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

London, UK – 21^st January, 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced the acquisition of Out of Home Masters, the largest independent OOH specialist in the Netherlands. This strategic acquisition strengthens Talon’s leadership position in Europe and establishes a platform for further growth. 

Founded in 2015 by Frank Hardenberg – former Managing Director of Wall Netherlands, CBS Outdoor, and Exterion Media – OOH Masters has grown to become a dominant force in the Dutch OOH market. With billings exceeding €26 million, the agency delivers innovative, data-driven campaigns for renowned brands and agencies such as Havas Media, Talpa Radio & TV, Hunkemöller, Coolblue, Enterprise, Swappie, Flink, Pathé and Tony Chocolonely.

Frank Hardenberg, Managing Director of OOH Masters, said: “Joining forces with Talon was an easy decision – as the best in the OOH market they provide many benefits to both our teams and our clients. Talon has an impressive operation globally and this partnership provides access to their advanced data and technology platforms so we can offer enhanced capability to our clients.”   

Since its inception, OOH Masters has built a strong reputation in digital OOH and was recently recognised in Adformatie’s 2024 Media Report as the leader in innovation amongst local media agencies, and #2 media agency overall in the annual ranking. With its established presence across the Netherlands, Belgium, and Luxembourg, the Amsterdam-based agency now plays a key role in Talon’s strategic expansion. 

Sue Frogley, Global CEO of Talon, said: “Out of Home Masters has been a valued partner in our international network for several years, so this acquisition is a natural next step. Frank and his team have built an exceptional business with a strong reputation for delivering innovative, data-driven solutions in one of Europe’s most dynamic OOH markets. Their expertise and vision align perfectly with our strategy, and together, we’re well-positioned to drive even greater value for our clients and growth across the region.” 

This acquisition is part of Talon’s ongoing growth strategy following the successful integrations of Novus Canada and Evolve in 2023. Supported by Equistone’s 2022 investment, Talon has focused on scaling its operations, strengthening its digital and data-driven capabilities, and establishing leadership in high-growth markets.  

To ensure continuity, OOH Masters’ current management team, led by Hardenberg, will remain in place to oversee operations and integration. The OOH Masters name will continue in the short term, with a rebrand planned to align with Talon’s global network in the near future.

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.

We’re excited to share our Managing Director, Chadi Farhat’s, perspective on the evolving world of OOH in his article “The Global Locals: Bridging Borders” for Campaign Middle East.

He discusses the strategies that we, at Talon MENA, employ to drive global OOH expansion for our clients while staying rooted in local insights. As the GCC and MENA regions shape their ambitious futures, he explores how tailored, data-driven, and creative approaches are key to delivering compelling results.

Read the full article here