Talon OOH OMA 2024

Along with our incredible agencies and partners, Talon has been shortlisted for multiple awards at the annual Outdoor Media Awards, hosted by Clear Channel and Campaign. 

Over the 12 categories available, Talon was shortlisted across 9 of them with 10 shortlisted entries in total.

Hector Wylie – Rising Star

Hector is a standout talent in OOH, whose forward-thinking approach, passion for the medium and drive for inclusion make him a true rising star. 

Channel 4 – Partygate (With OMD UK, 4Creative & Jack Agency) 

Partygate. We sacrificed, they partied. The country was outraged. Always provocative, Channel 4 commissioned a one-off factual drama to bring the lockdown parties to life. Our task was easy, get people to watch with eye-catching OOH. 

Shortlisted: Cross Channel & Visual Craft 

PepsiCo – Rockstar x Stormzy (With OMD UK, Grand Visual, Ocean Labs & Smart Media Technologies) 

In Summer 2023, Rockstar evolved their influencer strategy to partner with global superstar, Stormzy, to anchor the 5 o’clock shift from day to play with a first-of-its-kind hybrid digital performance. 

Shortlisted: Tech Innovation 

PepsiCo – Walkers 100 Calories (With OMD UK) 

Crunching data for healthier snacking! Walkers 100 Calories stood out in 2023 by embedding data into every element of the OOH campaign process, a step change from previous years. We delivered a first-of-its-kind for Walkers – a prOOH campaign powered by Talon’s DSP Atlas, with the full integration of PepsiCo 1st party data, layered with additional bespoke audience data from Ada (Talon’s proprietary DMP). 

Shortlisted: Data & Intelligence 

PepsiCo – Pepsi MAX Christmas (With OMD UK & Grand Visual) 

Pepsi Max’s Christmas 2023 campaign was groundbreaking for both Talon/Grand Visual and PepsiCo. It was the first time that GV would deliver all artwork for a PepsiCo campaign – a new approach that would continue into 2024. It signaled a major shift for PepsiCo to activate experience-based OOH and was the most multi-faceted OOH campaign Talon has executed for PepsiCo in over 10+ years. The result? Pepsi Max’s best performing Christmas, ever. 

Shortlisted: Brand Building 

Scottish Gov – Detect Cancer Early (With Republic of Media & Leith) 

Cancer is the biggest killer in Scotland, with 1 in 2 people getting it in their lifetime, a statistic that skews disproportionally towards 40+ C2DE’s men. Using data-driven OOH as key player in the cross-channel mix, Scottish Gov created a “surround sound” effect – driving high awareness and delivering cut through. This approach significantly shifted awareness, instigated behaviour change and had real-world impact. 

Shortlisted: Data & Intelligence and National Social Impact 

Bet365 – Never Ordinary (With Republic of Media) 

As a result of using large format OOH to promote its new brand platform, Bet365 drove brand awareness, increased positive perceptions and raised brand preference and bet intent.  

Shortlisted: New Approach 

Accolade Wines, Hardys – The Joy of Certainty (With Yonder Media & Above+Beyond)

Accolade Wines used multiple OOH formats, alongside a prOOH campaign powered by Talon’s DSP Atlas, to reach social foodies and families for Christmas 2023. As a result, the campaign delivered above the estimated plan and drove sales of Hardys. 

Shortlisted: New Approach 

Congratulations to all our clients, agencies and partners who were shortlisted, and roll on the 13th June! View the full shortlist here.

In 2024, the world of sports is gearing up for another thrilling year filled with excitement and competition. According to the latest Onside Irish Sponsorship survey, the Irish sponsorship industry is projected to grow approximately 7%, reaching an impressive €227 million. It’s a pivotal year that marks the foundation of a transformative 5-year cycle, with global events like the Europa League final set to take place in Dublin’s Aviva Stadium next week, and the anticipation building for the Ryder Cup in 2027 and men’s Euros in 2028, all poised to elevate the landscape of sports sponsorship in Ireland.

Amidst this exciting trajectory, Out of Home (OOH) advertising emerges as a key player in driving growth and engagement. Despite facing challenges due to the onset of Covid, OOH sponsorship rebounded in 2023, just shy of the benchmark set in 2019. Notably, sports sponsorship commanding an impressive 89% share of this resurgence.

SPORTS OOH KEY DATES WEBSITE

But with big events like the UEFA Champions League Final in London, UEFA Euros in Germany and not to mention the Olympics in Paris captivating worldwide audiences this year, the opportunity for brands to connect with consumers is greater than ever, whether through people travelling to watch these sporting events or gathering at home to cheer on their favourite athletes.

So, how do brands seize the moment and connect with these diverse audiences? It all starts OUT OF HOME!

1: INCREASE REACH WITH AN OMNI-CHANNEL APPROACH

Paramount for brands looking to maximise their reach and engagement. With consumers spending an average of 70% of their time outside, even more so during the summer. By integrating with digital channels, brands can amplify their reach by a staggering 68%. This powerful combination not only extends the brand’s visibility but also enhances engagement across multiple touchpoints.

2: BE AT THE MOMENT OF TRUTH

Being present at the exact moment is crucial for those looking to make a lasting impact. Proximity advertising resonates deeply with consumers, offering brands a unique opportunity to capitalise on the context, emotions, and activities associated with these sporting events.

SPORT OOH STATS 1 WEBSITE

3: LEAN INTO CONTEXT WITH DYNAMIC

Sounds simple, but stepping into the dynamic world of OOH isn’t just about being savvy – it’s about forging genuine connections with your audience. By leaning into dynamic, brands can tap into relevance and spark that connection. Studies reveal that when content is tailored to the moment, you can achieve an average +18% in brain response. And it’s not just about capturing attention, dynamic can help drive real results, with an average +16% uplift in-store sales which leads us to our next point…

4: DRIVE SALES THROUGHOUT THE PATH TO PURCHASE

OOH not only boosts footfall, creating opportunities for increased sales, but also drives recency through in-vicinity messaging, ultimately leading to higher sales. By closing the loop with impactful in-store advertising, brands can effectively drive sales at every stage of the consumer journey, maximising the impact of their OOH campaigns.

5: CONNECT WITH YOUR AUDIENCE THROUGH BRAND ACTIVATIONS

Brand activations are a potent strategy to keep your brand top-of-mind in the lead up to sporting events. As technology evolves it’s becoming much easier to create large-scale experiences that captivate audiences. Blending traditional techniques and exciting new elements can really amplify creative ideas. According to Event track, 72% have a positive view of brands that offer high-quality event content opportunities, while 74% stated that engaging with branded marketing experiences increased their likelihood of purchasing the products.

With this year abuzz with excitement and competition, it offers brands a prime opportunity for engagement with their consumers. The above OOH strategies can not only help brands amplify sponsorship deals but also extend brand’s impact beyond the actual event itself – proving that OOH + Sports truly is the dream team for both brand engagement and growth.

To learn more about how you can maximise OOH and sports synergy, reach out to a member of our team today.

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Inside Talon: Exploring the Professional Journey of Faradillah Rahim.

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

In this series, we’ll be getting to know more about the people of Talon, their roles, advice and what they get up to outside of OOH. This week, we sat down with Faradillah Rahim, Campaign Manager in APAC.

Explain your role with Talon?

I’m based in Singapore, and my role primarily revolves around supporting the daily operational functions. This entails working closely with both the Sales Director and Managing Director to ensure smooth operations and to facilitate business growth.  

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

A typical day for me involves addressing operational needs, overseeing daily tasks, ensuring smooth workflow, and assisting in various projects to contribute to the company’s success. It often involves task execution, campaign tracking and follow up to keep things running efficiently.  

What do you enjoy most about working in OOH?

The industry is constantly evolving with new technologies and trends which gives me so many opportunities for growth and learning. Working with various stakeholders such as the advertisers, agencies, and media owners fosters collaboration and networking opportunities. Seeing the campaigns that I work with, come to life in public spaces and observing their impact firsthand can be very rewarding. 

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

It was when a campaign I contributed to which won a prestigious award, recognizing the effectiveness of OOH work. It was such great accomplishment to see the team’s effort celebrated on a larger stage.  

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

Keep yourself updated on the current events, industry trends within the media sector. Attending events and networking can open doors for job opportunities and valuable insights into the industry. Stay flexible and open-minded to change, as it will be crucial for success in this dynamic field. 

What do you get up to outside of work? 

I enjoy a variety of activities. I travel with my family at least two times in a year if time permits. I also enjoy staying active through hiking and yoga or going for runs. Spending time with my friends and family is important to me, whether its attending a small gathering or simply relaxing at home watching movies together. Overall, I try to maintain a balance between personal, social activities and relaxation outside of work.

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

I would love to learn baking!

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

Immersing myself in Okinawan culture was a fascinating and enriching experience. Okinawa has a unique blend of Japanese, Chinese, and indigenous Ryukyuan influences, which is reflected in its rich traditions, cuisine, and performing arts. 

One aspect of Okinawan culture that stood out to me was the emphasis on community and harmony. I had the opportunity to participate in traditional cultural events such as Eisa festivals, where the entire community comes together to celebrate with lively drum performances. The sense of unity and camaraderie among the participants was palpable and left a lasting impression on me. 

Overall, immersing myself in Okinawan culture was a rewarding experience that broadened my perspective, fostered a greater appreciation for diversity, and left me with cherished memories of the warmth and hospitality of the local community. 

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2024 is set to be another bumper year for sports with the return of the Euros and the Olympics, as well as the British Grand Prix, Wimbledon and more. And we know we say this all the time… but it’s true. It really does start Out of Home!  

From the electrifying energy of the stadiums to the hospitality venues heaving with fans, it begins with people heading out of their homes to enjoy the action.  

It really does begin Out of Home

However, to avoid a case of “all the gear and no idea” – OOH at your fingertips but how to effectively use it – we’ve put together this handy guide to ensure your brand is also winning this 2024 season of sport! 

Why advertise with OOH around sports events? 

The summer Olympic Games in Paris will be the first in-person games since Rio in 2016. Over 15.3 million visitors are expected to visit Paris and its surrounding areas for the games, with an estimated €4Bn to be spent by tourists. Similarly, the UEFA Euros will return in Germany this summer, with 2.7 million people predicted to attend the tournament. The last tournament in 2021 saw an impressive 5.2 billion tune in globally and fans boost footfall on the day of the final at UK high street pubs by +129%. 

Sports fans are dedicated to watching sporting events – whether they have tickets to the event or not. Thanks to its millions of sites across the UK, Germany and Paris, OOH is best placed to reach these fans.  

Not only are they dedicated, but sports fans are also a highly engaged audience who notice advertising. This is evidenced by recent research from Clear Channel which found that 77% of sports viewers notice brands surrounding sports events, with a +68% uplift in related brand perceptions because of OOH sports advertising.

The study also found a +47% increase in brand usage by respondents who saw an OOH ad from the surveyed brands, and a +33% increase in “brand liking” after seeing OOH advertising related to sporting events.

How to use OOH’s ACES to win 

In 2024, OOH delivers across four main benefits. At Talon, we call these ACES. We play these four ace cards to make sure your media plan delivers:  

Audience, Creative, Effective & Sustainable.

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Audience 

Using Ada, our proprietary DMP, we can better understand audience behaviour and hone in on target audience groups such as “sports fans” or something even more niche like “millennial six nations” fans. 

This data is then combined with a programmatic OOH buy via Atlas, our proprietary DSP, to deliver strong brand payback on consideration and purchase intent metrics: 

To improve campaign effectiveness amongst these audiences, we find that this is best achieved by integrating OOH as part of an omnichannel strategy: 

Creative 

With audiences out of home, use this opportunity to really grab their attention with creative OOH. 2D Full-motion DOOH video is 2.5X more effective than static creative – but implementing 3D creative enhances consumer engagement and preference even further: 

One brand who did this well were Lenovo for the 2023 British Grand Prix. As the official technology partner of F1, Lenovo utilised a 3D domination to build awareness of this partnership. An anamorphic domination across Piccadilly Lights, the Arndale and Canary Wharf grabbed attention of Lenovo’s key audiences, aligned with Lenovo’s tech-first message with creative production supercharged using Lenovo’s technology.

For brands wanting to connect with audiences through brand activations, look no further than experiential OOH. This is a powerful way of ensuring your brand is front of mind in the lead up to sporting events, at a time when excitement is in the air. Research has shown that: 

Effective 

Be at “the moment of truth” with proximity advertising that resonates with consumers and offers brands the opportunity to capitalise on the unique context, emotions and activities associated with these special times. Audiences will be out of home, so proximity advertising provides an added layer of reaching them across these touchpoints. As a result of proximity advertising: 

Additionally, brands can lean into context with dynamic OOH. Implementing dynamic elements into campaign creative such as time, date and location callouts increases relevancy with audiences. Brands who executed dynamic OOH campaigns saw: 

Sustainable 

Sustainability is a huge focus for consumers and sporting events across 2024, with the Euros aiming to set a benchmark for ESG, the London Marathon achieving gold for sustainability and environmental projects and Formula 1’s carbon footprint and Net Zeo pledge. 

According to research from Euro Monitor National, 64% of global consumers are worried about climate change. 

OOH gives back, with 46p in every £1 and £441 million contributed to public infrastructure in 2022. Per emission, OOH also emits less carbon than all other media measured – contributing just 3.3% to UK total ad power consumption and accounting for less than 3.5% of the UK’s total ad carbon footprint. 

Use OOH’s ACES to win your 2024 season 

And there you have it, our handy guide to ensure your brand wins this 2024 season of sport. Remember to play your ACES to make sure your media plan delivers:   

Ready to win with OOH? Get in touch with Talon today!