Atlas, Talon’s DSP, proves programmatic OOH delivers stronger payback on purchase intent compared to digital channels.

Talon’s Atlas DSP Boosts OOH Effectiveness According to Latest Research

Traditionally, out of home (OOH) has been considered a valuable channel for driving metrics such as impact and awareness. But now Talon’s latest research into the effectiveness of its programmatic demand side platform (DSP), Atlas, has shown that OOH can also payback on a variety of performance-based metrics more successfully than digital channels.

Atlas is the only DSP which leverages specialist data via Ada, Talon’s proprietary data management platform (DMP), created to combine years of OOH planning expertise with real and recent audience behaviours. Atlas puts audiences at the core of the platform, with Atlas campaigns proven to deliver a stronger payback by identifying and targeting consumers who are more likely to be in the market for certain brands and products.

Atlas campaigns are nearly four times more likely to drive brand consideration and twice as likely to shift purchase intent because they deliver relevant, viewed impacts within a brand-safe environment. Analysis from the independent research agency, On Device Research, shows an almost perfect correlation, of 0.988, between claimed intention and actual – underpinning the impact Atlas has on maximising brands ROI by shifting real-world behaviour.

Since launching in 2020, Atlas has delivered countless intelligent, data-driven campaigns for clients. and demonstrated how including data, automation and attribution to OOH is delivering stronger results on core KPIs traditionally associated with performance channels. Providing confidence in programmatic OOH’s ability to provide a direct response and act as an extension of client’s online strategies.

Emily Alcorn, Head of Insight, comments: “At Talon, we pride ourselves on our ability to lead and champion effectiveness within OOH, and the ambition was no different when we launched Atlas. We’re incredibly proud of the outstanding results which are a testament to our dedication in providing products and solutions that focus on delivering effectiveness for our clients.”

Josko Grljevic, Chief Transformation Officer, comments: “We built Atlas to redefine the OOH programmatic market with a data-centric platform that enables advertisers to capitalise on the wealth of OOH planning expertise. These results demonstrate how Atlas has transformed the OOH market to target and nudge consumers further along in their purchasing journey.”

Benchmarks were conducted from data analysis of Atlas campaign effectiveness studies with a sample of over n=2,400, which were then compared against On Device Research online and social benchmarks for brand uplift.

Plexus & Mediaplus: Elevating Global OOH Campaigns

Talon Group’s Plexus – a leading independent out-of-home (OOH) global network – today announced a strategic partnership with Mediaplus Group to provide OOH services to Mediaplus clients.

The partnership opens up new opportunities for both sides to implement cross-border OOH campaigns. 

Headquartered in Munich, Mediaplus is the largest independent and partner-managed agency in Europe, and develops multi-market strategic plans that are adapted for local markets, and enhanced with local media expertise and insights.  Leveraging Plexus’s full-service offering across digital and traditional outdoor media will further deliver on their ambition to link traditional and digital media planning with brand-specific target group models and media strategies. 

Part of the Talon Group, Plexus is the fastest-growing independent global OOH network, with over 20 Talon and partner offices around the world. Plexus plans and buys international campaigns in more than 75 markets worldwide for clients such as HSBC, Chanel, Bacardi-Martini, Airbus, Diageo, Virgin Atlantic, and Peroni.

Winfried Karst, managing director Europe, Talon Germany says: “We are delighted to have Mediaplus as like-minded entrepreneurial partners working closely together in the area of global OOH.”

Dr. Andrea Malgara, managing partner, Mediaplus Group commented: “Out of Home is a very regional medium that requires experienced specialists with knowledge of each market. Partnering with Plexus on cross-market campaigns enables us to deliver consistent, best-in-class OOH solutions for our growing portfolio of international clients.” 

Adrian Skelton, managing partner at Talon Group added: “We are really excited to be working with Mediaplus, and look forward to raising the bar with creative and innovative international OOH campaigns and demonstrating leadership in the ever-evolving space of programmatic OOH.”

Mastering Movie Launches: OOH’s Blockbuster Success Stories

With cinemas now open and a pent-up thirst for new movies to cater for, it should come as no surprise that the UK and Ireland’s box offices are booming. Cinemas took in 18.7 million last week, 10.9 million of which was taken in just over the weekend, showing that cinema-goers are back!

So, with a huge backlog of films to be released, as well as movie debuts on VOD platforms such as Netflix and Amazon Prime, how do you stand out? With a vast amount of Out of Home campaigns for films under his belt, Grand Visual’s Creative Director, Ric Albert, knows a thing or two about nailing a movie launch.

In recent months, Ric and his team have been behind some fantastic OOH launches, including collaborations with Warner Bros and Amazon Prime. Pre-pandemic, the team also collaborated on movie launches with the likes of Sony Pictures and Disney. So, grab a refreshment and get comfy because we’re about to dive in.

Post-Pandemic OOH Advertising for Movies

Warner Bros – Wonder Woman 1984

Set to be released in June 2020, the release of Wonder Woman 1984 was delayed due to the pandemic. This led Warner Bros to rethink its launch strategy and draw attention from cinema audiences with an epic OOH stunt.

Choosing the largest digital OOH canvas in the world, standing at 828 meters high – the Burj Khalifa would definitely garner interest. A video of the stunt was shared widely online, receiving over 3 million views in 24 hours on Gal Gadot’s Instagram account.

So, Ric. What do you think?

“I don’t think there is a more exciting Digital OOH canvas to display your work than the tallest building in the world. Genuinely a bucket list job. Even for A-list Hollywood stars, it seems!

Look out for more of these giant-scale activations in the future – studios love the idea of epic proportions advertising their latest blockbusters.”

Amazon Prime – The Tomorrow War

Originally set for theatrical release in December 2020, The Tomorrow War was postponed and instead released on Amazon Prime. Although it wasn’t released in cinemas, the movie still needed a stellar launch to entice audiences to watch it... and the OOH campaign did just that! 

Bringing the war to cities including Stockholm, Madrid and Manchester, the campaign featured an incredible augmented reality stunt that turned these locations into scenes of The Tomorrow War. The movie went on to be a success, scoring 1.23 billion minutes of watch time, the best opening for an Amazon original movie. 

“Creating an Augmented Reality campaign across 5 countries and 6 sites was no small feat,” says Ric. “…But we’ve always been pushing the capabilities of this medium and wanted something different from a one-off stunt. Movie releases are global events, so it was fitting that the activation took place across multiple markets.” 

Pre-Pandemic Advertising for Movies  

A time before the pandemic feels like a distant memory, but we couldn’t not include these epic movie launch stunts. Now that restrictions have been lifted, here’s some great examples of OOH advertising for movies that’ll really draw attention.

Sony Pictures – Spiderman: Into the Spider-Verse

For the launch of Spiderman: Into the Spider-Verse, Sony Pictures wanted to steal the stage at one of the grandest OOH sites of them all – Times Square. We created an augmented reality experience that transported over 215,000 people passersby into the Spider-verse. The campaign went on to win 2 OBIE awards as well as the movie winning the Oscar for Best Animated Feature.

Over to you Ric.

“This has to be one of my favourites: prime location – tick, mass audience participation – tick, turning crowds into cartoons – tick, using facial tracking to add speech bubbles above their heads – tick. This activation had it all, and the result aligned perfectly with the film to create a unique and memorable stunt.”

Disney Marvel Studios: Doctor Strange

As a master of the mystic arts, Doctor Strange deserved more than just a static 6-sheet. Using augmented reality, we created an OOH installation across 10 markets that gave audiences the chance to harness the mystical powers of the doctor. The film went on to open in the #1 position in the US box office, eventually grossing $677 million worldwide.

“This was the perfect marriage of creative and technology – when the stars align to create something truly special… and incredibly fitting for the movie,” adds Ric. “With some gesture recognition and live video portals, we connected people in London and LA and gave everyone the chance to become Sorcerer Supreme.”

“At the end of the day, that is what all of these activations are about. Bringing some of the movie magic into the real world. Giving the public the chance to interact with their favourite characters and creating an emotional engagement with the next big movie release.”

Online display advertising has sometimes been inextricably linked with a performance marketing positioning, but this link is eroding as marketers are forced to rethink their over-simplistic approach, as OOH sheds its image purely as an awareness-driving medium.

Performance and measurement have become synonymous with digital OOH now that data gives us the platform optimise planning and demonstrate outcomes.

Technology and data have been systematically transforming the digital out-of-home (DOOH) marketplace for some time now, and as we emerge from the cloud of the pandemic, DOOH has emerged as a unique and powerful channel for performance marketers to leverage.

Data-driven OOH

When the pandemic hit the UK in March 2020, people were forced to spend more time indoors. For OOH, this became a significant challenge. OOH agencies had to pivot tools primarily built for optimisation and campaign measurement to develop a better understanding of channel exposure.

With the acceleration of digital transformation within the channel, there has been an evolution in technology which manages and activates billions of device-level audience data points to create new insights about how people behave and how to reach and engage them while on-the-go. This enables data-driven, audience targeting and campaign measurement that hasn’t previously been possible.

The best of breed tools use mobile location data obtained with direct consent from users when a mobile app is downloaded on their mobile device, and combine proprietary data science models to understand the behaviours of OOH audiences.

Over the course of the last year, many brands have embraced data application in OOH, with uses ranging from audience optimisation and creative allocation to new outcome-based measurement techniques. For some brands, mobility data was used to monitor and calculate regional weights and to ensure these complemented and offset TV volumes. Additionally, data was used to negotiate value where footfall had significantly changed due to Covid-19, such as train stations and shopping centres.

Using a scalable data management platform (DMP) can help to effectively process this data at speed. This aggregated data can then be used to identify changes in audience movements and predict how different situations can prompt different patterns of behaviour – whether that is around lockdown restrictions or something like the recent Euro 2020 tournament.

OOH and performance measurement

Evaluation and measurement have always been must haves for marketers. At Talon, for example, we have developed our own DMP, known as Ada, to make precise and accurate performance measurement possible even in an offline broadcast medium like DOOH. The platform has been built to provide outcome-based measurement by harnessing mobile location data to report on campaign exposure and footfall to store during and after a campaign.

When it comes to using this data to produce targeted advertising activations, Ada fuels Talon’s automated trading (PROOH) platform Atlas. Through direct DOOH integrations, Atlas creates an optimised OOH schedule for brands.

In a recent campaign for Fineco, activated via this platform, we saw an increase in purchase intent of seven p.p. which is significantly higher than the measured benchmark for OOH. As this case study indicates, by activating OOH campaigns against the right audience group, outcomes are produced at the lower end of the brand funnel. This approach allows advertisers to understand whether consumers have taken physical action after being exposed to an ad and how to shift campaign strategies to increase the likelihood of this action.

Understanding audiences, activating against them, and measuring results will always be key elements of marketing. In recent years, marketers have relied on unfettered access to third-party cookies to do much of the heavy lifting.

In today’s fast-changing environment, systems that harness consensual and anonymised location data should be considered as readily available alternatives and the new role for OOH ads in driving performance outcomes should be recognised and embraced.

By Josko Grljevic, Chief Transformation Officer.

This first appeared in Performance In.

Creative Excellence in OOH: Cannes Highlights & Impact

There were a few clear themes present at the virtual Cannes advertising festival this year reflecting not just digital transformation but also the immense strides Out of Home (OOH) has made in a most difficult but ultimately rewarding year.

These campaigns fully integrated creativity alongside brand transparency and transformation at the heart of media’s digital revolution. More than ever, it is important for a brand’s values to truly resonate with consumers and stand out to make a point that embraces simplicity, and – more important than ever – relevance to the year’s events.

At Talon we worked with some big, but hugely progressive brands not afraid to put creativity and bravery at the heart of what they do; not afraid to use OOH to reach people in a bold way.

HSBC & Shelter: As well as winning the UK Outdoor Media Awards’ Grand Prix, HSBC and Shelter’s Fixing the “No-Fixed Address” Policy made a real impact at Cannes, as it did on the streets, winning two Gold Lions.

Simple but extremely powerful, the OOH campaign took over a selection of bus shelters which are often used by homeless people as shelter in moments of desperation. These shelter vinyl wraps featured a visual of a homeless person sleeping on the bench with details of HSBC’s No Fixed Address service and a QR code that passers-by could scan with their phones and donate money to Shelter.

The campaign was a huge success with HSBC’s No Fixed Address service growing +52% and QR code donations generating enough funds to support over 100 individuals facing homelessness. 1 in 5 QR donors even signed up to become regular donors to Shelter, leaving a long-term funding legacy for the campaign.

Volkswagen UK: VW’s Eating Pollution picked up one Gold and one Bronze Lion. The brand has worked hard on sustainability and environmental messaging, reflected in its vehicles and its advertising, particularly in OOH.

To launch Volkswagen’s ID.3 electric vehicle, we delivered an OOH campaign that was as clean as the car. Using air-purifying murals and carbon-neutral digital OOH sites – in an incredibly creative execution – the ID.3 became the UK’s best-selling electric car in just its second month.

McDonald’s: A long-established media partner, McDonald’s won a Gold and Silver Lion at this year’s Cannes, even though none of its products actually featured in its OOH campaign. Using just the brand’s iconic golden arches and a clever play on words, the campaign is a fantastic example of the possibilities of OOH branding, delivering visual brilliance and rewarding brand fame in abundance.

As OOH adapts and progresses into cutting edge use of data, location, targeting and technology, Cannes reminds us that truly effective campaigns embrace all these things. Award wins came to those brands who successfully integrated these elements fully with creativity and outcomes – still very much the cornerstone of the best advertising globally. No longer is OOH a poor relation among media channels. Some of these examples allow Talon and our partners to take real leadership in implementing brand success.

This article first appeared in More About Advertising.

From Adrian Skelton, Managing Partner in charge of Plexus at the Talon Group. 

Part of the Talon Group, Plexus is the largest independent global OOH network, focused on delivering smarter, creative, technology-led and integrated OOH communications. Combining independence with a collaborative approach, Talon and Plexus promote open working between agencies, clients and media partners.

With offices in London, Manchester, New York and Frankfurt, plus several other US cities, Talon has built up an OOH planning and buying network covering US, Europe, Asia and Latin America spanning 75 markets. International business is handled by the Plexus business, our global network with dedicated planning teams in London and New York acting as hubs for our Talon and partner offices around the World.

With intelligent targeting, use of global data and specialist on-the-ground knowledge, we deliver consistent and impactful OOH campaigns. Through technology, creativity and effective measurement, we are driven by bringing campaigns to life around the world that are always Smarter as Standard.

On the recent partnership with Hivestack… 

While still a relatively small part of OOH, the programmatic digital OOH sector is rapidly expanding across the world and as part of our “Smarter as Standard” philosophy. It’s important that the Talon Group are at the cutting edge of this sector and whilst we continue to invest in our market leading UK DSP – Atlas – our partnership with Hivestack expands our global capabilities in key international markets including the US and Germany where we have established Talon operations. Hivestack’s platform and technology will enable the Plexus team to smartly plan, buy and execute client campaigns in over 100 markets around the world, cementing our position as the leading independent international OOH Specialist and ensuring we can apply smart thinking, automation and coverage.

On the ideal client… 

Plexus works with a diverse range of clients, whether they advertise across two markets or 50! It is important they all receive an excellent service from the team no matter what size the budget. We plan and buy content in all environments and locations, from city centres to airports. The client that will get the most out of Plexus is a client that embraces data-led planning, creativity and innovation.

Our ideal client isn’t one that fits to an established perceived ideal audience for international OOH or airports, but one that fits our values and shares our ambitions to push the envelope of connected international OOH planning.

A client who shares ambitious KPIs based on being at the forefront of tech development, but not prioritising ahead of key business performance indicators; each party operating on a transparent and collaborative basis from ideation, brief writing and planning to delivery and evaluation. This means understanding each-other’s strengths and areas for development and collaborating to deliver exceptional work through smarter planning and creative execution.

On our international services… 

Speed, Simplicity and Trust are the founding principles of Plexus, as executing smarter OOH campaigns across multiple international markets doesn’t have to be complicated. The centralized teams based out of London and New York act as a single point of contact liaising with our network offices around the world to deliver a consistent end to end solution for our clients. Combined with Atlas and our propriety OOH data platform, Ada, our partnership with Hivestack now gives our clients the opportunity to access the growing programmatic OOH sector across the world in a smart and efficient way.

We are committed to ongoing investment in data and insight, covering mobility tracking post-covid, audience segmentation through proved behaviours, past and future air passenger movements, and wider market economics.

Our ability to simplify this breadth of information in to a simple centrally delivered strategy, based on local market on the ground knowledge is a key feature of our people-first, data-driven, future-facing business. We will continue to invest in travel to ensure that we’re able to effectively evaluate propositions and maintain our ongoing commitment to our local market partners.

On what to expect from Talon Group in next 6 months… 

We have a very clear vision to drive growth across the Talon Group and into Out of Home, to cement our position as an unmatched global OOH agency. Being independent allows us to be agile in investing in areas that will drive this growth, whether through acquisition, Adtech, data, partnerships or expanding into new markets. International growth remains a key focus with our US operations, the UK business and Plexus acting as an important hub for growth. Critical is that we continue to expand our adtech proposition globally through deeper investments in technology and by collaborating with innovative partners to scale our capabilities for our clients around the world.

We strongly believe that 2021 will be the year that OOH will Reset, Recover and Rise across the world, and the Talon Group will be at the forefront of this recovery – demonstrating leadership to our clients in this exciting time of change for the OOH industry. As we seek to accelerate our growth in 2021, we are building an unmatched full-service Out of Home agency to serve clients in the changing media marketplace, led by technology, collaboration and smarter ways of reaching audiences out of home.

As a society, we’ve grown up with Out of Home advertising. Whether it was the humble 6–sheet with no digital capabilities or the now–digital landscape that we’ve become accustomed to, OOH has always been a part of our lives.

Across various generations, we’ve seen brands such as Coca Cola build their empires through heavily investing in OOH. From paper and paste to the pixels and screens, OOH truly is a proven fame maker.

Whilst some may argue that the traditional OOH medium isn’t as effective at building fame as online channels; at Talon, our Creative Director, Ric Albert and Head of Creative Solutions, Jay Young, think differently. With an incredible portfolio of some of the best in OOH campaigns under their belts, such as BBC’s Dracula, Pepsi MAX and a range of work with Warner Bros, there’s no better people to ask…

Why is OOH so highly regarded in terms of fame making? 

Ric: “OOH has the ability to connect with the public in ways that other channels simply cannot. Firstly, you have a broad audience to tap into. OOH can take advantage of its environment and therefore its audience’s mindsets, to deliver the right message to the right people at the right time.

Beyond that, the sheer scale of the billboard or screen creates a canvas unlike any other. In a world where most content appears on small screens in front of our faces, being able to put your message out at this size really helps OOH to be a unique proposition for fame making.”

An amazing example of this was when Warner Bros took over the world’s tallest building, The Burj Khalifa, to promote its latest movie Wonder Woman 1984. The campaign showcased the movie on the largest digital OOH canvas in the world, at 828 metres high! The video received over 3 million views in 24 hours on Gal Gadot’s Instagram account.

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A post shared by Gal Gadot (@gal_gadot)

Jay: “OOH is the perfect stage for brands to perform on. It’s big, it’s un-skippable and it exists in the real world. You can close a newspaper, turn off your phone or fast forward TV, but OOH stands tall regardless and with that comes an overwhelming sense of power and impact.

You can see a cultural moment blow up on Twitter at 9am. You’ll get a reactive ad on DOOH across the country by the time you log off for the day. I still love the Specsavers campaign we ran in reaction to the Moonlight Oscars blunder. We could never have achieved the same impact with static OOH going live days later.

Combine this with the fact that we can reach 98% of UK adults every week. It’s a fame machine.”

So, we know why OOH is a “fame machine,” but what does it take to create an impactful campaign that lives beyond the billboard? 

Taking this campaign, featuring K-Pop singer Wooyoung for his birthday on a screen in Times Square as an example; living anywhere else in the world, you wouldn’t have seen it. However, because a fan connected with and shared the campaign on social media, it has now been viewed over 110k times – amplifying the campaign and building fame.

Jay: “As humans, we are ruled by emotions, we don’t just buy products and services, we buy feelings. The most impactful ads make us really feel something! Do something unexpected to get noticed. Use context to optimise your message and use emotion to make the audience feel something. Emotion makes it memorable.”

Ric: “Can the billboard start a conversation? Can it get people talking or thinking so that the message lives on after the billboard? Creating a campaign that can emotionally engage with the public is key and isn’t always down to the location of the billboard.

There are some locations such as Times Square that are just iconic and there are some locations that you have to think outside of the box and make it iconic; so that even if the advert is 10m tall or 500 other people are also looking at it, does it speak directly to you. This can be done with messaging, imagery or even just the sentiment behind it.”

What campaign stands out to you as a fame maker for OOH? 

Jay: There are so many campaigns I love for different reasons. The sheer simplicity of the BBC Dracula shadow billboard, the innovation behind Pepsi’s Unbelievable Bus Shelter and the always on and always awesome ads from McDonald’s. As advertisers, they have all reaped huge rewards from constantly challenging themselves and not settling for cookie-cutter planning.

For reference, Dracula and Pepsi MAX’s Unbelievable Bus Shelter have received over 15 million views combined and remain two of our most popular OOH campaigns of all time…

Ric: One that comes to mind is Nike’s Dream Crazy campaign with Colin Kaepernick. It won the Cannes Lions Grand Prix and for good reason. Using such a large canvas, and public space to broadcast a bold, daring and important message… It used OOH’s unique abilities to provoke conversation, publicity and make the public think, and feel. It wasn’t putting the product front and centre, but something more important for us all.

Another example of fame building and amplification online, is when a celebrity themselves, shares their billboard with their followers. Molly Mae Hague, a popular UK based influencer, shared her billboard to her fanbase of over 340k Twitter followers and 5.3m Instagram followers.

Although we’re not inside the head of the celebrity, it’s interesting to understand why they specifically share their billboards rather than various online ads they feature in. So, from your experience, why do you think celebrities share their billboards on social media? 

Ric: “We’ve grown up with billboards around us. Long before phone screens, iconic sites like Times Square and Piccadilly Circus captured our imaginations and felt like the biggest screens in the world. So today, with so many screens in our lives, having our face (or work) on DOOH screens – whether small format like D6s or large format city centre ones – still triggers an emotional excitement within us.

It’s different and it’s not easily doable. You can’t just tweet something and it goes up there. So, fame is still exclusive. It’s just not an arena everyone can participate in!”

Jay: “When brands, or people for that matter, appear on billboards they enter a relatively exclusive club. You, unlike most, have achieved a status that allows you to fill this very public canvas. It’s the “I’ve officially made it” moment. Instagram and other platforms thrive on our societal need to play status games. An image of yourself on a big iconic DOOH screen gives you bonus points for sure!”

OOH is a medium that delivers scale and unrivalled creative potential, making it the ultimate ‘fame maker.‘ The perfect recipe is a combination of audience understanding, contextual relevance, creativity that packs a punch; get these right and OOH can extend beyond the billboard and provide stand out fame making moments.

This article first appeared in Little Black Book.

If nothing else, 2020 was a masterclass in showcasing the need for adaptability and rapid innovation. Agility, technology and data have become essential guiding lights for navigating constantly shifting landscapes, for status quo is now synonymous with change. What is the likely impact on the OOH industry, as it strives to ramp up Digital Transformation now that long-established ways of working have been disrupted?

Top 5 Trends for the OOH Industry in 2021

1. Programmatic, and any form of automated trading for that matter will continue to gain momentum. OOH’s progressive shift from an off-line to an on-line medium is being driven by advertisers wanting to activate campaigns in near-real time and in response to environmental triggers. With media owners actively looking to monetise their inventory through as many channels as possible, SSP’s, DSP and 3rd party buying platforms provide an attractive pipeline of demand. All of which will continue to drive the cycle of continued investment, capability and scale of DOOH inventory in this space.

2. Data and insights will become foundations for strategic decision making. Long established and proven OOH patterns have been turned on their head over the past 12 months. With advertisers demanding more accountability and ever greater returns on their investments, access to good data and ability to harvest meaningful insights, is rapidly becoming a must-have business capability in today’s evidence-based economy.

3. Privacy and data compliance will take centre stage throughout 2021. Imminent changes in data collection, processing and privacy regulations will place even more emphasis on compliance, measurement and transparency. The ICO’s continued scrutiny of RTB, Apple’s IDFA policy, and the sunsetting of 3rd party cookies will create a bow wave of disruption throughout the industry. All of which will require new and innovative approaches for collecting, storing, managing and transacting PII data. As is the case with all change, this will no doubt create opportunities for organisations that can come up with compliant solutions for behavioural audience targeting and activation.

4. The industry will remain in a state of flux throughout 2021. Implementing and fast-tracking digital transformations will be key to staying relevant and competitive in a rapidly changing tech-centric economy. Organisations with access to investment and leadership necessary to execute their transformation strategies will have an edge over those that don’t. Providing them with a competitive advantage when the market starts to recover.

5. M&A activity will gather pace on the back of two key drivers. Firstly, companies with mature data, insights, activation and technology capabilities have become likely acquisition targets for those looking to bolster their OOH capability. The progressive shift from paper to digital billboards is expanding the addressable inventory universe, making DOOH an attractive medium for digital advertisers. Secondly, reduced access to capital investment in 2020/21 will drive the consolidation of smaller tech companies and media owners. There are benefits in integrating complementary services into new and existing solutions, without the need for significant Capex overhead.

Josko Grljevic, Chief Transformation Officer

Research showed that for Fineco’s ‘Trade Without Compromise’, its first UK OOH campaign which encouraged trade investors to consider returning to the UK market post-Covid, outperformed against campaign KPI’s and key OOH benchmarks.

Fineco’s Success: UK OOH Campaign on Talon’s Atlas Platform

The campaign was the first to run on Atlas, Talon’s recently launched intelligent automated digital OOH platform. It identified their target audience based on real and recent audience behaviours and spanned screens across London and the South East. The purpose of the campaign was to raise awareness and consideration within Fineco’s target audience.

Results from the research for the automated proprietary OOH targeting solution show that:

Atlas identified the locations, time of day, day of week and environments that would best deliver their audience. The intelligent, optimized campaign ensured maximum exposure, and minimum waste for the hard to reach ‘high net worth’ audience. 1 in 2 felt the environment and time of day fitted the Fineco ad and 43% said the advert targeted them in the right mindset.

To further amplify the campaign, the Hearts & Science digital team retargeted individuals exposed to the OOH campaign on Mobile. By extending their digital strategy across digital OOH, Fineco maximized the multiplier effects of OOH and mobile working in unison across OOH environments.

Sophie Pemberton, Group Strategy Director at Talon Outdoor adds: “These results show how Atlas can position OOH brand campaigns as complementary to online campaigns and used to bolster overall results. What this campaign with Fineco does is highlight the role OOH when used in conjunction with online strategies to improve performance across both channels.”  

Fineco managed the complete campaign process through Atlas, from planning, buying, creative upload and reporting. Atlas is the first automated buying platform of its kind in OOH, streamlining many of the processes which would otherwise happen manually.

Clock towers and landmarks in 11 markets lit up with global call to action to drive peace

Illuminating Landmarks for Peace on International Day

OMD (part of Omnicom Media Group) is working with Lipton, the world’s leading tea brand, and Peace One Day to share messages of peace, in a global call to inspire the world to connect and Make Tea Time Peace Time, during today’s turbulent times.

partnership with Talon Outdoor, Design Bridge and Omnicom agency, DDB, saw iconic clock towers and global landmarks lit up with messages to highlight the partnership between the >span class=”MsoHyperlink”>brands for the UN International Day of Peace.

Lipton and OMD led this ambitious project across Paris, Sydney, Amsterdam, Rotterdam, London, Brussels and Berlin. With further efforts coordinated in Dubai, Kuala Lumpur, and Latin America, to bring to life this global moment of solidarity.

This call to action is more important than ever as we have all learned to communicate with loved ones while separated and socially distant this year. Lipton advocates having 15 minutes of quality connection every day to help people feel healthier and happier, and it believes peace flourishes when people connect. With more than 311 million Lipton teas* consumed worldwide every day, on International Peace Day and beyond, Lipton is inviting people to use those moments in their day to unite with others and make time for peace

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“The opportunity to help spread this message around International Day of Peace was one we are proud to have been involved in,” says Rachel Hayes, Managing Partner at OMD EMEA. “Every market featured in this activation is dealing with its own challenges in recent times, and it’s easy to forget to switch off, and take some time for yourself and connect with people over the phone, or socially distanced where you can. Here in the UK, we love tea, so taking a 15-minute tea-break to connect with someone, is something we are getting on board with.”

“It’s been a tough year for all of us,” says Frank Haresnape, Pepsi Lipton Chief Marketing Officer. “Humans are social beings, and we all miss normality and the ability to informally connect with others. There’s plenty of evidence that this is taking a toll on our mental wellbeing. So this is a moment to celebrate and encourage human connection. Because peace and wellbeing flourish when we do.”

Jeremy Gilley, Founder of Peace One Day said: “Peace One Day’s goal is to raise awareness of #PeaceDay and manifest action, in turn decreasing violence around the world. This year we aim to reach 4 billion people in 24-hours and have gladly partnered with Lipton, to achieve this shared goal. Together, we want to encourage people to make quality connections and cement the 21st September as a day of global unity and intercultural cooperation on an unprecedented scale.”

Lipton is also encouraging its own global community and network in over 100 markets to become ambassadors for peace and quality connections through an initiative that invites them to show the world how they Make Tea Time Peace Time. A showcase of the best submissions was streamed to viewers and participants at the Live Global Digital Experience Peace One Day.