Outside thinking – it runs in the Talon family. We pride ourselves on being a company built on people with big ideas. People who constantly challenge themselves and the industry to re-imagine and re-invent the possibilities of what Out of Home can be. ​

In this series, we’ll be getting to know more about the people of Talon, their roles, advice and what they get up to outside of OOH. This week, we sat down with Lucy Baumgartner, our Senior Effectiveness Executive and also the recipient of the OMA’s Rising Star Award.

Explain your role? 

My main role is to provide campaign measurement solutions for our clients. I manage the measurement fieldwork with our research partners, and then create reports and run debriefs with clients, giving insight into how their campaign performed and future recommendations.   

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

I usually get into the office early to beat the busy commute and check in on where our measurement studies are tracking. If studies have completed and we have received client data I will create reports, and if not I work on wider projects to inform industry questions. You’ll usually find me buried in our benchmark database and admiring my excel formulas.  

What do you enjoy most about working in OOH? 

I think generally it’s a very exciting channel. I love constantly pointing out our campaigns when I’m out and about (to the annoyance of my friends!) We’re also a very sociable bunch so the lunch time drinks are usually the highlight of the day. 

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

Definitely winning the OMA’s Rising Star award and celebrating with all my colleagues and friends! 

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

Don’t get too wrapped up in what you think you should do in your career. I studied history at university and absolutely hated numbers and presenting at school. Now analysing numbers and trends and presenting back to the company and clients is the largest part of my job and I thoroughly enjoy it.  

What do you get up to outside of work? 

At the moment, my favourite thing to do is look after my new niece. But when I’m released from babysitting duties I enjoy exercising and getting out of the city for walks.  

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

Definitely learn a language, probably Italian so I could travel the country and eat my bodyweight in pasta and tiramisu.  

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

I met my partner in Thailand at an elephant sanctuary after he offered me a banana – no pun intended.  

Outside thinking – it runs in the Talon family. We pride ourselves on being a company built on people with big ideas. People who constantly challenge themselves and the industry to re-imagine and re-invent the possibilities of what Out of Home can be. ​

In this series, we’ll be getting to know more about the people of Talon, their roles, advice and what they get up to outside of OOH. This week, we sat down with Caroline Decourcy, our Insights Director, at Talon in Ireland.

Explain your role? 

I am the Insights Director for Talon in Ireland, responsible for all elements of research and insights for our market. I support our planning teams through insight rationale and justification for using OOH across all objectives, categories, and briefs. I work alongside our planning teams on new client business, pitches and OOH market updates at certain times of the year too – a varied role! I am the Talon rep for JNOR, our long-standing OOH Measurement system, a topic I am very passionate about! I am also lucky enough to work with the wider measurement team in London too.

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

I usually start my day with my calendar, checking what’s ahead in terms of meetings and tasks due that day and week, then work through my emails and start working through my list. None of this is remotely possible without a large coffee from Butlers and a chat with everyone!

What do you enjoy most about working in OOH? 

I’ve worked in OOH for over 20 years (eek!) and one of the things I love most is the evolution of the industry, that no day is ever the same. I love OOH for its creative capabilities, and watching how we, as a team, bring ideas to life on street. Seeing clients share our work is a great feeling.  I love meeting the people who in OOH (and other media). We get to deal with so many different media partners and companies, so there’s many opportunities to meet interesting people along the way too.

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

I’d have to say that award wins are a key highlight for me.  I think they showcase, not just the brilliant work we do as a company but, the calibre of our people and ideas. 

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

OOH, while one of the oldest mediums around is definitely one of the most dynamic and fast-changing, presenting opportunities for newcomers to the field with a chance to progress, grow and – more importantly – learn. With developments in technology and data, there are so many areas of the business to choose from. There has never been a better time to join the OOH Industry!

What do you get up to outside of work? 

I love spending time outdoors and am lucky enough to live by the sea so love getting out for walks on the marina with my family. I love eating out and reading books and spending time with friends. I recently re-joined the local tennis club so working on brushing up on my skills!

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

I’d love to be fluent in Spanish so using Duolingo to learn what I can! I’d also love to learn to play the piano.

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

Going slightly off-piste I know, but my daughter was born in 2014 at 26 weeks while we were on holidays in the Algarve.  We lived in Portugal for just over 2 months until she was well enough to be transferred to Dublin. A life changing experience obviously but taught me strength, resilience and to never give up on anything you set your heart on. Not to mention learning all the medical jargon in Portuguese!  I always wanted to live abroad for a period, but in future I’ll be careful what I wish for! 😊 But an amazing outcome – so worth the fight!

“63% still feel that September is an ideal month to make changes and set goals – it’s more than just textbooks and classrooms, September holds the power for all ages to embrace a transformative reset”

As the gentle breeze of Autumn fills the air, a sense of anticipation surrounds us. It’s that time again, when the end of the summer holidays signals a fresh, new year. And whether you liked or loathed that back-to-school feeling, there’s no denying it brought with it a need to get organised and start fresh.

Cue the onset of adulthood, and in comes a new routine, moving away from those long summer breaks onto an annual leave allowance. You would think this transition would make you leave that back-to-school feeling behind? But no. 63% still feel that September is an ideal month to make changes and set goals. – It’s more than just textbooks and classrooms, September holds the power for all ages to embrace a transformative reset.

In this blog, we shed light on YoY trends and category-level insights for the back-to-school reset of 2023 and delve into how brands can use Out of Home to impress consumers and bring home that A+.

But first, who is our audience?

TARGET PROFILES_

Based on our sample of 250 respondents, the survey results revealed the following distribution across the different target profiles. 19% were identified as part of the “Explorers” group, these are families with older children, nearing the end of their education journey and ready to embark on new adventures. Next is “Generation Next” which accounts for 21% of respondents, these are families with children in the middle of their education journey. 14% of the respondents fell within the “Tiny Tribers” group, these are families with younger children who are early in their education journey. Lastly, we had 39% of “Empty Nesters”, this group are pre-family and September for them is focused on the end of summer and getting back into routine and a busier schedule. This sample of respondents has provided us with a strong foundation for understanding the back-to-school reset audience.

UNRAVELLING WHEN WE SHOP_

This year, most anticipate a later start for the back-to-school reset shopping period with August being the most popular month at 36%, followed by July at 30%. Only 27% of respondents have begun already, with 5% even leaving it till the week before new term starts. This is very different to last year where there was a notable shift towards starting much earlier.

Planning tip: Start early! Brands should build anticipation for the shopping season as early as possible. Through sustained brand building campaigns advertisers can achieve summer long engagement ensuring prominent recall when the moment arrives for making a purchase.

ANALYSING HOW WE ARE SPENDING_

Despite the governments release of its new free primary book policy, parents still envisage an increased level of spend for the back-to-school essentials in 2023 with spend increases across the board when comparing against 2022. Most respondents (56%) plan on spending between €100-€499. 24% answered €500-€999, followed by 11% answering €50-€99, with 8% even opting for the highest pricing threshold of €1,500+.

Planning tip: We know from our cost-of-living research that we have become a nation of savvy shoppers, with 63% of us now making lists. Considering the substantial increase in projected spending this year, consumers will undoubtedly seek value in their purchases. By leveraging the out-of-home medium, your brand can effectively convey your brand’s value messages and establish a strong presence that will in turn influence consumers choices and book a spot on that list.

SHOPPING TOUCHPOINTS_

Consumers will be shopping across a variety of stores, with Tesco keeping its top spot as the most popular (65%), followed closely by Dunnes (60%). 52% of respondents are once again choosing to keep things local by spending in local school supply stores in their area.

When examining the divide between brick n mortar vs online our results found that shopping centres (59%) and local shops (40%) reign supreme. A further 21% will be shopping on the high street with only 35% opting for online.

Planning tip: To effectively target consumers throughout their shopping journey, it is crucial for brands to have a pervasive presence. A multi-format campaign approach will enable you to reach consumers across a variety of environments throughout their day. By combining digital and classic out-of-home formats, you can strategically place your brand so that it’s top of mind during purchasing opportunities.

SEPTEMBER IS THE NEW JANUARY_

It’s not all bags and books, in recent years September has gained recognition as the new January with many seeing it as an opportunity to establish a healthier diet (58%), adopt a new fitness routine (64%), spend more time with family & friends (28%), or prioritise self-care (45%). In our survey 63% of respondents agreed that they are conscious of their lifestyle so setting goals in September helps to keep them grounded. It has become a bit of a wellness trend with health coach & wellness speaker Georgie Crawford launching this initiative back in 2022.

Planning tip: Data is your ultimate ally. Brands can utilise data to target the correct audiences effectively and identify areas with high footfall such as gyms, parks, and wellness centres. You can then layer this with consumer behaviour insights to tailor your out-of-home campaign so that it resonates with your target audience’s specific needs and preferences. This data-driven approach will allow you to deliver your message to the right people, at the right time and in the right moment – maximising impact and the effectiveness of your campaign.

The back-to-school reset period of 2023 is a huge opportunity for brands to reset and empower people of all ages – not just children. As the summer holidays end, this time of year embodies the very essence of embracing new routines, setting goals, prioritising a healthier lifestyle, and practicing self-care.

When comparing against the same period last year, there are a few changes to note. Nevertheless, our planning tips should provide brands with the necessary insights they need to capitalise on their campaigns and ensure optimal success.

Methodology: Research was conducted by Spark Market Research, on a main urban sample of 250 respondents 16+ using an online methodology. The research was conducted in June 2023. 

Talon, the independent global Out of Home (OOH) media agency, has appointed Stewart Easterbrook as its new Chairman. Easterbrook brings extensive experience in media strategy and will lead Talon’s board in driving international growth and technological development.

Easterbrook’s appointment comes on the heels of a successful period for Talon, highlighted by the recent acquisition of Evolve, a rapidly growing independent specialist OOH business, and the acquisition of Novus Media Canada Corp, bolstering its growth in this market and giving global access to its best-in-class buying, planning, creativity and industry-leading technology platforms. As Talon celebrates its tenth anniversary this year, the company has expanded its reach with new office openings in Asia-Pacific and the Middle East, as well as securing new investment from Equistone Partners Europe, providing capital to continue its global expansion and technical innovation.

Easterbrook is a seasoned advisor to multiple omnichannel companies in media, data analytics and technology. Since 2014 he has worked with MiQ the leading global analytics technology and programmatic media specialist. Serving as Chairman for seven years before transitioning to an advisory role in 2022, he played a key role for MiQ, successfully attracting significant private equity investments.

In addition to his role at Talon, Easterbrook serves as Chairman of Medialab Group, an award-winning agency specialising in data, digital and media planning. He is also a board member of Instrumental, the world’s leading online music talent discovery and management business, and a member of the management team that launched Content Inc., a specialist content marketing company.

Prior to this Easterbrook spent 17 years at Publicis Groupe in various senior management roles, including a five-year term as CEO of Starcom MediaVest Group UK. He later assumed the role of Executive Director of Digital Development, overseeing growth and innovation across SMG’s key European markets.

Barry Cupples, Group CEO:Talon, said: “Stewart is an extremely impressive business leader, with decades of experience guiding global media companies through expansion and transformational change. We are very proud to have him join the team at Talon at such a pivotal time, following the recent acquisitions and Talon’s commitment to both building upon this success and advancing our technological capabilities for the future. Stewart will play a vital role as we continue Talon’s ambitious growth plans.

Stewart Easterbook, Chairman:Talon, said: “Talon is an incredible business that is reshaping the OOH industry – in a short span of 10 years it has achieved great heights in terms of funding, global expansion as well as technological advancement, which is evident in its collaborations with iconic brands and media businesses. I am thrilled to be on the board and working with an exceptional team to spearhead Talon’s ongoing development and growth, positioning the company at the forefront of driving the OOH industry forward.”

There is no doubt that Irish consumers are continuing to feel the pressure of the cost-of-living crisis, with many shifting their shopping habits as we become savvier and more selective in our spending. With that, we wanted to gauge the impact this was having on Irish consumers, while also seeking out the new trends and behaviours that come with it.

In our latest consumer behaviour research burst we focused much more on this topic which seems to have now replaced Covid19 as the key concern of the Irish population. 

The results paint an interesting picture of who we are, where we shop and most importantly how we shop…

Shopping Behaviour

Amid heightened inflation, unsurprisingly, 71% of Irish consumers are spending more on their weekly grocery shop than they were this time last year. 1/3 of respondents are spending €51 or more on their main weekly grocery shop, with 69% of respondents shopping for between 2-4 people. Spending is highest amongst the cohorts 45-54’s (76%) and HKWK (76%) with the 25-34’s age cohort spending the least at 67%. The findings suggest that people in the older age cohort are the most financially secure of all people living in Ireland. With those in their late 20’s and early 30’s feeling the pinch most.

Planning tip: Clever use of data amplifies campaign relevance, transforming digital Out of Home advertising into a real-time marketing platform. Using data, brands can target those hard-to-reach audiences (25-34’s & 18-24’s) hitting them with a value message – driving immediate engagement and boosting real-time conversion.

Brand Loyalty

Irish consumers are embracing discount retailers more in an attempt to save money with 54% already having switched their main grocery providers as the cost-of-living crisis bites. We have also become a nation of those who are willing to shop around with 63% of respondents using between 2-3 different grocery stores a week. The numbers buying private-label products is high (54%) across most categories with consumers showing brand loyalty most to hot & soft drinks, alcohol, and confectionery brands.

Planning tip: People are exposed to a broad range of mediums every day. A strategically planned multi-format, multi-environment campaign maximises reach and ensures consumers are influenced at all stages of the consumer journey. Brands that include proximity targeting alongside broadcast awareness formats are more likely to be selected by consumers.  

Smart Spending

One of the main highlights of the research is the emerging trend of savvy shoppers. 63% of respondents are now making lists, with 83% of those prepping the list the day of or the day before shopping.

Planning tip: There is an opportunity for brands to steal share of mind in the planning phase, and capture consumers’ attention throughout the purchasing journey. Out of Home is a great medium for driving brand awareness through its ability to reach audiences, cost effectively.

In summary, although Irish consumers are feeling the pinch of the ongoing cost-of-living crisis there is still spending power there, with many just being a bit more selective with their purchases. Overall, consumers are looking for value with 53% using more vouchers and money-off coupons. For retailers to thrive in this challenging environment and maintain consumer engagement, they must remain focused on delivering value to the customer.

Methodology: Spark Market Research conducted the online survey of a main urban sample of 250 respondents between the ages of 16-54. Research was conducted on the last week of February/beginning of March 2023.

“To ignore the potential of the Out of Home medium in driving action or inspiring a purchase, would be a missed opportunity – it’s evident that the features & capabilities support every stage of the purchasing funnel“

Traditionally, Out of Home has been viewed as a top-of-the-funnel media channel due to its ability to drive broadcast awareness. With the unveiling of new technology, we are beginning to see Out of Home fulfilling a much greater role, driving bottom-funnel metrics and direct action amongst consumers. Metrics which until recently, have been associated with online performance channels.

It begs the question, is Out of Home better at generating brand awareness than driving action?

The short answer is, it can do both!

Out of Home is not one medium, it is a blend of multiple formats across multiple environments, that gives the channel the ability to dominate the public space and reach consumers in numerous mindsets. Out of Home continues to deliver in its role according to a 2022, Talon benchmark study, which comprised of 40 Irish campaigns and interviewed over 10,000 respondents. The results showed a marked increase across all measures, in particular for message delivery and call to action (+6%), thus demonstrating the effectiveness of the medium.

However, today’s world is a digital world, and the role of Out of Home is evolving. Digital now holds 43% of the overall Out of Home wallet, with the proportion of OOH revenue derived from DOOH continuing to increase year on year. This growth is fuelled by a rapid expansion of Digital Out of Home inventory (+8% in the last 18 months), with a focus on large format roadside DOOH. What is most evident is how these technologies are driving Out of Home further down the purchasing funnel, demonstrating effectiveness in driving consideration and purchase intent.

PROOH_

Programmatic although in its infancy in Ireland, has seen significant growth over the last few years globally, with advertisers recognizing benefits such as greater flexibility and agility in their campaigns. In a recent research study conducted by our colleagues in the UK, data showed that the use of Atlas (intelligent, audience-first DOOH buying platform) is delivering an x2 increase in purchase consideration and an x3 increase in purchase intent versus a traditional Out of Home buy. 

From an Irish perspective, we have seen similar trends where programmatic DOOH has overachieved in shifting KPIs relating to driving action; more than KPIs relating to spontaneous awareness. One campaign that activated around key consumption times for the brand drove consideration by 44%. At Talon, we are seeing increased appetite from clients to trial programmatic Out of Home and understand where it fits as part of their overall media mix. 

What does this mean for you: The use of programmatic DOOH alongside awareness-building strategies can be powerful in driving metrics along the entire brand funnel, increasing OOH’s capability as a prime channel in the overall media mix. 

DYNAMIC CONTENT MANAGEMENT_

Dynamic campaigns allow us to increase effectiveness and drive intent by focusing on context. At Talon, understanding audiences and their behaviour whilst Out of Home is paramount. We understand the key moments when our audiences are most likely to be influenced by a brand’s communications. Dynamic technology allows us to activate at these key moments. When we look at the performance of dynamic campaigns versus any Out of Home campaign, we are seeing a +63% uplift in consideration, and a +50% uplift in purchase behaviour – proving the power of Out of Home in driving bottom-funnel metrics. 

What does this mean for you: If our objective is driving sales, we should be taking an audience-first approach to strategy and curating content to activate at key consumption moments for our target group. 

SHOPPABLE OOH_

OOH can now offer instant solutions to make our campaigns shoppable. 

Since 2020, QR codes have seen a massive resurgence across many industries, not least Out of Home.  In a recent study by Talon in Ireland, we looked at Irish consumers’ appetite to interact and take action after exposure to an OOH message. 57% of respondents agreed that they would be likely to scan a QR code on an OOH ad to find out more. 

What does this mean for you: QR codes on Out of Home are effective for driving immediate engagement and boosting real-time conversion, and the inclusion of dwell time formats encourages passers-by to invoke an action. 

To ignore the potential of the Out of Home medium in driving action or inspiring a purchase, would be a missed opportunity – it’s evident that the features & capabilities support every stage of the purchasing funnel. It’s time for planners to get creative by combining multiple formats to ensure their message is being received by the right audience and reaching them at all stages of their journey. 

Methodology: Talon Benchmarks, Talon has created benchmarks to help identify the best formats for driving specific key performance metrics, allowing clients to see how their campaign has performed versus the average.  

Methodology: QR code research was conducted by Spark Market Research, on a main urban sample of 250 respondents 16+ using an online methodology. 

Between them they manage, orchestrate, lead & make vital decisions. This year for International Women’s Day, we decided to interview 3 of our women employee’s to find out what IWD, and its theme #EmbraceEquity, means to them.

IWD: Anca
Question 1: What does IWD and its theme #EmbraceEquity, mean to you?

International Women’s Day for me is an opportunity to celebrate women, our achievements, resourcefulness, and bravery.

#EmbraceEquity for me is about honouring authenticity, actively supporting differences, doing what’s right, not what it’s easy, showing empathy and just be kind.

Question 2: What are you most proud of?

I’m proud of the challenges I’ve overcome in raising two wonderful daughters as a young single mother. If I had to do it all over again, I’d do it in a heartbeat.

Question 3: Which powerful woman do you admire the most?

It will have to be Oprah… her strength, resilience and courage are truly remarkable.  Her dedication to empower women from impoverished backgrounds through education and the way she uses her voice to stand against child and women abuse are just a few of the reasons I admire her.

IWD: Caroline
Question 1: What does IWD and its theme #EmbraceEquity, mean to you?

International Women’s Day in my opinion is a day to celebrate all women globally. It’s about recognising our achievements, finding, and celebrating our values and being made to feel valued and more importantly being part of a tribe that promotes gender equality.  Raising the bar to support each other and be women’s greatest cheerleaders.

Question 2: What are you most proud of?

I would have to say hands down, I am most proud of being a Mum to my beautiful daughter Amy.  From very small beginnings arriving at 14 weeks early to a very independent and sassy 8-year-old, she has taken me on one of the greatest and most fulfilling journeys of my life to date, not to mention unexpected!  I’m excited for what’s to come!

Question 3: Which powerful woman do you admire the most?

There are 2 powerful women I really admire.  The first one is my Mum! A powerhouse, always thinking of and helping other people, from family to her community, always there at a moment’s notice when you need her.   

I really admire Michelle Obama as a powerful woman too.  I think she is an inspiration to all women as carved out a very successful career for herself, while raising 2 young children and becoming the First Lady, all while keeping her feet firmly on the ground and being the best version of herself.  Her book is really worth a read!

IWD: Sayali
Question 1: What does IWD and its theme #EmbraceEquity, mean to you?

International Women’s Day is a day to acknowledge and honour the women’s rights movement globally and a day to celebrate the women in all our lives. #EmbraceEquity for me is about cultivating a mindset that promises inclusivity and a shot at equal opportunities.

Question 2: What are you most proud of?

Moving to a new country and starting from scratch.

Question 3: Which powerful woman do you admire the most?

Jacinda Ardern & Kamala Harris – A small percentage of the world’s leaders are women. Leaders like these two are unafraid, bold, and live life on their terms. One was the youngest female prime minister of a country and the other rose through ranks being a child of immigrant parents. They’re indeed an inspiration!