London, UK – 8^th April, 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced plans to relocate its London offices into a new headquarters at 130 Shaftesbury Avenue, London W1, in response to the company’s significant growth. 

The new global headquarters will occupy 23,500sq ft across two floors, providing a modern workspace designed to support Talon’s expanding team. The office features various working zones, coworking and social areas, ensuring a balance between collaborative, creative spaces and quiet areas for focused work. 

Bringing together Talon, Evolve, and Grand Visual in one location, the new space enhances collaboration across the entire business and serves as a centralised hub for operations. This move marks the conclusion of Talon’s current leases at Rathbone Place and Frith Street.

Located on the border of Soho and Covent Garden, the office offers excellent connectivity and access to shopping, dining and cultural hotspots. Its proximity to key transport hubs like Tottenham Court Road and Leicester Square ensures convenient access for Talon’s growing team. 

Talon’s Global CEO, Sue Frogley, said: “This move is particularly meaningful for us as it brings our Talon, Evolve and Grand Visual teams together under one roof, remaining firmly in the heart of the West End where our journey began over a decade ago. Our new home is a significant upgrade for our people, designed to encourage creativity and collaboration, helping both us and our clients continue to grow and thrive in the industry we love.” 

The move new follows a period of significant global expansion for Talon, which has built a robust international footprint with 15 offices in key cities across the UK, EMEA, North America, and Asia-Pacific. Following investment in 2022 from Equistone Partners Europe, Talon has accelerated its growth through strategic acquisitions such as Evolve and Grand Visual, as well as the development of proprietary tech platforms that have revolutionised OOH planning, buying, execution and measurement. 

MAXIMISE YOUR CAMPAIGN’S EFFECTIVENESS BEFORE IT STARTS

As an OOH specialist, we get asked on creative best practice quite a lot, where brands face the challenge of connecting with consumers and landing their message in mere seconds. There’s quite a clear guideline for a good outdoor creative, and by and large, we’re all agreed on it – keep things simple, get attention to your branded assets, and connect with consumers in as few words as you can.

We say to focus on people because that’s where people look, to build trust and purpose into your messaging, to add monetary incentives where you can for the cost-conscious consumer. But realistically, even if you follow all these rules, your creative might not work. After eight years of creative testing at Talon, we’ve found that consumers only notice a brand logo 44% of the time – and that’s if it’s put right in front of them.

When we talk about an effective creative, we talk about it doing its job within two seconds. That’s a tall order, but it’s not impossible. But with creative agencies restricted by tight deadlines, and measurement confined by tight budgets, we’re seeing under-utilisation of a really important tool – pre-campaign testing. Brands need to ensure their creative can cut through the clutter so that valuable media spend is not wasted. So, when we talk about attention, we need to focus on what this means for the creative itself, maximising brand attribution, message comprehension, and fundamentally, the efficiency of ad spend.

This is why at Talon we have used a consistent creative testing methodology for several years. We’re not looking to reinvent the wheel, but rather take this tool and the extensive learnings we’ve built to new heights for our clients with an exciting relaunch.

Using four different metrics for attention (notice, lag, dwell and doubletake), and a benchmark database of over seven hundred creatives, we’re able to reliably dig into how your creative works, and how it can be optimised. And we do it quickly too, delivering results within two working days of receiving the creative.

Different clients are going to have different needs – where FMCG brands can hone in on their product easily, brand recognition is key, and we see logo benchmarks sitting higher at 50%. For finance brands, this means little without conveying brand purpose to consumers – but we see an average 0.6 seconds spent looking at ad messaging. Applying this to the dwell times of different formats and environments, and the needs of different categories and clients, means we can truly understand what an effective creative means. And fundamentally, we can do it before any money’s spent.

To learn more about TRAX or to test your creative, get in contact with effectivenessteam@talonooh.com

2024 was a stellar performance for OOH, with the full year OOH expenditure closing out at +18%. Each quarter outperformed the last, with Q4 OOH expenditure closing at 16% higher than Q4 in 2023.  The steady growth throughout the year demonstrates a surge in OOH, blending innovation with real world audience experiences delivering effectiveness to advertisers and brands.

OOH Expenditure Year-over-Year Spend.

The retail category continues to lead the charge when it comes to investment in OOH. With pricing wars between main multiples accounting for 30% of total grocery retailer spend.

DOOH is experiencing significant growth, doubling its share since 2019. This steady increase is driven by media owner investment in new inventory, as well as technical advancements allowing for increased optimisation and flexibility.

Classic OOH vs DOOH Spend

Classic OOH remains a powerhouse, proving that a multi-format, multi-environment strategy is key to success. By combining the high-impact reach of classic OOH with the dynamic, data-driven capabilities of DOOH, advertisers can maximise effectiveness and drive stronger RoI.

CATEGORY DEEP DIVE

The retail category continues to lead the way in OOH expenditure investment, a trend that was particularly evident in 2024. The pricing war among major grocery retailers drove significant activity, accounting for 30% of total grocery retailer spend.

Beyond Grocery, the Retail General category saw a huge surge, with an 89% increase in spend versus 2023. This growth reinforces the evolving retail landscape. Brands are recognising that consumers are spending time outdoors and within retail spaces, prompting increased investment. Notably, Brown Thomas (+210%) and Kildare Village (+18%) both boosted their OOH presence.

Another standout trend was DIY and home projects which surged in 2024. With that, brands stepped up to the trend and looked to inspire shoppers. IKEA led the retail mid-category, investing over €2.3M, proving that brands are aligning with changing consumer behaviours.

Household, TV & Online Services

In the wake of the cost-of-living crisis, consumers are remaining value-conscious, actively researching and seeking the best deals. This shift is reflected in the Household, TV & Online Services category, which saw a 27% increase in OOH expenditure versus 2023. Brands are responding to this demand, with major players such as Vodafone (+165%), Virgin Media (+13%), Disney+ (15%), and Sky (60%) all increasing their spend. Each one promoting their mobile, TV, and broadband offerings to capture the attention of savvy consumers.

Food

The food category secured third place among the top five OOH categories, accounting for 12% of total spend. This growth was fuelled by key mid-categories, including Confectionary & Snacks (+15%), Dairy Products & Substitutes (+35%), and Prepared & Convenience Foods (+39%). This surge reflects shifting consumer habits, with busy lifestyles driving demand for on-the-go options that fit seamlessly into their weekly routines. As convenience remains a top priority, brands are leveraging OOH to stay front of mind when shoppers are making quick, on-the-go purchasing decisions.

OOH EXPENDITURE BY FORMAT

OOH expenditure increases were evident across all environments most notably digital, ambient and transport.

Digital investment grew by 25% in 2024. Driven by significant investment in new formats by media partners and an increased appetite for programmatic DOOH and contextual opportunities.

The ambient category grew by 197%. An enormous growth driven by appetite for advertisers to explore non-traditional spaces, and tune into creativity throughout their OOH activity.

Transport also grew by 19%. As traffic increases in our cities, more commuters are opting for public transport, pushing 2024 figures to new highs.

2024 was a milestone year for OOH, marking another outstanding period of growth and innovation. Brands continue to embrace OOH as a key pillar of their 360-strategies, leveraging its unmatched reach, creative flexibility, and real-time targeting to connect with audiences in impactful ways.

Looking ahead, the Irish OOH market remains strong, with continued investment set to drive momentum for 2025. This sustained growth reinforces OOH’s position as a powerful channel.

Weller succeeds Frank Hardenberg who steps back into non-exec role

London – 6 March, 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced the appointment of Cornelie Weller as Managing Director, Benelux.  

This news follows Talon’s recent acquisition of Out of Home Masters (OOHM) in the Netherlands. Weller succeeds Frank Hardenberg, founder and Managing Director of OOHM, who steps back into the role of Non-Executive Director. 

Weller will be responsible for ensuring continuity and driving further growth of the business across the Benelux region, a significant market with substantial growth opportunities in the OOH sector. Weller joins in May and reports into Sarah Parkes, Managing Partner, Talon Network & Grand Visual. 

Frank Hardenberg, founder of Out of Home Masters said: “I’m thrilled to welcome Cornelie to the team, and with her extensive industry experience, I know she will make a valuable contribution to our next phase of growth and our integration within Talon. This transition is especially meaningful for me, as it allows me to step back and witness the continued success of what we’ve built over the years, confident that Cornelie will lead us and our clients to even greater heights.” 

Weller has demonstrated exceptional leadership and strategic vision in her 25+ years in media and advertising. She has held prominent leadership roles at renowned media and creative agencies, including OMD, Starcom, and Publicis Groupe, collaborating with major brands such as Heineken, Samsung, and P&G. More recently, Weller has continued to assume influential positions across various sectors, further cementing her impact and expertise. 

Cornelie Weller said: “Returning to the media industry after a few years in other fields truly feels like coming back to where I belong. This opportunity offers the perfect blend for me: a focus on OOH and the chance to lead and grow the business across the Benelux region. It’s an honour to succeed Frank to build on the success that he and the team have achieved over the past ten years, and I see great potential for the agency as part of Talon.” 

Sue Frogley, Talon Global CEO, added: “Frank has been instrumental in building Out of Home Masters into a respected leader in the market. His decision to step back from the day-to-day but remain very involved reflects his commitment to our continued success and I’m grateful for his ongoing support. Meanwhile, Cornelie’s extensive experience, proven leadership and vision makes her the perfect successor to drive further growth in the region and ensure we continue to deliver exceptional results for our clients.”

New York, NY – January 23, 2025 – Grand Visual, the award-winning global creative Out of Home (OOH) studio, today announced the appointment of Andrew Pearson as its first North American SVP, Creative Strategy. The newly established role aligns with Grand Visual’s growth ambitions in North America and its commitment to delivering world class creative solutions for clients.   

Sarah Parkes, Managing Partner, Talon Network & Grand Visual, said, “The addition of Andrew is a significant development for Grand Visual as we expand our North American team with the continued goal of pushing creative boundaries for our clients and partners.”

With over 20 years of global agency, client-side, and in-house creative experience, Pearson joins Grand Visual from Pernod Ricard where he previously held the role of Senior Director-Creative Content. In his role, Pearson led the marketing, communications strategy, and campaign development for Pernod Ricard’s tequila and mezcal portfolio and Chivas Regal Scotch whisky.

Prior to Pernod Ricard, Pearson held roles that included Group Creative Director at Havas Formula in New York, Creative Director at Havas Dubai, and Creative Director roles at FCB and Saatchi & Saatchi in Cape Town.

A seasoned team leader and strategic thinker, Pearson has created award-winning brand, experiential, digital, and earned media campaigns across a diverse range of clients, including automotive, gaming, technology, cellular, spirits and beverages, CPG, personal care, fashion, lifestyle, financial, and more.

Commenting on his new role, Andrew Pearson said, “This new role is such an exciting opportunity to join an exceptionally talented team at Grand Visual and develop award-winning creativity for an outstanding roster of clients. I’m looking forward to delivering unique OOH campaigns that inspire both audiences and clients to rethink the possibilities of the medium.”

Ryan Laul, Talon North America CEO said, “The expansion of Grand Visual’s North American team will strengthen Talon’s ability to provide clients with cutting-edge creative and production services that captivate audiences through bold, compelling OOH storytelling. A mix of unmatched expertise and fresh, innovative ideas will continue to set the industry standard for award-winning OOH creativity. We are excited to welcome Andrew and look forward to what’s ahead for our team in 2025.”

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

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

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

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

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

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

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

London, UK – 16^th January 2025 – Talon, the leading independent global Out of Home (OOH) agency, today unveiled its complete global management team, marking a significant step under the leadership of Global CEO, Sue Frogley, appointed in June 2024. The newly established team combines strategic new external hires and internal moves designed to accelerate Talon’s global expansion and deliver long-term success for its clients. 

Sue Frogley, Global CEO, said, “This is a pivotal moment for Talon as we assemble a leadership team that reflects our ambition to redefine what OOH can achieve for brands worldwide.”

The new appointments include: 

• Andy Stevens, Global Chief Product Officer – Stevens joins from Clear Channel, where he most recently served as Chief Data Officer for Europe, overseeing the company’s data strategy and rollout of its audience data tool, RADAR, and programmatic platform, LaunchPAD. Prior to this, Stevens spent 10 years in New York, holding several senior roles including SVP, Research & Insights at Clear Channel Americas. In this new role, Stevens will focus on advancing Talon’s data and product strategy to improve client outcomes across major markets. 

• Charlie Goldring, Global Chief Commercial Officer – one of Talon’s first employees, Goldring has spent the past five years driving commercial success as UK Chief Commercial Officer. In his new global role, Goldring will align Talon’s commercial strategy across international markets, strengthening partner collaboration, and delivering innovative solutions for clients worldwide.  

• Mandy Rayment, Global Communications Director – Rayment brings vast industry experience driving recognition for agencies, most recently as Director of Communications at Publicis Media UK, she oversaw communications across its agency brands, including Zenith and Starcom. In this new role, Rayment will lead Talon’s communications and marketing efforts globally.

These follow recent internal moves including: 

• Sarah Parkes, Managing Partner, Talon Network & Grand Visual – formerly Talon’s Chief Sales and Marketing Officer, Parkes has been instrumental in elevating Talon’s global brand presence and leadership position. In this new role, Parkes will leverage her extensive industry expertise to oversee continued growth of Talon’s global footprint, while steering Grand Visual’s creative and technology-driven solutions to new heights.  

• Robin Hall, Global Chief Client Officer – as the founder and driving force behind Evolve’s success, Hall has built a reputation for fostering strong partnerships and delivering transformative solutions for clients worldwide. In his new role, Hall brings his entrepreneurial spirit and deep understanding of client needs to strengthen Talon’s client relationships, ensure seamless collaboration and drive exceptional outcomes across the globe. 

Talon’s global management team is completed by James Copley, Founder and Chair, UK & Ireland; Ryan Laul, CEO, North America; Luke Willbourn, Managing Director, UK; Danielle Austin, Managing Director, Evolve; Hayley Tiptaft, Global People Director; and Mike Saunter, Global CFO.  

While this team will shape Talon’s global strategy and support local market leaders to drive success across key regions, Talon Founder and Non-Executive Director, Eric Newnham, along with Chair, Stewart Easterbrook, continue to provide strategic oversight and guidance as part of the board. 

These new appointments come at a time of continued global expansion for the business. Since its launch in London in 2013, Talon has built a robust international footprint with operations in 14 key cities across the UK, EMEA, North America, and Asia-Pacific. Following investment in 2022 from Equistone Partners Europe, Talon has accelerated its growth with the acquisition of Evolve, the international OOH experts, and Novus Media Canada Corp, now Talon OOH Canada. These strategic moves, combined with Talon’s proprietary adtech platforms and the earlier acquisition of award-winning creative OOH studio, Grand Visual, have cemented its position at the forefront of the sector. 

Sue Frogley, Global CEO, continued, “This team brings an incredible mix of fresh ideas, deep expertise, and a real passion for what we do. Together, we’re set to continue pushing boundaries for our clients, empowering our people and building even more momentum across the business. I’m excited for what’s ahead as we continue to set the benchmark in the evolving OOH sector.” 

Along with our incredible agencies and partners, Talon has won 14 awards for Out of Home (OOH) at The Drum Awards Festival and Media Week Awards 2024.

A month the Talon team will never forget, let’s dive into the campaigns and what made them award-winning.

Media Week Awards

Gold 🥇

Econometrics: Location Matters for MMM

Our research, in partnership with JCDecaux UK and Nielsen, explored the role of econometrics and how we can make clients’ OOH measurement more effective. We found that utilising granular location data in MMM modelling can increase OOH ROI by up to 42%.

Media Innovation: Doritos Silent

Snacking and gaming are increasingly incompatible. But in 2023, Doritos wanted to change that with the launch of Doritos Silent, the world’s first AI-augmented snack. An idea like this needed a new approach – an OOH campaign to launch the impossible and drive the nation into a frenzy. ​

A Piccadilly Lights takeover, banners, murals and prOOH made Doritos Silent unmissable. Driving hype, the stop-and-stare OOH creative made people double-take, on the streets and online – placed at the heart of the campaign strategy.

Silver 🥈

Long-Term Media Strategy: Walkers #CrispIN or #CrispOUT

Lunch is a must-win battleground for Walkers. Once a staple of lunchboxes up and down the country, by 2020 they’d become a bit stale; over half the nation just weren’t thinking of Walkers at lunchtime.

Walkers would utilise its media to jolt a new behaviour. How could they get light buyers to crunch? With a peculiar British ritual; the crisp sandwich. 88% of Brits agreed crisps improve sandwiches. But they ferociously disagreed on whether they belong in or out of sandwiches. Could we marry Brits’ favourite lunchtime snack with their favourite lunchtime staple to successfully resolve a time-honoured British debate?

A once in a lunchtime idea; are you #CrispIN or #CrispOUT? Over 3 years, we used media to create a dividing line. In or out. Yes or no. Them or us. Pitting sides of the country against each other. A little levity, a lot of debate. With transformational results for Walker’s, we pulled it out of the bag.

Media Creativity: Under £250k: Channel 4 Partygate

Partygate. We sacrificed, they partied. The country was outraged. Meticulous research and new sources told the real untold stories of Partygate juxtaposing wild nights at Downing Street with the experiences of the general public.  ​Our task was simple but not easy, get people to watch.

With OOH being the backdrop to people’s lives, our strategy was based on being present on formats which fitted the style of urban and gritty media placements. We would hide in plain sight. Using legal national flyposting, we positioned Partygate alongside real event adverts, with beautifully designed posters inspired by the 90s rave scene.  ​

Media Idea: Launch: Don’t Gift – NOTHS

8 in 10 Brits reported receiving a “bad gift” for Christmas 2022. As a result, over 3.08 million bad gifts were thrown away. NOTHS’ aim was to encourage ‘wiser’, more sustainable gifting.​ Kicking off the campaign we launched three special builds in London’s Westfield Shepherd’s Bush and Vinegar Yard and in Manchester’s Salford Chapel Street. 

The final burst of OOH consisted of our fully optimised DOOH schedule consisting of Large Format Digital, D48s and D6s in motorway service areas, shopping centres, underground, roadside and rail environments.​

Media Creativity: Launch: Doritos Silent

Media Creativity: Over £1m:  Doritos Silent

Large Collaboration: Over £250k: Doritos Silent

The Drum Awards

Gold 🥇

Advertising: Dynamic and Interactive Digital Screens: Share the Warmth with Quaker Oats

Quaker shared the warmth by helping to ensure access to a warm and nutritious breakfast for families across the UK – in a way that is intrinsic to the brand itself. Quaker effectively used different OOH capabilities to drive awareness of the issue of child food insecurity and its charity partnerships; with attention grabbing 48s and interactive/dynamic capabilities to offer consumers real value through contextually relevant coupons based on UK weather average temperatures. 

Silver 🥈

Advertising: Creative Humour: This van driver Should’ve gone to Specsavers

Specsavers pushed the boundaries of OOH advertising by creating its very own parking fail – a Specsavers van parked on a rising bollard! The results were phenomenal with over 6 million social media views and almost 1 million likes, comments and shares. The stunt even had coverage on ITV, radio and in numerous news titles as well as industry wide recognition amongst our peers and other advertisers.

Advertising: Immersive Experience: Pepsi MAX X UEFA Champions League Final London 24

Pepsi MAX went all in for the UEFA Champions League this year. Bringing unexpected enjoyment to audiences across the UK, Pepsi MAX ran three activations for fans in football-focused cities of Liverpool, Manchester and London. Whether you were looking for a quick 2v2 game and a free football at their hidden pitches or wanted to watch the live game on the big screen, with a Pepsi MAX in hand, then they had you covered. Pepsi Hidden Pitches was born!

Bronze🥉

Advertising: Charity/Not for Profit/Social Purpose: British Heart Foundation ‘Til I died’

British Heart Foundation (BHF) set out with the goal to highlight a tragic reality – 12 people under the age of 35 are lost to sudden cardiac arrest in the UK each week. Using the stories of 12 young football fans who died too soon to highlight this tragic disease, we unveiled 12 powerful murals of football fans who lost their lives to sudden cardiac death, in time with the UEFA Euro 2024 kick-off for an extended audience reach. This campaign went viral across social media and outlets, it even had a slot on BBC Breakfast.

Advertising: Immersive Experience: Will you be next? Allwyn, Lotto

Will you be the next UK millionaire? We made the whole of Great Britain feel like they might be next, with an unmissable and inclusive launch that drove talk-ability, engagement and consideration to play. Anyone can be a millionaire with Lotto, you must be in it to win it!

Advertising: Use of Location: Big Little Welcomes, British Airways

Connecting loved ones for over 100 years, British Airways (BA) wanted to celebrate the warm, fuzzy feeling with the hundreds and thousands of people landing back in the UK to spend Christmas with their loved ones.  ​‘Big Little Welcomes’ made sure that BA was a part of these reunions, giving audiences the chance to write messages for their loved ones as they landed back in the UK.

As a result, the campaign saw strong customer engagement with BA receiving 200+ messages submitted in just the first day of the recruitment going live! These messages were displayed on OOH formats as the passengers landed back in the UK.​ Post campaign, BA saw positive movements in brand health during a period where category average was in decline.​

We’d like to thank everyone who made this possible, and congratulations. Roll on 2025…

View the full results for The Drum Awards and the Media Week Awards.

The IPA recently released the latest findings from its “TouchPoints: Making Sense Report.” This report provides insight into how the commercial media landscape is evolving and points to OOH’s very strong position throughout.

Euan Mackay, Chief Strategy Officer at Route shares that OOH continues to be one of the mediums that has stood the test of time as it continues to enable brands to reach mass audiences, at the right time and in the right place.

To understand what the report means for OOH, Lucy Baumgartner, Effectiveness Manager at Talon, broke down the key points and outlined the key findings.

PATTERNS OF MEDIA USAGE HAVE SHIFTED BACK TO LONG-ESTABLISHED NORMS

What does this mean for OOH?

The pattern indicates that OOH consumption builds throughout the day, becoming the top consumed media between 12-4pm. This illustrates the continued importance of OOH’s role alongside consumer’s habitual movements and commuting patterns.

OOH REMAINS A SIGNIFICANT SHARE OF MEDIA TIME WITH CAPABILITIES SUPERCHARGED

Despite a plethora of new platforms launching, the pattern of media consumption has seen virtually no change between 2005 and 2024. ​Of course, during the 2020 and 2021 lockdowns, media consumption shifted drastically. ​But as of 2024, we have now seen broad patterns of media usage shift back to long-established norms.

What does this mean for OOH?

OOH has almost returned to its pre-pandemic position with hybrid working patterns only marginally impacting OOH’s share of media time by -3% from 2015 levels.

ONLINE DIGITAL MEDIA CONTINUES TO GROW ITS WEEKLY REACH

OOH has seen the smallest shift in weekly reach of -2% since 2015, with much more dramatic shifts seen across the industry.

Commercial live / recorded TV has seen a sharp drop of -17%. While channels that have seen growth are predominantly online digital channels, with commercial online news seeing the sharpest increase of +271%.

What does this mean for OOH?

Those channels which have seen sharp increases largely link to commuting and travel entertainment habits, e.g. checking online news (+271%), listening to podcasts (+119%) and streaming online videos (+73%).

OOH is well positioned to prime these channels while consumers are out of their homes. Talon research shows that activating the same content across DOOH and social media can increase campaign effectiveness by +23%.

OOH REACH_

More importantly, OOH is the only channel that delivers 90%+ weekly reach across the commercial media landscape. This illustrates the strength of OOH for ensuring the brands messaging is heard and seen by the right people.

SOCIAL MEDIA REMAINS THE MEDIA 16-34S SPEND THE MOST TIME CONSUMING, WITH OOH PLACING SECOND_

How does this translate for OOH?

As a non-disruptive and passively consumed channel, OOH offers a welcome relief from online screens and so is highly effective at reaching and influencing Gen Z who are a digitally saturated audience –

• 55% find OOH a relaxing medium
• 1/3 talk to friends and family about a brand they saw in OOH
• 26% have taken a picture of an OOH advert in the past week

OOH PROVIDES THE HIGHEST REACH AND CONSUMPTION PER DAY AMONG 35-54S, DESPITE HYBRID COMMUTING PATTERNS_

How does this impact on OOH?

With functional internet/search placing second in media time spent for 35-54s, OOH provides the perfect opportunity for priming this channel on the commute.

SHARE OF TV’S MEDIA TIME HAS DROPPED BUT REMAINS AN IMPORTANT MEDIA FOR 55+_

What does this signify for OOH?

OOH compliments TV viewing patterns offering higher reach throughout the day, before TV takes over in the evening.

GET NOTICED WITH THESE TAKEAWAY FINDINGS_

Broad patterns of media usage have shifted back to long-established norms

With the end of lockdowns and a return to normality, media consumption has shifted back to habitual norms, with OOH is once again the top consumed media between 12pm-4pm.

OOH has become the only channel to deliver 90%+ weekly reach

With a reduction in commercial live / recorded TV, OOH leads the industry as the only commercial media which has the ability to reach over 90%+ of the population weekly in isolation.

Online digital media continues to grow share of media time

With consumers spending more time on smartphones while commuting, OOH is uniquely positioned to reach and prime commuters where attention is shared between online and offline channels.

Read the full report here.

Along with our incredible agencies and partners, Talon has been shortlisted for eight awards at The Drum Awards Festival 2024.

British Airways: Big Little Welcomes (With MG OMD, Uncommon Creative Studio & Adylic) 

Connecting loved ones for over 100 years, British Airways celebrated the warm, fuzzy feeling with the hundreds and thousands of people landing back in the UK to spend Christmas with their loved ones. “Big Little Welcomes” made sure that BA was a part of these reunions, giving audiences the chance to write messages for their loved ones as they landed back in the UK. 

Shortlisted: Use of Location 

Pepsi MAX: Christmas (With OMD UK, Grand Visual & Red Dot)

In 2023, we changed the Christmas story – ensuring Pepsi Max was unmissable vs competitors over the festive period. This was the most multi-faceted OOH campaign that Talon has executed for PepsiCo over the last 10 years, using as many of OOH’s brilliant formats as you can think of to deliver our better with Pepsi Max message.

Shortlisted: Interconnected Formats 

Lotto: Will you be next? (With Allwyn, Hearts & Science UK, VCCP & Grand Visual)

Will you be the next UK millionaire? We made the whole of Great Britain feel like they might be next, with an unmissable and inclusive launch that drove talk-ability, engagement and consideration to play. Anyone can be a millionaire with Lotto, you must be in it to win it! 

Shortlisted: Immersive Experience 

Specsavers: This van driver should’ve gone to Specsavers (With MG OMD, Specsavers Creative, Grand Visual & Ann Squared Events

Specsavers pushed the boundaries of OOH advertising by creating its very own parking fail – a Specsavers van stuck on a rising bollard! The results were phenomenal with over 6 million social media views and almost 1 million likes, comments and shares. The stunt even had coverage on ITV, radio and in numerous news titles as well as industry wide recognition amongst our peers and other advertisers.

Shortlisted: Creative Humour 

Habitat: 60th Anniversary (With PHD UK, Grand Visual, New Commercial Arts & Mural Republic)

Habitat sought to amplify their 60 Years of Design message and make a bold statement with their reimagined classics. What better way to showcase them by tripling their size and installing them onto the facades of buildings across the UK? These striking and innovative murals became the hero execution of the media campaign – which included Out of Home (OOH), social media, press and print – and captured the public’s attention and imagination in person and online.

Shortlisted: Hand-Painted Mural or Display 

Pepsi MAX: UCL Hidden Pitches (With OMD UK, Grand Visual, Pangolin, NewGen, Ann Squared Events & Pixel Artworks

Pepsi MAX went all in for the UEFA Champions League this year. Bringing unexpected enjoyment to audiences across the UK, Pepsi MAX ran three activations for fans in football-focused cities of Liverpool, Manchester and London. Whether you were looking for a quick 2v2 game and a free football at their hidden pitches or wanted to watch the live game on the big screen, with a Pepsi MAX in hand, then they had you covered. Pepsi Hidden Pitches was born!  

Shortlisted: Immersive Experience 

Quaker Oats: Share the Warmth (With OMD UK, Grand Visual & Uncommon Creative Studio)

Quaker shared the warmth across the nation by helping to ensure access to a warm and nutritious breakfasts for families across the UK this winter – in a way that is intrinsic to the brand itself. Quaker effectively used different OOH capabilities to drive awareness of the issue of child food insecurity & its charity partnerships with attention grabbing 48s and leveraged interactive & dynamic capabilities to offer consumers real value through contextually relevant coupons based on UK weather/average temperatures. 

Shortlisted: Dynamic & Interactive Screens

British Heart Foundation: ‘Til I died (With PHD UK, Saatchi & Saatchi UK, Grand Visual & Mural Republic)

British Heart Foundation (BHF) set out with the goal to highlight a tragic reality – 12 people under the age of 35 are lost to sudden cardiac arrest in the UK each week. Using the stories of 12 young football fans who died too soon to highlight this tragic disease, BHF and Saatchi & Saatchi unveiled 12 powerful murals of football fans who lost their lives to sudden cardiac death, in time with the UEFA Euro 2024 kick-off for an extended audience reach. This campaign went viral across social media and outlets, it even had a slot on BBC Breakfast.  

Shortlisted: Charity/Not for Profit/Social Purpose 

Congratulations to all our clients, agencies and partners who were shortlisted, and roll on November! View the full shortlist here.