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.

What is programmatic outdoor advertising?

PrOOH, or programmatic OOH, began gaining global traction in 2016. At that time, advertisers were seeking more optimised targeting solutions, big data was in high demand, and online media channels were consuming quite the share of advertising budgets.

In Ireland, the term PrOOH was initially ignored. The lack of data, the belief that OOH shouldn’t be sold that way, all stood as obstacles to Programmatic OOH’s growth in this market. Fast forward to 2024, we’ve witnessed a surge in interest across various sectors, spanning from alcohol brands to automotive giants, and even newspapers such as the Sunday World.

But what is PrOOH? Put simply, programmatic advertising is the automated buying and selling of ad inventory using technology and software – a supply-side platform (SSP) selling space from media owners, connected to a demand-side platform (DSP) buying advertising from brands and agencies.

The platforms aggregate all the data from both sell and buy sides to efficiently buy the most relevant advertising plays for the brand, based on the audience and campaign parameters they’re looking for, in near-real time.

This piece provides an education into PrOOH alongside, how and when it should be used.

When it comes to programmatic OOH, there are many nuances for consideration when buying:

This is why teaming up with an OOH agency is crucial. Using knowledge and expertise of the medium, our programmatic team works closely with our planning team to make sure we understand your’ needs, how you want to transact with us, and how we can leverage all our capabilities to best serve you and deliver the desired results.

While Digital Out of Home (DOOH) relies on broader metrics such as reach, PrOOH uses data to provide detailed insight into campaign performance. It has the capability to set specific conditions based on external factors that will trigger a slot of purchase. The exciting part is there is practically no limit to the types of data that can be used to trigger content.

What opportunities does PrOOH unlock?

Audience Optimisation

When buying programmatically, advertisers are buying an audience.

With so much data at our fingertips, we now better understand consumer behaviours and mindsets, allowing us to connect with them more effectively. Whether it’s proximity to key locations, targeting neighbourhoods, or specific demographics, advertisers are reaching consumers at the right time. This approach increases effective reach by boosting visibility with a specific target group, making sure ads are only shown when the right audience is present.

Take Specsavers as an example, their target audience was putting off health related tasks on the back of nervousness and fear of COVID in retail environments. We needed to get them to make a spontaneous decision during the limited time frame that they were already out of home. The resulting idea was to use dynamic creative based on the live appointment feed to push specific, store-relevant messaging in real-time. Running the campaign programmatically meant flexibility in up-weighting and down-weighting locations based on required store support. Coupled with our targeting below, this ensured the most efficient use of budget:

• Talon optimised towards key movement times for our target audience (e.g. when they are more likely to do their grocery shop).
• Time targeting mapped to Specsavers stores opening hours for each store.
• Demographic Optimisation based on age profile.
• Geotargeting with proximity to Specsavers stores.

Effective Reach at Key Consumption Moments

Using one or more data triggers to drive PrOOH can enhance the effectiveness of the campaign. An industry study called “The Moment of Truth”, demonstrates the benefits of making copy as relevant as possible to the audience. Referencing relevant content or moments on top of displaying the campaign at the most relevant time can increase brain response in audiences.

Brands can leverage environmental data such as time of day or weather triggers to maximise contextual relevance by dynamically serving the ads based on the data associated with each play.

This year, William Hill’s strategy was to dine out on key consumption moments. With 2024, shaping up to be another busy year for sports they spotted an opportunity on the penultimate weekend of the Premier League by targeting screens in sports bars. Their creative called out each match (relevant moment) alongside the real-time betting odds (relevant content). The campaign ran only during match times, perfectly positioning themselves in the heart of the action and prompting consumers to download the app. The campaign was so successful that they have continued it throughout 2024 for other sporting events.

When is the right time to use PrOOH?

But, like everything there’s always a time and place when best to use.

The benefits of Programmatic OOH advertising (PrOOH) are impressive, but let’s not forget the unmatched capability of OOH in making a splash, capturing attention, and creating mental availability. Research from our colleagues in the UK, show that PrOOH can achieve a 3x times increase in purchase intent comparison to a classic OOH buy. However, when evaluating spontaneous awareness, it’s clear that a classic broadcast campaign excels in that shift. The same results applied for a number of local campaigns.

But how does PrOOH stack up against its digital counterpart? Well think of it as the perfect blend of past and present. PrOOH uses smart data and targeting to deliver the right message at the right moment, just like digital ads do – only PrOOH has the added benefit of being a one-to- many medium – in PrOOH buying, the ‘many’ being an optimised group of consumers. When used correctly PrOOH can enhance your campaigns reach and impact. Proving that both worlds can coexist and thrive together.

Over the last year there has been increased desire from advertisers and brands to use programmatic OOH (PrOOH). As new media owners get on board and new OOH environments become available, this growth will only excel. The high degree of flexibility, responsiveness, and minimal lead times makes this way of buying attractive. Not to mention the significant evidence pointing to the benefits of using an omnichannel advertising strategy. OOH boosts the impact of other media channels.

PrOOH gives digital buyers the chance to reach people whether they’re online or out in the real world. In H1 2024, our brand count of advertisers has grown by 85%, with existing OOH users complementing their OOH campaigns with PrOOH at key consumption moments.

“It’s an exciting time for programmatic OOH in Ireland, with data at our fingertips and limitless triggers to explore. More and more brands are using it as a powerful extension to their existing campaigns, creating even deeper connections with their audiences. The possibilities are endless, and we’re just scratching the service.”

Eoin Carroll, Programmatic lead at Talon Ireland

Curious about how programmatic OOH can level up your campaigns? This is just the beginning; over the next few weeks we will be continuing our 3-part series all about programmatic OOH. Reach out to us today and let’s start thinking outside.

Every year, Black Friday signals the beginning of one the most intense shopping periods of the year. Across one weekend, consumers spend billions, setting the stage for the retail rush that follows. Last year alone, according to AIB, consumers spent over €95 million online on Black Friday alone, with a record-breaking 900k card transactions taking place. But this is only the beginning.

As we move deeper into Q4, the excitement builds. With 81% of respondents declaring Christmas as their favourite holiday, the final quarter is where it all happens. However, it’s not just about shopping; it’s about embracing seasonal traditions. From braving sea swims to scenic hikes and festive parties, audiences are embracing the season – outside of the home.

This is where OOH comes into its own, placing your brand at the heart of the action. OOH reaches your target audience at key moments throughout the season, ensuring your message resonates during those cherished traditions.

And just as Santa checks his list – we ready our ACES to ensure you have the winning hand this Christmas.

Audience

This Q4, we’re connecting with a nation that fully embraces the festive season in both their shopping habits and holiday traditions. Christmas is a big deal – according to Kantar €1.4 billion passed through Ireland’s grocery tills in December 2023, with shoppers making nearly 42 million trips to stores over the four weeks leading up to December 24^th. The shopping frenzy kicks off in October and November, with these months accounting for the bulk of Christmas gift buying.

This year, consumers are planning to shop that bit later, capitalising on events such as Black Friday to score the best deals. Despite the convenience of online shopping, the in-store experience remains a key part of the holiday tradition with 36% of shoppers preferring a blend of both online and in-store experiences. Not only that, but according to our insights Thursday to Saturday are the most popular days with people still eager to soak up the bustling atmosphere that comes with these shopping occasions instead of opting for quieter shopping times. Shopping centres are the most popular environment for this, but with many consumers navigating a variety of shopping spaces, reaching them through multiple OOH touchpoints is key.

Creative

But during the festive season, the challenge is not just to participate, but to stand out. The holiday magic lies in how effectively you can capture attention, especially as according to our research the time people dedicate to Christmas shopping varies across demographics. For instance, half of 16-24’s spend an entire day doing their Christmas shopping and according to promocode Irish consumers will spend four full days out shopping, giving brands extended dwell time to engage through creative OOH solutions.

A recent example from last Christmas is Jameson, who wanted to be the Christmas drink of choice. They took over a well-known pub, The Barge, and transformed it into a massive Christmas tree. The special build featured over 400+ Jameson bottles, individually lit and pixel mapped with LED technology to deliver seasons greetings. According to a Talon study comparing traditional OOH exposure with special builds, the results were clear: a +35% increase in purchase consideration, a +17% rise in consumer action, and 72% of respondents agreed that the extra elements made it stand out.

Effective

Our third ACE – effective – is all about delivering real, measurable results. While creative visual appeal is essential it’s not enough on its own. Talon’s benchmarks show how OOH excels in achieving key performance metrics along the brand funnel, with classic formats being 1.6x more effective at driving awareness, large formats 1.5x more effective at driving consideration, and digital formats 1.1x more effective at driving purchase intent.

Christmas campaigns are no exception. In the lead-up to the festive season, brands are looking to cut through the clutter and noise. OOH provides them with an opportunity to do that in a highly visible and public way, with Christmas OOH campaigns delivering a 23% uplift in ad recall. Not only that, but they also resonate emotionally – 62% of 18-34s report a positive emotional response to OOH Christmas ads. And with 60% of all ecommerce now happening outside of the home (IPA analysis), OOH is highly effective at driving short-term sales, delivering a 47% uplift in sales activation vs non-users, especially when featuring a call to action (55% sales message vs 28% brand building message).

Sustainable

The final part of our ACES – sustainable – highlights the growing importance of balancing creativity with responsibility as we approach this Christmas season. Consumers are becoming increasingly aware of the environmental impact brands can have. According to our research, Irish consumers believe brands make a positive contribution. Sustainable advertising not only supports the planet but also increases effectiveness along the brand funnel, driving an average uplift of +57%. It even primes sustainable perceptions in other channels, particularly online social media, with a 5.8% average increase.

Take Not on the High Street’s campaign in the UK last Christmas, which encouraged UK consumers to reconsider their gifting habits. With 8 in 10 reporting bad gifts, and over 3.08 million thrown away, their campaign urged consumers to gift wiser through a series of creative OOH solutions.

As a one-to-many medium, OOH offers another advantage: it emits fewer carbon emissions per impression than any other media measured (KPMG 2023). As we move forward, brands can make even more sustainable choices by considering factors such as recycled paper use, digital sites powering down, and minimising the number of creative assets used.

The Q4 outlook this year for OOH is looking “Merry & Bright”. At Talon we believe that OOH delivers across four main benefits: understanding your Audience, crafting Creative that captivates attention, ensuring Effectiveness to drive real results, and embracing Sustainability for a responsible impact – otherwise known as ACES.

With record-breaking holiday spending predicted, longer and later shopping trips, high emotional engagement with OOH, this coming festive period is a chance for brands to cut through the clutter.

Reach out to a member of your Talon team for the full deck or to discuss your Q4 options – because this Christmas OOH is your winning hand!

As the second largest retail season after the winter holidays, the back-to-school shopping period is a pivotal time for brands to connect with consumers. Even though schools have just begun their summer holidays, parents are already feeling the pressure of preparing for the return to school amidst consistently high costs.  

In this blog, we lay our cards on the table – literally. These are OOHs ACES, the four cards we play to make sure your media plans deliver this back-to-school season.

Get to know the back-to-school AUDIENCE

Over the last year, the back-to-school shopping landscape has evolved. Inflation remains a major concern, with 84% of respondents feeling the impact of the cost of living on their shopping habits, though slightly down from last year. Interestingly fewer consumers are seeking offers (42% vs 89%), opting instead to budget more carefully, with 92% spending less, with a third spending between €200-€300. As a result of this there has been a notable decrease in higher spenders (down 20% in the €500-€1,000 range).

Timing as always remains crucial, with August emerging as the preferred shopping month as families prioritise summer vacations in June (21%) and July (17%) delaying back-to-school preparations. Women exhibit greater organisation, with only 2% waiting until the last week, compared to 12% of men.

Think CREATIVE

Retail environments are growing increasingly more creative, making it the perfect time to craft a recipe for success. Today’s consumers are inundated with advertisements, demanding that brands stand out. This is where the magic of creative solutions come into play. By thinking beyond traditional billboards, you can create truly immersive experiences that resonate deeply with shoppers.

Research underscores the effectiveness of impactful and unconventional OOH, which can drive up to 7x higher brand recall compared to standard media. These creative solutions don’t just elevate brand recognition by 5.9%, but also amplify emotional responses by an average of 120% and boost purchase intent by a substantial 176%. Digital OOH takes this a step further, enabling brands to deliver tailored messages dynamically and programmatically, achieving a 32% increase in brain response by displaying contextually relevant content.

OOH is EFFECTIVE at reaching back-to-school shoppers

Irish consumer confidence is on the rise this month – marking it the first uptick since January, signalling an opportune moment for brands to leverage Out of Home (OOH) advertising to effectively reach back-to-school shoppers. This positive shift indicates increased consumer optimism regarding spending and economic outlook. OOH plays a pivotal in driving consideration, particularly for items such as clothing (34%), footwear (35%) and tech (25%), which see rapid purchasing decisions within a day of exposure to an OOH ad.

Retail environments naturally spur consumer action, with OOH ads prompting 25.5% of consumers to discuss brands with family and friends, 21.6% to research a product on their mobile phone, and 15.1% to make a purchase. Point-of-sale ads further catalyse both in-store visits and online shopping, with 58% of consumers likely to visit a physical and 59% to shop online post-exposure.

Identifying the optimal OOH formats to capture back-to-school shoppers requires a nuanced understanding of their unique purpose. Roadside formats excel in raising awareness (+8%), while transport ads are the most liked advert (64%), and digital formats are effective in driving bottom-funnel metrics (57%). Each format serves a distinct role in engaging and influencing consumers throughout their purchasing journey.

SUSTAINABLE OOH

But OOH advertising is not only about reaching your audience – it’s the medium that gives back to communities. When planning your campaign, consider using sustainable practices such as opting for eco-friendly transportation methods like electric buses and adopting sustainable printing methods to minimise landfill waste. Additionally, ensure your digital campaigns are powered by renewable energy sources and that digital screens are powered down at night.

Why should we care? It matters to consumers, with 82% willing to stop buying from brands perceived as unethical. It’s also crucial for business success, as 72% of investors screen for sustainability risks. Furthermore, sustainability is significant for attracting talent, with one-third of GenZ rejecting jobs with poor sustainability credentials. Clients are also prioritising sustainability, with 43% of brands making it a key priority in their marketing strategy, up from 26% in 2021.

As we approach the back-to-school season, it’s essential for brands to leverage the power of Out of Home (OOH) advertising to connect with consumers in meaningful ways. By focusing on the ACES – Audience, Creative, Effective, and Sustainable – you can craft campaigns that not only capture attention but also drive action and foster positive brand associations. With consumer confidence on the rise, there’s no better time to think OOH’s ACES to ensure your media plan delivers this back-to-school. Reach out to a member of your Talon team to learn more.

Summer’s finally here – the season of sunny weather, or so we’d like to think! It’s that time of year when outdoor events are in full swing, and audiences are always OUT OF HOME. Despite the proven effectiveness of Out of Home (OOH) advertising, several misconceptions persist. Numerous studies have shown how impactful OOH can be, yet outdated myths continue to cloud its true potential.

It’s time to set the record straight, debunk these myths, and expose the real truths about OOH’s year-round impact.

THE PROVEN POWER OF OOH ADVERTISING

OOH advertising has consistently proven itself as a powerful tool for brand visibility and engagement. Recent research from our DOOH Aces reveals that nearly 70% of respondents pay attention to DOOH ads across various environments. Moreover, over 40% of respondents are more likely to engage with a diverse range of DOOH ads and formats.

Caroline Decourcy, our Insights Director, emphasises “OOH advertising continues to demonstrate its effectiveness by reaching diverse audiences with impactful messages that resonate. With the evolution of DOOH, what was once primarily a brand-building medium now drives consideration and action, making OOH a versatile channel capable of achieving multiple objectives in a brand’s media mix”.

DEBUNKING THE MYTHS

Myth 1: “Everyone Goes Away in the Summer”

To clear up the confusion: Yes, people do jet off during the summer months, but here’s the kicker – people are travelling throughout the year at nearly the same levels. The only noticeable dip? That tends to be around the Winter months.

Our consumer behaviour research this year reveals interesting insights. Despite the perception of widespread holidays, only ½ are planning a vacation this year. The 45-54 age group shows the highest inclination to travel. However, our countries beauty might be a factor as well, with 28% of respondents opting to stay in Ireland. Among them, 16–17-year-olds will be enjoying a local summer. Financial considerations are also shaping travel plans, with the 25-34 age bracket favouring staycations over international travel.

And with our nights beginning earlier and ending later – according to Hospitality Ireland, we now prefer going out in the early evening, and with the government considering legislation to extend nightclub hours – there really is a grand “aul stretch” in the evening. Meaning audiences are always OUT OF HOME.

Myth 2: “Summer campaigns lack creativity”

If you think summer campaigns are snooze-fests, THINK AGAIN! We’ve had multiple campaigns active throughout the summer that have captured consumer engagement. Here are a couple of standout examples:

Specsavers: Driving Appointments with Real-Time Data

To drive appointments at key moments, Specsavers executed a campaign around smarter planning and data-driven content. The strategy included:

• Geotargeting based on proximity to Specsavers stores
• Leveraging audience data to optimise targeting
• Dynamic creative linked to Specsavers’ live appointment data feed
• Triggering a sunglasses version of the creative based on real-time weather conditions

This approach was so successful that it won gold at both the Media Awards and the Digital Media Awards.

Lynx: Launching their Bold Fragrance Range

Most recently, Lynx took a bold approach to launch their fine fragrance range through a variety of special executions:

• Strategic Location Dominations: By targeting key locations, Lynx ensured maximum visibility and impact.
• Special Builds & Sensory Advertising: Creating immersive experiences through sensory advertising, Lynx connected with their target audience in memorable and engaging ways.

Summer campaigns aren’t just about playing it safe – they’re about being bold! With everyone in a good mood attending events and concerts, it’s prime time to connect. Summer rivals Christmas in events and opportunities. Break free from the billboards, dominate spaces and make OOH a more immersive experience.

Myth 3: “Summer campaigns are ineffective”

Hold onto your sunscreen, folks! OOH doesn’t melt away in the summer heat. In fact, OOH and DOOH are top picks among global consumers, commanding attention with their larger-than-life presence. According to Kantar’s latest study, there’s a 90% correlation between channels that grab consumers’ attention and the ones they prefer. Away with digital distractions – Consumers love in-person ad experiences, making campaigns seven times more impactful when they resonate.

But here’s the kicker: shutting down your brand strategies during the summer might dim your long-term brand metrics. Keep those campaigns running to build your brand and spark future demand. Peter Field’s research backs this up: brands that maintained or boosted media spend during a downturn saw a 63% stronger ROI and a 60% year-on-year growth.

Myth 4: “There are Better Channels to Spend Budget On”

Sure, there are plenty of media channels vying for your attention, but what’s better than investing in a medium that gives back to its community and serves as an ad platform for brands?

OOH operates in the public sphere, carrying with it an inherent responsibility to positively impact our local communities and environments. At Talon, we’re committed to helping brands create more sustainable campaigns. According to a recent Outsmart UK study, OOH emits less carbon per impression than any other measured media – comprising only 3.3% of UK ad power consumption and under 3.5% of its carbon footprint.

In this blog, we’ve busted through the myths surrounding Out of Home (OOH), proving its effectiveness and creativity even under the summer sun. OOH doesn’t just survive – it thrives, grabbing attention and creating memorable brand moments. We’ve debunked misconceptions about summer travel and showcased standout campaigns such as Specsavers and Lynx, proving OOH’s power year-round.

Choosing OOH isn’t just smart – it’s impactful and responsible. It’s a medium that gives back. As we navigate summer 2024, don’t get burnt by myths. Ensure your brand is fully covered with OOH.

In 2024, the world of sports is gearing up for another thrilling year filled with excitement and competition. According to the latest Onside Irish Sponsorship survey, the Irish sponsorship industry is projected to grow approximately 7%, reaching an impressive €227 million. It’s a pivotal year that marks the foundation of a transformative 5-year cycle, with global events like the Europa League final set to take place in Dublin’s Aviva Stadium next week, and the anticipation building for the Ryder Cup in 2027 and men’s Euros in 2028, all poised to elevate the landscape of sports sponsorship in Ireland.

Amidst this exciting trajectory, Out of Home (OOH) advertising emerges as a key player in driving growth and engagement. Despite facing challenges due to the onset of Covid, OOH sponsorship rebounded in 2023, just shy of the benchmark set in 2019. Notably, sports sponsorship commanding an impressive 89% share of this resurgence.

But with big events like the UEFA Champions League Final in London, UEFA Euros in Germany and not to mention the Olympics in Paris captivating worldwide audiences this year, the opportunity for brands to connect with consumers is greater than ever, whether through people travelling to watch these sporting events or gathering at home to cheer on their favourite athletes.

So, how do brands seize the moment and connect with these diverse audiences? It all starts OUT OF HOME!

1: INCREASE REACH WITH AN OMNI-CHANNEL APPROACH

Paramount for brands looking to maximise their reach and engagement. With consumers spending an average of 70% of their time outside, even more so during the summer. By integrating with digital channels, brands can amplify their reach by a staggering 68%. This powerful combination not only extends the brand’s visibility but also enhances engagement across multiple touchpoints.

2: BE AT THE MOMENT OF TRUTH

Being present at the exact moment is crucial for those looking to make a lasting impact. Proximity advertising resonates deeply with consumers, offering brands a unique opportunity to capitalise on the context, emotions, and activities associated with these sporting events.

3: LEAN INTO CONTEXT WITH DYNAMIC

Sounds simple, but stepping into the dynamic world of OOH isn’t just about being savvy – it’s about forging genuine connections with your audience. By leaning into dynamic, brands can tap into relevance and spark that connection. Studies reveal that when content is tailored to the moment, you can achieve an average +18% in brain response. And it’s not just about capturing attention, dynamic can help drive real results, with an average +16% uplift in-store sales which leads us to our next point…

4: DRIVE SALES THROUGHOUT THE PATH TO PURCHASE

OOH not only boosts footfall, creating opportunities for increased sales, but also drives recency through in-vicinity messaging, ultimately leading to higher sales. By closing the loop with impactful in-store advertising, brands can effectively drive sales at every stage of the consumer journey, maximising the impact of their OOH campaigns.

5: CONNECT WITH YOUR AUDIENCE THROUGH BRAND ACTIVATIONS

Brand activations are a potent strategy to keep your brand top-of-mind in the lead up to sporting events. As technology evolves it’s becoming much easier to create large-scale experiences that captivate audiences. Blending traditional techniques and exciting new elements can really amplify creative ideas. According to Event track, 72% have a positive view of brands that offer high-quality event content opportunities, while 74% stated that engaging with branded marketing experiences increased their likelihood of purchasing the products.

With this year abuzz with excitement and competition, it offers brands a prime opportunity for engagement with their consumers. The above OOH strategies can not only help brands amplify sponsorship deals but also extend brand’s impact beyond the actual event itself – proving that OOH + Sports truly is the dream team for both brand engagement and growth.

To learn more about how you can maximise OOH and sports synergy, reach out to a member of our team today.

In the dynamic landscape of consumer behaviour, every moment holds the opportunity to make a lasting impression. Traditionally, January has been synonymous with resolutions, a tradition that dates back over 4,000 years. But what if we shift the lens? one that extends beyond January. After all, a recent Forbes Health/One Poll survey found that the average resolution lasts just 3.74 months. We firmly believe the key to success lies in consistently understanding and harnessing this consumer behaviour year-round.

In this piece, we delve into the changing way we think about resolutions and uncover how OOH serves as a potential catalyst, guiding brands in crafting continuous opportunities for year-round connection with consumers.

UNDERSTANDING THE RESOLUTIONS MINDSET

So, let’s dive in with a recent consumer behaviour study that inspired this piece. Contrary to popular belief that resolutions are solely a January affair, our findings reveal a different narrative. When asked if they were making New Year’s Resolutions to kick off 2024, 32% of respondents said no. A 16% increase compared to 2022. Suggesting a noticeable decline in the commitment to these resolutions. But why are resolutions losing their lustre?

In response to the decline in traditional resolutions, a new paradigm is emerging. One that emphasises continuous improvement and personal growth throughout the year. 46% of respondents will be making “resolutions”, not just in January, but at various times throughout the year. With 24% of respondents going so far as stating they will be setting these on a month-by-month basis. So, as we bid farewell to the era of resolutions, what remains is a group of open-minded consumers throughout the year. But how can OOH helps brands capture this consumer and drive year-round engagement?

ATTENTION

Highlighted in our latest consumer behaviour study, consumers are willing to invest in these “resolutions”. With 67% of respondents preparing to spend considerably. As we know consumers are increasingly shopping around for the best price, and 79% of us are researching products before they visit a store to purchase. As a result, it’s an incredibly important time for brands to be advertising. The battleground will be in securing meaningful attention amidst 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. Attention in OOH is not a new metric. By crafting visuals that mirror the mood of the season brands can not only convey their messages using OOH, but they can also effectively create a sustained and impactful presence all year-round.

DYNAMIC & PROGRAMMATIC OOH

With the death of the cookie slated to finally happen in 2024, dynamic and programmatic OOH stand as an indispensable tool for brands. As our research has revealed the resolutions landscape is evolving. These strategies offer unparalleled levels of adaptability, allowing brands to tailor their messages in real-time to align with the shift in consumers aspirations. Whether it’s the pursuit of health and wellness in January. Or home D.I.Y during the summer months, dynamic OOH ensures relevance by adjusting content to seasonal trends. Programmatic OOH takes this a step further, allowing brands to deliver timely messages precisely when consumers are most receptive to goals.

With the impending challenges in digital advertising, dynamic and programmatic emerge not just as tools but as essential allies for brands seeking sustained engagement and a substantial return on investment.

A call to reshape resolutions. In the ever-evolving consumer landscape, resolutions break free from the confines of January. As we shift from the traditional resolution’s mindset, attention becomes crucial, with OOH and DOOH leading the way in this area. Dynamic and programmatic OOH emerge as essential tools for real-time engagement, adapting to evolving aspirations. Our strategy involves closely monitoring evolving consumer behaviours, identifying key focuses seasonally, and helping brands move to maintaining year-round commitment instead of just one-time resolutions.

In the realm of attention, we’re not just observers – we’re architects of attention.

There were many positive developments in the OOH channel throughout 2023, marking it OOH’s strongest year since 2019. As another year ends, we at Talon can reflect on one of excellence, collaboration, creativity, and data driven strategies.

As we step into the dynamic landscape of 2024 trends, OOH will continue to evolve, offering an array of future facing opportunities and providing even more reason for advertisers to consider what is possible when they THINK OUTSIDE.

The renaissance of the channel is set to continue with sustained growth on the back of a strong performance in 2023. Furthermore, major sporting events such as The Olympics and The Europa League Final in the Aviva Stadium will drive increased demand from event sponsors and associated categories. Additionally, ongoing investment in digital inventory will offer increased flexibility, enabling brands to deliver dynamic content and immersive campaigns, ultimately growing its share of spend to over 50%.

In this piece, we dive a little deeper into our expectations for the evolving OOH landscape and emerging 2024 trends:

1. THE POSITIVE IMPACT OF OOH

In 2023, the industry made some incremental steps in our journey towards a more sustainable future. Talon partnered with print provider Delta Group to launch Eco Blend, a fully recyclable solution for 6 sheet printing. This year, we endeavour to work with our media partners to make further positive advancements in this area, supporting our clients in making responsible OOH choices.

2. DATA-DRIVEN OUTCOMES

The death of the cookie is lined up to happen in 2024, meaning the era of highly targeted ads will change and advertisers will seek new ways to target and deliver on brand objectives. Understanding how data can increase effectiveness of our strategies is pertinent at Talon and through this we are constantly seeing increases in benchmarks across the entire funnel.

3. THE ATTENTION METRIC

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 consumers claim capture their attention and those that they prefer. Attention is not a new metric when it comes to OOH, with visibility being a key pillar that was built into our measurement systems.

4. TECHNOLOGY & CREATIVITY UNITE

As tech capabilities continue to grow, we anticipate their merging with creativity and capitalising on audiences through interactive experiences, for example AR, VR and 3D executions.

5. THE BRAND FAME COMEBACK

Whilst technological advances continue apace, we will witness brands recognising the true power of the OOH channel. Pushing the boundaries with premium placements and special executions. In this landscape, boundaries are being redrawn as brands transcend traditional OOH limits to achieve lasting brand fame.

6. PROGRAMMATIC

The demand for programmatic continues to grow, with advertisers increasingly adopting programmatic as part of their omni channel digital strategies. With advertising becoming more targeted, fuelled by the growing availability of data, we see no signs of this trajectory slowing.

7. RETAIL MEDIA & DOOH DRIVES PATH TO PURCHASE

The role of OOH within path to purchase strategies will continue to become more important. Marketers who supercharge their shopper marketing will benefit from the integration of retail DOOH with retail media networks. This results in a strong presence throughout the entire consumer journey.

8. ENHANCING WITH AI

As businesses increasingly integrate AI, OOH agencies and media owners are leveraging it to enhance efficiencies, creative and copy. Resulting in more effective campaigns.

As we transition into the dynamic landscape of 2024 trends, OOH will continue its evolution. Presenting a myriad of future-facing opportunities that not only broaden the horizon for advertisers but also emphasise the importance of considering what is possible when they THINK OUTSIDE.

2023 has been a very positive year for OOH’s renaissance and there are no signs of slowing in 2024. The channel continues to evolve. With digitisation of inventory, new capabilities and technological advancements fostering growth, and driving OOH to become one of the fastest growing channels globally. Ever since conversations began about programmatic OOH in Ireland, Talon has been at the forefront of pioneering this new technology. We have continually pushed the boundaries of OOH and challenged ourselves and the industry to leverage these new capabilities. With the ultimate goal of helping businesses reap the rewards and champion the channel’s effectiveness.

In 2023, we witnessed a major increase in appetite from brands. Curiosity peaked around what it could deliver for their business objectives. There are now 640 screens available to trade programmatically in Ireland. Programmatic DOOH is a powerful tool for Irish advertisers, fundamentally transforming the way we connect with our target audiences. It empowers us to be more precise, efficient, and agile. We can react at a moment’s notice whilst the visibility delivers increased measurement and analytics around campaign performance. But with a long list of benefits, a question has been lingering on every marketer’s mind…

Why are we not buying all DOOH this way?

While the list of benefits for programmatic OOH is extensive, its crucial to remember the timeless strength of the OOH channel. Its capacity to build broadcast awareness, engage an audience, and steal share of mind, ultimately enhancing mental availability for a brand.

Campaign effectiveness studies conducted by our colleagues at Talon UK have shown that programmatic DOOH can achieve a 3x increase in purchase intent compared to a traditional OOH buy. However, when evaluating spontaneous brand awareness, it’s clear that a classic broadcast campaign excels in driving that shift. These findings have been corroborated by our own campaign effectiveness studies in Ireland, and they have significantly influenced the role that programmatic has in the overall OOH media mix.

So, to circle back to our marketeers question…

While programmatic’s introduction in Ireland brought some level of uncertainty. The continuously growing brand count and expanding capabilities provide us with greater confidence that it will continue to play an important role in achieving results for many advertisers in 2024. Moreover, other media channels have also shown interest in the opportunities that PROOH offers.

Programmatic’s strength lies in its ability to enhance media plans by harnessing data around audiences and create visibility for a brand in front of an optimised group at an optimised time of day. It is hyper targeted and is most effective at engaging consumers at the lower stages of the purchasing funnel. With a primary focus on driving consideration and purchase intent. However, if our aim is to shift brand metrics such as awareness, the classic OOH campaign remains the steadfast cornerstone of our media mix.

“It’s essential to bear in mind that while programmatic may be more automated than a regular media buy, the importance of experience and knowledge regarding inventory, the influence of various environments, familiarity of rules and regulations, and its overall contribution to the broader OOH media mix remains crucial for maximising the technology’s effectiveness.

Eoin Carroll, Programmatic Lead

What’s next for programmatic OOH?

For any marketeer or media planner well-versed in executing OOH campaigns, demographic targeting capabilities have long been a familiar tool. However, the advent of data and programmatic trading has taken targeting to a whole new level. It has allowed us to delve deeper into our audience’s behaviour and leverage it to create more precise audience profiles. As part of our endeavour to lead and shape the programmatic landscape in Ireland, we’ve partnered with Orb to unlock a new precision targeting capability focused on behaviour. This data empowers us to scrutinise audience behavioural traits by analysing the journeys and search data of aggregated consumer groups. Subsequently, we can then layer this information against specific screens and times of day to activate an optimized, audience-led purchase using our demand-side platform buying function.

“Programmatic DOOH is opening up exciting possibilities in the Irish OOH landscape. With the power to engage audiences at a deeper level and drive consideration and purchases, it’s reshaping the OOH media mix. Our partnership with Talon serves as a catalyst, continuously pushing advertisers to embrace this transformative technology and in turn, improve campaign results”

Callum Mathieson, CEO, Orb

In summary, the evolving landscape of programmatic in OOH opens up exciting possibilities. With these new capabilities, advertisers can seamlessly bridge online and offline strategies. This transformation has repositioned OOH, from traditionally recognised as an awareness builder, further down the purchasing funnel. It has enabled us to activate audiences and drive consideration and purchase. It has big potential. But realising it requires the support of the industry to educate, position and attract new advertisers into the channel.