Built on years of proprietary audience intelligence and proven benchmarks

Talon, the world’s leading independent Out of Home (OOH) specialist, today announced the launch of Atlas Planner, an AI-powered planning engine that brings greater intelligence, agility and accountability to programmatic digital OOH (PDOOH).

Through an intuitive, conversational interface, Atlas Planner can interpret a brief – uploaded or written in natural language prompts – to build a campaign framework instantly, surfacing recommended audiences, environments and buying parameters within seconds. Its interactive map then visualizes how these choices influence available screens, impressions, CPMs and delivery in real time — giving planners and clients a clear, intuitive view of how a campaign comes to life across locations.

The launch of Atlas Planner represents a significant next step for Talon’s programmatic capabilities. No longer a standalone demand-side platform (DSP), Atlas Planner becomes a core component of a fully connected pDOOH tech-stack that now combines years of behavioural intelligence from Talon’s audience data platform, AI‑powered planning and dynamic creative optimisation into one connected workflow.

Built on years of proprietary data, proven benchmarks and real‑world client success, the Atlas suite creates a single intelligent ecosystem under the Atlas brand:

• Atlas Insights (formerly known as Ada) identifies who to reach
• Atlas Planner determines how to reach them most effectively
• Atlas Studio (powered by Grand Visual) ensures the message resonates in context

Atlas Planner is the newest innovation at the core of the Atlas suite, using AI to interrogate Talon’s deep behavioural datasets, generate smarter audience strategies, refine targeting and forecast performance in real time.

It supports advanced optimization and trigger‑based buying, real‑time programmatic activation, with seamless integration into the wider programmatic ecosystem, enabling connected planning at global scale.

True to Talon’s people‑led, tech‑enabled philosophy, Atlas Planner is designed to elevate expert judgement rather than replace it, surfacing insight at speed while keeping strategy and creativity firmly with Talon’s teams.

Andy Stevens, Global Chief Product Officer at Talon, said: “Atlas Planner is the next step in our journey to reach people in the real world with more precision, more relevance and greater impact. Powered by an AI planning engine, it brings multiple OOH-specific data sources together and puts them directly in planners’ hands, so teams can move faster and make better decisions. Crucially, this isn’t automation for automation’s sake. It’s people led, tech enabled planning that gives our clients clarity, confidence and clearer ROI.”

Atlas Planner launches immediately in the United States, where demand for enhanced programmatic OOH continues to accelerate. The UK and Canada will follow in July, with other Europe and international markets rolling out through 2026 as part of Talon’s global product roadmap.

Sue Frogley, Global CEO at Talon, added: “Atlas Planner’s powerful AI architecture is designed to elevate, not replace, the expertise of our world-class OOH talent. By surfacing richer data, faster insight and more flexible activation into a single platform, we’ve created a full OOH tech‑stack that gives our teams, and our clients, a huge leap forward in capability. Launching first in the US reflects the scale of opportunity we see there.”

The alliance aims to strengthen transparency and accountability for Digital OOH campaigns. 

Talon, the leading Out of Home (OOH) advertising agency, today announced a strategic partnership with UniLED Software, a trusted third-party verification provider, to strengthen transparency and accountability in Digital OOH campaigns.

The move will bolster digital verification for Talon clients by providing an intuitive and market leading UI experience alongside providing access to verify 100% of the UK OOH market via PlayOut and other connections to Media Owners content management systems. This collaboration reflects a shared commitment to transparency and trust, giving advertisers consistent, independently validated standardised reporting.

PlayOut, launched by Outsmart in July 2023, is the UK OOH sector’s industry-wide data warehouse that manages and enables the sharing of Out of Home Media Owner playout data – delivering daily updates, real-time visibility, and accurate reporting through a standardised framework.

UniLED’s award-winning platform, UniLIVE, will enhance PlayOut by seamlessly integrating and validating campaigns against Route-verified impacts, adding third-party assurance beyond simple play counts. This ensures extremely high levels of accuracy, consistency, and credibility whilst providing a single source of truth within the OOH market.

By partnering with UniLED, Talon strengthens its commitment to transparency, trust, and innovation in Digital OOH while driving the industry toward greater accountability and operational efficiency.

Following a strong performance in 2025, Out‑of‑Home (OOH) moves into 2026 with confidence, momentum and even greater opportunity. The channel continues to evolve at pace, fuelled by bold creativity, richer data sophistication and technology‑enabled solutions that are delivering clearer, more measurable impact for advertisers than ever before. 

UK OOH revenue continued its upward trajectory in 2025, up +1.3% year‑on‑year to £1.413bn.¹ And despite ongoing economic headwinds, the outlook for 2026 remains strong, with revenues expected to grow a further 4.1% to £1.471bn.²

Digital OOH (DOOH) is no longer an emerging channel, it is the clear engine of OOH investment. By Q3 2025, DOOH represented 67% of total OOH spend, reflecting how advertisers are actively shifting budgets towards programmatic-led environments that offer greater control, smarter targeting and faster creative optimisation.³

As OOH continues to evolve, several key priorities will shape its direction in 2026. These include helping brands navigate new LHF regulations, strengthening brand‑building strategies amid audience fragmentation and ongoing AI disruption, unlocking the full potential of DOOH innovation, delivering culturally relevant creative, and driving measurable, sustainable impact. Together, these forces will ensure OOH remains an adaptable, future‑ready and essential part of the advertising mix. 

Beyond these priorities, we believe 2026 will be defined by five key trends shaping the future of OOH: 

1. The Return to Brand Building 
2. Joy and Humour Turns Viewers to Fans 
3. Context That Connects Not Creeps 
4. Cultural Relevance is Critical 
5. Trust Becomes the Ultimate Currency

1. The Return to Brand Building

More than a third (37%) of UK advertisers plan to increase their brand advertising investment in 2026.⁴

Brands are shifting back to consistent, always‑on brand‑building – not because budgets are suddenly overflowing, but because confidence is fragile and every pound needs to work harder. The winning approach blends long‑term brand strength with short‑term performance: continuous visibility that builds mental availability, paired with smart activation that converts demand when it matters. 

Marketers are also moving past siloed, superficial metrics in favour of holistic measurement frameworks that prove real business outcomes. And with even the biggest tech platforms leaning more heavily into brand advertising, the industry’s direction of travel is clear: brand strength is set to play an increasingly pivotal role in the advertising mix. 

The OOH Advantage:

• Brand Stature and Fame: IPA data shows OOH pushes brand perceptions hard – driving +88% lift in premium cues, +41% in esteem and +32% in fame.⁵ 
• Always-On Visibility: OOH naturally delivers continuous presence, keeping brands top‑of‑mind and building mental availability over time. 
• Proven Accountable Impact: Improved measurement and attribution make OOH a more accountable brand investment, evidencing both long‑term equity gains and short‑term performance. 
• Brand + Performance Working Together: OOH builds fame at scale while strengthening the effectiveness of performance channels that capture demand. 
• Scale, Trust and Credibility: In a world of fluctuating digital trust, OOH offers a high‑impact, brand‑safe environment that reinforces authority in the real world. 

2. Joy and Humour Turns Viewers to Fans

72% of people say they would choose a humorous brand over one that doesn’t make them laugh.⁶

After years of crisis fatigue and a relentless news cycle, audiences are actively gravitating towards content that lifts their mood. Humour – still massively underused in advertising – cuts through clutter, boosts memorability and strengthens emotional connection. It’s not just a creative choice; it’s a behavioural trigger that influences brand preference.

Yet 83% of UK consumers say their favourite brands don’t make them feel valued.⁷ There’s a clear opportunity for brands to use joy and humour more intentionally: to reconnect with people, build loyalty, stand out from competitors and balance the harder, more transactional messages that dominate many campaigns.

The OOH Advantage: 

• Emotional Impact at Scale: With 95% of purchase decisions driven by emotion, OOH’s big, bold formats amplify humour and joy instantly.⁸
• Memorable in the Real World: Humorous OOH disrupts daily routines, creating standout moments that build mental availability fast. 
• Built-in Social Currency: Joyful OOH sparks organic sharing, extending reach across social and digital without extra spend. 
• Warmth & Distinction: Light‑hearted creative makes brands feel human and likeable – and brands that build emotional connection see a +306% uplift in customer lifetime value.⁹

3. Context that Connects, Not Creeps 

57% of British adults say personalised adverts creep them out.¹⁰

Sensitivity to hyper‑personalisation is rising, especially online. People feel uneasy when ads appear to be tracking their searches, conversations or one‑off interactions – and the result is growing resistance to anything that feels overly intrusive.  

But this doesn’t mean relevance is unwanted. Far from it. 76% of people pay attention to ads that feel relevant, and two‑thirds say relevant ads help them discover new products.¹¹ The real issue isn’t personalisation itself – it’s personalisation that feels too close, too data‑heavy or too invasive. 

The OOH Advantage:

• Context Without Creepiness: OOH delivers relevance through time, place and environment – not personal data – avoiding the intrusive feel of hyper‑personalised digital ads. 
• Brand-Safe & Trust-Building: Because OOH doesn’t rely on tracking individuals, it feels transparent and respectful, helping brands build credibility and trust. 
• Helpful, Not Intrusive: Dynamic, location‑aware OOH can respond to real‑world moments and needs without crossing privacy lines. 
• Broad Reach with Positive Perception: Speaking to audiences collectively maintains scale while aligning with rising sensitivity around data use. 55% of people say OOH campaigns feel relevant to them.¹²

4. Cultural Relevance is Critical

82% of Brits say brands play an important role in shaping culture, and 80% believe brands should reflect modern Britain.¹³

Consumers now expect campaigns to mirror the moments, issues and pressures shaping their daily lives. With the cost‑of‑living continuing to influence behaviour, people are looking for brands that help them make ethical, sustainable choices without the premium price tag. 

Major cultural moments – from sporting events to festivals and national holidays – offer powerful opportunities to connect authentically. But they only land when brands feel timely, in touch and genuinely reflective of the culture around them. Campaigns that blend meaning with emotion and spotlight affordable, sustainable options can resonate deeply without coming across as worthy or preachy. 

The OOH Advantage: 

• Cultural Presence in Real Time: OOH lives in the moments, places and events that shape culture – making it perfect for timely, context‑driven messaging. 
• Shared Experiences at Scale: From sporting events to festivals and national milestones, OOH reaches people collectively, reinforcing community, pride and shared values. 
• Meaning Without Moralising: Appearing in everyday environments allows OOH to communicate purpose, affordability and sustainability in a grounded, non‑preachy way. 
• Emotional in Public Space: OOH’s physical presence helps brands blend meaning and emotion, creating resonance during moments that genuinely matter. 
• Proven Impact: Cultural moments in messaging delivers +6% higher action and 1.3x more likely to drive purchase intent.¹⁴

5. Trust Becomes the Ultimate Currency

92% of people say trust is essential when deciding whether to engage with a brand.¹⁵

As AI becomes part of everyday life, consumers are increasingly questioning what’s real and what’s machine‑made. With trust now a decisive factor — and 60% of people doubting the authenticity of online content – credibility has become a critical differentiator.¹⁶ 

In a world where digital content can be replicated, manipulated or fabricated in seconds, real‑world signals matter more than ever. Channels that offer verifiable, physical presence will play a key role in anchoring trust, building credibility and triggering genuine discovery. 

The OOH Advantage:

• Real-World Proof Points: OOH provides a tangible, unalterable presence – a physical proof point that reassures consumers in an era of synthetic, AI‑generated content. 
• Transparency that Builds Confidence: When paired with clear messaging around responsible AI use, OOH reinforces brand integrity and strengthens consumer trust. 
• The Ultimate Prompt: OOH acts as a real‑world trigger for AI‑driven discovery journeys, sparking curiosity and sending consumers into search, social or retail with confidence. 
• Boosting Other Channels with Real-World Credibility: By rooting campaigns in the physical world, OOH gives digital, social and AI‑powered experiences a layer of authenticity they can’t generate alone. 
• Growing Trust, Year After Year: 58% of consumers trust OOH advertising, and trust continues to rise year‑on‑year – at a time when confidence in many other channels is declining. OOH is stepping into the trust vacuum and becoming a crucial anchor for credibility.¹⁷

2026 is already shaping up to be a defining year for OOH. In a world full of noise, uncertainty and digital doubt, OOH gives brands what people value most: real experiences, real connection and real trust. The trends driving the year ahead play perfectly into the channel’s strengths – and into Talon’s belief in smarter, bolder, more human advertising. 

Brands that harness the power of culture, context, joy and credibility will stand out fast. And with the right data, creativity and intelligence behind them, they’ll do more than show up – they’ll make an impact. OOH is ready for the moment. At Talon, we’re ready to help brands own it.

Sources

1. Outsmart, PwC ↩︎
2. Talon ↩︎
3. WARC/AA Expenditure Report Q2 ↩︎
4. 2026 Media Budgets Survey, Isba, Ebiquity, World Federation of Advertisers (WFA)​ ↩︎
5. Talon Benchmarks 2025 ↩︎
6. Oracle ↩︎
7. SAP Emarsys Customer Engagement ↩︎
8. Talon Benchmarks ↩︎
9. Motista ↩︎
10. YouGov: Ad-verse Reactions ↩︎
11. Verve, In-App User Privacy Report 2025​ ↩︎
12. Talon Benchmarks 2025 ↩︎
13. WPP, The Consumer Equality Equation ↩︎
14. Talon Benchmarks 2025 ↩︎
15. Accenture Life Trends Survey, 2024 ↩︎
16. Marketreach The Trust Factor, 2025​ ↩︎
17. Mfour & Vistar Media​ ↩︎

2025 has been a whirlwind of creativity, colour, and bold ideas. 

From eye-catching billboards to immersive digital experiences and standout special builds, we’ve loved bringing brands to life across streets, stations and city centres with Out of Home (OOH).  

Working with brilliant clients and creative agencies, we’ve helped transform everyday spaces into memorable moments. Here’s a peek at some of the magic we’ve made together.

Big Ideas in OOH and Digital OOH

British Airways – Hidden in Plain Sight 

A game of hide-and-seek with a twist. British Airways tucked its logo into cityscapes, challenging passersby to spot it. The playful approach made everyday city views part of the adventure, keeping the brand top-of-mind in a clever, subtle way. 

With MG OMD & Uncommon Creative Studio

Uber Eats – When You’ve Done Enough 

Uber Eats leaned into humour and self-awareness with a smart digital OOH campaign that rewarded people for simply being out and about. Using bold copy and perfectly timed placements, the work tapped into everyday moments of fatigue, reminding audiences that when you’ve done enough, Uber Eats has dinner covered. 

With PHD & Mother London

Bringing Brands to Life with Special Build OOH

Canva – Playful Takeover at London Waterloo 

Canva transformed the commuter hub at London Waterloo into a pop-up playground of creativity. Colourful, larger-than-life visuals turned everyday travel into a fun, interactive experience – perfect for showing off the brand’s playful side. 

With OMD UK, Stink Studios & Grand Visual

Waitrose – Pie Max

Waitrose went big on appetite appeal with a giant pie visual that turned snack-time into street theatre. Humorous and unmissable, it wasn’t just any pie – it was the turkey pie from the brand’s “The Perfect Gift” Christmas ad, bringing a festive favourite from screen to street. 

With MG OMD, Wonderhood Studios & Grand Visual 

Howden – British & Irish Lions 

Writing history on the wall – literally. To celebrate the announcement of the British & Irish Lions 2025 squad, Howden unveiled a hand-painted 44-foot mural in East London, honouring the players set to make their mark on rugby history. As Head Coach Andy Farrell’s squad was revealed live from The O2, each name was added in real time, turning squad selection into a powerful, shared outdoor moment for fans and passersby alike. 

With Goodstuff, Grand Visual, MSQ Sport + Entertainment, Global Street Art, TTB Sport Capital 

McDonald’s – Grinch Hijack 

McDonald’s went green for the holidays with its mischievous new “Grinched” menu, starring Dr. Seuss’ iconic Grinch. The campaign teased festive mayhem with OOH hints of mischief, building nationwide curiosity, before a special Borough Road site revealed The Grinch’s chaotic Master Plan – a blueprint covered in doodles, notes, and scribbles that brought the holiday spirit (and playful chaos) to the streets. 

With OMD UK, Leo Burnett, Grand Visual & Bauer Media Outdoor UK

When OOH Became an Experience

Pepsi – Sweet Room

To celebrate the launch of its Strawberries & Cream and Cream Soda flavours, Pepsi brought a burst of sweetness to Future Stores with a nostalgia-fuelled activation featuring a retro arcade and tasting bar. The flavours also came to life across OOH formats including fly-posters, taxi wraps, and standout special builds, turning streets and stores into an interactive, flavour-packed experience. 

With PepsiCo, OMD UK, Grand Visual & Ann Squared Events 

The AA – It’s okay, I’m with the AA 

The AA partnered with the action-packed new cinematic event, Jurassic World Rebirth, to coincide with the release of Universal Pictures film that had just launched in UK cinemas. 

The stunt reminds drivers that when they’re with the AA, they’re always prepared for whatever the road throws at them (even dinosaurs). 

With the7stars, The Gate London, NEWSUBSTANCE & Grand Visual 

Red Bull – Tetris® 

Red Bull brought Tetris® to life in an electrifying twist on the classic game. Fans joined a global tournament at Birmingham New Street and Westfield London, scanning QR codes to play a giant version on OOH screens, while the iconic Red Bull car handed out samples – turning streets and stations into a playful, interactive brand experience. 

With Arena Media, Grand Visual & Ocean Outdoor 

Mr Doodle x Kleenex 

Kleenex teamed up with artist Mr Doodle, famed for turning his home into a living canvas, to spread a little extra joy. The collaboration featured a limited-edition tissue box design and came to life across YouTube, paid social, digital display, OOH placements, a hand-painted mural, a retail competition, and a live doodling takeover at Outernet London – turning everyday spaces into interactive, playful experiences. 

With FCB London, PHD, Grand Visual, FABRIC SOCIAL & Ginger and Pickles Productions

When OOH Reacted to the Moment

BBC – The Traitors

Linda from The Traitors earned the Golden Cloak Award for the performance of a lifetime. The self-confessed “emotionless person” delivered a surprisingly emotional scene at breakfast, earning recognition from fellow players – and a dedicated OOH display in Leicester Square, letting everyone see her well-deserved accolade in the heart of the city. 

With Havas Media UK 

Channel 4 – “We Fact Check the Zuck Out of Our News” 

Channel 4 harnessed the reactive power of OOH to take on the fake news and censorship debate. Positioning itself as a trusted news source, the campaign shouted its message across key POIs in central London, targeting major businesses like Meta and topical locations such as Speakers’ Corner and Parliament, proving that outdoor advertising can be both timely and bold. 

With OMD UK & Mobile Media 

Specsavers – Oasis Blur 

Specsavers turned heads with a clever contextual OOH campaign, targeting everyone walking up Wembley Way to see Oasis. The playful “blur” creative brought the brand to life in the moment, proving that well-timed outdoor advertising can be both eye-catching and fun. 

With MG OMD, Specsavers UK & Open Media UK

Jaguar Land Rover – Defender

Another Oasis reactive moment: Defender rolled into the spotlight as the official automotive partner of Oasis Live ’25, kicking off the partnership with an epic mural in Manchester, the hometown of legends Liam and Noel Gallagher. The striking artwork turned city streets into a memorable, timely outdoor celebration of music, culture, and brand collaboration. 

With Hearts & Science, Grand Visual & Global Street Art

Looking Back and Moving Forward

2025 has been all about creativity, fun, and bold ideas lighting up streets and screens. Working with amazing clients and agencies, we’ve transformed everyday spaces into memorable experiences that spark joy, conversation, and connection.  

Here’s to keeping the playful spirit alive and bringing even bigger, bolder OOH magic in the year ahead.

Talon, the world’s leading independent Out of Home agency, is proud to announce it has been officially recognised as a Great Place to Work Certified™ organisation across the UK, Ireland, USA, and Canada. 

This prestigious certification is based on validated, anonymous feedback from employees across Talon’s group of companies (including Evolve and Grand Visual), gathered through the globally respected Great Place To Work® platform. The accreditation, which requires a minimum of 65% of employees in each qualifying market to report a consistently positive experience, is a testament to Talon’s ongoing commitment to fostering a supportive and empowering workplace culture. 

This latest recognition builds on Talon’s strong track record as an employer of choice, having previously been named one of The Sunday Times Best Places to Work and featured in Campaign’s Best Places to Work list. These accolades reflect Talon’s people-first philosophy and dedication to creating an environment where every individual can thrive.   

Sue Frogley, Global CEO at Talon, commented: “We are delighted to receive this recognition, which reflects the genuine experiences of our people. Their positive feedback about working here, across teams, leadership, and roles, means a great deal to us. This is not a moment to rest, but a benchmark from which we will continue to enhance our employee experience and maintain our position as the number one destination for the best talent in our industry.” 

Benedict Gautrey, Managing Director of Great Place To Work® UK, added: “We know that prioritising the employee experience leads to building trust among employees, fostering a remarkable workplace culture, and ultimately achieving exceptional business outcomes. Congratulations!”

With the spotlight firmly on brand resilience and growth, this report by renowned media analyst Ian Whittaker urges advertisers to rethink their approach to media allocation. It advocates for greater investment in brand-building channels amid ongoing economic uncertainty and digital disruption. 

The analysis demonstrates that shifting spend towards Out of Home (OOH) and other brand-building platforms could unlock billions in savings and create significant shareholder value. The focus is on long-term brand equity rather than immediate sales, showing how trusted public media supports stronger visibility and credibility in an increasingly crowded digital landscape. 

Why OOH Matters

Currently, OOH accounts for just 3% of UK advertising spend, yet it remains one of the most attention-grabbing and trusted channels for brand communication. As AI driven content increases and digital noise grows, OOH offers a public, credible space to reach audiences meaningfully. 

Even though online channels will represent 78% of UK ad spend by 2025, consumer spending has remained largely flat for two decades. This shows that digital dominance alone does not drive broad economic growth. The report highlights that reallocating budgets to brand-building platforms like TV and OOH can improve efficiency and deliver long-term value. 

Inside the Whitepaper

• The Key Mega Trends: Explore the economic, technological, and market forces reshaping advertising. 

• Why OOH Fits These Trends: Learn why OOH provides trust, visibility, and impact in a digitally saturated world. 

• UK Advertising Growth to 2030: Understand how the market is evolving and the implications for brand strategy. 

Play for Profits: Practical guidance on optimising media allocation to 2030 to strengthen brands and maximise value.