnichannel approach can increase overall reach by 68%.

Timing Your Message is Everything 

With audiences thinking of Black Friday and Christmas purchases throughout the festive buildup, it is important to time your message effectively. Audiences are thinking about Black Friday purchases up to 2 months prior to the event, with the majority thinking of their purchases 1-2 months to 1-2 weeks prior. This provides brands with an ample window of opportunity to get their messaging in front of consumers early to avoid the Black Friday clutter. 

It will certainly be an end-of-year push to fill stockings for most consumers this year, as their preparations are set to begin sooner than last. So, how do we ensure that we effectively reach these “scramblers” with OOH? 

Audience-first Planning 

What makes OOH advertising at Christmas so advantageous for brands is its ability to work across all stages of the purchasing funnel. In recent years, the advancements in digital capabilities have shifted the role of OOH from being primarily a top-of-the-funnel medium to working across the whole funnel. 

Out of Home’s role has evolved and continues to evolve based on: 

Using an audience first planning approach in Out of Home benefits our clients: 

One brand in particular, used audience-first planning to drive footfall to store over the Christmas period using Out of Home. Utilising Atlas, the retailer’s campaign activated OOH based on the recent movements of Luxury Christmas Shoppers. As a result, they saw +17% Higher levels of store footfall vs. Their competitors, and a +42% Increase in visits seen in London across the campaign. 

Driving Action Through Out of Home Advertising This Christmas 

So, how do brands drive action this festive period? There are six ways a brand can achieve this: 

  1. Be at the “moment of truth” 

Proximity advertising resonates with consumers. Proximity targeting during the festive period offers brands the opportunity to capitalise on the unique context, emotions and activities associated with these special times. Consumers feel that adverts in proximity to the store are more noticeable than adverts in other locations, which influences consumer action.

  1. Lean into context with dynamic creative  

This is even more crucial around the holidays and allows brands to connect emotionally with their audience. 

  1. Reach more of your audience through OOH 

Utilise audience-first planning to optimise any OOH campaign, improve brand awareness and increase purchase intent. With our DMP Ada, brands can be as narrow or as broad as they require. 

For brands wanting to optimise their audience-first OOH plan further, we recommend activating digital Out of Home programmatically via our DSP Atlas.

  1. Own key consumption opportunities with programmatic (prOOH) 

Data shows that the use of Atlas can deliver strong brand payback on consideration and purchase intent metrics. PROOH drives purchase intent. 

  1. Shoppable OOH 

QR codes are helping to bridge the gap between online and offline channels. They can provide quick access to holiday promotions, discounts or event information, enhancing the holiday shopping experience and improving the effectiveness of your Out of Home advertising this Christmas. 

  1. Amplify with creativity to increase attention 

Special builds are a great addition to any marketing plan, whether they serve as a vessel for social content or supplement/lead an OOH campaign. Special builds make an impact and can generate viral attention. 

As a result of being exposed to this special build for Sainsbury’s: 

Experiential OOH is another brilliant way of amplifying attention and positive feelings towards a brand. With consumers desiring real experiences, experiential OOH physically places brands in the action.

Ready to sleigh the season with Out of Home advertising this Christmas? Get in touch with Talon today!

 

Lori Lee, Head of People, North America, shares her experience with menopause for World Menopause Day. 


A Menopause Journey

In the stillness of the night, when most of the world was lost in dreams, I would abruptly awaken, my heart pounding like a drum solo at a rock concert. My mind seemed to choreograph a gymnastics routine of worry, competing for the elusive gold medal. At times, I found myself drenched in sweat, as if I were rehearsing for a solo water ballet, my spine serving as the grand stage. At 45, I was convinced I was slowly transforming into a stressed-out pretzel.

“I’m okay. Everything’s okay,” I’d whisper to myself, almost as though I were trying to convince a skeptical squirrel. Adding an extra layer of intrigue to the madness, I’d start counting backward from 50, as if my thoughts were engaged in an intense game of hide-and-seek with my anxieties.

Before long, I began experiencing spontaneous “chill sessions” and surprise sweat marathons during my daily train commute. Even more amusingly, I’d transform into a full-blown fountain of perspiration right in the midst of crucial meetings, with a room full of people looking at me as if I were a unicorn who had accidentally stumbled into a scientific symposium. And let’s not forget the simmering rage bubbling up inside me, making me feel like unleashing a fiery tirade for no apparent reason at all.

I was eating less, but it seemed as though I was defying the laws of physics by gaining more weight than a spaceship loaded with donuts. I had once been a size 6, but within two years, I had ballooned to the size of a cosmic black hole, seemingly devouring calories.

Now, I had a group of close friends I could have confided in, but what on earth could I say to them? “Hey, ladies, guess what? I’ve turned into a walking sauna with anger management issues!” It took me years of enduring this rollercoaster of emotions—anger, anxiety, sweating, freezing, and worry—before I finally realized I was essentially hosting a menopause-themed amusement park.

I attempted to describe my peculiar symptoms to countless doctors. “Am I losing my mind? Am I working too hard? Have I broken some universal rule?” I even played a sort of doctor roulette, changing physicians regularly, hoping that somewhere out there, someone had a clue.

Then, one fateful day, following a meltdown that could rival a toddler’s tantrum, I decided I’d had enough. I screamed, cried, yelled, and broke things, and in that chaotic moment, I had an epiphany: there was absolutely no rhyme or reason to this madness. So, I promptly scheduled an appointment with a therapist.

In just two sessions, this young therapist, who likely believed menopause was as mythical as unicorns, dropped a bombshell. “Has anyone ever discussed menopause with you?” she asked. I couldn’t help but burst into laughter. After all, I was too young, too vibrant—I wasn’t supposed to be part of the menopausal club. I stormed out of her office in frustration, sat in my car, tears streaming down my face, only to later realize that she might be onto something. I marched right back in, determined to get an explanation.

Picture this: she wasn’t a day over 35, and there I was, sharing my midlife crisis as though it were the most riveting soap opera drama. But desperate times call for desperate measures, and I was all ears. Little did I know, she was about to educate me on a subject she had never personally experienced: menopause, the unexpected plot twist in the sitcom of my life.

Fast forward to today, at the tender age of 53, I’m nearing the end of this wild journey. While I still contend with many of these symptoms, I’ve become adept at managing them and setting realistic expectations for myself. Do I experience hot flashes? Absolutely! Am I occasionally a bit irritable? You bet! Do I miss sleep? Oh, absolutely. But here’s the twist—I’m much more informed about the situation, and I’ve opened up a dialogue with countless women going through the same thing. I’ve learned that I’m not alone anymore, and I don’t have to endure it in silence. Menopause might have thrown me for a loop, but I’ve turned it into one heck of a comedy show!

Conclusion

My journey through the tumultuous seas of menopause might have started as a bewildering and frustrating ordeal, but it has evolved into an unexpected adventure filled with laughter, self-discovery, and camaraderie. I hope my story serves as a reminder that no matter how unpredictable life’s twists and turns may be, we have the power to adapt, grow, and find humor in even the most unlikely situations. So, if you’re experiencing your own midlife rollercoaster, know that you’re not alone, and there’s always room for a good laugh along the way.

Cutting Through Christmas Clutter with OOH Benchmarks

Lucy Baumgartner, Senior Effectiveness Executive at Talon shares the need to know on Talon’s OOH Christmas Benchmarks.

Christmas is, for many brands and advertisers, the most important time of the year. Media spend increased +14% between Q3 and Q4 2022, and similar trends are expected this year (Nielsen). With this huge increase in ad spend, the market can feel like a battleground with brands fighting for dwindling consumer attention. This highly cluttered environment produces the issue of Christmas message fatigue amongst consumers, causing campaigns to be lost.

While this time of the year can pose problems for many brands, benchmarking analysis demonstrates that Out of Home (OOH) offers a unique opportunity to cut through this Christmas clutter and stand out from the crowd. Talon benchmarks show that OOH campaigns which run in the lead up to Christmas deliver an uplift of +23% in ad recall, versus +18% for campaigns running across the rest of the year.

But why, in the period when consumers feel most bombarded by advertising, does OOH deliver stronger levels of ad recall? A big part of this is down to OOH’s ability to subtly blend into the surrounding urban environment with 62% agreeing OOH adverts fit into their environment, ensuring brands and messaging are reaching consumers when they are actually receptive to that advertising.

This is closely linked to recent Kantar research which has shown that consumers are enjoying going out more than ever, solidifying the position of outdoor channels as more relevant, useful and entertaining. Talon benchmarks reinforce this notion, highlighting that over 5 in 10 consumers agree OOH Christmas adverts reached them in the right mindset, at the right time and with relevant messaging.

This ability of OOH to be less intrusive whilst still delivering big impacts allows the channel to captivate consumers at a time of the year when they are most difficult to reach – driving brand metrics. Analysis has shown that brands who use OOH during the Christmas period see uplifts of +11% in unprompted awareness (versus +4% across the rest of the year), +9% in the perception of ‘a brand for me’ (versus +5%), +7% in consideration (versus 4%) and crucially during this period +9% in purchase intent (versus +7%). Results also demonstrate OOH is particularly effective at influencing 18-34s, with 62% of this audience feeling positively towards OOH Christmas campaigns (versus norms of 59%).

OOH is a fundamental part of the media mix, captivating audiences, providing cut through and offering brands the chance to overcome those classic Christmas hurdles. OOH enables brands to target consumers during this festive period at the point of purchase, as well as with contextual messaging which drives consumer engagement on average +14%. Through using OOH advertisers can capitalise on the unique context, emotions and activities associated with these special times.

Want to know more about using OOH to cut through the “Christmas Clutter” this year? Get in touch with your Talon representative or alternatively, drop us an email.

London 29th September 2023: Today, the global, independent Out of Home (OOH) media agency Talon announces the appointment of Mike Saunter to the role of Group Chief Financial Officer (CFO), Henry Lucas in the newly created role of Group Chief Commercial Officer and Stewart Easterbrook extending his remit to become Talon’s Executive Chairman, as the business continues its focus on international growth and expansion. 

Alongside these new hires, Talon have restructured the global board with Barry Cupples stepping down as Group CEO and Eric Newnham, founder of Talon, stepping in with immediate effect.  

Eric is a renowned entrepreneur with several decades experience leading successful Out of Home businesses, and has been at the forefront of Out of Home’s transformation from a legacy medium to the effective, measurable and data-driven channel it is today. Eric founded Talon in 2013 alongside James Copley and Frank Bryant and during his tenure as CEO – 2013 to 2019 developed Talon into the leading global OOH independent agency.  

Mike, an accomplished international leader, joins the Talon board as Group CFO. He has extensive experience in the advertising industry with time as International CFO at Clear Channel Inc. and as Global CFO with advertising agencies Crispin, Porter + Bogusky in the US, and Bartle Bogle Hegarty in the UK. Most recently Mike has spent time in an advisory capacity to early stage technology businesses in electric vehicle charging and blockchain infrastructure. 

Henry will be part of Talon’s senior leadership team, based in the UK with responsibility for developing and diversifying Talon’s global commercial strategy. He joins Talon with a wealth of commercial expertise having spent the last nine years at Dentsu, most recently as Commercial Operations Director at Amplifi Global. Prior to Dentsu, he held Group Account Director roles at WPP and IPG. 

Both appointments follow a successful period of growth for Talon and new senior team hires, including ex-Starcom Mediavest chief Stewart Easterbrook as chairman, Alice Date as Group Sustainability Manager, Todd Palatnek as SVP, Client Development in North America, and the promotion of Luke Willbourn to Managing Director UK. This year, the business completed the acquisition of Evolve, the fast-growing, independent specialist OOH business, as well as the acquisition of Novus Media Canada Corp. Talon, which is celebrating its 10th anniversary this year, also opened new offices in the Middle East and Asia-Pacific, and secured new investment from Equistone Partners Europe, allowing the business to continue its global expansion and technical innovation. 

Eric Newnham, Group CEO Talon, said:

“I look forward to re-taking a hands on role leading Talon towards its global growth objectives and wish Barry well with his future endeavours. Looking ahead, Stewart’s wealth of experience in leading digital-first businesses including MiQ, will be instrumental in delivering our future growth. I’m excited to work more closely with him to deliver Talon’s commercial objectives.  

Additionally, Mike and Henry are extremely experienced business leaders in driving commercial growth and operational efficiency. They will be pivotal in helping us leverage our powerful and intelligent tech and media offering to further drive the business forward.” 

Mike Saunter, Group Chief Financial Officer at Talon, said:

“Talon has an impressive position in the Out of Home industry and has achieved a great deal in its first ten years.  Its investment in technology, strategic acquisitions and partnerships has developed a unique proposition in the market and I am excited to be working with the senior team and board to further amplify Talon’s impact and to play a key role in its ongoing development and success.” 

Henry Lucas, Group Chief Commercial Officer at Talon, said:

“Talon’s investment in technology has cemented its position as a leading OOH agency both domestically and globally. It has enjoyed several strategic acquisitions in recent years and is now at a pivotal period of its global expansion. A mission of mine is to create a sustainable commercial environment to ensure we future proof the business and deliver best in class results. Moreover, I want to ensure we continue to create meaningful value for our partners, and deliver tangible business outcomes for our clients. I’m very much looking forward to working with the Talon team in enhancing its commercial operations, and growing the business together.”

Inside Talon: Exploring the Professional Journey of Anant East

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 Anant East, Chief Technology Officer at Talon.

Explain your role?

As Chief Technology Officer (CTO) at Talon my role covers the delivery of both the support and development of the tools Talon use to operate the business, as well as the many products we have developed to plan and manage campaigns for our customers.

Fortunately, I have a talented team that helps me to do this. My team is responsible for providing this to all the companies within the Talon group, covering:

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

A typical day is a mixture of ensuring the software developers and support teams have everything they need to deliver the services we provide and build new features. This includes unblocking any obstacles they may have, thinking about the future shape of the teams, helping to manage the product roadmaps and the resolution of any incidents.

What do you enjoy most about working in OOH?   

As an industry there is still a lot to do to make use of the appropriate technology for all sides of the industry; all the way from the customers and agencies through to the media owners and suppliers involved in the planning, booking and operations of media campaigns. My role allows me to play a role in the implementation of technology to deliver value to our customers and owners.

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

I’ve worked on both the selling side and buying side of the industry and my most memorable achievement is working together to deliver the automated trading the industry must adopt to remain relevant and more importantly, give access to new customers to OOH.

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

Having worked in manufacturing, finance and retail domains I can honestly say that media and OOH is just as challenging and rewarding, with the added advantage of your friends and family seeing the campaigns you help to deliver.

What do you get up to outside of work?

Sleep, but on the weekends and in my free time I like to hike and am a member of a large walking group. I have walked the West Highland Way three times, most of Wainwrights lakes, the Welsh 3000, Hadrian’s Wall, Jurassic Coast, SWCP, several 100km walks, and that’s just in the UK. I have also hiked in Africa, South America, New Zealand and the Himalayas. Most Sundays I walk 10 to 15 miles usually in the Chilterns.

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

Plumbing as you can never find one when you need to.

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

When you trek through remote places such as the Himalayas and see how happy everyone is with the very few possessions they have it always reminds me to keep things as simple as possible.

Emily Haile, Programmatic Manager and Sustainability Squad member, details the new ASA greenwashing regulations and how brands can ensure their OOH advertising complies.

Greenwashing in OOH: Ensuring Campaign Compliance with Environmental Standards

On a rapidly warming planet where extreme weather is fast becoming the new norm, consumers are now hyper-aware of the environmental impact of the brands they buy. Three in four consumers are calling for companies to reduce their own environmental footprints, and Global Google searches for sustainable products have increased by 130% in the last five years. Eight out of ten shoppers say they would pay more for sustainably produced goods – with this figure rising further among Millennials and Gen Zs.  

In response to this demand, brands are naturally keen to showcase all the ways they are making progress in this area. But when it comes to corporate sustainability claims, consumer trust is low – and with good reason. 58% of CEOs admit their own company has engaged in some form of greenwashing: the practice of making a brand/product appear more environmentally friendly than it really is. Additionally, an EU survey in 2020 found that over half of environmental product claims were ‘vague, misleading or unfounded.’ Even when brands are not deliberately trying to misinform consumers, the prevalence of vague language, unsubstantiated claims and inconsistency across the market means that consumers are confused at best and disengaged at worst.  

With brand values crucial in determining brand trust, and trust now the second-highest factor in driving profit, it’s clear that there are both reputational and financial risks – and opportunities – for brands wanting to promote their environmental credentials. The guidance released by the ASA aims to help advertisers make clear their commitments in this space and reinstate consumer confidence in their environmental claims. 

What are the new regulations? 

In 2021, the ASA identified that the use of ‘carbon neutral’, ‘net zero’ and ‘offsetting’ claims in advertising were at risk of being misleading given low consumer understanding and lack of consensus on their meanings. Subsequently, they have released new guidance for advertisers regarding these claims.  

As of February this year, new CAP guidance requires that advertisers should: 

In June, further guidance was added, clarifying that the environmental impact of the whole business should be considered and not only the specific initiatives or products advertised: 

How can brands ensure compliancy in their OOH advertising? 

OOH, as a broadcast channel existing in the public sphere, is rightly held to the highest standards of accountability. In no small part due to this, OOH is the most trusted media channel (vs. digital and radio) and is particularly strong at driving trust amongst hard-to-reach sceptical Gen Z audiences. OOH is therefore the natural choice of media for promoting a brand’s environmental commitments, but advertisers should be mindful that their OOH messaging should adhere to the new guidelines and any use of ‘carbon neutral’, ‘net zero’ and ‘offsetting’ claims should be well-substantiated. CAP advice should be sought in the case of any uncertainty. 

TfL have made clear their commitment to upholding the new CAP guidance by updating their advertising policy for all campaigns running across their advertising estate. All advertising copy relating to fossil fuel extraction or any copy submitted for brands associated with fossil fuel extraction now need to be submitted to TfL for review, as well as any advertising copy including an environmental claim. TfL request that CAP advice is sought on all such copy prior to being submitted for review. 

What else is on the horizon? 

This is only the beginning of the conversation on environmental claims in advertising. Since the CMA launched its Green Claims Code in 2021, it has been applying this to its sector-by-sector review of misleading environmental claims. ​In January 2023 the CMA announced it would widen its review to FMCG and this investigation remains ongoing.  

Concurrently, the Digital Markets, Competition and Consumers Bill is undergoing parliamentary approval which could give the CMA new fining powers to deal with greenwashing as a misleading practice, which could be in place as early as 2024. Now more than ever, brands should ensure that their environmental credentials stand up under scrutiny from regulators and consumers alike. Not only will this stand them in good stead against future regulatory developments, but the accelerating nature of the climate crisis also means that eco-consumerism is not just another marketing trend – it is a fundamental shift in buying behaviour that is here to stay.

Advertisers should see this as an opportunity: those who put in the groundwork now will enjoy increased consumer trust, loyalty and ultimately profitability in the years to come. 

Inside Talon 1

Mel Lindquist’s Journey in Talon OOH: A Focus on APAC Region

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 Mel Lindquist, who leads our Asia Pacific expansion as Managing Director for Talon Singapore.

Explain your role?   

Talon’s APAC office is strategically based in Singapore as a gateway to the Asia Pacific region. My role is to build the Talon profile in the region, attract new clients to Talon and deliver exceptional campaigns for local and international clients. Importantly, my role is to also advocate for the Out of Home (OOH) industry in the media mix as well as support and drive the continuous improvement of OOH, DOOH and pDOOH performance.  

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

The role spans a wide remit from strategy through to post campaign analysis, as well as client and industry facing meetings and events. Throughout the week I am connecting with existing and potential new clients, presenting credentials or proposals, checking on campaign performance and reading research and case studies. During live campaigns I am verifying placements and communicating with the client and media owners. 

What do you enjoy most about working in OOH?     

I’ve worked in radio, television, digital and now OOH. All are enjoyable to work in but there is something about the visceral impact and tactile nature of an OOH campaign that drives my passion for OOH in a marketing strategy. I love working with marketers and agencies to deliver results using a smart, data-backed strategy that works and when you see it in the physical environment, its exceptional. 

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

The opportunity to be at ground zero of Talon’s APAC expansion has been very memorable as it is a chance to build something from the ground up but with the foundations of an internationally reputable and established business. The first campaigns from the Singapore office will always be very special too with the Warriors of Future Netflix film launch in Tokyo, Taipei, London and New York and the stunning Singapore Airlines, “Welcome to World Class,” campaign on some of the most iconic OOH sites around the world. 

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

I started in radio making tea for the breakfast announcer, reading papers, finding interesting stories and researching information to make great, compelling content for radio listeners each morning.  This was hard work but one of the most interesting roles I have ever had because you did not know what was going to happen each day.  If you have passion for media, you will find a way in via an internship, work experience or entry-level role. Then learn as much as you can from the best people and care about what you produce and deliver to clients every day. That is a great foundation for long career in media. 

What do you get up to outside of work?   

I love to travel and experience different cultures, so I am always planning my next adventure.  Recently I have visited Langkawi in Malaysia, Jakarta in Indonesia and The Azures in the North Atlantic Ocean.  Thankfully, Singapore is an amazing place to live due to its proximity to some of the most beautiful places in Asia.  It’s a 45 minute boat ride to get to Bintan or a 2 hour flight to eat in Bangkok or walk the temples of Angkor Wat.  

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

Other languages. I’d love to be fluent in Japanese and Mandarin. 

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

My first trip to Cambodia in 2007 was life changing and resulted in many more visits.  It was a humbling experience and eye-opening to the privilege I had taken for granted. A simple act like buying rice supplies, reading to children, teaching a sport or giving books to a school had an enormous impact on many lives and I have been very grateful to be able to contribute.

Talon Benchmarks: Enhancing OOH Effectiveness

Lucy Baumgartner, Senior Effectiveness Executive at Talon shares the need to know on Talon’s OOH Benchmarks.

With over 10 years’ experience planning and executing Out of Home (OOH) campaigns, Talon have always prided ourselves on thinking outside. We champion the OOH medium that is more effective and more measurable than ever before.  

At Talon, campaign effectiveness is underpinned by a simple but sophisticated benchmark database – which is unlike any other available in the market. With our extensive knowledge of OOH measurement and through following a consistent measurement framework, we have collected a wealth of data covering almost 200 campaigns which provides unique insight into OOH’s effectiveness.  

This data is fundamental to Talon’s planning cycle and forms the bedrock of campaigns. In this series, we will be deep diving into the interesting world of OOH effectiveness.

What are benchmarks and what do they tell us? 

“Benchmarks” is a word that is used a lot when it comes to effectiveness, but what are they? What do they mean and why are they imperative to OOH planning? 

In the world of measurement, synonymous with acronyms, jargon and countless metrics, understanding campaign results and performance can be confusing. Benchmarks are a fundamental part of simplifying this process. They allow us to accurately assess and understand campaign performance by providing an essential point of comparison, giving us the ability to compare performance to wider norms.

Additionally, they provide our clients with the context to effectively assess whether a campaign’s objectives have been achieved. Reporting an uplift in any brand metric is fantastic, however without understanding the context and norms of our channel, that result doesn’t mean a lot, and the campaign could be underperforming against industry standards.

How have we created our Talon Benchmarks? 

At Talon, campaign measurement doesn’t stop at individual clients and brands. A consistent measurement approach across clients, with a standardised methodology and questionnaire, has allowed us to merge and amalgamate all the data from our brand uplift studies over the past six years, creating a rich database of campaign results. From this database, average uplifts across all brand metrics have been created, providing the much-needed point of comparison that campaign assessment requires. For example, on average OOH drives an uplift of +6% in brand awareness and +7% in purchase intent.

Watch this space for more Benchmarks insight… 

While at their surface, our Talon benchmarks are simple, in this series we will explore how layers of analysis into this database provides highly sophisticated insight which underpins Talon planning strategies, informs OOH’s role in the wider media landscape and helps answer industry wide questions.

In an age where data serves as the cornerstone of effective decision-making, harnessing its power has become a non-negotiable for businesses throughout the marketing and advertising industry. Talon recognises this imperative and has been using Ada to deliver audience-first campaigns for some of its biggest clients since its launch in 2018.

Constantly consuming billions of real and recent audience data points has allowed us to launch a new Ada dashboard for people across the agency to access instant insights. The Ada Insights Dashboard builds on the success of the Covid Audience Dashboard, which proved to be an effective and valuable tool that produced intelligent, data-led recommendations during unstable circumstances. The new dashboard continues to embrace Ada Lovelace’s (Ada’s namesake – a pioneer in computer programming) innovative spirit by simplifying access to unparalleled audience insights, making planning data-driven OOH campaigns more accessible. 

Tailored to the unique needs of the outdoor advertising landscape, the Ada Insights Dashboard has evolved to better visualise granular audience behaviour across the UK. This data is used to optimise when, where and how OOH campaigns are deployed to achieve maximum exposure and engagement for our clients. Our proprietary DMP, Ada, houses footfall data to nearly 1 million Points of Interest (POIs) over the past 12 months. We use this data to better understand how audience behaviour varies across days, regions, and categories alongside the payback OOH can deliver. Ingesting over 1 billion location observations via SDK data, the platform filters footfall data by category and region to inform and optimise planning strategies for our clients. 

The Ada Insights Dashboard enables Talon’s planning teams to: 

This dashboard, combined with Talon’s other proprietary AdTech platforms, wealth of effectiveness data and experienced planning experts ensures that we are continuing to deliver the best OOH solutions and successful outcomes for our clients. 

Luke Willbourn, new UK MD said that the Ada Insights Dashboard is a great tool for Talon to enhance our audience-first planning with easier access to effective insights. “By simplifying complex data sets into instant actionable results and real-time updates, we’re able to craft campaigns that better resonate with client audiences, ultimately driving greater engagement and return on investment”. 

In an era where data reigns supreme, tools like the Ada Insights Dashboard makes data-driven OOH planning simpler. At Talon, we believe that strategic audience-first insights are the foundation for effective OOH campaigns.