Out of Home is changing fast, and Talon is at the forefront of that change. We’re passionate about OOH and are on a mission to drive the growth of this sector within the media industry through its key strengths – Audience, Creative, Effective & Sustainable. 

In this blog, our team reflects on new initiatives, launches and more.

If you missed part 1, please click here. 

The Evolution of Atlas

In 2020, we announced the launch of Atlas, our intelligent automated digital OOH buying platform that facilitates audience-first planning programmatically. This year, Atlas launched in Canada.

Speaking about the recent rollout, Sarah Kim, Senior Vice President, Client Partnerships, said, “It’s been very exciting to bring Atlas to life in Canada. Now we have more options for the Talon team and clients in the marketplace and can continue to provide integrated plans using Talon tools.” 

Echoing this, Daniel Mak, Managing Director, Client Partnerships, added, “It has to be Canada’s launch of the Atlas DSP. We’ve had some growing pains getting Atlas set up and working the way we like, but the fact that our agency has an in-house DSP with access to multiple SSPs is a key differentiator in the market with significant upside for the business.” 

In 2024, the platform has now advanced to offer real-time executions for our clients.

Nicola Fox, Head of Programmatic, said, “Selfishly, I have to highlight the transformative work we’ve done with our partners this year to elevate programmatic OOH. The significant enhancements we’ve made to our Atlas Real-Time offering represent the biggest step change to the product since its launch in 2020.These enhancements have empowered brands to activate national campaigns in real-time, fuelled by data, and the rapid uptake from our clients is proof of its impact. 

This success has been a team effort. Our internal teams have embraced a massive upskilling effort to lead from the front in educating the market. Our agency and client partners have been instrumental in embracing and testing new capabilities and driving innovation, while our media owner, data, and technology partners have provided invaluable collaboration and support. 2024 has been a year of incredible progress, and I’m excited to see where we can take it next.” 

Jamie Finn, Head of Planning Operations UK, added, “Without a doubt the evolution of Atlas, and the opportunity where we can now offer Real-Time executions for our clients. 

It’s brilliant – not only does it massively benefit clients and advertisers by providing new routes to market through data driven planning- but it also boosts the overall technological offering of the OOH industry in general – particularly areas such as real time availability and direct media owner booking.” 

Out of Home’s ACES

“For me, it has to be the aces,” said Luke Willbourn, Managing Director UK. “At the beginning of 2024, we launched OOH’s ace cards which we play to make sure our clients’ media plans deliver.  

Covering all key pillars – Audience, Creative, Effective & Sustainable – when played right, these cards will ensure you have the winning hand for your media plan. It’s been fantastic to showcase OOH’s strengths to our clients, agencies and partners and I’m looking forward to seeing how we elevate this in 2025.”

Effectiveness, Econometrics and OOH 

“It has to be our rollout of content around Econometrics. This has been a core focus for us in 2024 and we’ve made great headway! Effectiveness, Econometrics and OOH – this work showcased the latest research around the importance of location data in econometric modelling and our new MMM template that sits within our tech stack to ensure OOH is measured robustly and fairly,” said Head of Effectiveness, Emily Alcorn.   

“Talon has worked hard this year to develop an automated MMM template that sits within Plato, to ensure we are able to provide the rich granular data from Route at the click of a button to improve modelling accuracy. We also worked with JCDecaux and Nielsen this year to supply data for their ‘Location Matters’ research which looked at utilising granular location data in MMM modelling, which can increase OOH ROI by up to 42%. This data is fundamental for brands seeking more payback on their investment.

I presented our work on Effectiveness, Econometrics and OOH at the World Out of Home Organization in Milan to showcase how brands are evaluating OOH and the ‘Location Matters’ research we worked on with JCD was awarded gold in the Econometrics category at the Media Week Awards and won the Applications & Impact of Data award at the MRS Awards.”

ShopConnect Launch

Earlier this year, Talon partnered with Assembly and Place Exchange to activate a first-of-its-kind connected commerce solution designed for all brick-and-mortar retailers. The tool was designed to connect Assembly’s media activation capability to DOOH inventory located inside, outside, and in proximity to retailers across the United States. 

Patrick Murray, VP Marketing, said, “The rise of retail media has been such a huge part of the conversation throughout the industry in 2024. The launch of ShopConnect in partnership with Assembly and Place Exchange enables brands to tap into DOOH screens, both in-store and along the path to purchase, to reach ready-to-buy consumers and influence their purchase decisions.  

Not only has the platform given advertisers the capability of activating DOOH inventory at or near the point of purchase, but the campaigns have delivered results that have earned award nominations.” 

Programmatic OOH in Ireland

“As we approached 2024, one of the key priorities for the Irish business was to harness innovation and maximise the unique potential OOH holds to captivate, engage, and delight audiences,” said Talon Ireland’s Managing Director, Andew Sinclair. 

“Through both programmatic and standout special builds, we have grown these areas exponentially and executed award-winning campaigns, setting the standard and inspiring clients with the limitless possibilities the channel offers.” 

Deputy Managing Director, Aoife Hudson, echoed this, “In 2024, the demand for Programmatic OOH surged, marking a pivotal shift in the industry. Talon cemented a leadership position, actively educating clients and partners on the transformative benefits of PROOH and its strategic value within the media mix. 

To drive this momentum, we launched a comprehensive three-part series to the market, showcasing the potential of this cutting-edge technology. Our efforts also succeeded in attracting a wave of new advertisers to the channel, further solidifying Programmatic DOOH as a dynamic and integral part of the advertising landscape.” 

Beyond Pints

“Our Beyond Pints initiative really stood out as a highlight for Grand Visual in 2024,” said its Managing Director, Jay Young. “Beyond Pints was launched to strengthen our team culture and invest in our people by organising unique experiences outside of work that foster creativity, curiosity, and connection.

The aim was to create opportunities for our team to bond, recharge, and experience inspiration beyond the usual agency setting—whether through art exhibitions, immersive installations, or other culturally enriching activities. 

The response has been incredible. It’s allowed us to form stronger connections across departments, sparking conversations and fresh ideas that feed back into our work. This initiative is already proving its value by bringing energy and new perspectives into our creative process, making it an invaluable part of the Grand Visual experience.” 

To get the first look at our trends and predictions for 2025, make sure that you are following us on LinkedIn. You can also keep up to date with the latest Talon news and views by signing up for our monthly newsletter.

We’re back for the fifth edition of our annual end-of-year wrap up! 

We’re celebrating the campaigns and accomplishments of 2024 and will be sharing our expectations for Out of Home (OOH) and the wider landscape in the new year. 

UK OOH revenue for the first half of 2024 totalled £646m, an increase of +17% year-on-year (Outsmart). This is the strongest H1 since records began. Q3 2024 advertising revenue was up +12% year-on-year. 

We’re predicting OOH will grow +9% to £1.41bn in 2024 and +7% to £1.51bn in 2025. For 2025, we estimate that digital OOH will account for 68% of overall OOH revenues, totaling £1.02bn.   

In this blog, we’re reflecting on some of the standout OOH campaigns in 2024 from our clients this year that reimagined and re-invented the possibilities of what OOH can be. 

Some of the Team’s Standout OOH Campaigns in 2024 

All the campaigns below showcase the best in “thinking outside” in 2024 – exemplifying independent thought and big ideas, supported by Talon’s technology, data and effectiveness expertise.

Specsavers: Should’ve Gone to Specsavers

For Grand Visual’s Managing Director, Jay Young, Talon UK’s Head of Planning Operations, Jamie Finn, and Head of Client, Mike Huckerby, the activation for Specsavers stood out to them the most. 

“For me, the Specsavers van stunt was a true standout campaign in 2024,” said Jay. “Our team concepted and produced an installation where a Specsavers-branded van appeared ‘stuck’ on a pillar, creating a humorous, memorable moment that instantly connected with the nation.  

The simplicity of the concept was its strength—anyone who saw it instantly understood the brand message and appreciated the clever play on Specsavers’ iconic tagline – “Should’ve gone to Specsavers.” 

This campaign was especially rewarding for us as it combined a highly visual stunt with precise execution. There’s always a logistical challenge in taking such a bold idea into the real world, but the team managed it seamlessly. The campaign sparked plenty of social media buzz, UK news coverage and was even discussed by the This Morning hosts on ITV.  

For me, it perfectly exemplified how an OOH activation can capture attention and entertain while staying true to the brand’s identity. It was a proud moment for Grand Visual, and it showed just how impactful well-executed simplicity can be.”

“I think it has to be the brilliant Specsavers van campaign,” said Jamie. “This was a pure masterpiece from the fantastic team at Grand Visual to create such a notable stunt in the city centre of Edinburgh.  

It’s one of those rare campaigns that gathers global attention for being so simple but brilliant, and these don’t come around very often. For me this is an example of an OOH execution that will be heralded as the gold standard, with many other clients in years to come asking for a ‘Specsavers’ campaign.” 

“It has to be Specsavers,” Mike added. “The perfect example of using OOH as one big canvas to play with. A campaign that not only created a huge impact on the location itself, but through all of the PR and online buzz that came after.” 

PepsiCo: Quaker, Pepsi MAX & Rockstar

“PepsiCo’s immersive experiences stood out this year,” said Ben Gardiner, Head of Client Services at Grand Visual. “We’ve seen several of its brands – including Pepsi MAX, Quaker and Rockstar – push the boundaries of OOH to create long-lasting, memorable moments with real people.  

From thermal imaging and dynamic copy for Quaker Oats, a festival-touring glambot for Rockstar, and laser projected football pitches for Pepsi MAX – PepsiCo’s refreshing approach to getting hands on its brands is impressive and I’m looking forward to seeing what they do in the New Year.” 

Habitat: 60^th Anniversary

To celebrate 60 years of design, Habitat unveiled an exclusive collection inspired by its heritage with new, reimagined classics. Habitat would showcase the new range and make a bold statement with a series of elevated murals. 

Choosing this campaign as one of his standout’s in 2024, Luke Willbourn, Managing Director UK, said, “The Habitat campaign stood out to me the most this year. The creative was nostalgic yet modern, subtle yet incredibly impactful. OOH is unmatched when it comes to providing brands with a canvas, where any idea can become a reality. Shoutout to the PHD team for this one!”

Versace Icons: Times Square Takeover

Across the pond, Patrick Murray, VP Marketing at Talon US, chose this impressive takeover for Versace. “The Versace Icons Times Square takeover featuring Cillian Murphy and Anne Hathaway stands out,” said Patrick.  

“Any campaign that takes shape in the bright lights of Times Square is a showstopper, but dominating the iconic landmark with a full takeover is incredible. Kudos to the team for delivering a complex, but spectacular campaign.”

Unilever: Comfort Scent Boosters

“It has to be Comfort for me,” said Aoife Hudson, Deputy Managing Director at Talon Ireland. “To promote its new range of laundry scent boosters, Comfort launched a multi environment OOH campaign across various platforms to maximise audience engagement. The campaign featured two standout creative executions.

In one, a bus shelter was transformed with vibrant pink, yellow, and blue flowers, reflecting the available scents. This installation also included interactive buttons on the 6-sheet panel, allowing consumers to sample the fragrances directly. 

The second execution took a non-traditional approach by collaborating with the iconic flower vendors of Dublin’ Grafton Street. Their displays were reimagined with blooms in shades of blue, pink, and yellow, mirroring the product range. This campaign stands out to me as it demonstrates how OOH is pushing through the boundaries of the classic formats and proves that creativity is not just a ‘nice to have’, it delivers on driving engagement.” 

The Singleton: Gardens of Abundance Collection

Choosing this multi-format campaign for The Singleton as her standout of the year, Talon APAC’s Managing Director, Melanie Lindquist, said, “This was one of the first anamorphic campaigns at Singapore’s Changi Airport.” 

“The stunningly beautiful eye-catching creative with immersive 3D in proximity to Duty Free and interactive zones was incredibly impactful. The use of totems and larger format digital screens across multiple terminals created touchpoints for millions of Duty-Free buyers.”

Allwyn: Lotto Launch

“It has to be Allwyn for me,” said Dilki Weerakoon, Head of Client Strategy UK. “The launch campaign and work after that has been unmissable. The excitement of buying a lottery ticket is captured perfectly across each OOH creative, special build or experiential event. A great win for our friends at Hearts&Science.” 

PepsiCo: Havoc Launch

Over in Canada, the launch of PepsiCo’s new snack brand “Havoc” stood out to Managing Director, Daniel Mak, the most: “The campaign was massive in Canada and featured eye-catching creative that looked fantastic on every product. This big budget, mega launch blanketed the Canadian landscape and was such a success that a follow up campaign had to be delayed due to the product selling out.” 

British Heart Foundation: ‘Til I Died

Head of Effectiveness, Emily Alcorn, chose this moving campaign from the British Heart Foundation as her standout campaign. 

“The England ’til I Died campaign exemplified the power of OOH at its finest – delivering a thought-provoking and impactful message,” said Emily. “The BHF leveraged a trusted and impactful medium to raise awareness of a critical issue, strategically aligning with a major sporting event to resonate deeply within communities affected by loss. 

Thoughtfully planned and respectfully executed, this campaign is a shining example of how OOH can champion brand purpose and drive meaningful impact.”

To get the first look at part 2 of our series, in which our team reflect on new initiatives, launches and share advice, make sure that you are following us on LinkedIn. You can also keep up to date with the latest Talon news and views by signing up for our monthly newsletter. 

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

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

Media Week Awards

Gold 🥇

Econometrics: Location Matters for MMM

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

Media Innovation: Doritos Silent

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

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

Silver 🥈

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

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

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

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

Media Creativity: Under £250k: Channel 4 Partygate

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

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

Media Idea: Launch: Don’t Gift – NOTHS

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

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

Media Creativity: Launch: Doritos Silent

Media Creativity: Over £1m:  Doritos Silent

Large Collaboration: Over £250k: Doritos Silent

The Drum Awards

Gold 🥇

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

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

Silver 🥈

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

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

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

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

Bronze🥉

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

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

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

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

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

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

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

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

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