By Andrew Sinclair, Managing Director at Talon Ireland

As we approach the end of another frenetic year in adland, you can sense the universal clamber to close out the year and the shifting focus towards what will likely be an even more frenetic 2026. 

We all appreciate that warp speed advances in technology demand agility, creativity, and dynamism to ensure relevance in a world that has never moved faster.  And yet, moments of reflection at this time of year become increasingly important to take stock, to reflect and aide the chartering of a new course.  In truth, the looming deadline to file this article, became the catalyst for me to do exactly that this week.  To step back, reflect on the year past and look to what the future holds for our OOH (out-of-home) industry.

It got me thinking that there’s still so much unrealised capital in what OOH can deliver.  How it’s uniquely placed to straddle the virtual and physical world and truly connect brands to ‘real’ people in real time. How it remains the leading channel for delivering brand FAME and unparallelled audience interaction. How it’s constantly evolving and continues to build on its USP as the original and greatest broadcast channel.  And ultimately, how 2026 is going to be OOH’s best year yet thanks to the launch of a next generation measurement system, continued investment in digital infrastructure and the onboarding, at pace, of programmatic capabilities across key media owners. 

At Talon, we’re a team of OOH evangelists, driven to showcase all the capabilities that the channel has to offer and with so many moving parts to consider, we do this under the framework of ACES – Audience, Creative, Effectiveness, Sustainable – our future proofed strategy that delivers in a market evolving fast.

AUDIENCE: BEYOND DEMOGRAPHICS

In a world where audience behaviours continue to fragment, OOH is positioning itself as the channel that can unite reach, relevance, and real-world presence in a trusted environment.  Gone are the days of planning around age, gender, and broad life-stage groups.  Instead, we are now in the age of optimised broadcast, a rich playing field where mass reach is blended seamlessly with the precision of contextual, behavioural and movement-based insights.

Programmatic OOH is adding further depth to our audience insights, quickly moving from what was recently deemed an emerging channel to an everyday reality.  Through our DSP Optimise, we’ve been at the forefront of the conversation, championing the rise of Programmatic OOH (PrOOH) in this market since 2020.

The capabilities around automated buying is helping us deliver real time activations, dynamic creative tailored to specific audience moments, and precision timing and location control at increasing scale.  With more screens onboarding in 2026, the programmatic marketplace will continue to thrive offering brands richer inventory, deeper data insights, and new opportunities for brands to activate OOH with digital like flexibility and precision.

OOH has always been about scale, trust, impact and cultural presence. And whilst they remain the bedrock, it’s quickly adding the strings of intelligence, integration and flexibility to its bow. With audience behaviours shifting, the medium is evolving with in tandem – not just to keep pace, but to lead.

CREATIVITY: OOH’S SUPERPOWER

Creativity is now stretching far beyond the classic 3D build with the entire urban environment presenting itself as a blank page – buildings, streetscapes, transport hubs and digital screens – all transforming into opportunities for ideas to stop people in their tracks.  With the rise of Retail Media, the canvas of OOH has extended right to the point of purchase.  These retail environments offer brands the chance to connect at the most decisive moment, turning everyday shopping journeys into creative brand experiences.

Intuitively, as our daily lives become increasingly shaped by AI, algorithms and automated content – the need for bold, human creativity has never been greater. And that’s why I believe OOH is so well placed to deliver.  Although it has always been the industry’s purest canvas, turning big ideas into real-world impact and winning genuine attention, it now has to stand up and be counted. 

Whilst the creative lives physically, if it does its job, it resonates emotionally and travels digitally. In 2026, amplifying those strengths is what will push the medium even further ahead of the pack and take a major step towards realising its fullest potential.

EFFECTIVENESS: A NEW ERA FOR MEASUREMENT

The much-anticipated arrival of the new JNOR system will redefine how campaigns are evaluated, now bringing digital formats fully into scope.  This best-in-class upgrade will now deliver granular audience insights across both classic and digital formats resulting in sharper planning, smarter investment and clearer ROI for our agency and client partners.

Brand-building has never mattered more. As part of Talon’s whitepaper on effectiveness, Ian Whittaker’s analysis shows that shifting spend towards trusted, public media like OOH can unlock greater efficiency, build long-term brand equity, and even contribute to shareholder value — especially in a world where digital discovery is fragmented and noise levels are high.

But effectiveness extends beyond metrics; it’s rooted in trust. As AI-generated content blurs the lines of what’s real, attention and trust have become the ultimate currency. With 81% of consumers saying trust shapes their buying decisions, OOH stands out: it offers un-skippable, real-world presence and unmatched authenticity — driving a +7% uplift in brand trust, more than any other channel.

At Talon, we’ve been preparing for this future. In May 2025 we enhanced our Effectiveness Unit, launching Pulse, our real-time brand tracking platform, and Trax, our creative testing solution. These tools connect exposure to outcomes, showing brands what truly drives attention, recall, and conversion. And with Inspect, our monitoring service, we ensure campaigns deliver exactly as planned, adding another layer of confidence for advertisers.

Combined with JNOR and the continued rise of programmatic, 2026 will be OOH’s most transparent, accountable, and data-driven year yet.

SUSTAINABILITY: A GREAT STORY FOR OOH

OOH is one of the few channels with a genuinely positive sustainability story. As a medium, it reinvests in communications, funding public services, improving infrastructure, and even supporting life-saving initiatives like public defibrillators. In fact, 55% of respondents in Ireland believe OOH is a sustainable medium and the industry is working hard to keep that perception a reality. 

Not only that, but a 2023 KPMG report confirms that OOH has the lowest carbon impact per impression of any major media channel. This advantage comes from its one-to-many communication model, which is far more efficient than the one-to-one nature of many other platforms. 

Media owners are also taking bold steps to reduce environmental impact. Many now source energy from green suppliers, use electric fleets, and ensure certain DOOH formats, including digital roadside screens, power down outside trading hours, operating only during opening times.

Our purpose has always been ‘to deliver greater value for our clients whilst inspiring people and caring for our planet’. It’s at the heart of our business strategy, supported by a dedicated Group Sustainability Manager and a team working at ground level. 

2026 marks a return to fundamentals for brands. Audience-first planning is evolving beyond demographics to mindset and moments. Creativity is reclaiming its role as the only true differentiator in a world saturated with algorithm-driven sameness.

Measurements in OOH is entering a new era with JNOR, delivering transparency and precision, while trust and authenticity continue to be the ultimate currency in an AI-influenced landscape.

Add that to OOH’s sustainability story and accelerating programmatic capabilities, the opportunity for brands to make a real-world impact has never been greater. 

You just need to play your cards right. 

I’ve been in Out of Home advertising long enough to know that the festive season starts earlier every year. By the 1st of November, the shelves are stocked with limited edition seasonal products, the ads are live, and the festive buzz around ooh advertising Christmas campaigns is already building. Mariah Carey has defrosted, and if you’re not paying close attention, you’d be forgiven for thinking the moment has already passed.

But it hasn’t.

We’ve just entered November. Cycle 23 for those of us who live our lives in two-week cycles – and what I’m seeing in our latest Christmas grocery behaviour insights is that some of the biggest decisions and biggest purchases are still ahead. For brands, this is the time to continue with a strong Christmas marketing strategy that includes outdoor advertising Christmas campaigns to capture attention before shoppers go in store.

This piece builds on our last article, “Why OOH Can’t Be Ignored”, which looked at overall Christmas shopping behaviour. Now, we’re zooming in on how Irish consumers shop for Christmas groceries. The what, when, and why – and why the final two weeks of the year, are anything but quiet.

HOW IRISH CONSUMERS SHOP DURING THE FESTIVE SEASON

Christmas grocery shopping isn’t one big moment, it’s a series of decisions across the festive season. Each with its own mood, its own plan, and its own purchases, and if you’ve ever found yourself panic-buying cranberry sauce on the 24th, you’ll know exactly what I mean. In fact, Irish consumers made 23 trips in December last year. That’s six more in store grocery trips than the UK average of 17.

It starts with planning. Quiet, considered. People thinking about who they’re hosting over the Christmas holidays, what food they’ll cook, and how much they’ll spend.

Then comes stocking. The pantry fillers, the drinks, the staples. It’s when your mum buys the tin of Christmas roses and hides them above the kitchen counter for all to see, while simultaneously warning nobody to touch until the big day. It’s the first wave of festive season spending, and it’s where we start to see a shift in consumers behaviour. 31% of shoppers say they treat their families at Christmas by buying more confectionery and other premium products they wouldn’t usually go for.

But the main shop is where things really shift. It’s mid-to-late December. Loading up on fresh food, meats, mince pies. The fridge is full, and the trolley is heavier than it’s been all year, and not just figuratively, 29% of shoppers estimate their Christmas grocery budget to be over €300. This is when 81% of customers are making their grocery list – not weeks in advance, but in the final days before the shop. In fact, 39% make it 2-3 days before, while 42% of customers make it the same day.

 And let’s not forget hosting. We’ve all been there, the phase none of us planned for, but everyone shops in. Forgotten cranberry sauce, more Brennan’s for the sambos. The “we need more of that” moment. It’s reactive and of high value for retailers.

OUTDOOR ADVERTISING DRIVES IN-STORE GROCERY PURCHASES

Last year, December 23rd was Ireland’s biggest grocery shopping day, with €107 million spent in sales across 24 hours. This year, 71% of Irish shoppers plan on doing their Christmas grocery shop in store rather than online shopping. That’s why outdoor advertising matters. It reaches shoppers on the move, influencing decisions before they enter in store. Outdoor advertising formats in roadside environments, near supermarkets, and in high-footfall areas keep brands visible during the festive season, driving impulse buys and reinforcing planned purchases.

The Christmas shop has become an institution. It’s the late-night dash, the trolley traffic jam, the moment when excitement kicks in and the “just in case” items start piling up. When brands go quiet, they lose visibility at the most critical moment. If your out of home isn’t live, you’re invisible.

WHY OOH ADVERTISING MATTERS DURING THE FESTIVE PERIOD

Irish consumers don’t stop shopping after December 15th, they’re still making decisions, still being influenced, and still spending big – 17% agree that out of home advertising impacts their grocery choices. For media planners, that’s the opportunity. From the late shop to the hosting dash, these moments are emotional, high value, and driven by impulse as much as planning. Out of Home advertising connects with shoppers when it counts. Creating an emotional connection in the real world and influencing choices before they hit the aisles. For brands, going quiet means going invisible, and in the final weeks of the year, that’s the costliest mistake you can make.

Written by Ciara Gibney, Marketing Manager at Talon Ireland. This research is based on an online methodology of 500 respondents 16+, gone to field between the 6-8th of October. For the full suite of out of home advertising results reach out to [email protected].

As the festive season approaches, brands and agencies face the same challenge they do every year: “How do we cut through the noise and connect in a meaningful way with our audiences?”

We hear you, but this year, something’s different. Nostalgia is making a big comeback. People are actively choosing to step away from screens, lean into tradition, and seek real-world connection, and I’m sure you can guess where this is going, but that’s exactly where OOH festive advertising shines.

At Talon, we’ve been tracking the signals. From shifting behaviours to emotional triggers, the data tells a clear story: OOH festive advertising turns feels into festive sales.

Why Emotion Drives Action During the Festive Season

This year, 37% of consumers say they want Christmas ads to bring back that nostalgic feeling, and nearly half are planning to cut down on screen time to protect the spirit of the season. If that’s not a clear signal that audiences are craving something more real, what is? People are leaning into shared experiences, with 55% saying they will spend more time with family and OOH festive advertising meets these moments with unmatched authenticity. It’s physical, it’s public, and it’s woven seamlessly into our everyday surroundings.

Shopper Behaviour & Key Moments for Impact

When looking at gift buying, our latest insights show similar patterns to last year. With things kicking off in September and October (31%) and building steadily throughout November (23%), Black Friday week (9%) and December (15%).

Fridays (12%), Saturdays (16%) and evenings (18%) are the sweet spot for footfall. With 62% of consumers planning to shop in-store. 74% planning to use public transport to get around, OOH festive advertising offers unmatched opportunities to prime and persuade shoppers with a multitude of OOH formats. But it doesn’t stop at gifts, Christmas shopping has become a social occasion. 64% of people plan to meet friends while they’re out. 50% will grab a bite at a restaurant, and over a third will head to the pub post-purchases. It’s no longer just about ticking off the list; many are making a day of it. Creating more opportunities to connect with not just shoppers, but with diners, commuters, and revellers.

From roadside billboards on festive journeys. To transport hubs as people travel to Christmas events. Retail environments acting as festive hubs, and points of interest that spark seasonal magic. OOH festive advertising meets audiences in the moments that matter most, and crucially, 53% of consumers say Christmas campaigns reach them in the right mindset. Making it the perfect moment to connect with relevance and resonance.

Programmatic Precision with Talon’s Optimise DSP

It doesn’t stop there. With our programmatic DSP, Optimise, we’re able to deliver precision targeting at scale. Whether you are targeting luxury gift givers, festive foodies, party season spenders, or last-minute shoppers, Optimise allows you to buy by audience, not just location. Not to mention harness real-time agility to respond in context. Adjusting creatives based on things such as weather, temperature or even time of day. And let’s face it Christmas gives us plenty to work with. A frosty morning, a weekend shopping rush, we can tailor the message to match that exact moment. With 44% of consumers planning to spend more this Christmas, including 26% spending more on food and 5% planning to spend more on drink, the opportunity to influence purchase decisions in the right place and time has never been stronger.

From Festive Feels to Festive Sales

And here’s the part we love, it works. OOH drives stronger emotional engagement at Christmas than any other time of year. 70% of people say they pay more attention to festive ads, and we see a +2.7% uplift in action compared to the rest of the year.

But the real magic happens when emotion is paired with product messaging. That’s when we see a +140% boost in action. So, you see, once you make people feel something, they’re far more likely to do something, because just like every great Christmas story, it’s the feeling that moves the plot forward.

Make your Brand Part of the Christmas Story

Christmas is a season built on connection, emotion, and storytelling and OOH festive advertising delivers all three with scale, precision, and creativity.

Whether you’re an agency crafting campaigns or a brand looking to show up in the moments that matter, OOH isn’t just part of the plan, it’s the medium that turns festive feels into festive sales.

Want to see how your brand can show up in the moments that matter? Get in touch with our team.

As Q4 begins, retail enters its most competitive season. With consumer attention at a premium, brands must move beyond generic audience profiles and unlock the power of first-party data. This data – already owned by brands, offers a direct line to real consumer behaviour. When activated through PrOOH (Programmatic Out of Home) platforms like Talon’s Optimise DSP, first-party data enables sharper targeting, real-time relevance, and measurable impact.

In our previous articles, we explored leveraging micro moments and how PROOH integrates into wider media strategies. Now, we are diving deeper into how brands’ first-party data, powered by Talon’s Optimise DSP, can unlock precision, performance, and measurable actions as we enter what many consider the most important quarter of the year.

Rethinking Targeting with First-Party Data for PrOOH

In today’s world, identity is fluid and multifaceted – making traditional demographics less predictive than they once were. Too often, generational analysis relies on outdated stereotypes, and broad categories like age or income rarely explain why people act.

That’s why context matters. A consumer shopping for a gift will behave very differently from one making everyday purchases. Factors like weather or seasonality can subtly shape decisions in ways traditional targeting often overlooks.

The key to smarter targeting lies in data that is owned. CRM records, sales data, app analytics, loyalty programs, and email engagement data reveal patterns of motivation and behaviour, not just assumptions. Using Talon’s Optimise to apply these insights, we can deliver behaviour-led programmatic OOH strategies that are both smarter and more impactful.

Examples of First-Party Data in Action for PrOOH:

• Re-engaging yesterday’s “competitor shopper” with tailored offers as they pass by your store.
• Prompting lapsed app users with a timely message near a key retail location.

This is the shift from broad demographics to behaviour-led storytelling delivered in the right place, at the right moment.

The Q4 Advantage: Activating First-Party Data for PrOOH Impact

With retail spend peaking and consumer intent at its highest, this is the moment brands can truly win hearts, wallets, and market share. Recent data indicates a rebound in consumer confidence, with the latest spending report from Bank of Ireland suggesting that debit and credit card spend rose by 6.5% year-on-year. This uptick suggests a renewed optimism among Irish consumers as we approach the final quarter of the year. However, with so many voices competing for attention, relevance becomes your sharpest tool.

It’s at this intersection that first-party data for PrOOH delivers its full potential. Your customers are already telling you what they want through purchases, app activity, loyalty behaviour, and email engagement. By using these insights to fuel your programmatic strategy, you can deliver targeted, real-time messaging that speaks directly to their needs, moods, and moments.

Whether it’s:

Programmatic OOH gives you the agility to act fast, optimise, and make every impression count. Q4 is short but the opportunity is huge. Brands that activate their first-party data now and lean into precision will be the ones that stand out, convert, and outperform.

Turn First-Party Data into Action

In a season defined by urgency and opportunity, brands need more than broad targeting – they need precision, agility, and relevance. First-party data offers the clearest path to smarter programmatic OOH strategies, enabling brands to connect with real people in real moments. By turning customer insights into action, marketers can unlock new levels of performance and creativity across Q4 campaigns. The tools are ready; the data is there – now it’s time to activate.

Ready to Activate your First-Party Data for PrOOH?

Book your workshop with our Programmatic Lead Eoin Carroll, at [email protected]. Let’s unlock the full potential of your programmatic OOH campaigns this Q4.

FAQ’s: First-Party Data for PrOOH

What is first-party data in marketing?

First-party data is information collected directly from your customers via owned channels like websites, apps, CRM systems, and loyalty programmes.

Why is first-party data important for PrOOH?

It allows for behaviour-led targeting, enabling brands to deliver relevant messages based on actual consumer actions and context.

What makes Q4 ideal for PrOOH campaigns?

Q4 sees peak consumer spending and heightened competition. PrOOH allows brands to act quickly, optimise campaigns, and maximise ROI during this high-impact period.

Can smaller brands benefit from first-party data in PrOOH?

Absolutely. Even basic CRM or email engagement data can be used to create more targeted, cost-effective campaigns that drive results.

Halloween advertising opportunities go far beyond spooky visuals. While bold visuals, playful puns, and ready-made themes have long been staples of seasonal campaigns, the real power lies in understanding audience behaviour.

In Ireland, Halloween has evolved. It’s no longer just October 31st – it’s the mid-term break. Schools are closed, families are travelling, young people are out, and plans are being made right up to the last minute. Halloween is now a week-long window of movement and decision-making, creating prime opportunities for brands and agencies to connect.

Behavioural Trends Driving Halloween Advertising Opportunities

Our latest research reveals:

• 35% are planning domestic travel – either day trips (18%) or staycations (16%)
• Over 50% plan to visit shopping centres
• 81% planning to use public transport
• 43% planning to spend more this Halloween
• 47% won’t book their Halloween plans until September or later
• Nielsen reports €12.9m additional spend on Halloween treats in 2024 vs 2023.

Moving beyond seasonal stats, these are now behavioural signals. We know we say it all the time, but the opportunity lies in the moments. Halloween is growing in cultural and commercial significance, and with that, audience behaviour shifts. For advertisers, the opportunity now lies in the context.

Why OOH is Ideal for Seasonal Campaigns

Ask yourself:

1. Where are people going?
2. Where are they making decisions?
3. How can media intercept them at moments that matter?

Out of Home (OOH) advertising is built for exactly this. It’s physical, public and behaviour-led. It connects with audiences in transport hubs, retail destinations, roadside, and city centres. It meets people as they move.

We’ve already seen brands turn this into impact. Take Fanta’s UV glow-in-the-dark wall mural, which lit up city centre streets aligning perfectly with audience mood and movement.

Start with Context. Start with OOH.

This Halloween, don’t just design for the season – behave for it. Start your campaign with media that aligns to how people are actually living in the moment. Start with Out of Home.

Explore more seasonal campaign ideas in our “Work” section and see how brands are leveraging real world behaviour to drive results.

FAQs: Halloween Advertising with OOH

Q1: Why is Halloween a strong opportunity for Out of Home Advertising?

Because it’s no longer a one-day event. It’s a week of movement, decision-making, and spending—perfect for intercepting audiences in real-world environments.

Q2: What types of OOH formats work best during Halloween?

Formats that adapt to time, light, and location—like murals, digital screens, and transport ads—can align with audience behaviour and mood.

Q3: How can brands plan for last-minute Halloween decisions?

OOH allows for flexible, location-based messaging that can respond to late-stage planning and impulse decisions.

With consumers moving more fluidly between screens, streets, and spaces, brands need to meet them with the same energy everywhere.

Integrating programmatic OOH into media strategies, enables marketers to connect digital precision with real-world impact, delivering targeted, timely messages that resonate across every touchpoint.

It’s not just part of the media plan – it’s the part that makes every other channel work harder.

This piece marks the second instalment in our “How To” series exploring the power of PrOOH. In this piece, we’re looking at how it integrates into wider media strategies. If you missed the first instalment – “How to use programmatic OOH to capture micro moments”, you can read it here and see how seasonal triggers like weather changes or cultural events can drive real-time, in-the-moment activations.

The Physical Touchpoint in a Digital World

The best campaigns don’t think in silos, they think in stories. PrOOH integrates seamlessly into that narrative acting as a physical anchor that keeps your brand top-of-mind while your digital channels carry the conversation online.

Just like display, social, and CTV, PrOOH can:

• Target by audience using the same segments across all channels.
• Respond in real-time to cultural, environmental, or behavioural triggers.
• Measure what matters from footfall to web visits, app downloads and brand uplift.

How Programmatic OOH Enhances Media Strategies

Imagine your audience encountering a PrOOH ad during their commute, only to see it on the TV later in the day. Not only is it channel coordination; it’s a moment of seamless brand presence.

A great example of this in action is Fáilte Ireland. As the official sponsor of RTÉ Weather, they harnessed the precision of Programmatic OOH through our DSP, Optimise, to deliver contextually relevant messages to audiences during peak commuter windows. These ads were activated in perfect sync with RTÉs weather broadcasts. This ensured the campaign resonated both on the streets and on screen, reinforcing the brand message at key moments across multiple channels.

Why it worked:

• Shared Audience Data: By activating in perfect sync with RTÉs weather broadcasts Fáilte created message consistency and avoided media fragmentation.
• Real-Time Context: Time of day targeting ensured relevance and while TV and wider OOH campaign delivered on mass awareness, PrOOH extended the campaign’s life by maintaining visibility at relevant moments throughout the day and across the summer.
• Measurable Impact: Talon benchmarks indicate that integrating programmatic OOH can drive a 3x increase in purchase intent and deliver 15% higher brand relevance.

Integrating Programmatic OOH into your Media DNA

When integrating Programmatic OOH into your wider media strategies, consistency in audience data ensures your brand message follows consumers across every touchpoint. Here’s how to make it part of your media DNA:

Audience:

Start by using the same audience data for PrOOH that you already apply to social, display, or CTV. This keeps your targeting consistent and ensures your brand message follows the same people throughout their day.

Timing:

Focus on scheduling your PrOOH campaign around key moments but also take advantage of its flexibility. You can switch ads on or off in real-time based on triggers. For example, during a retail push, a fashion brand could activate rainwear ads across commuter routes. The moment wet weather hits, instantly switch to sunglasses and summer styles. While channels like TV and broadcast OOH are brilliant at delivering mass awareness in short bursts. PrOOH can extend a campaign’s presence, sustaining visibility across those crucial consumption moments over days, weeks, or even months.

Creative:

Centres on tailoring your messaging and visuals to fit the context while keeping brand consistency. This might mean adjusting ad copy or offers based on location. For example, a food delivery service might show restaurants closest to each specific OOH format, highlighting local offers and specials. This small tweak can make the ad feel highly relevant to the viewer’s immediate surroundings.

Consumers no longer think in terms of “online” or “offline”, they simply live their lives, moving fluidly between screens, streets and sounds. The brands that win are the ones that follow that journey, connecting each interaction into a single, coherent story. Integrating Programmatic OOH into media strategies allows brands to bridge digital precision with physical presence. Creating campaigns that are timely, contextual, and measurable.

From seasonal activations like summer travel, to reactive moments like weather changes, PrOOH brings the agility of digital into the real world. When every channel speaks the same language, your brand becomes impossible to ignore.

Want to explore how PrOOH could amplify your next campaign? Let’s talk.

Every year, around the end of August, something subtle shifts across Ireland. The beach towels get folded away, the last of the summer ice cream melts, and parents dust off the lunchboxes. Teenagers scroll through their phones for back-to-college supplies, while professionals glance at calendars and silently vow to “get back on track.”

The country exhales—and then everything starts up again. In fact, September isn’t just Back to School, it’s a national reset.

Therefore, for brands, this quiet return to structure signals opportunity. Those ready to meet people as they re-enter their lives with intent can win big.

At Talon, we use a simple framework to guide brands through moments like these: ACES – Audience, Creative, Effective, Sustainable. Here’s how your brand can harness ACES to own the back-to-school season in Ireland this September.

Audience: One Season, Many Mindsets

Although the country resets together, not everyone returns in the same way.

Marketing to Gen Z

For example, Gen Z values authenticity above all—91% say it’s their top brand priority. They invest heavily in self-expression and experiences, not just products.

Targeting Parents During August

Parents are planners. With 42% actively seeking deals, August is a critical shopping month for them.

Engaging Young Professionals

Young professionals treat September as a fresh start. 63% focus on health, productivity, and self-improvement during this time.

Planning tip: Lean into intent-based marketing. Align your message with both mindset and moment. Wellness brands can activate near gyms during the September reset; student offers work best in high-footfall campus zones. Talon’s Optimise tool helps you plan in tune with how your audience lives.

Creative: Build Emotional Connection

In a world where attention is fleeting and expectations sky-high, emotional connection is no longer optional—it’s essential.

63% of Irish consumers say they form emotional bonds with brands. That’s no coincidence, since 95% of purchase decisions are driven by emotion, not logic.

Out of Home (OOH) advertising is one of the most powerful channels to build this connection. It doesn’t interrupt; it integrates, meeting people in their everyday routines.

• 57% take action after seeing an OOH campaign
• There’s a +10% average uplift in purchase intent
• 59% of people find OOH ads genuinely appealing

Creative tip: OOH is physical, public, and impossible to skip. Every execution should work harder—to stir feeling, tell a story, or leave something behind.

Effective: Be a Trustworthy Brand

Let’s face it—trust is hard to come by these days.

Today’s consumers are more selective, sceptical, and less loyal. But they’re also more responsive to brands that show up consistently, in the right places, with the right tone.

OOH offers a public promise. According to Talon benchmarks:

• OOH drives a +7% uplift in purchase consideration
• +4% increase in trust in brand claims
• +5% lift in overall consideration

As strategist Justin Gibbons puts it, “You can’t tell lies in public.” Consistency and visibility build trust, and OOH delivers both.

Sustainable: Show up Responsibly

Sustainability is no longer a buzzword—people are paying attention, and they’re not easily convinced.

Only 26% of Irish adults trust ESG claims made by brands, meaning 74% are sceptical. Yet 70% say they’re willing to pay more for products produced sustainably.

Out of Home is ahead of the curve:

• 55% of Irish adults see OOH as a sustainable medium
• It operates in public spaces, where accountability is built in
• According to Outsmart & KPMG, OOH emits less carbon per impression than any other measured media

OOH lives in the heart of communities—near parks, streets, schools. This gives it a unique role not just to advertise but to contribute—from solar-powered screens and recycled materials to nighttime switch-offs.

Sustainability tip: Don’t just talk the talk. Choose partners and platforms that prioritise transparency and can prove their impact.

Will Your Brand Show up this September?

Your audience is already on the move, seeking meaning, value, and something real. Talon’s ACES framework helps brands meet people in these pivotal moments—with bold creativity, trusted presence, and sustainable impact.

The only question is: will your brand be showing up too?

Get in touch with the Talon team to learn more or access the full “Schools in Session” deck.

FAQ: Back to School Advertising in Ireland

Why is September important for advertising?

September is a national reset in Ireland, making it an ideal time to connect with students, parents, and professionals as they start routines.

What makes OOH advertising effective for back-to-school campaigns?

OOH builds emotional connections, trust, and sustainable visibility in public spaces—key drivers in purchase decisions.

How can brands target different mindsets in September?

By tailoring messaging to audience intent—authenticity for Gen Z, deals for parents, wellness for young professionals—and using tools like Talon’s Optimise for precise planning.

In a world where attention is fleeting and every second counts, creative effectiveness is no longer a nice-to-have—it’s a necessity. That’s why we’re (re)introducing Trax, Talon’s proprietary Out-of-Home (OOH) creative testing platform, built to ensure your campaigns don’t just show up—they stand out.

WHY TRAX?

Creative is one of the most powerful levers in campaign performance. Yet, our years of testing show that brand logos are only noticed 44% of the time. Trax is here to change that.

Designed specifically for OOH, Trax helps media agencies and brands optimise creative before it hits the streets—ensuring your message lands with impact.

WHAT TRAX DELIVERS

1. Real Human Attention Analysis

Trax uses advanced visual testing to understand how real people engage with your creative. It identifies what captures attention—and what doesn’t.

2. Three Core Testing Metrics

• Heat Mapping: Visualises where attention is focused.
• Gaze Sequence: Reveals the order in which elements are seen.
• Hotspots: Highlights key areas of visibility and engagement.

3. Benchmarking that Matters

Your creative is measured against a database of 700+ OOH ads, giving you clear context on how your work stacks up within your category.

4. Actionable Optimisation

Within just two working days, you’ll receive a detailed report with insights and recommendations—so you can refine your creative and maximise impact before launch.

THE BOTTOM LINE

Trax bridges the gap between creative effectiveness and media planning. It’s fast, focused, and built for results—helping you deliver campaigns that cut through the noise and connect with audiences.

To learn more about TRAX or to test your creative, get in contact with [email protected]

Summer. It’s the season when audiences break routines, spend more time outside, and engage with the world in more spontaneous, emotional, and personal ways.

And that’s exactly what makes PrOOH a perfect match for summer – built to capture those fast, fleeting micro-moments that matter. As covered in our recent piece “All Eyes on OOH”, the summer months offer OOH advertisers the perfect storm of conditions: longer evenings, bigger crowds, and people actively seeking experiences outside of the home, whether it’s attending a music festival, enjoying a beach day, or heading off on a staycation.

But while classic OOH delivers unmatched scale and impact, PrOOH is the agile extension that allows brands to show up in contextual, in-the-moment ways, owning those small but powerful micro-moments that are embedded into consumers everyday lives.

WHAT ARE SUMMER MICRO-MOMENTS?

They’re the real-life, real-time cues that shape consumer intent, and influence decision-making in seconds. Micro-moments are situational, emotional, and highly time sensitive. They’re not media moments, they’re life moments, and they happen constantly during the summer.

For example:

It’s 26˚ and Ireland’s melting – Trigger SPF, cold drinks or ice cream ads near parks, city centres and transport hubs.

Kick-offs in one hour – Serve live-betting odds at pubs or train stations.

Sudden showers in Dublin? – Flip creative to promote delivery services or rain-ready fashion near retail environments.

6am flight check-ins – Push coffee, breakfast or caffeine-boosted product ads along airport travel routes.

Post-festival recovery day – Serve ads for food delivery, wellness products near drop off points or on large-format roadside.

Unexpected beach days – Run real-time updates for sunglasses or beach snacks near convenience stores.

These aren’t the moments you can plan for six-months in advance, they’re the kind you need to react to, not wait for. That’s why PrOOH works, because it allows brands to move at the speed of the season, reacting in real-time with messaging that feels in-sync with consumers’ lives.

WHY MICRO-MOMENTS MATTER

They’re more engaging: Contextually relevant ads are significantly more effective at capturing attention. Neuroscience research shows a +32% increase in brain response when content is aligned with the moment, and +48% effectiveness compared to campaigns that don’t use contextual messaging.

They cut through the noise: With attention spans down 68% since 2012, it’s harder than ever to make an impression. Micro-moment targeting helps to combat ad fatigue. In fact, Talon benchmarks show that contextual OOH campaigns deliver +63% uplift in consideration and +57% in spontaneous ad awareness compared to broader OOH activity.

They drive action: When an ad feels immediate and relevant, it resonates. Programmatic campaigns delivered through our DSP, Optimise, show a 2x increase in purchase intent, are 15% more aligned with lifestyle relevance, and are 4x more likely to drive consideration.

COMPLIMENTS, NOT COMPROMISES

We know we say this all the time, but let’s be clear: PrOOH isn’t here to replace classic OOH, it’s the perfect partner.

Classic OOH delivers unmissable brand presence at scale. It builds fame, trust, and cultural relevance. PrOOH adds the layer of flexibility modern campaigns need, allowing teams to adapt messaging, respond to events, and target specific moments without sacrificing the creative impact of the wider campaign.

For agency teams managing integrated plans, PrOOH offers the tactical agility to complement big brand ideas. Used together, classic OOH and PrOOH unlock the full power of the channel, high-impact storytelling combined with real-time contextual relevance. That’s not a compromise; it’s a summer strategy that works harder on every level.

Summer is unpredictable, and in that unpredictability lies opportunity.

Programmatic OOH (PrOOH) is built for these kinds of everyday moments, agile, adaptable, and built for long-term impact. Paired with the scale of classic OOH, it allows brands to not only be seen, but to be relevant right now.

So, whether you’re looking to drive footfall, boost last-minute bookings, or simply stay top-of-mind during key seasonal occasions, don’t just plan for summer, own it, moment, by micro-moment.

Reach out to our team or visit https://talonooh.com/programmatic-ooh-advertising/ to learn more about Programmatic OOH.

PUTTING DATA, INSIGHTS, AND OUTCOMES AT THE HEART OF OUT OF HOME (OOH)

In a rapidly evolving OOH landscape where attention, accountability, and effectiveness are paramount, we are (re) launching Talon’s Effectiveness Unit – placing data, insights and measurable outcomes at the heart of everything we do.

This move goes beyond a structural refresh; it’s a strategic commitment to redefining how OOH proves its value in an omnichannel world. Our aim is to foster more meaningful, data-led conversations around effectiveness.

With new and upgraded tools, a clear framework, and a sharper strategic focus, our reimagined Effectiveness Unit is built to work closely with our clients, translating data into powerful, practical outcomes.

Our ambition is to strengthen our role as a leader in effective media planning and performance.

OUR EFFECTIVENESS FRAMEWORK: FOUR PILLARS DRIVING SMARTER OUTCOMES

At the heart of our refreshed offering are four key pillars that shape our approach:

• Campaign performance: measuring real outcomes, not just reach.
• Actionable insights: delivering data that informs smarter, faster decisions.
• OOH’s role in the media ecosystem: verifying where and how OOH drives value alongside other channels.
• Thought leadership: shaping the conversation on how to use the medium most effectively.

Together, these pillars support our wider mission to make effectiveness not just a metric — but a mindset.

POWERING A SMARTER APPROACH WITH THE RIGHT PEOPLE AND TOOLS

True effectiveness stems from a strategic combination of the right mindset, the right technology, and the right people. At Talon we’ve brought all three together to build an offering that’s not only smarter, but more collaborative, responsive, and made for real-world challenges our clients face.

Caroline, Effectiveness Director at Talon commented:

“It’s been designed to deliver best in class insights that inform smarter planning strategies encompassing everything from long-term brand tracking and creative effectiveness to bespoke studies, audience mapping, econometrics and PrOOH measurement. This framework allows us to offer a tailored, strategic approach for every brand using the OOH channel.”

INTRODUCING PULSE: REAL TIME INSIGHTS FOR SMARTER, FASTER DECISIONS

PULSE_ is our new and improved insights platform delivering data that powers smarter, faster, strategic decisions. Built on our very own OOH consumer panel, It’s agile, flexible, and made for the way brands plan today.

Have you ever found yourself wanting to know “how is my brand performing versus competitors?” or “what part of my creative is most noticeable?” or “How does my audience behave when they are out of home?”.

From consumers insights to brand tracking, our new platform delivers timely insights when they are needed. Here’s what makes PULSE_ different:

A dedicated Talon audience panel: Our respondents are recruited specifically for Talon campaigns.

Double the sample size: 500 respondents per month (increased from 250)

Faster turnaround: Get the insights you need, when you actually need them.

More control: Measure what matters most. Whether it’s messaging or how consumers navigate a category, we can deliver insights to help inform those strategic decisions.

All while still measuring:

Seasonal Insights: Christmas, Easter, Summer, Halloween, Back to School

Trending Insights: Attention metrics, Distinctive brand assets

Audience Profiles: Changing behaviours of Gen Z, Movement patterns of college students and much more..

(RE) INTRODUCING TRAX: OOH CREATIVE TESTING THAT CUTS THROUGH

Creative is one of the biggest levers in campaign effectiveness, and TRAX_ is here to make sure our client’s creative performs best. After years of creative testing at Talon, brand logos are only noticed 44% of the time by consumers.

Our proven methodology uses three key areas on OOH creative testing – heat mapping, gaze sequence, and hotspots and offers feedback on clear areas of attention and noticeability with possible improvements. With a benchmark database of over seven hundred creatives, we’re able to reliably explore how creative works, and how it can be optimised – bridging the gap between creative effectiveness and media planning.

This reset marks a step forward in how we define and deliver effectiveness in OOH. With a clear strategic framework, a renewed focus on insight-led planning, and the launch of our platform PULSE_ and creative testing tool TRAX_, we’re giving brands the tools, data, and partnership they need to make smarter decisions and see the true impact of OOH in the wider media ecosystem.

To learn more, get in contact with [email protected], or sign up to our mailing list for the upcoming (re)launch.

**Pulse powered by Lifestars is an online platform & app designed with clients in mind.  It adapts an always on approach when it comes to generating insights for clients.

We’re living in a distraction economy, where attention spans have dropped by 68% since 2012, and multi screening is now the norm. In a world of constant digital noise, attention is fleeting, and competition for it is fierce.

But while the digital world scrolls endlessly, Irish audiences are leaning into something more lasting: real-world experiences. Last year alone, Irish consumers spent €705 million on entertainment for concerts, gigs and theatre productions. The appetite for meaningful, shared connections is stronger than ever, and this summer, the stage is set for a bumper season.

At Talon, we believe Out of Home (OOH) media is perfectly positioned to meet audiences in these moments. Its strength lies in four key principles – Audience, Creative, Effective, and Sustainable – or what we call the ACES.

In this blog, we’ll take you through each of the ACES and show you how your media plan can deliver this summer.

AUDIENCE

As Irish consumers gear up for a busy summer, OOH media is uniquely placed to put your brand into everyday lives, reaching target audiences at key locations and moments. According to our latest insights 59% of people plan to use public transport this summer, while 29% intend to visit local markets. Cultural experiences remain high on the agenda too, with 21% planning to attend Electric Picnic and 14% heading to Forbidden Fruit. These audiences are active, mobile, and highly engaged – and they’re spending more time outdoors than ever.

With advanced tools like our programmatic DSP, Optimise, brands can now target specific audience groups. From Gen Z and trendsetters to time-poor inspiration seekers, OOH formats are analysed with the best ones chosen. And thanks to real-time triggers like weather, UV index or pollen count, creative can adapt in real-time to tap into these micro moments, delivering contextual messages that capture attention and boost neuro response by up to 32%.

CREATIVE

Now more than ever OOH isn’t just a canvas – it’s a stage. And with the right creative strategy, your brand can be the headline act.

According to the “Redefining human engagement” study by Neuroscience, OOH offers a uniquely powerful creative playground, one that doesn’t just capture attention, but earns it. When done right, standout creative can deliver a 35% lift in purchase consideration, increase consumer action by 17%, and drive 56% higher ad recall than standard OOH. Add a social mechanic and memory encoding increase by 5x, proof that great ideas don’t just land, they stick.

This summer, brands have the opportunity to break out of billboards, dominate spaces and turn OOH into an immersive storytelling platform. From bold murals that transform everyday walls into works of art, to special builds that help make the moment extra special, to real-world experiences that put your brand directly into the hands of your audience. In a season full of chances to show up, creativity is what elevates your message from simply being seen, to being shared.

EFFECTIVE

Deliver a standout performance.

OOH has long been trusted for its power to build brand fame and awareness, but today, it’s doing far more. As the media landscape evolves, OOH is increasingly delivering bottom-funnel impact, driving action and conversions once reserved for online performance channels.

In fact, Talon’s own brand uplift study shows that 56% of people feel OOH brings brands to life, while 59% say they find OOH ads appealing, and 53% say they reach them in the right mindset. OOH also has the highest reach among 16–34-year-olds, outperforming every other media channel. And the benefits don’t stop there. According to Peter Field’s analysis of the IPA databank, allocating just 15% of your budget to OOH not only drives business results, but it also supercharges the performance of your wider media mix: improving search effectiveness by 54%, social by 20%, TV by 17%, and press by 7%.

SUSTAINABLE

Sustainability is no longer a side act. With Coldplay in 2024, making global headlines with its Music of the Spheres sustainability report, while artists like Metallica and Billie Eilish are also following suit pushing for greener tours and concerts.  The message is loud and clear: sustainability matters, and it’s not going away.

Irish consumers are increasingly factoring environmental impact into their decisions. According to recent data, 43% are making more considered purchases to reduce overall consumption, and 68% say they would pay at least 20% more for products deemed sustainable. That sentiment extends to media. As a channel that lives in the public space, OOH carries a unique responsibility to contribute positively to communities and environments. It’s also smart investment, according to Outsmart and KPMG, per emission, OOH emits les carbon than all other media measured, accounting for just 3.3% of total UK advertising power consumption, and under 3.5% of the total ad carbon footprint.

From reaching high-impact audiences with precision via programmatic tools like Optimise, to crafting creative that puts your brand in the spotlight, OOH offers brands the chance to truly headline this season. It’s a channel that not only drives effective results across the full funnel but allows you to invest responsibly in media that gives back to communities and environments.

This summer, if your goal is to deliver meaningful outcomes – from awareness to action – OOH has earned its place at the heart of your media plan. Play your winning hand with OOH and take your brand centre stage.

**Research was conducted by Talon and Spark Market Research, if you have any further questions please reach out to a member of the Talon team.

2024 was a stellar performance for OOH, with the full year OOH expenditure closing out at +18%. Each quarter outperformed the last, with Q4 OOH expenditure closing at 16% higher than Q4 in 2023.  The steady growth throughout the year demonstrates a surge in OOH, blending innovation with real world audience experiences delivering effectiveness to advertisers and brands.

OOH Expenditure Year-over-Year Spend.

The retail category continues to lead the charge when it comes to investment in OOH. With pricing wars between main multiples accounting for 30% of total grocery retailer spend.

DOOH is experiencing significant growth, doubling its share since 2019. This steady increase is driven by media owner investment in new inventory, as well as technical advancements allowing for increased optimisation and flexibility.

Classic OOH vs DOOH Spend

Classic OOH remains a powerhouse, proving that a multi-format, multi-environment strategy is key to success. By combining the high-impact reach of classic OOH with the dynamic, data-driven capabilities of DOOH, advertisers can maximise effectiveness and drive stronger RoI.

CATEGORY DEEP DIVE

The retail category continues to lead the way in OOH expenditure investment, a trend that was particularly evident in 2024. The pricing war among major grocery retailers drove significant activity, accounting for 30% of total grocery retailer spend.

Beyond Grocery, the Retail General category saw a huge surge, with an 89% increase in spend versus 2023. This growth reinforces the evolving retail landscape. Brands are recognising that consumers are spending time outdoors and within retail spaces, prompting increased investment. Notably, Brown Thomas (+210%) and Kildare Village (+18%) both boosted their OOH presence.

Another standout trend was DIY and home projects which surged in 2024. With that, brands stepped up to the trend and looked to inspire shoppers. IKEA led the retail mid-category, investing over €2.3M, proving that brands are aligning with changing consumer behaviours.

Household, TV & Online Services

In the wake of the cost-of-living crisis, consumers are remaining value-conscious, actively researching and seeking the best deals. This shift is reflected in the Household, TV & Online Services category, which saw a 27% increase in OOH expenditure versus 2023. Brands are responding to this demand, with major players such as Vodafone (+165%), Virgin Media (+13%), Disney+ (15%), and Sky (60%) all increasing their spend. Each one promoting their mobile, TV, and broadband offerings to capture the attention of savvy consumers.

Food

The food category secured third place among the top five OOH categories, accounting for 12% of total spend. This growth was fuelled by key mid-categories, including Confectionary & Snacks (+15%), Dairy Products & Substitutes (+35%), and Prepared & Convenience Foods (+39%). This surge reflects shifting consumer habits, with busy lifestyles driving demand for on-the-go options that fit seamlessly into their weekly routines. As convenience remains a top priority, brands are leveraging OOH to stay front of mind when shoppers are making quick, on-the-go purchasing decisions.

OOH EXPENDITURE BY FORMAT

OOH expenditure increases were evident across all environments most notably digital, ambient and transport.

Digital investment grew by 25% in 2024. Driven by significant investment in new formats by media partners and an increased appetite for programmatic DOOH and contextual opportunities.

The ambient category grew by 197%. An enormous growth driven by appetite for advertisers to explore non-traditional spaces, and tune into creativity throughout their OOH activity.

Transport also grew by 19%. As traffic increases in our cities, more commuters are opting for public transport, pushing 2024 figures to new highs.

2024 was a milestone year for OOH, marking another outstanding period of growth and innovation. Brands continue to embrace OOH as a key pillar of their 360-strategies, leveraging its unmatched reach, creative flexibility, and real-time targeting to connect with audiences in impactful ways.

Looking ahead, the Irish OOH market remains strong, with continued investment set to drive momentum for 2025. This sustained growth reinforces OOH’s position as a powerful channel.

The lines between Retail Media and Retail OOH are continuing to blur. According to IAB EU, Retail Media advertising spend in Europe is set to hit 31Bn by 2028, with a 22% growth in 2023 alone – far outpacing the total ad market’s 6% rise. While Retail Media has always played a role in shopper marketing, its influence is accelerating as customer data increases and retailers carve out their media solutions for the market.

As this growth continues, OOH is emerging as the perfect partner – extending reach beyond in-store, reinforcing messaging in the physical world, and ensuring brands don’t lose shoppers at the last hurdle.

What’s fuelling the Retail Media conversation?

With 85% of all US retail sales still happening in store, Retail Media has become a critical way for brands to reach consumers at the right moment. Its ability to leverage first-party data from loyalty programmes like Clubcard’s allows advertisers to target shoppers with precision and measure campaign impact through closed loop reporting.

Secondly, Retail Media stands out for its effectiveness. With 61% of 16-34’s saying they’re more likely to spend more in-store than online, it’s clear how impactful this channel can be. Consumers are most receptive to advertising when they’re actively making a purchase decision, and Global’s Work.Shop.Play study found that 59% of shoppers are likely to buy after seeing OOH within 30 minutes of entering a store.

Thirdly, it’s hard to ignore this channel, given its current growth path. According to Group M Media Outlook study it accounted for 14% of global advertising spend and has doubled its share since 2018. It is also seen to be the 3^rd fastest growing channel globally and has been forecasted to exceed TV by 2028.

But retail media trends are now spilling into OOH, proving the importance of the retail environment as a whole. If a connected media plan is the goal, we can do better at aligning OOH and Retail Media.

The Purchasing Journey

The buzzwords dominating retail in 2025? Full Funnel, Omnichannel, Upper Funnel, Lower Funnel, Connected Media Plan.

A successful shopper marketing strategy isn’t about a single moment – it’s about multiple touchpoints with omnichannel approaches proven to drive better results. As highlighted in our Navigating the New Retail Experience piece, the consumer path to purchase is more complex than ever, with retail environments evolving from simple shopping destinations into multi-purpose hubs for experiences and activities.

In this landscape OOH acts as a perfect amplifier priming shoppers and building mental availability before they even enter the store. The focus should be on a Home to Store strategy – ensuring a unified message.

Priming Consumer: Out of Store

As a proven priming tool, OOH keeps brands top of mind in moments that truly matter. With 68% of consumers recalling OOH ads while they are out and about. Our DOOH Effectiveness research shows that consumers are out of home more, engaging in a variety of activities. Not only that, but they are doing these activities more frequently, with 39% driving their car daily, 33% visiting a shopping mall 1-3 times a week, and 34% going to retail stores on the high street 1-3 times a month. This highlights the importance of an omnichannel strategy, with OOH formats strategically placed along high-traffic routes, brands can drive that awareness as decisions are starting to be made. The impact of this priming step clear, with OOH exposure attributed to 54% of in-store visits – proving that driving early awareness in the journey plays a crucial role in converting shoppers at the final moment.

Persuade Consumer: Near Store

As consumers approach the point of purchase, OOH becomes a powerful last-minute touchpoint. 71% of shoppers notice ads right outside retail locations, and at least 48% of Irish consumers engage with retail formats, with main shoppers 12 times more likely than the average adult to take an action as a result of seeing a retail DOOH ad and 33% more likely to purchase a product. This proves that near-store OOH plays a crucial role in reinforcing brand messaging and nudging consumers toward action.

But not all retail environments are the same. Shopping habits, peak times, and consumer behaviours vary, meaning brands need to adapt their retail media strategies accordingly. With 45% of consumer’s daily trips dedicated to shopping and errands, 63% writing a list before they head in-store, and 56% opting for own-brand products – brands must work harder to stand out in those final moments.  

This is where creativity and smart targeting come into play. Audience first planning will help you get ahead in the retail environment. Dynamic and Programmatic OOH allow brands to adapt messaging in real-time ensuring relevance at every moment. Whether leveraging first-party data for tailored audience targeting through our in-house DSP Optimise, or responding to time of day, weather, location triggers with dynamic you can ensure the right message, reaches the right people, at the perfect time – proving OOH’s impact beyond upper levels of the brand funnel.

Convince Consumer: In-Store

Once consumers step inside the store, the final opportunity to influence begins. With 75% of consumers engaging with retail media and 42% saying these ads directly impact their purchase decisions – the chance to convert intent into action is now.

Shoppers are visiting grocery stores frequently, with 21% making supermarket trips 4-6 times a week, and 37% stopping by convenience stores 1-3 times weekly. Shopping habits also vary by demographic – 65+ consumers are 57% more likely to do their main shop during the day, while 25-34’s are 54 times more likely than the average adult to do their main shop in the evening, likely after work. Understanding these behaviours is key to ensuring brand messaging lands at the right moment and doesn’t miss the final hurdle.

Retail Media screens and in-store OOH formats, provide the last opportunity to influence decisions, keeping brands top of mind as consumers navigate the aisles. Whether through clever dynamic copy on Tesco Digiscreens or activating at end of aisle with high-impact creative, Retail Media & OOH ensures brands remain visible, relevant and persuasive right at the point of purchase.

At Talon, we understand the evolving retail landscape and how to pair it with shopper behaviour to create the most effective media mix. Brands that get ahead now will be best positioned to reap the benefits. But success in this space isn’t just about in-store presence – it’s about connecting with consumers across multiple touchpoints along their shopper journey.

By working in tandem, Retail Media and OOH ensure a seamless, full-funnel strategy that primes awareness, persuades consideration, and drives conversion.

Reach out to a member of your Talon planning team to learn more.

At a time where trust is in short supply, and rising concerns about brand safety online, brands are in a constant battle for authenticity. Trust is now at the top of every marketer’s agenda – while only 34% of consumers say they trust the brands they use, 81% consider trust a key factor in their purchase decisions. This presents a major opportunity for brands looking to bridge the divide – and this is where Out of Home (OOH) comes into its own.

Placed in the real world – OOH is uniquely positioned, it can’t be turned off, ignored or blocked – instead OOH can dominate public spaces in a brand-safe, high reach way. At a time when trust is more important than ever, OOH delivers the visibility and authenticity brands can rely on.

HERE’S WHY OOH WINS ON TRUST…

Trust in the Public Space

Operating in the public sphere, OOH has an inherent responsibility to be a platform for good, with 1 in 4 consumers recognising it as a medium that reflects progressive and social values. OOH has never been a more exciting space for advertisers. It has consistently proven to be a stable and trusted channel for authentic brand communication. OOH has earned its longstanding reputation for building trust with consumers, offering a genuine, real-world presence that strengthens brand credibility. According to “The Moment for Trust” study by Clear Channel and JCDecaux, 1 in 3 (31%) of consumers say they trust OOH advertising, with 49% going so far as saying OOH is more trustworthy than social media.

A Proven, Positive Medium

A recent study by Kantar has shown a significant shift towards in-person ad experiences, with both OOH and DOOH ranking among the top 5 consumer preferences. There’s a 90% correlation between the channels that capture consumer attention, and those in which they prefer seeing advertising. This suggests that consumers actively prefer in-person ad experiences.

Advertising campaigns are seven times more impactful among receptive audiences, which underscores how important consumer perceptions of media channels are to their effectiveness. Trust plays a key role in this, with DOOH standing out as the most innovative and trusted channel among both consumers and marketers.

Resonating with the Next Generation

Trust is a key factor in how Gen Z engages with advertising, and OOH stands out as a medium they believe in. According to JCDecaux UK, 84% of Gen Z’s pay attention to OOH, reinforcing its strong presence in their daily lives. While social media remains the most consumed medium for 16-34’s, OOH comes in second – offering brands a powerful way to connect with this audience. Nielsen reports that 59% of Gen Z trusts OOH , making it one of the most credible channels for reaching this audience.

As a non-disruptive and passively consumed medium, OOH offers a welcome relief from screens while maintaining its reputation as a trusted space for brands. Constantly on the move, Gen Z is 16 times more likely than the average adult to have seen OOH in the past week. They’re engagement goes beyond viewing – this audience is also 25 times more likely to have interacted directly with a brands page as a result of seeing an OOH ad, and 19 times more likely to have shared content about a brand/downloaded an app.

A Foundation for Cross-Channel Trust

OOH doesn’t just build trust in isolation – as a passively consumed channel, we know that OOH primes all other channels, increasing brand trust more than any other media (+7%). Its public and tangible nature makes brand messaging feel more authentic and trustworthy.

For example, when a café ad is seen on OOH, and then again on social media, consumers are more likely to act. This repeated exposure across both channels creates a stronger, more trustworthy connection and reinforces the message in the consumers mind, increasing the likelihood of engagement. According to IPA Databank, Peter Field and Rapport, when used alongside other media channels, OOH amplifies their effectiveness – boosting the impact of Search (54%), Social (20%), TV (17%), Radio (17%), and Press (7%).

In today’s world, trust is in short supply. Whilst other media channels have their role in the overall media mix, OOH stands out as a medium you simply can’t fake. Operating in the public sphere – where messages can’t be turned off, ignored, or blocked.

The facts speak for themselves:

• Consumers are looking for authenticity – 34% trust the brand they use, while 81% consider trust to be a key factor in their purchase decisions. (Clear Channel & JCDecaux UK)
• OOH & DOOH ranking among the top 5 consumer preferences – with a 90% correlation between the channels that claim capture consumer attention, and those that they prefer. (Kantar)
• Gen Z trusts OOH advertising – with 84% saying they notice OOH, and 59% saying they trust it. (JCDecaux & Nielsen)
• When used alongside other media channels, OOH amplifies effectiveness – increasing the impact of Search (54%), Social (20%), TV (17%), Radio (17%), and Press (7%). (IPA Databank, Peter Field & Rapport)

Reach out to a member of your Talon planning team to learn more.

Reflecting on 2024, OOH experienced remarkable growth with many of the trends we anticipated coming to fruition.

Looking ahead to 2025, advancements in the channel have firmly positioned OOH as a strategic powerhouse for brands, capable of addressing multiple objectives across both the upper and lower levels of the marketing funnel.

1. The rise of Retail Media

According to Group M, Retail Media accounted for 17.5% of global advertising spend, having doubled its share since 2018. It is the third-fastest growing channel and is expected to surpass TV by 2028. As the lines between retail media and retail OOH continue to blur, alignment between the two has never been more important. According to our own consumer behaviour research conducted in December, 89% of consumers continue to spend in brick-and-mortar locations where retail OOH and retail media formats are front and centre. As supermarkets continue to build their own internal media teams, we anticipate a growing interest from advertisers seeking opportunities in this space.

This shift highlights the critical role OOH plays in the shopper marketing strategy. By combining the targeting capabilities of retail media with the precision of retail OOH, we can help brands reach consumers at key moments in their shopper journey – from priming to persuade to convince, OOH can drive measurable results across both upper and lower funnel objectives.

2. OOH and Experiential will converge

2025 is shaping up to be a year where creativity in Out of Home (OOH) advertising takes centre stage. Advertisers are moving beyond the ordinary, embracing simplicity with bold, imaginative creative solutions. OOH allows you to use the public space as a canvas, and studies show that this approach enhances a brands legitimacy in the eyes of its audience. A Talon UK study shows, 40% of people say they trust brands with this format of advertising, showing OOH’s strength in building brand trust compared to other media channels.

Brand-building is an important strategy to continue pursuing, and non-traditional locations are stepping into the spotlight offering new opportunities for advertisers to break the mould and connect with audiences via experiences. But Creativity isn’t just about being different – it’s about being effective. In 2025 expect to see more campaigns that harness the power of impactful design and innovative placements to drive results and connect with audiences like never before.

3. Continuous measurement of Attention Metrics

In 2025, OOH effectiveness will be increasingly driven by a growing focus on attention metrics. Kantar’s recent Media Reactions is a key example of how attention is coming to the forefront of conversations around media effectiveness, citing a 90% correlation between channels that claim capture their attention and those that they prefer, with global consumers placing OOH and DOOH in their top three attention grabbing channels, and top five preferred channels. Further studies on advancements in measuring “attentive reach” are also enabling advertisers to better understand how audiences engage with campaigns. Findings from our DOOH Effectiveness study show that nearly 70% of respondents pay attention to DOOH ads, with over 40% likely to engage across a diverse range of DOOH ads and formats. Looking ahead to next year, with a new best in class OOH measurement system imminent, the industry is preparing for even more robust ways to demonstrate OOH’s accountability and measurement.

With all media channels now referring to attention as the “new metric”, by comparison, OOH has been researching and quantifying this concept for some time and will continue to – cementing its role as a vital channel in the omnichannel media mix and achieving measurable and impactful results.

4. Big screens and first-party data will drive Programmatic OOH

The continued expansion of programmatic capabilities in OOH is reshaping how advertisers engage with audiences. With some large-format digital screens now becoming programmatically enabled, advertisers have an opportunity to integrate their online and offline strategies seamlessly – bridging the gap between the digital and physical world.

This evolution has fuelled growing appetite across categories, driving innovation and precision in campaign execution. In 2025, we anticipate advertisers leaning further into programmatic OOH, using the likes of first-party data to deliver contextually relevant, impactful messages in real-time. It’s a space where creativity and technology converge. Our Optimise programmatic solution offers sophisticated targeting and precision at scale, providing access to premium inventory in real-time trading opportunities. By leveraging advanced technology and automation, we deliver scalable, flexible, and highly measurable OOH campaigns for maximum impact and efficiency. It’s never been a better time to THINK OUTSIDE.

5. OOH solidifies itself as a critical power play in multichannel strategies

In a world grappling with ad blockers, privacy concerns, Google adopting a more updated approach to user tracking and privacy and increasingly fragmented audiences, OOH is solidifying its place as a critical power play in 2025. With its unique ability of being an unskippable medium, OOH offers unmatched visibility across multiple touchpoints. This highlights OOH’s value as a cornerstone of multichannel strategies.

A recent study by WARC and JCDecaux revealed that OOH significantly amplifies the performance of other media channels, enhancing search by 54%, social by 20%, TV and Radio by 17%, and press by 7%. As the ultimate digital primer, OOH pairs seamlessly with mobile, delivering an 11% boost in memory encoding and a 13% increase in emotional impact. With brands increasingly seeking unified messaging and amplified presence, we expect to see more campaigns in 2025 leveraging OOH and DOOH within 360 strategies to drive cohesive and impactful results.

6. Data-driven strategies will become the standard

As consumer behaviour evolves rapidly, often influenced by external factors, data-driven strategies have become essential. We predict this trend to continue to evolve over 2025, driven by various economic and social factors all set to influence consumer behaviour in some form. At Talon, our audience remains at the heart of every strategy we create. Through bespoke consumer behaviour research, conducted alongside our partners at Spark Market Research, we gain deep insights into evolving trends and preferences, feeding them directly into our campaign planning. Utilising our mapping system, Talon Zone, we can develop highly tailored strategies that truly connect with audiences. This data-led approach ensures campaigns are relevant, impactful, and adaptive to real-life factors.

7. Repurposing and education will fuel Sustainability

In recent years, we’ve seen a significant shift across all sectors towards sustainability. Consumers are becoming more environmentally aware, and as such it’s our role to ensure we are all playing a part for our planet. Sustainability is no longer just a buzzword. In 2024 the OOH industry has made some positive strides in this space from using fully recyclable paper for large and small formats, while 90% of OOH formats are using renewable energy to charge sites.  In addition, a powering down initiative was introduced whereby we worked collaboratively with our media owner partners to encourage powering down at off peak times, an initiative adapted by a majority.

Looking ahead for 2025, the OOH sector has a pivotal role to play in spreading the message of sustainability and driving public awareness. At Talon, sustainability is a top priority, and as members of AdNet Zero, we are actively contributing to a key working group.  We predict that in the coming year many advertisers will increasingly focus on repurposing their OOH campaigns to align with sustainability goals. With many brands already showcasing this shift, as they incorporate reusable elements from their campaigns for future use, setting the stage for a growing trend in eco-conscious advertising.

As we look ahead to 2025, we remain optimistic about the continued growth across the broader media landscape, particularly in OOH. OOH is expected to maintain its strong trajectory, outpacing the wider market. With the launch of the new industry research on the horizon, we believe it will further solidify OOH’s role in the media ecosystem and attract new advertisers to the channel. This optimistic outlook sets the stage for a dynamic year ahead, where retail media, creative solutions, effectiveness, multichannel integration, data-driven strategies, programmatic and sustainability will shape the year ahead.

Building on our earlier pieces discussing “What is Programmatic OOH?” and “Why Programmatic OOH this Christmas?”, we turn our focus to 2025 and explore the trends we expect to shape this space in Ireland. Programmatic OOH (PrOOH) continues to push the boundaries of OOH, evolving PrOOH from a tactical add-on to a strategic cornerstone for advertisers. Here are our four trends to watch out for in 2025…

1. Big Screens as a growth driver

Programmatic OOH (PrOOH) will continue its rapid growth in 2025, with big screens emerging as a key growth driver. With 9 large-scale digital screens now available to buy programmatically in Ireland and more on the horizon – spend in this space has seen an impressive YoY growth. Our OPTIMISE_ programmatic solution offers sophisticated targeting and precision at scale, providing access to premium inventory in real-time trading opportunities. By leveraging advanced technology and automation, we deliver scalable, flexible, and highly measurable OOH campaigns for maximum impact and efficiency. It’s never been a better time to THINK OUTSIDE.

2. Brands will lean further into 1st party data

In 2025, we believe brands will lean further into 1^st party data. The availability of rich audience data has empowered brands to go beyond demographic targeting. In Ireland, advertisers are recognising the value of leveraging their own customer data – from app downloads to footfall metrics – to create more relevant and engaging messaging.

By extending digital strategies into PrOOH, brands can not only deliver more contextually tailored campaigns but also expand their reach and build strong consumer trust. OOH has long been regarded as one of the most credible advertising channels, largely because its messages are displayed prominently in the public sphere for all to see. In an era where trust is under increasing scrutiny, leveraging PrOOH’s reliability ensures brands not only capture attention but also reinforce reliability.

3. Programmatic as a core component of media strategies

In 2025, Irish advertisers will increasingly integrate PrOOH into their overarching media strategies. This shift is fuelled in part by research highlighting the effectiveness of Out-of-Home (OOH) and digital Out-of-Home (DOOH) when combined with other media channels. Studies such as Kantar’s Media Reactions show that OOH and DOOH consistently perform well among global consumers, ranking within the top three most preferred advertising channels.

While the ideal mix of media channels depends on the campaign objectives, PrOOH frequently works alongside other programmatic channels like online video, display, mobile, connected TV (CTV), and audio. Media planners are increasingly blending traditional OOH with PrOOH and digital channels, creating fully integrated campaigns – bridging the gap between online and offline strategies. With in-person experiences more vital than ever, this integration allows brands to connect meaningfully with consumers in their everyday environments – driving engagement and reinforcing messages across multiple touchpoints.

4. Creating micro moments to deliver bottom funnel metrics

With PrOOH advertisers can now target audiences with greater precision, analysing their behaviours. This contextual and real-time bidding enables brands to create impactful micro-moments by leveraging dynamic triggers such as time of day, weather, or location. By tailoring creative messaging to these real-world contexts, PrOOH has pushed OOH further down the purchasing funnel, effectively driving those critical bottom funnel metrics like conversions and sales.  

Programmatic OOH (PrOOH) is set to transform media strategies in 2025, evolving from a strategic add-on to a critical component of overarching media strategies. It’s flexibility, real-time capabilities, and ability to use audience data have driven its rapid growth. By combining with other programmatic and digital channels, PrOOH enables more precise targeting and impactful results across the entire brand funnel – cementing its role in future-forward advertising strategies.

Tis the season to put programmatic OOH (PrOOH) to work for your brand.

Following on from our first programmatic piece, we discussed what programmatic OOH (PrOOH) is, the opportunities it unlocks for advertisers, and when is the right time to use it. This piece we’re turning our focus to the Winter months and why programmatic OOH is effective this Christmas.

With a renewed appreciation for the outdoors, people’s perception of outdoor spaces has shifted, leading many to actively seek out activities OUTSIDE of the home. The outdoors has become a favoured destination for socialising, even as winter settles in.

We know from previous consumer behaviour research that 81% of respondents claim Christmas if their favourite holiday – with this in mind what can programmatic OOH (PrOOH) do for your seasonal campaigns.

Well, not to mention the fact that Irish weather is the perfect trigger for PrOOH – where else can you experience all four seasons in one day? Triggered content can help brands break through the noise, just as everyone is competing for attention. Let’s dive into these in more detail:

1. Increased foot traffic

There’s no surprise that when Q4 comes along, people tend to spend more time in retail environments whether it’s the high street or different shopping malls, it all leads to an increase in foot traffic. With October and November accounting for the bulk of Christmas gift buying and Thursdays to Saturdays the preferred time to do shopping. PrOOH allows us to deliver targeted impressions to your core shopper group.

2. Higher levels of engagement

We know that during the festive season, time spent Christmas shopping varies based on demographic. With over ½ of 16-24’s spending an entire day doing their Christmas shopping. Not to mention, that consumers perception of retail hotspots has fundamentally changed, evolving beyond just a shopping destination into a hub for eating out (52%), entertainment (37%) and meeting friends (24%). This leads to higher engagement rates, with consumers having more time to stop and look at ads that are relevant to them.

3. Seasonal advertising opportunities

Q4 is when it all happens. Starting with Black Friday, advertisers have a unique opportunity to highlight everything from special offers and gift ideas to real-time stock updates. PrOOH can help brands quickly and easily target their ads to the right audience, at the right moment, with the right message – whether its weather-triggered, location based or tied to other data points this flexibility allows brands to convey whatever the message and maximise RoI throughout the winter months, right up to January sales.

4. Improved targeting & measurement

We’ve already spoken about real-time triggers, however, one of the main benefits of PrOOH is the ability to target specific audiences based on their behaviours. This can be especially useful during the winter season when brands are all competing for the attention of Christmas shoppers. For instance, a supermarket brand can use programmatic OOH to target individuals who have recently visited a competitor’s store, enticing them to switch for their Christmas shop.

In summary, programmatic OOH (PrOOH) offers brands unique ways to make their Christmas campaigns more dynamic, targeted and timely – especially during the high traffic winter season. While classic OOH remains optimal for brand awareness and recall, integrating PrOOH as part of a wider campaign adds the flexibility to reach a desired audience with data-driven, real-time messaging.

Talon’s DSP Optimise, can help you deliver on bottom-funnel metrics and truly connect with your audience this season. Why wait? Reach out to us today.

Out-of-Home (OOH) advertising is typically seen as the B2C advertising medium.

This is perhaps because traditionally OOH was associated with increasing consumer awareness, with posters and billboards strategically placed to attract the attention of as many consumer eyes as possible. Because of this, many B2B businesses choose digital advertising as their preferred marketing stream. However, OOH is more than just a B2C advertising medium, with the right strategy OOH can be the perfect medium to ACE your B2B campaigns.

Did you know that Business decision makers are 20% more likely to discover new brands through OOH ads. Not to mention – they are constantly OOH – whether commuting by car, travelling to work via public transport, travelling internationally for a business trip or passing through major cities – OOH puts your brand right where they are, in the heart of the action.

REACH THE DECISION MAKER AUDIENCE WITH OOH

1. REACH THEM IN WORKPLACES

With 44% of employees now working full-time in the office, it’s clear that traditional office environments are far from obsolete. Tuesdays, in particular, stand out with 43% of employees choosing it as one of their days on-site. Plus, with 41% of business decision makers using ad blockers – giving OOH a unique advantage as the only unskippable medium.

2. REACHING THEM USING MODES OF TRANSPORT

According to a Talon UK benchmark study, transport advertising is great at building trust. On average, each campaign boosts brand trust by 8%, increases unaided awareness by 9%, and drives brand consideration up by 6%. Business decision makers, often on the move, are generally heavy commuters, spending on average 9+ hours on private transport and dart, and 5-8 hours on Train, Luas and private transport. With Dublin ranked as the second slowest city for drivers globally, and the Luas on track to hit 50 million passengers this year, there’s no shortage of opportunities to engage this highly mobile audience.

3. REACHING THEM IN AIRPORTS

Reaching business decision makers in airports helps build brand familiarity, enhance brand perception, and engage a highly qualified, captive audience. With 81% of business travellers mixing business with leisure (bleisure travel), airport environments offer prime opportunities to engage. According to GWI, 70%of business travellers are more likely to notice B2B advertising when travelling, and 60% perceive brands advertised in airports as market leaders.

USE CREATIVITY TO STAND OUT

As we know, incorporating some form of creativity is key to standing out. But cutting through doesn’t always mean big-budget specials. Talon benchmarks show that contextually relevant campaigns drive a +23% uplift across brand metrics, with consideration up by +63%, spontaneous ad awareness by +57%, and purchase intent by +50%. Dynamic creative then takes this one step further – boosting brain response by 32% when showing relevant content at the relevant moment. Adjusting for factors like weather, location or time of day, can increase brain response by 18%, making dynamic ads 48% more effective when comparing against classic OOH campaigns.

OOH IS EFFECTIVE AT REACHING KEY BUSINESS DECISION MAKERS

By now, we’ve all seen it, but Kantar’s recent Media Reactions report confirms that OOH and Digital Out-of-Home (DOOH) are preferred media channels by global consumers. While OOH continues to excel in its traditional role of building brand awareness and fame it also fulfils a much greater role – driving bottom funnel metrics and direct action amongst consumers. Metrics which have previously been associated with online performance channels.

SUSTAINABILITY MATTERS

There is currently a huge sustainability investment going on within the B2B space. In the public sphere OOH has an inherent responsibility to positively impact our local communities and environment. Did you know, per impression OOH emits less carbon than all other media measured?

According to an Outsmart/KPMG study it represents just 3.3% of the UK’s total advertising power consumption. The findings reveal that OOH makes up less than 3.5% of the total carbon footprint of the UK’s advertising activities. Why not invest in the channel that gives back?

When it comes to OOH advertising, there is a solution for every brand. At Talon, we believe OOH delivers across four main factors – we call these the ACES. We play these four ace cards to make sure your media plan succeeds: Audience, Creative, Effective & Sustainable. The potential of OOH as a tool to connect businesses to businesses should not be overlooked.

Reach out to us to learn more about how you can ACE your B2B campaigns with OOH.