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

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

Why are we not buying all DOOH this way?

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

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

So, to circle back to our marketeers question…

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

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

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

Eoin Carroll, Programmatic Lead

What’s next for programmatic OOH?

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

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

Callum Mathieson, CEO, Orb

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

Why OOH this winter? The onset of Winter ushers in not just a change in weather, but a profound shift in consumer behaviour. As the holiday season approaches people begin to immerse themselves in the spirit of Christmas. Whether that be enjoying days out at Christmas markets, or shopping for gifts, one thing is clear – they all involve being OUTSIDE!

In this blog “Sleigh the Season” we’ll dissect the intricate patterns of consumer behaviour during the holiday season. We’ll dive into how people plan and shop for gifts, explore the ever-evolving online and offline shopping debate, and consider the timing that’s optimal for delivering your message.  Lastly, to ensure you are well prepared we will provide you with 6 media principles to excel in your OOH campaigns this Winter.

HOLIDAY SHOPPING UNWRAPPED_

As we delve into the holiday shopping season and peel back the layers of consumer behaviour, we discover a wide spectrum of shoppers. About 32% of consumers belong to the super-organised category, diving into their list before the leaves even begin to change. November stands out as the peak shopping month, with 34% of consumers commencing their gift-hunting journey just as Black Friday and Cyber Monday approach. Meanwhile, roughly 13% take a more relaxed approach, not beginning their shopping until December. Finally, a small but devoted group, accounting for just 5% of shoppers, relish the excitement of last-minute purchases during the week leading up to Christmas. So, why OOH? It’s essential to tailor your strategy to reach these varied shoppers effectively.

HYBRID SHOPPING JOURNEY_

However, given that 39% of Irish consumers acknowledge their intent to shop both online and in-store for Christmas gifts, it becomes imperative to reach these hybrid shoppers across both environments. Valuable insights from Movia Media and Nielsen highlight that leveraging OOH alongside digital channels can significantly enhance effectiveness. Translating to +31% boost for online advertising, +56% surge for paid social and an impressive +80% uptick for search-based initiatives. Moreover, considering the increased time spent outdoors during this season, integrating OOH with TV can significantly expand your reach. In fact, according to BARB Media planner, comparing a TV-only campaign to a combined TV and OOH campaign demonstrated a +26% overall reach when using both mediums in tandem.

TIMING IS EVERYTHING_

Once your plan and strategies are in place, it’s essential to carefully consider timing. With audiences thinking of Black Friday and Christmas purchases throughout the festive build-up. Approximately 21% start thinking about their purchases 1-2 months in advance, while 23% begin their planning three to four weeks ahead. Another 24% initiate their shopping journey one to two weeks prior. With 17% diving into their shopping lists the week of. A smaller but significant 7% opt for the day-of approach.

So, why OOH? The ideal timing can vary depending on your product. Recent insights from Talon have proved that fast-food items and alcohol, often indulged in during the festive season, tend to have the shortest purchasing journey. Remarkably 7 in 10 individuals purchase fast-food within one day of exposure to an OOH ad.

6 MEDIA PRINCIPLES TO SUCCEED_

So, with savvy spending becoming the norm, coupled with the emergence of the hybrid consumer, how do we ensure we drive action through OOH this festive season?

BE AT THE MOMENT OF TRUTH

Digital advertising screen outside a JD Sports store in a mall, showcasing festive JD Sports products

Consumers feel that adverts in proximity to store are more noticeable than adverts in other locations, which influences consumer action. By strategically placing ads in high-traffic areas during the festive period, brands can effectively engage consumers and drive meaningful action.

LEAN INTO CONTEXT WITH DYNAMIC

Even more crucial during the holiday season – allowing brands to create emotional connections with their audience. A 2020 study called “The Moment of Truth” showed that using dynamic OOH in your campaign can lead to an +18% increase in cognitive response, a +16% boost in in-store sales, and a remarkable +32% recall when delivering the right content at the right moment.

REACH MORE OF YOUR AUDIENCES WHEN OOH

Utilising audience-first planning to optimise your OOH campaign, can improve brand awareness and increase purchase intent. Audience-led planning can be prescriptive in reaching a brands desired audience. Our mapping system can tailor audiences as narrow or broad as your brand requires.

OWN KEY CONSUMPTION OPPORTUNITIES WITH PROGRAMMATIC

Tesco's programmatic campaign for click & collect on a digital OOH screen

Talon insights show that leveraging PrOOH can yield significant benefits for brand impact, particularly in terms of consideration and purchase intent metrics. By owning key consumption opportunities through programmatic strategies, brands can experience a twofold increase in purchase consideration. A 15% increase in relevance to target audience’s lifestyle, and a threefold boost in purchase intent.

SHOPPABLE OOH

In recent years, there has been significant uptick in the adoption of QR codes in OOH. These codes are playing a pivotal role in connecting the online and offline realms. Offering convenient access to holiday promotions, discounts and even event details. This in turn, enriches the overall holiday shopping experience for consumers.

AMPLIFY WITH CREATIVITY TO INCREASE ATTENTION

Bespoke lighting transforms Dublin's Barge Pub for Jameson Whiskey

But let’s not forget, OOH’s main role is to drive messages to the masses. There’s no better way to capture this attention then to infuse your campaigns with creativity. Think beyond traditional OOH boundaries and consider engaging visuals and unique concepts that will make your ad stand out. Ultimately, creativity is the key to leaving a lasting impact on your target audience.

Winter provides the perfect backdrop for brands. OOH is the perfect brush to paint memorable and effective campaigns. We’ve explored consumer behaviour that accompanies winter, along with holiday shopping nuances, right down to the timing of your message. Armed with these insights alongside our 6 steps to succeed it’s time to put this knowledge into action and sleigh the season with OOH.

As always, your Talon team are on hand if you have any queries or need advice when planning!

Lucy Baumgartner’s Talon Story: Leadership and Innovation

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.  

Caroline Decourcy’s Insights: A Deep Dive Inside Talon

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. 

Stewart Easterbrook Appointed Chairman of Talon for Global Growth

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.”