London, UK – 8^th April, 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced plans to relocate its London offices into a new headquarters at 130 Shaftesbury Avenue, London W1, in response to the company’s significant growth. 

The new global headquarters will occupy 23,500sq ft across two floors, providing a modern workspace designed to support Talon’s expanding team. The office features various working zones, coworking and social areas, ensuring a balance between collaborative, creative spaces and quiet areas for focused work. 

Bringing together Talon, Evolve, and Grand Visual in one location, the new space enhances collaboration across the entire business and serves as a centralised hub for operations. This move marks the conclusion of Talon’s current leases at Rathbone Place and Frith Street.

Located on the border of Soho and Covent Garden, the office offers excellent connectivity and access to shopping, dining and cultural hotspots. Its proximity to key transport hubs like Tottenham Court Road and Leicester Square ensures convenient access for Talon’s growing team. 

Talon’s Global CEO, Sue Frogley, said: “This move is particularly meaningful for us as it brings our Talon, Evolve and Grand Visual teams together under one roof, remaining firmly in the heart of the West End where our journey began over a decade ago. Our new home is a significant upgrade for our people, designed to encourage creativity and collaboration, helping both us and our clients continue to grow and thrive in the industry we love.” 

The move new follows a period of significant global expansion for Talon, which has built a robust international footprint with 15 offices in key cities across the UK, EMEA, North America, and Asia-Pacific. Following investment in 2022 from Equistone Partners Europe, Talon has accelerated its growth through strategic acquisitions such as Evolve and Grand Visual, as well as the development of proprietary tech platforms that have revolutionised OOH planning, buying, execution and measurement. 

Oasis is back, Coldplay’s lighting up stadiums and Sabrina Carpenter’s bringing the energy. Throw in a packed festival season, and the UK is in for a summer that’s set to go down in history.

The past few years have been huge for the music industry. In 2024, consumer spending hit a record-breaking £2.4 billion, surpassing the previous high of £2.2 billion in 2021. Meanwhile, over 19.2 million fans turned out for live events across the UK in 2023 – a 33% year-on-year increase. Fans just can’t get enough. Live music is, and always has been, the ultimate crowd-pleaser. 

But its power goes far beyond the stage. A recent Live Nation study revealed that 80% of people say attending a live music event is one of the most emotionally powerful experiences. Even more compelling, two in three agree that the more emotionally intense the experience, the more likely they are to connect with the brands involved. 

It’s all this and more that makes this summer’s epic lineup of live music a golden opportunity for brands to show up, stand out, and make meaningful connections.

In fact, 87% of people say a retail brand’s involvement with live music boosts its appeal, helping it cut through the noise. And in a world where 1 in 3 UK adults, and nearly half of Gen Z abandon brands simply out of boredom, staying relevant and culturally in tune has never been more important. 

Festivals are integral to Gen Z’s summer plans. They’re where young people go to unwind, connect, and create memories – giving brands an unmatched opportunity to tap into this energy and build loyalty that lasts. 

According to a study from Next Gen, 45% of university students use their disposable income from April’s loan drop on tickets, and a whopping 81% are prepared to spend over £200 on tickets alone. Gen Z is investing in experiences and brands that show up at the right time and place can become a meaningful part of the story. 

In this blog, we’ll explore how brands can tap into this cultural moment using the power of Out of Home (OOH) advertising. Through our “ACES” framework – Audience, Creative, Effective and Sustainable – we’ll show how OOH can help brands connect with the right people, in the right moment at the right time. 

It all starts with thinking outside. 

Audience: Target live music lovers with precision

Purchasing products is a core part of the fan experience, with a Live Nation survey revealing that almost 9 in 10 fans worldwide shop in person before or after a live music event. But the opportunity doesn’t stop there. Live music events create incremental spending moments, giving brands the chance to become part of a memory that fans are actively building and won’t soon forget. 

This is where OOH advertising truly shines, seamlessly placing your brand right at the heart of everyday life, reaching target audiences at key locations and moments.  

Driving to a live music event? They’ll see roadside formats in all shapes and sizes along the way. Commuting to work or play? Think bus shelters and public transport formats. Buying groceries? There’s a D6 right outside the store for that! Wherever they go, OOH ensures that your brand is part of the journey. 

To reach target audience groups, we recommend using programmatic OOH via our DSP Atlas. Whether you’re targeting pre-built segments like “Trend setters” or “Spirit-drinking music lovers” or building a custom audience of your own, Atlas uses behavioural data to identify the most effective OOH panels to reach them. 

To add an extra layer of relevance, Atlas Real-Time lets you tap into micro-moments – from weather and UV index to pollen count and rapid reactivity. By reacting to what’s happening in the moment, your OOH campaign becomes more contextual, timely and memorable. In fact, real-world ads that use local context have been shown to boost attention and neuro response by +32%. 

Take NIVEA Sun for example. By activating their sun protection campaign programmatically based on real-time UV levels, they delivered ultra-relevant messaging – and 99% of people felt the campaign was relevant to them. 

Own the stage with creativity 

Whilst audiences may be out of home, are we brands doing enough creatively to meet them there?  

This summer provides an unmatched opportunity to break out of the billboards, dominate spaces and turn OOH into an emotionally charged, immersive experience that truly connects. 

Think about it: with 1 in 3 UK adults abandoning brands simply out of boredom, now’s the time to shake things up. Go bold. Go unexpected. 

Because when brands embrace an innovative solution based creative, the results speak for themselves: 

• 35% increase in purchase consideration 
• 56% uplift in ad recall vs traditional OOH 
• 17% increase in consumer action

Creative matters, and in a season made for standing out, it’s time to go all in.

One brand that’s consistently taken centre stage when it comes to creativity and sparking joy is PepsiCo. From sweating billboards to bold murals, and owning the moment at festivals and train stations, they’ve mastered the art of turning heads and creating memorable experiences. And the best part? They keep finding even more ways to harness OOH and wow audiences!

Deliver an effective performance 

OOH is especially effective at reaching Gen Z. As a non-disruptive, passively consumed channel, it offers a welcome relief from online screens – making it highly effective at reaching and influencing a generation that’s digitally saturated but always tuned into culture. 

And Gen Z isn’t just noticing OOH – they’re engaging with it: 

• 1 in 3 have talked to friends or family about a brand they saw on OOH 
• 26% have taken a picture of an OOH ad in the past week (PML Group)

OOH also boasts the highest reach amongst 16-34s, outperforming even social media and functional internet use (IPA Touchpoints). In other words, if you want to reach young audiences where they really are – OOH is it.

And while OOH has always been a go-to for brand fame, its role has evolved. In culturally charged moments like festivals and live music events, OOH is no longer just about awareness – it’s a driver of real-world action, delivering the kinds of results once exclusive to digital performance channels. 

The stats say it all: 

• 56% feel OOH brings brands to life 
• 59% find OOH adverts appealing 
• 53% find OOH adverts reach them in the right mindset 

Sustainability is a key headliner 

In 2024, Coldplay made headlines with its sustainability report from their “Music of the Spheres” tour – achieving a 59% reduction in direct CO₂e emissions (on a show-by-show basis) compared to their 2016-17 tour. Over 7 million trees were planted – one for each concertgoer – and 18 shows in 2023 were powered entirely by a “tourable battery system” built from recycled BMW i3 batteries. 

And Coldplay aren’t the only ones pushing for change. Artists like Metallica and Billie Eilish are also leading the charge, championing greener tours and more sustainable live music experiences. 

The message is clear: sustainability matters and it’s here to stay. Nearly half of concertgoers say they prioritise sustainability when deciding which events to attend, and when it comes to festivals, 81% of fans expect organisers to actively tackle their environmental impact. Consumers are backing it with their wallets too – 80% say they’d pay at least 10% more for products deemed sustainable. 

So, how can brands align? By choosing media that gives back and is a sustainable ad platform for brands. 

OOH is not only powerful – it’s purposeful. A recent Outsmart report revealed that 46p of every £1 spent on OOH goes back into public infrastructure, and when it comes to emissions, OOH emits less carbon than all other media measured. 

This summer isn’t just about the music – it’s about the movement. From unforgettable gigs to cultural milestones, the stage is set for brands to show up and make an impact. And with OOH, you’re not just reaching audiences – you’re joining them in the moments that matter most. 

Whether it’s building emotional connections, inspiring action, or aligning with sustainability values, OOH offers a powerful, proven, and purposeful way to stand out this festival season. 

So, if you want to stay relevant, resonate with Gen Z, and be part of the soundtrack to the summer – it’s time to think outside.

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.

MAXIMISE YOUR CAMPAIGN’S EFFECTIVENESS BEFORE IT STARTS

As an OOH specialist, we get asked on creative best practice quite a lot, where brands face the challenge of connecting with consumers and landing their message in mere seconds. There’s quite a clear guideline for a good outdoor creative, and by and large, we’re all agreed on it – keep things simple, get attention to your branded assets, and connect with consumers in as few words as you can.

We say to focus on people because that’s where people look, to build trust and purpose into your messaging, to add monetary incentives where you can for the cost-conscious consumer. But realistically, even if you follow all these rules, your creative might not work. After eight years of creative testing at Talon, we’ve found that consumers only notice a brand logo 44% of the time – and that’s if it’s put right in front of them.

When we talk about an effective creative, we talk about it doing its job within two seconds. That’s a tall order, but it’s not impossible. But with creative agencies restricted by tight deadlines, and measurement confined by tight budgets, we’re seeing under-utilisation of a really important tool – pre-campaign testing. Brands need to ensure their creative can cut through the clutter so that valuable media spend is not wasted. So, when we talk about attention, we need to focus on what this means for the creative itself, maximising brand attribution, message comprehension, and fundamentally, the efficiency of ad spend.

This is why at Talon we have used a consistent creative testing methodology for several years. We’re not looking to reinvent the wheel, but rather take this tool and the extensive learnings we’ve built to new heights for our clients with an exciting relaunch.

Using four different metrics for attention (notice, lag, dwell and doubletake), and a benchmark database of over seven hundred creatives, we’re able to reliably dig into how your creative works, and how it can be optimised. And we do it quickly too, delivering results within two working days of receiving the creative.

Different clients are going to have different needs – where FMCG brands can hone in on their product easily, brand recognition is key, and we see logo benchmarks sitting higher at 50%. For finance brands, this means little without conveying brand purpose to consumers – but we see an average 0.6 seconds spent looking at ad messaging. Applying this to the dwell times of different formats and environments, and the needs of different categories and clients, means we can truly understand what an effective creative means. And fundamentally, we can do it before any money’s spent.

To learn more about TRAX or to test your creative, get in contact with effectivenessteam@talonooh.com

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.

Weller succeeds Frank Hardenberg who steps back into non-exec role

London – 6 March, 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced the appointment of Cornelie Weller as Managing Director, Benelux.  

This news follows Talon’s recent acquisition of Out of Home Masters (OOHM) in the Netherlands. Weller succeeds Frank Hardenberg, founder and Managing Director of OOHM, who steps back into the role of Non-Executive Director. 

Weller will be responsible for ensuring continuity and driving further growth of the business across the Benelux region, a significant market with substantial growth opportunities in the OOH sector. Weller joins in May and reports into Sarah Parkes, Managing Partner, Talon Network & Grand Visual. 

Frank Hardenberg, founder of Out of Home Masters said: “I’m thrilled to welcome Cornelie to the team, and with her extensive industry experience, I know she will make a valuable contribution to our next phase of growth and our integration within Talon. This transition is especially meaningful for me, as it allows me to step back and witness the continued success of what we’ve built over the years, confident that Cornelie will lead us and our clients to even greater heights.” 

Weller has demonstrated exceptional leadership and strategic vision in her 25+ years in media and advertising. She has held prominent leadership roles at renowned media and creative agencies, including OMD, Starcom, and Publicis Groupe, collaborating with major brands such as Heineken, Samsung, and P&G. More recently, Weller has continued to assume influential positions across various sectors, further cementing her impact and expertise. 

Cornelie Weller said: “Returning to the media industry after a few years in other fields truly feels like coming back to where I belong. This opportunity offers the perfect blend for me: a focus on OOH and the chance to lead and grow the business across the Benelux region. It’s an honour to succeed Frank to build on the success that he and the team have achieved over the past ten years, and I see great potential for the agency as part of Talon.” 

Sue Frogley, Talon Global CEO, added: “Frank has been instrumental in building Out of Home Masters into a respected leader in the market. His decision to step back from the day-to-day but remain very involved reflects his commitment to our continued success and I’m grateful for his ongoing support. Meanwhile, Cornelie’s extensive experience, proven leadership and vision makes her the perfect successor to drive further growth in the region and ensure we continue to deliver exceptional results for our clients.”

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.

New York, NY – January 23, 2025 – Grand Visual, the award-winning global creative Out of Home (OOH) studio, today announced the appointment of Andrew Pearson as its first North American SVP, Creative Strategy. The newly established role aligns with Grand Visual’s growth ambitions in North America and its commitment to delivering world class creative solutions for clients.   

Sarah Parkes, Managing Partner, Talon Network & Grand Visual, said, “The addition of Andrew is a significant development for Grand Visual as we expand our North American team with the continued goal of pushing creative boundaries for our clients and partners.”

With over 20 years of global agency, client-side, and in-house creative experience, Pearson joins Grand Visual from Pernod Ricard where he previously held the role of Senior Director-Creative Content. In his role, Pearson led the marketing, communications strategy, and campaign development for Pernod Ricard’s tequila and mezcal portfolio and Chivas Regal Scotch whisky.

Prior to Pernod Ricard, Pearson held roles that included Group Creative Director at Havas Formula in New York, Creative Director at Havas Dubai, and Creative Director roles at FCB and Saatchi & Saatchi in Cape Town.

A seasoned team leader and strategic thinker, Pearson has created award-winning brand, experiential, digital, and earned media campaigns across a diverse range of clients, including automotive, gaming, technology, cellular, spirits and beverages, CPG, personal care, fashion, lifestyle, financial, and more.

Commenting on his new role, Andrew Pearson said, “This new role is such an exciting opportunity to join an exceptionally talented team at Grand Visual and develop award-winning creativity for an outstanding roster of clients. I’m looking forward to delivering unique OOH campaigns that inspire both audiences and clients to rethink the possibilities of the medium.”

Ryan Laul, Talon North America CEO said, “The expansion of Grand Visual’s North American team will strengthen Talon’s ability to provide clients with cutting-edge creative and production services that captivate audiences through bold, compelling OOH storytelling. A mix of unmatched expertise and fresh, innovative ideas will continue to set the industry standard for award-winning OOH creativity. We are excited to welcome Andrew and look forward to what’s ahead for our team in 2025.”

Our managing director, Chadi Farhat, was interviewed by Campaign Middle East, where he discussed Talon’s journey so far, its path forward, and how Talon focuses on data-led OOH planning strategies, technology, creative and executions.

“At Talon, we understand that achieving measurable results is crucial, and we know the key strategies to deliver those results effectively” he said.

Read the full article here