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!”

By Andrew Sinclair, Managing Director at Talon Ireland

As we approach the end of another frenetic year in adland, you can sense the universal clamber to close out the year and the shifting focus towards what will likely be an even more frenetic 2026. 

We all appreciate that warp speed advances in technology demand agility, creativity, and dynamism to ensure relevance in a world that has never moved faster.  And yet, moments of reflection at this time of year become increasingly important to take stock, to reflect and aide the chartering of a new course.  In truth, the looming deadline to file this article, became the catalyst for me to do exactly that this week.  To step back, reflect on the year past and look to what the future holds for our OOH (out-of-home) industry.

It got me thinking that there’s still so much unrealised capital in what OOH can deliver.  How it’s uniquely placed to straddle the virtual and physical world and truly connect brands to ‘real’ people in real time. How it remains the leading channel for delivering brand FAME and unparallelled audience interaction. How it’s constantly evolving and continues to build on its USP as the original and greatest broadcast channel.  And ultimately, how 2026 is going to be OOH’s best year yet thanks to the launch of a next generation measurement system, continued investment in digital infrastructure and the onboarding, at pace, of programmatic capabilities across key media owners. 

At Talon, we’re a team of OOH evangelists, driven to showcase all the capabilities that the channel has to offer and with so many moving parts to consider, we do this under the framework of ACES – Audience, Creative, Effectiveness, Sustainable – our future proofed strategy that delivers in a market evolving fast.

AUDIENCE: BEYOND DEMOGRAPHICS

In a world where audience behaviours continue to fragment, OOH is positioning itself as the channel that can unite reach, relevance, and real-world presence in a trusted environment.  Gone are the days of planning around age, gender, and broad life-stage groups.  Instead, we are now in the age of optimised broadcast, a rich playing field where mass reach is blended seamlessly with the precision of contextual, behavioural and movement-based insights.

Programmatic OOH is adding further depth to our audience insights, quickly moving from what was recently deemed an emerging channel to an everyday reality.  Through our DSP Optimise, we’ve been at the forefront of the conversation, championing the rise of Programmatic OOH (PrOOH) in this market since 2020.

The capabilities around automated buying is helping us deliver real time activations, dynamic creative tailored to specific audience moments, and precision timing and location control at increasing scale.  With more screens onboarding in 2026, the programmatic marketplace will continue to thrive offering brands richer inventory, deeper data insights, and new opportunities for brands to activate OOH with digital like flexibility and precision.

OOH has always been about scale, trust, impact and cultural presence. And whilst they remain the bedrock, it’s quickly adding the strings of intelligence, integration and flexibility to its bow. With audience behaviours shifting, the medium is evolving with in tandem – not just to keep pace, but to lead.

CREATIVITY: OOH’S SUPERPOWER

Creativity is now stretching far beyond the classic 3D build with the entire urban environment presenting itself as a blank page – buildings, streetscapes, transport hubs and digital screens – all transforming into opportunities for ideas to stop people in their tracks.  With the rise of Retail Media, the canvas of OOH has extended right to the point of purchase.  These retail environments offer brands the chance to connect at the most decisive moment, turning everyday shopping journeys into creative brand experiences.

Intuitively, as our daily lives become increasingly shaped by AI, algorithms and automated content – the need for bold, human creativity has never been greater. And that’s why I believe OOH is so well placed to deliver.  Although it has always been the industry’s purest canvas, turning big ideas into real-world impact and winning genuine attention, it now has to stand up and be counted. 

Whilst the creative lives physically, if it does its job, it resonates emotionally and travels digitally. In 2026, amplifying those strengths is what will push the medium even further ahead of the pack and take a major step towards realising its fullest potential.

EFFECTIVENESS: A NEW ERA FOR MEASUREMENT

The much-anticipated arrival of the new JNOR system will redefine how campaigns are evaluated, now bringing digital formats fully into scope.  This best-in-class upgrade will now deliver granular audience insights across both classic and digital formats resulting in sharper planning, smarter investment and clearer ROI for our agency and client partners.

Brand-building has never mattered more. As part of Talon’s whitepaper on effectiveness, Ian Whittaker’s analysis shows that shifting spend towards trusted, public media like OOH can unlock greater efficiency, build long-term brand equity, and even contribute to shareholder value — especially in a world where digital discovery is fragmented and noise levels are high.

But effectiveness extends beyond metrics; it’s rooted in trust. As AI-generated content blurs the lines of what’s real, attention and trust have become the ultimate currency. With 81% of consumers saying trust shapes their buying decisions, OOH stands out: it offers un-skippable, real-world presence and unmatched authenticity — driving a +7% uplift in brand trust, more than any other channel.

At Talon, we’ve been preparing for this future. In May 2025 we enhanced our Effectiveness Unit, launching Pulse, our real-time brand tracking platform, and Trax, our creative testing solution. These tools connect exposure to outcomes, showing brands what truly drives attention, recall, and conversion. And with Inspect, our monitoring service, we ensure campaigns deliver exactly as planned, adding another layer of confidence for advertisers.

Combined with JNOR and the continued rise of programmatic, 2026 will be OOH’s most transparent, accountable, and data-driven year yet.

SUSTAINABILITY: A GREAT STORY FOR OOH

OOH is one of the few channels with a genuinely positive sustainability story. As a medium, it reinvests in communications, funding public services, improving infrastructure, and even supporting life-saving initiatives like public defibrillators. In fact, 55% of respondents in Ireland believe OOH is a sustainable medium and the industry is working hard to keep that perception a reality. 

Not only that, but a 2023 KPMG report confirms that OOH has the lowest carbon impact per impression of any major media channel. This advantage comes from its one-to-many communication model, which is far more efficient than the one-to-one nature of many other platforms. 

Media owners are also taking bold steps to reduce environmental impact. Many now source energy from green suppliers, use electric fleets, and ensure certain DOOH formats, including digital roadside screens, power down outside trading hours, operating only during opening times.

Our purpose has always been ‘to deliver greater value for our clients whilst inspiring people and caring for our planet’. It’s at the heart of our business strategy, supported by a dedicated Group Sustainability Manager and a team working at ground level. 

2026 marks a return to fundamentals for brands. Audience-first planning is evolving beyond demographics to mindset and moments. Creativity is reclaiming its role as the only true differentiator in a world saturated with algorithm-driven sameness.

Measurements in OOH is entering a new era with JNOR, delivering transparency and precision, while trust and authenticity continue to be the ultimate currency in an AI-influenced landscape.

Add that to OOH’s sustainability story and accelerating programmatic capabilities, the opportunity for brands to make a real-world impact has never been greater. 

You just need to play your cards right. 

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.

I’ve been in Out of Home advertising long enough to know that the festive season starts earlier every year. By the 1st of November, the shelves are stocked with limited edition seasonal products, the ads are live, and the festive buzz around ooh advertising Christmas campaigns is already building. Mariah Carey has defrosted, and if you’re not paying close attention, you’d be forgiven for thinking the moment has already passed.

But it hasn’t.

We’ve just entered November. Cycle 23 for those of us who live our lives in two-week cycles – and what I’m seeing in our latest Christmas grocery behaviour insights is that some of the biggest decisions and biggest purchases are still ahead. For brands, this is the time to continue with a strong Christmas marketing strategy that includes outdoor advertising Christmas campaigns to capture attention before shoppers go in store.

This piece builds on our last article, “Why OOH Can’t Be Ignored”, which looked at overall Christmas shopping behaviour. Now, we’re zooming in on how Irish consumers shop for Christmas groceries. The what, when, and why – and why the final two weeks of the year, are anything but quiet.

HOW IRISH CONSUMERS SHOP DURING THE FESTIVE SEASON

Christmas grocery shopping isn’t one big moment, it’s a series of decisions across the festive season. Each with its own mood, its own plan, and its own purchases, and if you’ve ever found yourself panic-buying cranberry sauce on the 24th, you’ll know exactly what I mean. In fact, Irish consumers made 23 trips in December last year. That’s six more in store grocery trips than the UK average of 17.

It starts with planning. Quiet, considered. People thinking about who they’re hosting over the Christmas holidays, what food they’ll cook, and how much they’ll spend.

Then comes stocking. The pantry fillers, the drinks, the staples. It’s when your mum buys the tin of Christmas roses and hides them above the kitchen counter for all to see, while simultaneously warning nobody to touch until the big day. It’s the first wave of festive season spending, and it’s where we start to see a shift in consumers behaviour. 31% of shoppers say they treat their families at Christmas by buying more confectionery and other premium products they wouldn’t usually go for.

But the main shop is where things really shift. It’s mid-to-late December. Loading up on fresh food, meats, mince pies. The fridge is full, and the trolley is heavier than it’s been all year, and not just figuratively, 29% of shoppers estimate their Christmas grocery budget to be over €300. This is when 81% of customers are making their grocery list – not weeks in advance, but in the final days before the shop. In fact, 39% make it 2-3 days before, while 42% of customers make it the same day.

 And let’s not forget hosting. We’ve all been there, the phase none of us planned for, but everyone shops in. Forgotten cranberry sauce, more Brennan’s for the sambos. The “we need more of that” moment. It’s reactive and of high value for retailers.

OUTDOOR ADVERTISING DRIVES IN-STORE GROCERY PURCHASES

Last year, December 23rd was Ireland’s biggest grocery shopping day, with €107 million spent in sales across 24 hours. This year, 71% of Irish shoppers plan on doing their Christmas grocery shop in store rather than online shopping. That’s why outdoor advertising matters. It reaches shoppers on the move, influencing decisions before they enter in store. Outdoor advertising formats in roadside environments, near supermarkets, and in high-footfall areas keep brands visible during the festive season, driving impulse buys and reinforcing planned purchases.

The Christmas shop has become an institution. It’s the late-night dash, the trolley traffic jam, the moment when excitement kicks in and the “just in case” items start piling up. When brands go quiet, they lose visibility at the most critical moment. If your out of home isn’t live, you’re invisible.

WHY OOH ADVERTISING MATTERS DURING THE FESTIVE PERIOD

Irish consumers don’t stop shopping after December 15th, they’re still making decisions, still being influenced, and still spending big – 17% agree that out of home advertising impacts their grocery choices. For media planners, that’s the opportunity. From the late shop to the hosting dash, these moments are emotional, high value, and driven by impulse as much as planning. Out of Home advertising connects with shoppers when it counts. Creating an emotional connection in the real world and influencing choices before they hit the aisles. For brands, going quiet means going invisible, and in the final weeks of the year, that’s the costliest mistake you can make.

Written by Ciara Gibney, Marketing Manager at Talon Ireland. This research is based on an online methodology of 500 respondents 16+, gone to field between the 6-8th of October. For the full suite of out of home advertising results reach out to [email protected].

After years of uncertainty and digital overload, people are craving authentic, real-world experiences. Constant exposure to screens has left many feeling stressed and disconnected. 

At the same time, consumers are investing in experiences that enhance wellbeing and authentic experiences. This shift toward wellness and authenticity gives brands a unique chance to connect meaningfully – in the real world through Out-of-Home (OOH) advertising.

The Power of Out of Home (OOH) Advertising 

Reaching 97% of UK adults each week, OOH is visible, trusted, and effective –placing brands where people live, work, and play. 

In this guide, led by our ACES framework – Audience, Creative, Effective, Sustainable – we explain how OOH helps brands engage the right people, at the right time, with lasting impact.

Inside the Guide:

• Audience: Use programmatic tools and location data for precise, real-time targeting. 
• Creative: Build emotional connections with powerful, context-driven formats. 
• Effective: Boost trust, visibility, and brand impact through a credible public medium. 
• Sustainable: Choose a channel that genuinely supports communities and sustainability.

Ready to elevate your next campaign?

Talon Global CEO, Sue Frogley discusses how OOH lets brands show up in ways that feel genuinely connected to people’s lives in her latest piece for Campaign

Advertising today isn’t just about selling stuff, it’s about telling stories, being relevant, and showing up in ways that feel real. The best campaigns don’t just push products or services, they tap into what people care about, what they’re talking about, and what’s happening around them. When advertising becomes part of culture, it sticks.

Maybe that’s why I keep hearing, “OOH is having a moment.”  There is a cultural shift of people buying into what they care about, and OOH lets brands show up in ways that feel genuinely connected to people’s lives.

Think about the Women’s Euros. More than a tournament, it was a moment that brought people together, sparked pride, and inspired young girls. And brands like Pepsi and Specsavers didn’t just advertise, they participated. Specsavers even leaned into the Oasis reunion buzz with a cheeky nod to their “Blur rivalry.” It was smart, funny, and totally in tune with what people were talking about.

This shift was also clear in Cannes this year. The talk wasn’t just about media plans, it was about moments. And increasingly, those moments are happening in OOH. It’s a cultural canvas, offering one of the most exciting, trusted, and creatively rich ways for brands to show up.

Moving with the moment

One standout example? The “Lidl Jacket” moment. Which may be deemed an ‘oldie’ now considering the pace that things change these days, but it’s definitely still a ‘Goldie.’ It started with a mural of Liam Gallagher wearing what looked suspiciously like a Lidl-branded jacket and within four days, a static Lidl billboard was live right in front of it. No massive budget. Just quick thinking, cultural timing, and a bit of cheek.

And digital OOH can be just as impactful but even more reactive. Specsavers’ Euro campaign tweaked messaging live based on match results. “Good times never looked so good” landed perfectly after the Lionesses’ win. No need to plan six months ahead anymore and hope for the best. OOH has come of age, it’s fast, reactive, and culturally tuned in.

Where precision meets presence

OOH used to be seen as just a broad-reach channel. Now? Thanks to programmatic (PROOH) it can also be one of the most precise tools in the media mix. You can target specific postcodes, neighbourhoods, even streets, based on real data. Uber Eats did exactly this by tweaking menus to match local favourites. It’s smart, it’s local, and it works. It’s something clients are getting really excited about, and it’s easy to see why.

With new UK restrictions coming in January 2026 limiting how less healthy foods and drinks can be advertised on primetime TV, brands are rethinking how to stay visible. PROOH offers a high-impact, compliant alternative. It’s flexible, fast, and built for cultural relevance. What was once considered a plan B is proving to be a powerful plan A.

Trust is built in the real world

Let’s face it, people are tuning out digital ads. Pop-ups, autoplay videos, sponsored posts… it’s a lot. But a 10-storey mural? A station takeover? That’s different. It’s bold, physical, and real. No viewability issues, no clutter, no brand safety concerns.

When brands invest in real-world visibility, it sends a message, we’re serious. You can’t scroll past it. OOH isn’t just having a moment – it’s defining what modern advertising looks like. Fast, precise, trusted, and culturally in tune, it’s where brands don’t just show up, they stand out.

Christmas advertising is a highlight of the marketing calendar, as brands everywhere aim to capture the festive spirit and connect with audiences during this joyful time. From traditional Out of Home (OOH) advertising formats to vibrant digital billboards, marketers create Christmas advertising campaigns that celebrate Christmas traditions, spread warmth and cheer, and showcase gifts, decorations, and festive products.

Why Nostalgia Works in Christmas Advertising

This year, people around the world are craving nostalgia – a return to the comforting traditions that make Christmas special. Research shows that 78% of Brits agree that traditions are an important part of their celebrations, and 37% want Christmas adverts to bring back that nostalgic feeling with familiar music, classic Christmas carols and timeless images.

Many are planning to go all out this Christmas, with spending on gifts for family up by 14%, festive food and dinner recipes up by 13%, and 5% saying they’ll make more effort to celebrate the season with loved ones at home.

With 48% of UK shoppers preferring to buy in-store during November and December, having your brand visible in public spaces such as, bus shelters and other traditional OOH advertising locations is more important than ever. Outdoor advertising, including digital billboards and traditional OOH, puts your message right where people will see it during this crucial time.

How OOH Advertising Brings Christmas to Life in Public Spaces and Rooms

Christmas is about more than shopping – it’s about soaking in the festive atmosphere. From busy high streets in London and other major cities to decorated country towns and city centres, OOH advertising places brands at the heart of the seasonal experience. Whether people are driving, commuting, shopping, or visiting towns and cities, OOH advertising surrounds them with the joyful sights of Christmas – bright green lights, wreaths, baubles, candles, holly, and cheerful Christmas decorations.

These festive moments happen outside the house and in every room where people gather, making digital out of home and traditional OOH advertising in the run-up to, and during Christmas the perfect way for brands to influence shoppers where it counts.

In this article, we explore how brands can make the most of these opportunities through OOH’s ACES framework – Audience, Creative, Effective, and Sustainable – to connect with people, spark interest, and drive results this Christmas. Because it all starts with thinking outside the box and using the latest technology.

Smart Audience Targeting for Christmas Advertising

Changes to advertising rules mean brands need to rethink how they reach consumers. With new restrictions on promoting less healthy foods to under-16s through digital channels:

1. Digital targeting is limited
   Advertising HFSS products on social media, online display, or via influencers faces strict limits.
2. OOH advertising becomes even more important
   Outdoor advertising shines in busy urban areas, transport hubs, and near shops.
3. Smarter OOH targeting
   Without digital tracking, advertisers rely on location data, contextual targeting, and timing to reach the right people.

Programmatic OOH platforms like Talon’s DSP, Atlas, offer data-driven campaigns with real-time flexibility. These campaigns see a 2.7x increase in brand awareness, 1.7x boost in brand preference, and 1.4x rise in purchase intent.

Programmatic digital out of home (PrDOOH) lets you show your ads at the right place and time, triggered by weather, location, or time of day, to tap into those special moments.

The results speak for themselves: Talon Benchmarks show that ads using local context get 32% more attention and stronger emotional responses.

Creative Ideas to Make Christmas Ads Magical

Christmas ads should feel like warm memories. With 90% of Brits feeling nostalgic, emotional advertising not only boosts recall but also drives action. Brands see a 140% increase in response and 23% more engagement when they mix emotion with product messaging.

Create something magical that brings out everyone’s inner child—mixing nostalgia with familiar Christmas songs, the image of Santa Claus, and the cosy glow of a fire at home. Talon Benchmarks show creative OOH ads lead to:

• 57% of people taking action after seeing the advertisement
• A 10% average increase in purchase intent
• 7 in 10 people finding OOH adverts appealing

For example, Waitrose’s 2024 Christmas campaign brought their “Who Dunnit” TV commercial to life with a special installation about a missing Christmas dessert and a family mystery. The overall campaign boosted their Net Promoter Score by 2 percentage points, gained 150 million views, and reached 894 million impressions.

Measuring the Impact of Christmas Outdoor Advertising Campaigns

The magic doesn’t stop at creativity – OOH delivers real results. Recent Talon Benchmarks show festive campaigns achieve:

• An 18% increase in ad recall
• A 4.8% rise in purchase intent
• 57% of people finding the brand or message relevant

Christmas OOH campaigns also drive stronger emotional engagement than any other time of year:

• 3 in 5 people engage positively with Christmas OOH ads
• 62% find Christmas OOH campaigns engaging
• 55% agree these campaigns make them pay attention
• 2.7% more actions happen over Christmas compared to the rest of the year

On average, OOH campaigns lift purchase intent by 10%, call to action by 57%, and brand consideration by 67%.

Why Sustainability Matters in Christmas Advertising

Sustainability is a top priority for consumers this Christmas.

• 53% of UK adults want a more sustainable Christmas
• 45% are willing to spend more on eco-friendly products
• 64% expect brands to be transparent about their environmental impact

OOH is a sustainable advertising choice. For every £1 spent, 46p goes back to public infrastructure. OOH ads produce less carbon per impression than all other media and account for just 3.3% of UK ad power use and under 3.5% of the total UK ad carbon footprint.

Play your ACES this Christmas

By combining creative, targeted, and sustainable outdoor advertising during the festive season, brands can spread joy, capture attention, and celebrate Christmas traditions with friends, family, and communities across public spaces.

From bright Christmas trees decorated with stars and angels to holly wreaths and glowing candles, Christmas advertising through OOH remains a vital part of the holiday marketing mix. Integrating OOH with other channels such as video, social media, and digital marketing boosts campaign reach and impact, helping your brand shine throughout the festive season with engaging ads, delightful chocolate-themed ideas, and memorable Christmas carols that bring the season to life in homes and public spaces across the country, Australia, France, America, and beyond.

Talon is proud to be one of the 14 IPA Media Climate Charter agencies participating in the pilot phase of the Institute of Practitioners in Advertising (IPA) upcoming launch of a carbon emissions calculator for the media supply chain. Marking a major step forward in sustainable advertising, the pilot testing is set to begin before the end of 2025. 

Developed in alignment with Ad Net Zero’s Global Media Sustainability Framework (GMSF), this new tool will empower agencies and advertisers to accurately measure and reduce the environmental impact of their media campaigns. Talon’s involvement will be alongside other forward-thinking agencies, including IPG Mediabrands, Omnicom Media Group, and the7stars, Talon will help shape the future of sustainable media practices. 

A new standard for sustainable media 

This industry-first calculator is designed to comply with internationally recognised sustainability standards, including the IPCC framework and the Greenhouse Gas Protocol. It directly supports Action 3 of the Ad Net Zero Action Plan, which focuses on cutting emissions across media planning, buying, and distribution. 

By embedding the GMSF into its core, the calculator ensures a consistent, transparent, and actionable approach to sustainability, helping the advertising industry move decisively toward net-zero emissions. 

Developed by Good-Loop, backed by the IPA 

Following a rigorous selection process, the IPA appointed Good-Loop as its technical partner to develop the tool. Known for its commitment to ethical advertising, Good-Loop will deliver a solution that is Transparent, offering clear verifiable data, Standardised, enabling consistent emissions tracking across media channels and Actionable, helping agencies and brands take meaningful steps toward sustainability. 

Key benefits of the new calculator 

• Comprehensive Coverage: Calculates emissions across six major media channels, TV, digital, print, audio, outdoor, and cinema. 

• Industry-Wide Standardisation: Promotes consistent and comparable tracking across the advertising ecosystem. 

• Support for Ad Net Zero Goals: Aligns with global climate commitments and empowers agencies to lead responsible change. 

• Transparency and Accountability: Helps brands demonstrate authentic sustainability efforts with credible data. 

Looking ahead: Global collaboration 

In addition to the UK rollout, the IPA and Ad Net Zero are launching an international coalition to support the development of region-specific versions of the calculator. This initiative invites advertising bodies from around the world to collaborate, ensuring that sustainability standards are globally relevant and locally actionable. 

Luke Willbourn, Managing Director, Talon UK “At Talon, we believe that sustainability is not just a responsibility, it’s an opportunity to lead. By participating in this pilot, we’re helping to set the benchmark for environmentally conscious OOH media planning and buying, and driving meaningful change across the industry.”

The hire marks a strategic shift for the OOH agency as it builds its first dedicated programmatic team.

Talon UK announces the appointment of Alan Meech as Programmatic Business Director, a pivotal role that will help to accelerate the company’s ambition to advance programmatic Out of Home. Meech’s appointment comes soon after Shanil Chande, who recently joined Talon in the newly formed role of Chief Programmatic Officer.

Meech joins Talon with over 25 years of experience across media agencies, client-side roles, and media owners in both the UK and Australia. Most recently, he served as Senior Associate Director and Agency Lead for Programmatic DOOH (pDOOH) at EssenceMediacom, where he spearheaded the agency’s programmatic strategy, delivering significant revenue growth and award-winning campaigns for clients.  

In his new role, Meech will be instrumental in helping Chande in positioning Talon as the market leader in intelligent PrDOOH activation. He will lead the servicing of key digital and programmatic agency clients, advocate for the inclusion of PrDOOH in omnichannel strategies, and drive incremental revenue through Talon’s proprietary technology and data platforms, Ada and Atlas. 

Shanil Chande, Chief Programmatic Officer at Talon UK, commented: “Alan’s appointment is a major step forward in our mission to unlock the full potential of programmatic OOH. His deep expertise, commercial acumen, and passion for innovation will be invaluable as we continue to evolve our offering and deliver meaningful outcomes for our clients. I’m excited to work closely with Alan as we shape the future of this fast-growing space.” 

Alan Meech, Programmatic Business Director at Talon UK added: “I’m excited to join Talon at such a transformative time for the industry. Talon’s commitment to creativity, technology, and client excellence aligns perfectly with my own values, and I look forward to helping shape the future of programmatic OOH as part of this dynamic team.” 

Alan will be based in London and will report directly to Chande.

As the festive season approaches, brands and agencies face the same challenge they do every year: “How do we cut through the noise and connect in a meaningful way with our audiences?”

We hear you, but this year, something’s different. Nostalgia is making a big comeback. People are actively choosing to step away from screens, lean into tradition, and seek real-world connection, and I’m sure you can guess where this is going, but that’s exactly where OOH festive advertising shines.

At Talon, we’ve been tracking the signals. From shifting behaviours to emotional triggers, the data tells a clear story: OOH festive advertising turns feels into festive sales.

Why Emotion Drives Action During the Festive Season

This year, 37% of consumers say they want Christmas ads to bring back that nostalgic feeling, and nearly half are planning to cut down on screen time to protect the spirit of the season. If that’s not a clear signal that audiences are craving something more real, what is? People are leaning into shared experiences, with 55% saying they will spend more time with family and OOH festive advertising meets these moments with unmatched authenticity. It’s physical, it’s public, and it’s woven seamlessly into our everyday surroundings.

Shopper Behaviour & Key Moments for Impact

When looking at gift buying, our latest insights show similar patterns to last year. With things kicking off in September and October (31%) and building steadily throughout November (23%), Black Friday week (9%) and December (15%).

Fridays (12%), Saturdays (16%) and evenings (18%) are the sweet spot for footfall. With 62% of consumers planning to shop in-store. 74% planning to use public transport to get around, OOH festive advertising offers unmatched opportunities to prime and persuade shoppers with a multitude of OOH formats. But it doesn’t stop at gifts, Christmas shopping has become a social occasion. 64% of people plan to meet friends while they’re out. 50% will grab a bite at a restaurant, and over a third will head to the pub post-purchases. It’s no longer just about ticking off the list; many are making a day of it. Creating more opportunities to connect with not just shoppers, but with diners, commuters, and revellers.

From roadside billboards on festive journeys. To transport hubs as people travel to Christmas events. Retail environments acting as festive hubs, and points of interest that spark seasonal magic. OOH festive advertising meets audiences in the moments that matter most, and crucially, 53% of consumers say Christmas campaigns reach them in the right mindset. Making it the perfect moment to connect with relevance and resonance.

Programmatic Precision with Talon’s Optimise DSP

It doesn’t stop there. With our programmatic DSP, Optimise, we’re able to deliver precision targeting at scale. Whether you are targeting luxury gift givers, festive foodies, party season spenders, or last-minute shoppers, Optimise allows you to buy by audience, not just location. Not to mention harness real-time agility to respond in context. Adjusting creatives based on things such as weather, temperature or even time of day. And let’s face it Christmas gives us plenty to work with. A frosty morning, a weekend shopping rush, we can tailor the message to match that exact moment. With 44% of consumers planning to spend more this Christmas, including 26% spending more on food and 5% planning to spend more on drink, the opportunity to influence purchase decisions in the right place and time has never been stronger.

From Festive Feels to Festive Sales

And here’s the part we love, it works. OOH drives stronger emotional engagement at Christmas than any other time of year. 70% of people say they pay more attention to festive ads, and we see a +2.7% uplift in action compared to the rest of the year.

But the real magic happens when emotion is paired with product messaging. That’s when we see a +140% boost in action. So, you see, once you make people feel something, they’re far more likely to do something, because just like every great Christmas story, it’s the feeling that moves the plot forward.

Make your Brand Part of the Christmas Story

Christmas is a season built on connection, emotion, and storytelling and OOH festive advertising delivers all three with scale, precision, and creativity.

Whether you’re an agency crafting campaigns or a brand looking to show up in the moments that matter, OOH isn’t just part of the plan, it’s the medium that turns festive feels into festive sales.

Want to see how your brand can show up in the moments that matter? Get in touch with our team.

As Q4 begins, retail enters its most competitive season. With consumer attention at a premium, brands must move beyond generic audience profiles and unlock the power of first-party data. This data – already owned by brands, offers a direct line to real consumer behaviour. When activated through PrOOH (Programmatic Out of Home) platforms like Talon’s Optimise DSP, first-party data enables sharper targeting, real-time relevance, and measurable impact.

In our previous articles, we explored leveraging micro moments and how PROOH integrates into wider media strategies. Now, we are diving deeper into how brands’ first-party data, powered by Talon’s Optimise DSP, can unlock precision, performance, and measurable actions as we enter what many consider the most important quarter of the year.

Rethinking Targeting with First-Party Data for PrOOH

In today’s world, identity is fluid and multifaceted – making traditional demographics less predictive than they once were. Too often, generational analysis relies on outdated stereotypes, and broad categories like age or income rarely explain why people act.

That’s why context matters. A consumer shopping for a gift will behave very differently from one making everyday purchases. Factors like weather or seasonality can subtly shape decisions in ways traditional targeting often overlooks.

The key to smarter targeting lies in data that is owned. CRM records, sales data, app analytics, loyalty programs, and email engagement data reveal patterns of motivation and behaviour, not just assumptions. Using Talon’s Optimise to apply these insights, we can deliver behaviour-led programmatic OOH strategies that are both smarter and more impactful.

Examples of First-Party Data in Action for PrOOH:

• Re-engaging yesterday’s “competitor shopper” with tailored offers as they pass by your store.
• Prompting lapsed app users with a timely message near a key retail location.

This is the shift from broad demographics to behaviour-led storytelling delivered in the right place, at the right moment.

The Q4 Advantage: Activating First-Party Data for PrOOH Impact

With retail spend peaking and consumer intent at its highest, this is the moment brands can truly win hearts, wallets, and market share. Recent data indicates a rebound in consumer confidence, with the latest spending report from Bank of Ireland suggesting that debit and credit card spend rose by 6.5% year-on-year. This uptick suggests a renewed optimism among Irish consumers as we approach the final quarter of the year. However, with so many voices competing for attention, relevance becomes your sharpest tool.

It’s at this intersection that first-party data for PrOOH delivers its full potential. Your customers are already telling you what they want through purchases, app activity, loyalty behaviour, and email engagement. By using these insights to fuel your programmatic strategy, you can deliver targeted, real-time messaging that speaks directly to their needs, moods, and moments.

Whether it’s:

Programmatic OOH gives you the agility to act fast, optimise, and make every impression count. Q4 is short but the opportunity is huge. Brands that activate their first-party data now and lean into precision will be the ones that stand out, convert, and outperform.

Turn First-Party Data into Action

In a season defined by urgency and opportunity, brands need more than broad targeting – they need precision, agility, and relevance. First-party data offers the clearest path to smarter programmatic OOH strategies, enabling brands to connect with real people in real moments. By turning customer insights into action, marketers can unlock new levels of performance and creativity across Q4 campaigns. The tools are ready; the data is there – now it’s time to activate.

Ready to Activate your First-Party Data for PrOOH?

Book your workshop with our Programmatic Lead Eoin Carroll, at [email protected]. Let’s unlock the full potential of your programmatic OOH campaigns this Q4.

FAQ’s: First-Party Data for PrOOH

What is first-party data in marketing?

First-party data is information collected directly from your customers via owned channels like websites, apps, CRM systems, and loyalty programmes.

Why is first-party data important for PrOOH?

It allows for behaviour-led targeting, enabling brands to deliver relevant messages based on actual consumer actions and context.

What makes Q4 ideal for PrOOH campaigns?

Q4 sees peak consumer spending and heightened competition. PrOOH allows brands to act quickly, optimise campaigns, and maximise ROI during this high-impact period.

Can smaller brands benefit from first-party data in PrOOH?

Absolutely. Even basic CRM or email engagement data can be used to create more targeted, cost-effective campaigns that drive results.

Talon is proud to share that we have once again earned the highly respected IPA Effectiveness Accreditation 2025. Talon has been awarded the IPA certification for the third time, a programme first introduced by the IPA in 2021 to recognise agencies that deliver measurable effectiveness and act as true partners in driving growth. This year marks the highest number of accredited agencies since the programme’s inception.

What is the IPA Effectiveness Accreditation?

The IPA Effectiveness Accreditation highlights agencies that demonstrate a deep-rooted commitment to effectiveness and act as true partners in driving business growth. It sets a clear benchmark for how agencies embed creativity, measurement, and long-term value into their work. 

How Agencies are Judged: The Five Pillars of Effectiveness

Chaired by Alessandra Bellini, former Chief Customer Officer at Tesco, the expert judging panel reviewed agency submissions in a systematic process to assess how effectively agencies tackle business challenges and foster ongoing improvement. Accreditation was awarded to agencies that demonstrated meaningful impact across five core pillars: Focus, People, Process, Data & Measurement, and Impact:  a defined set of standards ensuring consistency and rigour across the programme.

Talon Among 44 Accredited Agencies in 2025

This year, Talon joins an elite group of 44 agencies who received this industry recognition, a meaningful achievement that reflects how effectiveness is embedded in everything we do. By working to this structured framework, we’re delivering more creativity, impact, and measurable results than ever before, continuing to provide exceptional value to our clients, inspiring positive change, and caring for our planet. We are incredibly proud and grateful for the continued dedication and hard work of our teams. 

Leadership Reflections on Effectiveness

Luke Willbourn, UK Managing Director, said: 
“Receiving the IPA Effectiveness Accreditation once again is a proud moment that reflects our unwavering commitment to delivering impactful work for our clients. Our commitment to pushing the boundaries of effectiveness in Out of Home remains stronger than ever. I’m incredibly grateful for the creativity, dedication, and focus on effectiveness from all of our talented teams, which has made this achievement possible. We’re honoured to be recognised alongside so many others doing great things for effectiveness in the industry.” 

Emily Alcorn, Chief Effectiveness Officer, said: 
“Working on this submission, I always find it such a rewarding moment to reflect, not only on the brilliant, effective work we deliver for our clients, but on how far we’ve come in building a truly learning-centric culture at Talon. I couldn’t be prouder of my colleagues whose hard work, creativity, and commitment to effectiveness made this possible. We’re in fantastic company – congratulations to all accredited agencies!”

Learn More

You can discover the full list of accredited agencies in the latest update from the IPA here.

Halloween advertising opportunities go far beyond spooky visuals. While bold visuals, playful puns, and ready-made themes have long been staples of seasonal campaigns, the real power lies in understanding audience behaviour.

In Ireland, Halloween has evolved. It’s no longer just October 31st – it’s the mid-term break. Schools are closed, families are travelling, young people are out, and plans are being made right up to the last minute. Halloween is now a week-long window of movement and decision-making, creating prime opportunities for brands and agencies to connect.

Behavioural Trends Driving Halloween Advertising Opportunities

Our latest research reveals:

• 35% are planning domestic travel – either day trips (18%) or staycations (16%)
• Over 50% plan to visit shopping centres
• 81% planning to use public transport
• 43% planning to spend more this Halloween
• 47% won’t book their Halloween plans until September or later
• Nielsen reports €12.9m additional spend on Halloween treats in 2024 vs 2023.

Moving beyond seasonal stats, these are now behavioural signals. We know we say it all the time, but the opportunity lies in the moments. Halloween is growing in cultural and commercial significance, and with that, audience behaviour shifts. For advertisers, the opportunity now lies in the context.

Why OOH is Ideal for Seasonal Campaigns

Ask yourself:

1. Where are people going?
2. Where are they making decisions?
3. How can media intercept them at moments that matter?

Out of Home (OOH) advertising is built for exactly this. It’s physical, public and behaviour-led. It connects with audiences in transport hubs, retail destinations, roadside, and city centres. It meets people as they move.

We’ve already seen brands turn this into impact. Take Fanta’s UV glow-in-the-dark wall mural, which lit up city centre streets aligning perfectly with audience mood and movement.

Start with Context. Start with OOH.

This Halloween, don’t just design for the season – behave for it. Start your campaign with media that aligns to how people are actually living in the moment. Start with Out of Home.

Explore more seasonal campaign ideas in our “Work” section and see how brands are leveraging real world behaviour to drive results.

FAQs: Halloween Advertising with OOH

Q1: Why is Halloween a strong opportunity for Out of Home Advertising?

Because it’s no longer a one-day event. It’s a week of movement, decision-making, and spending—perfect for intercepting audiences in real-world environments.

Q2: What types of OOH formats work best during Halloween?

Formats that adapt to time, light, and location—like murals, digital screens, and transport ads—can align with audience behaviour and mood.

Q3: How can brands plan for last-minute Halloween decisions?

OOH allows for flexible, location-based messaging that can respond to late-stage planning and impulse decisions.

With consumers moving more fluidly between screens, streets, and spaces, brands need to meet them with the same energy everywhere.

Integrating programmatic OOH into media strategies, enables marketers to connect digital precision with real-world impact, delivering targeted, timely messages that resonate across every touchpoint.

It’s not just part of the media plan – it’s the part that makes every other channel work harder.

This piece marks the second instalment in our “How To” series exploring the power of PrOOH. In this piece, we’re looking at how it integrates into wider media strategies. If you missed the first instalment – “How to use programmatic OOH to capture micro moments”, you can read it here and see how seasonal triggers like weather changes or cultural events can drive real-time, in-the-moment activations.

The Physical Touchpoint in a Digital World

The best campaigns don’t think in silos, they think in stories. PrOOH integrates seamlessly into that narrative acting as a physical anchor that keeps your brand top-of-mind while your digital channels carry the conversation online.

Just like display, social, and CTV, PrOOH can:

• Target by audience using the same segments across all channels.
• Respond in real-time to cultural, environmental, or behavioural triggers.
• Measure what matters from footfall to web visits, app downloads and brand uplift.

How Programmatic OOH Enhances Media Strategies

Imagine your audience encountering a PrOOH ad during their commute, only to see it on the TV later in the day. Not only is it channel coordination; it’s a moment of seamless brand presence.

A great example of this in action is Fáilte Ireland. As the official sponsor of RTÉ Weather, they harnessed the precision of Programmatic OOH through our DSP, Optimise, to deliver contextually relevant messages to audiences during peak commuter windows. These ads were activated in perfect sync with RTÉs weather broadcasts. This ensured the campaign resonated both on the streets and on screen, reinforcing the brand message at key moments across multiple channels.

Why it worked:

• Shared Audience Data: By activating in perfect sync with RTÉs weather broadcasts Fáilte created message consistency and avoided media fragmentation.
• Real-Time Context: Time of day targeting ensured relevance and while TV and wider OOH campaign delivered on mass awareness, PrOOH extended the campaign’s life by maintaining visibility at relevant moments throughout the day and across the summer.
• Measurable Impact: Talon benchmarks indicate that integrating programmatic OOH can drive a 3x increase in purchase intent and deliver 15% higher brand relevance.

Integrating Programmatic OOH into your Media DNA

When integrating Programmatic OOH into your wider media strategies, consistency in audience data ensures your brand message follows consumers across every touchpoint. Here’s how to make it part of your media DNA:

Audience:

Start by using the same audience data for PrOOH that you already apply to social, display, or CTV. This keeps your targeting consistent and ensures your brand message follows the same people throughout their day.

Timing:

Focus on scheduling your PrOOH campaign around key moments but also take advantage of its flexibility. You can switch ads on or off in real-time based on triggers. For example, during a retail push, a fashion brand could activate rainwear ads across commuter routes. The moment wet weather hits, instantly switch to sunglasses and summer styles. While channels like TV and broadcast OOH are brilliant at delivering mass awareness in short bursts. PrOOH can extend a campaign’s presence, sustaining visibility across those crucial consumption moments over days, weeks, or even months.

Creative:

Centres on tailoring your messaging and visuals to fit the context while keeping brand consistency. This might mean adjusting ad copy or offers based on location. For example, a food delivery service might show restaurants closest to each specific OOH format, highlighting local offers and specials. This small tweak can make the ad feel highly relevant to the viewer’s immediate surroundings.

Consumers no longer think in terms of “online” or “offline”, they simply live their lives, moving fluidly between screens, streets and sounds. The brands that win are the ones that follow that journey, connecting each interaction into a single, coherent story. Integrating Programmatic OOH into media strategies allows brands to bridge digital precision with physical presence. Creating campaigns that are timely, contextual, and measurable.

From seasonal activations like summer travel, to reactive moments like weather changes, PrOOH brings the agility of digital into the real world. When every channel speaks the same language, your brand becomes impossible to ignore.

Want to explore how PrOOH could amplify your next campaign? Let’s talk.

Every year, around the end of August, something subtle shifts across Ireland. The beach towels get folded away, the last of the summer ice cream melts, and parents dust off the lunchboxes. Teenagers scroll through their phones for back-to-college supplies, while professionals glance at calendars and silently vow to “get back on track.”

The country exhales—and then everything starts up again. In fact, September isn’t just Back to School, it’s a national reset.

Therefore, for brands, this quiet return to structure signals opportunity. Those ready to meet people as they re-enter their lives with intent can win big.

At Talon, we use a simple framework to guide brands through moments like these: ACES – Audience, Creative, Effective, Sustainable. Here’s how your brand can harness ACES to own the back-to-school season in Ireland this September.

Audience: One Season, Many Mindsets

Although the country resets together, not everyone returns in the same way.

Marketing to Gen Z

For example, Gen Z values authenticity above all—91% say it’s their top brand priority. They invest heavily in self-expression and experiences, not just products.

Targeting Parents During August

Parents are planners. With 42% actively seeking deals, August is a critical shopping month for them.

Engaging Young Professionals

Young professionals treat September as a fresh start. 63% focus on health, productivity, and self-improvement during this time.

Planning tip: Lean into intent-based marketing. Align your message with both mindset and moment. Wellness brands can activate near gyms during the September reset; student offers work best in high-footfall campus zones. Talon’s Optimise tool helps you plan in tune with how your audience lives.

Creative: Build Emotional Connection

In a world where attention is fleeting and expectations sky-high, emotional connection is no longer optional—it’s essential.

63% of Irish consumers say they form emotional bonds with brands. That’s no coincidence, since 95% of purchase decisions are driven by emotion, not logic.

Out of Home (OOH) advertising is one of the most powerful channels to build this connection. It doesn’t interrupt; it integrates, meeting people in their everyday routines.

• 57% take action after seeing an OOH campaign
• There’s a +10% average uplift in purchase intent
• 59% of people find OOH ads genuinely appealing

Creative tip: OOH is physical, public, and impossible to skip. Every execution should work harder—to stir feeling, tell a story, or leave something behind.

Effective: Be a Trustworthy Brand

Let’s face it—trust is hard to come by these days.

Today’s consumers are more selective, sceptical, and less loyal. But they’re also more responsive to brands that show up consistently, in the right places, with the right tone.

OOH offers a public promise. According to Talon benchmarks:

• OOH drives a +7% uplift in purchase consideration
• +4% increase in trust in brand claims
• +5% lift in overall consideration

As strategist Justin Gibbons puts it, “You can’t tell lies in public.” Consistency and visibility build trust, and OOH delivers both.

Sustainable: Show up Responsibly

Sustainability is no longer a buzzword—people are paying attention, and they’re not easily convinced.

Only 26% of Irish adults trust ESG claims made by brands, meaning 74% are sceptical. Yet 70% say they’re willing to pay more for products produced sustainably.

Out of Home is ahead of the curve:

• 55% of Irish adults see OOH as a sustainable medium
• It operates in public spaces, where accountability is built in
• According to Outsmart & KPMG, OOH emits less carbon per impression than any other measured media

OOH lives in the heart of communities—near parks, streets, schools. This gives it a unique role not just to advertise but to contribute—from solar-powered screens and recycled materials to nighttime switch-offs.

Sustainability tip: Don’t just talk the talk. Choose partners and platforms that prioritise transparency and can prove their impact.

Will Your Brand Show up this September?

Your audience is already on the move, seeking meaning, value, and something real. Talon’s ACES framework helps brands meet people in these pivotal moments—with bold creativity, trusted presence, and sustainable impact.

The only question is: will your brand be showing up too?

Get in touch with the Talon team to learn more or access the full “Schools in Session” deck.

FAQ: Back to School Advertising in Ireland

Why is September important for advertising?

September is a national reset in Ireland, making it an ideal time to connect with students, parents, and professionals as they start routines.

What makes OOH advertising effective for back-to-school campaigns?

OOH builds emotional connections, trust, and sustainable visibility in public spaces—key drivers in purchase decisions.

How can brands target different mindsets in September?

By tailoring messaging to audience intent—authenticity for Gen Z, deals for parents, wellness for young professionals—and using tools like Talon’s Optimise for precise planning.