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As marketers and agency partners pivot their media planning and buying strategies from channel silos to an omnichannel approach, it’s more important than ever to rethink the role of OOH. Talon created the CMO Guide to OOH Advertising for marketers to unlock the full potential of a sophisticated media channel, presenting insights, expert tips, and case studies.

Highlights for Marketers:

Take advantage of a flexible and dynamic medium with the advent of digital-forward and programmatic buying strategies
Execute more efficient and effective OOH campaigns by precisely identifying and reaching audiences through data-led targeting capabilities
Break the mold on creative boundaries by tapping into tech-led OOH executions (3D, AR, Experiential) that create meaningful connections with consumers
Achieve full-funnel outcomes that measure the impact of OOH campaigns – from brand awareness and consideration to brick-and-mortar footfall and online/offline sales lift

Download Guide Here

There were many positive developments in the OOH channel throughout 2023, marking it OOH’s strongest year since 2019. As another year ends, we at Talon can reflect on one of excellence, collaboration, creativity, and data driven strategies.

As we step into the dynamic landscape of 2024 trends, OOH will continue to evolve, offering an array of future facing opportunities and providing even more reason for advertisers to consider what is possible when they THINK OUTSIDE.

The renaissance of the channel is set to continue with sustained growth on the back of a strong performance in 2023. Furthermore, major sporting events such as The Olympics and The Europa League Final in the Aviva Stadium will drive increased demand from event sponsors and associated categories. Additionally, ongoing investment in digital inventory will offer increased flexibility, enabling brands to deliver dynamic content and immersive campaigns, ultimately growing its share of spend to over 50%.

In this piece, we dive a little deeper into our expectations for the evolving OOH landscape and emerging 2024 trends:

1. THE POSITIVE IMPACT OF OOH

In 2023, the industry made some incremental steps in our journey towards a more sustainable future. Talon partnered with print provider Delta Group to launch Eco Blend, a fully recyclable solution for 6 sheet printing. This year, we endeavour to work with our media partners to make further positive advancements in this area, supporting our clients in making responsible OOH choices.

2. DATA-DRIVEN OUTCOMES

The death of the cookie is lined up to happen in 2024, meaning the era of highly targeted ads will change and advertisers will seek new ways to target and deliver on brand objectives. Understanding how data can increase effectiveness of our strategies is pertinent at Talon and through this we are constantly seeing increases in benchmarks across the entire funnel.

3. THE ATTENTION METRIC

Kantar’s recent Media Reactions is a key example of how attention is coming to the forefront of conversations around media effectiveness. Citing a 90% correlation between channels that consumers claim capture their attention and those that they prefer. Attention is not a new metric when it comes to OOH, with visibility being a key pillar that was built into our measurement systems.

4. TECHNOLOGY & CREATIVITY UNITE

As tech capabilities continue to grow, we anticipate their merging with creativity and capitalising on audiences through interactive experiences, for example AR, VR and 3D executions.

5. THE BRAND FAME COMEBACK

Whilst technological advances continue apace, we will witness brands recognising the true power of the OOH channel. Pushing the boundaries with premium placements and special executions. In this landscape, boundaries are being redrawn as brands transcend traditional OOH limits to achieve lasting brand fame.

6. PROGRAMMATIC

The demand for programmatic continues to grow, with advertisers increasingly adopting programmatic as part of their omni channel digital strategies. With advertising becoming more targeted, fuelled by the growing availability of data, we see no signs of this trajectory slowing.

7. RETAIL MEDIA & DOOH DRIVES PATH TO PURCHASE

The role of OOH within path to purchase strategies will continue to become more important. Marketers who supercharge their shopper marketing will benefit from the integration of retail DOOH with retail media networks. This results in a strong presence throughout the entire consumer journey.

8. ENHANCING WITH AI

As businesses increasingly integrate AI, OOH agencies and media owners are leveraging it to enhance efficiencies, creative and copy. Resulting in more effective campaigns.

As we transition into the dynamic landscape of 2024 trends, OOH will continue its evolution. Presenting a myriad of future-facing opportunities that not only broaden the horizon for advertisers but also emphasise the importance of considering what is possible when they THINK OUTSIDE.

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According to Statista, global Out of Home (OOH) revenue is projected to reach US$38.41bn in 2023, led by traditional OOH with a market volume of US$20.87bn in 2023. Meanwhile, in MENA, digital OOH (DOOH) is the format expected to drive growth over the next 5 years, more than doubling, from $288.28 million in 2023 to $616.27 million in 2028. This is a significant increase, bolstered by a hunger for DOOH and its capabilities in the region.  

In Talon’s Dubai office, we are dedicated to growing and nurturing the channel, providing a seamless experience for our clients. This year, we’ve been busy, showcasing our commitment to innovation, industry leadership, and global collaboration. In this blog, we are reflecting on the milestones achieved during the year and celebrating what is possible when you think outside. 

Talon’s International Summit in London 

Setting the tone for the year, Managing Director, Chadi Farhat, and Client Director, Mansour Wehbe, joined the leadership teams from Talon International, Talon Ireland, Talon Germany and Talon APAC, to discuss our progress, goals and plans for the year ahead. 

We’re constantly challenging ourselves and the industry to re-invent the possibilities of what OOH can be and we’re proud to be the largest independent OOH global network, expanding our reach from Dubai through our centralised experienced team. 

World Out of Home Organization MENA Forum in Dubai

Next, we attended and presented at the World Out of Home Organization’s MENA forum in Dubai – the first in-person regional event to take place there. Over 200 delegates attended the event, drawn from the region’s major media owners, media agencies, marketers and suppliers, all major growth drivers in their respective markets. 

On the first day, Managing Partner, Adrian Skelton, hosted the panel “Qatar 2022 – How the World Cup Impacts a Country,” – reflecting on the results that the World Cup delivered and how OOH in Qatar was as good as any other World Cup event. “Quality, innovation and possibilities in Qatar are huge, and the standards of OOH quality is there.” 

Client Director, Mansour Wehbe, also participated in the panel “View from the OOH Buyer Side: Challenges & Opportunities,” highlighting that opportunities in OOH in the region lie in DOOH, considering that digital screens bring higher revenue due to higher inventory. 

For the second day, Group Chief Strategy Director Sophie Pinto Del Rio, and Managing Director Chadi Farhat, shared their expertise on “The Evolution and Impact of Data-driven Strategies in OOH.” During this keynote, Sophie and Chadi shared Talon Benchmark data showing that clients who used intelligent audience data see positive outcomes. 

The data shows that deploying intelligent data through technology are: 

4 times more likely to drive brand consideration 
15% more relevant to lifestyle vs. OOH benchmarks 
2 times more effective than social media at driving purchase intent.

It was a fantastic opportunity to focus on the possibilities and appetite for the region comprehensively with our industry colleagues. 

Campaign Middle East’s Agency Guide

Following the successful MENA forum, we proudly unveiled our feature in Campaign Middle East’s agency guide. The guide offers the industry a 360-degree view of the OOH industry in MENA. We’re proud to be the only independent OOH industry featured, sharing our expertise and thoughts on effective OOH. 

Read the guide here.

Talon Turns 10 

Back in 2013, Talon was founded in the UK with a plan to revolutionise the world of OOH advertising. In 10 years, the business has grown substantially – securing our spot as a leader in OOH planning, creativity, effectiveness and technology. The business now spans over seven territories, including Talon MENA which was launched in 2022. 

We’re proud to be part of a business built on being the changemakers, the trailblazers, the provocateurs and the pioneers. Find out more about our decade in OOH.

Talon MENA – Members of IAB MENA

Proud members of IAB MENA since 2022, this year saw us actively participating in the development of the first DOOH whitepaper for the region. Contributing our expertise, knowledge and dedication to adding value to the market, “This State of DOOH in MENA,” highlights the key areas of DOOH that advertisers, measurement companies and media owners need to be aware of. 

The whitepaper is available for download here.  

Alongside this , Business Development Director, Rezarta Bytyci, also took part in a podcast with a panel of fellow experts from Amazon Ads, Publicis Media and Google to highlight the value proposition of DOOH from the buy-side & sell-side. The podcast covered topics such as the available formats, the benefits of cross channel planning and integrating with other channels, the measurement opportunity and some of the challenges and opportunities in growing DOOH in MENA. 

Listen to the podcast here. 

Talon x American University in Dubai (AUD) 

As the changemakers, the trailblazers, the provocateurs and the pioneers; nurturing young talent with aspirations of joining the industry is extremely important. 

This year, we visited AUD to deliver a lecture to marketing students, preparing them for OOH – OOH’s evolution and future. It was a very enlightening session, in which our team showcased the capabilities and sophistication of the OOH and how data and technology are fueling the efficiencies and effectiveness of this medium. 

Campaign Middle East’s OOH Guide 

For the latest OOH guide, our Client Director in MENA, Mansour Wehbe, provided an overview of global trends of OOH and DOOH with valuable insights through our experience of advising and servicing global campaigns for our MENA region clients. 

As the only independent OOH agency featured, Mansour shared his extensive knowledge of the trends that will drive OOH’s global evolution.  Read the issue here.

World Travel Market (London)

Rounding off the year, we attended the World Travel Market (WTM) event in London in association with Saudi Tourism Authority. For 42 years, WTM has been the most influential 3 days in the travel industry, providing a fantastic location for travel and tourism teams from around the globe to meet and build relationships. It was great to network, listen to some fantastic speakers and catch up with our own clients! 

Thinking Outside in 2024 

2023 has been another fantastic year of establishing ourselves as the independent OOH specialist agency of choice in MENA, taking MENA campaigns global.  In 2024, we look forward to continuing to grow and nurture the OOH channel, reimagining the industry to deliver greater value for our clients whilst inspiring people and caring for our planet – it all begins with thinking outside.  

We’d like to thank our clients, agencies and partners for their support, and we wish you all a happy and healthy New Year. 

The pioneers of Out of Home

At Talon we’re the changemakers, the trailblazers, the provocateurs, the pioneers of Out of Home (OOH). Combining a heady mix of creativity, technology and data, our team share their expert opinion on their OOH predictions and what they’d like to see more of in 2024.

“A continued push towards automation and data driven decision making. More intelligent optimisation of campaign briefs to ideal plans.”
Anant East, Chief Technology Officer, Talon

“I’d like the whole industry to be more collaborative. If we put our efforts together, I think we have a real shot at generating more effective outcomes, growing OOH and making more meaningful change happen.”
Sophie Pemberton, Group Chief Strategy Officer, Talon

“Data has been a hot topic in OOH for a number of years and rightly so but sometimes the focus on optimising media plans at site level has come at a creative cost.

Thankfully, we’re already starting to see the dial turn back and our clients and agencies are increasing the attention they give to the creative that sits within the poster. If we fail to make creative impact, no amount of audience optimisation can deliver the ROI our clients need and deserve.”
Jay Young, Chief Client Officer, Grand Visual

“Exciting. Looking forward to playing in new spaces and technologies. In particular the new Printworks ceiling and Battersea Power station promise to be fantastic new canvases for brands.”
Ben Gardiner, Head of Client Services, Grand Visual

“Definitely more digital, more data, more automation and more AI across the OOH landscape. Hopefully more sustainability, and equity being promoted within out of home organisations.”
Amy Horton, Group Chief Transformation Officer, Talon

“I think the OOH Industry in Ireland is going to be one to watch in 2024. 2023 marked the resurgence of so many brands to our medium, through clever executions and creative displays. Continued investment by media owners in roadside DOOH, a focus on sustainability initiatives and measurement of OOH are going to be hot topics for 2024 and set OOH apart.”
Caroline Decourcy, Insight Director, Talon Ireland

“The global OOH landscape is rapidly evolving and it’s been fantastic to see some of our partners developing the inventory to follow some of the industry’s trends and technology advancements. The rise of DOOH enables more and more flexible and efficient campaigns which our teams are taking full advantage, as well as offering creative opportunities that I’m looking forward to seeing of more and more.”
Camille Uzan, Business Director, Talon International

“OOH is an exciting industry to work in and is undergoing not only a renaissance as a medium but transformation as an essential communications channel. OOH and other media will be in a race to adopt, centralise and integrate the right AdTech and MarTech to transform business processes and enable smarter, faster and better service to marketers and their agencies.

The businesses that commit to the investment will grow faster and those that watch and wait will be left wondering about all that lost opportunity.”
Melanie Lindquist, Managing Director, Talon APAC

“OOH will continue to be uniquely positioned to deliver on both shifting brand awareness metrics and driving action. As data and technology increases, appetite in programmatic DOOH will continue to grow and attract new advertisers into the channel.”
Aoife Hudson, Deputy Managing Director, Talon Ireland

“I love how ambitious our industry is and at Talon we strive to be bold and at the forefront of change. In general, I think that industry wide we will continue to grow and evolve our ESG strategies, deepen DEI further into the fabric of our organisations and dare I say it… AI will become more prevalent in our working culture which will bring about new learning opportunities and productivity efficiencies.”
Hayley Tiptaft, Group People Director, Talon

Here’s to a successful 2024 and a happy, healthy and successful New Year to all our clients, agencies and partners.

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 – changing perceptions of it as a legacy medium to one that is highly connected, effective, creative, sustainable, and measurable for our clients.

In this blog, our team reflects on new initiatives, launches and share advice for others who are striving to work at the very edge of what’s known.

Welcoming Talon Canada & Evolve

In 2023, we welcomed Talon Canada (formerly Novus) and Evolve to our growing family, strengthening our ambitions to become the largest global independent OOH agency. “The acquisition of Novus Canada and Evolve continues to demonstrate our growth and allows us to implement consistency in OOH globally,” said Anant East, Chief Technology Officer.

“Transitioning from Novus to Talon was our most important rebrand and business initiative to date,” adds Sarah Kim. “We’re so happy to be part of this global OOH group!”

A focus on sustainability

2023 was also the year that we hired our first ever Sustainability Manager, Alice Date, and officially started our journey to achieve B-CORP status.

“I’m incredibly excited to be leading and continuing Talon’s sustainability program,” said Alice. “There is a clear enthusiasm across the organisation for being a driving force in creating a more sustainable industry – and I’ve enjoyed channelling this enthusiasm into clear, practical, and impactful initiatives.”

“It’s been a game changer to bring Alice on board as our full time Sustainability Manager,” adds Sophie Pemberton. “Sustainability has rapidly developed into one of the most important topics for the industry this year and it is so important that we can now meet the expectations of our clients and support our supply chain in delivering their goals.”

Grand Visual’s Jay Young added, “I’m incredibly proud to be part of an organisation who are far down the road on a journey to achieving B CORP certification. As many will know, the certification requires a huge amount of time, investment and operational re-appraisal so it shows the value we place on ESG as a business.”

Celebrating and championing effectiveness

For a second time, Talon was awarded the prestigious IPA Effectiveness Accreditation – signaling an outstanding commitment to putting effectiveness at the heart of our agency and being true partners of growth.

“Retaining the IPA effectiveness accreditation is an endorsement that we are delivering on our core values to drive innovation in the market, champion creativity and to build a responsible evidence-based economy in OOH,” said Emily Alcorn, Head of Effectiveness.

“To celebrate, we decided to host our own Eff’ Week at Talon for our agencies and clients to critic key themes within the industry and what they mean for OOH. Championing our learning centric culture at Talon.”

Introducing ‘The Hub’ to Ireland

Over in Ireland, we launched a new business division called ‘The Hub.’

“In February, we launched The Hub. Its function is to ensure we are delivering in terms of executional excellence from both an operations and investment point of view,” said Deputy Managing Director, Aoife Hudson. “The re-structuring allowed us to refocus our efforts in the two key areas of planning and execution. It was a key step in our long-term plan of scaling the business in Ireland and growing the medium.”

“The launch of the ‘The Hub’ has been game changing in maximising opportunities for clients across two key pillars of execution – investment and operations,” adds Andrew Sinclair, Managing Director. “This restructure has allowed us to better focus our efforts and capabilities in planning and investment as we scale our business, whilst ensuring operational excellence at all stages of the campaign life cycle.”

Talon’s menopause support group

“Because of menopausal symptoms, 10% of women in the UK leave their jobs and many more are passing up promotions,” says Amy Horton, Group Chief Transformation Officer. “Menopause is not just a gender or age issue; it is an organisational issue which can impact colleagues both directly or indirectly.”

“Awareness around this topic is key to reducing the stigma attached to menopause and encouraging people to talk more openly about it. At Talon, we have created a menstruation and menopause policy which aims to support our people during these stages of their lives. We have even created a menopause and peri-menopause support group, which I am proud to be spearheading.”

So, with the year behind us, knowing what you know now, what is one piece of advice you would give to your 2023 self?

“2023 has been a year of strong growth for Grand Visual with us hitting a range of key objectives we set for ourselves at the start of year. I’ve learnt it’s important to enjoy the journey always. When you enjoy the process, you’ve achieved success before ever needing to hit a goal. This doesn’t just apply to business but all areas of life.”
Jay Young, Chief Client Officer, Grand Visual

“My piece of advice is simple, it’s about believing in yourself, believing in your ability to perform the role you have in Talon, knowing that you are capable of that position and encouraging team members to step outside their comfort zones and do even greater things!”
Caroline Decourcy, Insights Director, Talon Ireland

“Expand your knowledge sphere. No one campaign is planned in silo and it is important for us to expand our knowledge outside of OOH to ensure we understand what role it is playing, how it is working with other channels and what is round the corner.”
Emily Alcorn, Head of Effectiveness, Talon

“Love what you do and do what you love. Everything else is secondary.”
Melanie Lindquist, Managing Director, Talon APAC

“Fostering innovation and creativity – even if the concept feels premature. Although risk assessment is important, by testing and exploring, you will be the expert by the time the market catches up.”
Aoife Hudson, Deputy Managing Director, Talon Ireland

“To steal a line from that iconic 80’s movie Ferris Bueller… ‘Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.’ As we approach the end of a busy year at Talon Ireland – opportunities to pause, reflect and reset are really important. Demanding that space for you and the team to recalibrate, celebrate how far we’ve come and plot the next phase of the business’s journey are of utmost importance and need to be prioritised.”
Andrew Sinclair, Managing Director, Talon Ireland

To get the first look at part 3 of our blog, when our team share their thoughts and predictions for 2024, make sure that you are following us on Twitter and LinkedIn. You can also keep up to date with the latest Talon news and views by signing up for our monthly newsletter here.

With less than 20 days to go until we welcome in another new year, the Talon team are back for the fourth edition of our annual wrap up. In this series, we celebrate the campaigns and accomplishments of the last 12 months and share our expectations for Out of Home (OOH) and the wider landscape in the new year.

Despite cost-of-living concerns and belt-tightening, OOH revenue for the first half of 2023 totalled £554m, an increase of +4.7% year-on-year (Outsmart). Q3 2023 advertising revenue was up +4.9% compared to Q3 2019, the first time this has been higher for a corresponding quarter pre-pandemic.

We’re predicting OOH will grow +7% to £1.26bn in 2023 and +5% to £1.324bn in 2024. For 2024, we estimate that digital OOH will account for 66% of overall OOH revenues, totalling £874m.

In this blog, we’re reflecting on some of the standout out of home campaigns in 2023 from our clients this year that reimagined and re-invented the possibilities of what outdoor can be.

Our favourite Standout Out of Home campaigns in 2023

All the campaigns below showcase the best in “thinking outside” in 2023 – exemplifying independent thought and big ideas, bolstered further by Talon’s technology, data and measurement expertise.

Starbucks: How data-driven OOH helped win the hearts and minds of Gen Z

In 2023, Starbucks embraced a data-driven, cross-format strategy to boost brand appeal and attract the attention of Gen Z in the highly trusted OOH environment. A first of its kind approach for Starbucks, the campaign has achieved notable results, including a year-on-year increase in rewards customers, improved ROI, and multiple weeks of record sales in 2022/23.

Choosing Starbucks as her standout campaign, Group Chief Strategy Officer, Sophie Pemberton, said, “Our collaboration with Starbucks has been exceptional, receiving recognition at the Drum Awards, Media Week and the OMAs. Our data integrations and digital activation strategies are really setting a new standard across the industry which we hope to build on next year.”

Budweiser & Pepsi MAX

For both Grand Visual’s Chief Client Officer, Jay Young, and Head of Client Services, Ben Gardiner, the activations for Budweiser and Pepsi MAX stood out to them the most.

“Our Budweiser billboard at the start of the year absolutely stole the show,” said Jay. “We transformed a billboard into a live music stage and provided a unique platform for underrepresented artists to showcase their talent to the world. One of the artists was given a record deal off the back of the campaign and we won a bronze Cannes Lion in June. It doesn’t get better!”

“For me it’s a tough choice between Budweiser’s ‘this billboard is yours to take’ and the Women’s World Cup reactive campaign for Pepsi MAX,” said Ben. “Both were epic for very different reasons but they both had massive ambition and creative drive. They were bold, brave and showed what’s possible when all teams really pull together and in the same direction to move mountains.”

Johnnie Walker Xordinaire

“It has to be Johnnie Walker’s launch of its exclusive Blue Label Xordinaire for me,” said Alanna Solanilla, Business Director, Talon International.

“As well as securing premium airport signage in Heathrow, Paris, Incheon and Hong Kong, our team secured our first airport campaign in Seoul’s Jeju Airport. We also secured the launch of a bespoke pop-up tasting lounge in Dubai Airport. This beautiful and premium installation drew inspiration from the refined ambience of a Parisian hotel. We’re very proud to work with Diageo and Johnnie Walker, exploring familiar environments but using innovative and interactive formats.”

Lenovo

“The team have done some fabulous work this year, and Lenovo comes to mind,” added Camille Uzan, Business Director, Talon International.

“The Lenovo F1 campaign in the UK stood out as the first-ever 3D project for Talon International with impressive campaign results and significant extra value for the brand. It led to strengthened ties with agencies and clients, showcasing Talon International as a strong partner to work with as well as a strong social amplification using Talon’s channels and a fantastic uplift from Assembly, Lenovo and Formula 1’s channels themselves.”

Yorkshire Tea: Tea so nice, Brits won’t shut up about it

Launching in Australia last year, Yorkshire Tea has since been ranked the best-tasting black tea in the country. To celebrate, whilst raising awareness for Aussies who hadn’t yet tried Yorkshire Tea, we launched a cheeky OOH and experiential campaign in Sydney and Melbourne.

Discussing the campaign, Melanie Lindquist, Managing Director of Talon APAC said, “To achieve our objective of raising awareness, we implemented a three-pronged approach consisting of data-driven audience targeting with Large Format OOH and DOOH sites, DOOH sites in proximity to Yorkshire Tea stockists and experiential sampling. A tea-riffic 1.4 million tea bags were sampled by ambassadors over the 4-week campaign!”

Scene + Loyalty Launch

Choosing the Scene + Loyalty launch as her favourite campaign, Talon Canada’s, Sarah Kim, Senior VP Client Partnerships said, “This campaign was part experiential, part programmatic and 100% fun as it included a game show taking place in a transit shelter. Not to brag, but it also won ‘Best in Show’ at the Ad Club OOH Awards.”

Specsavers: Hearing Services

Talon Ireland’s Insights Director, Caroline Decourcy, chose this clever campaign for Specsavers which utilised onomatopoeia, “One of the most ingenious OOH campaigns this year for me has to be Specsavers Hearing Services.

Clever creative using words, depicting sounds, was showcased across multiple environments nationwide. The campaign communicated a sound so articulately with audiences that were captivated by the meaning behind the ads. A great example of a brand conveying a distinct message to grab audiences’ attention using the power of OOH.”

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

Talon, the independent Out of Home (OOH) agency, in partnership with SMP Group, has expanded its sustainable solution for classic OOH campaigns. As part of its commitment to a greener and more sustainable future, Talon is now printing all classic roadside 6 sheet, 48 sheet, and 96 sheet campaigns for clients through SMP on 100% recycled paper as standard. Following the successful launch of 100% recycled 6 sheets in 2022 defaulting to recycled printing is a natural progression to support sustainable OOH production.

Sustainable Partnerships: Talon & SMP’s Green OOH Solution

SMP Group is a pioneer in bringing to market 100% recycled material that is also recyclable, with one of the lowest carbon emissions in the OOH industry. They use FSC approved material, water-based inks, and an energy-efficient manufacturing facility that uses renewable energy through the recent installation of solar panels. The newly improved paper has been tested side by side with standard paper and has been found to be of high quality, with no discernible difference in appearance day or night. The 100% recycled paper is recyclable, and clients will be offered an opt-out if they would prefer to use standard 30% recycled paper.

Luke Willbourn, Managing Director – UK at Talon, said, “At Talon, we take our responsibility for the planet seriously and are driving sustainability initiatives internally and across the OOH industry. We are pleased to expand our use of recycled paper as standard for the classic 6, 48, and 96 sheet campaigns we plan, a development that puts both us and our clients on track to a sustainable future.”

Bradley Slade, Group Managing Director at SMP, said, “As a sustainable manufacturing business one of the key pillars we work to is reducing our environmental impact. We have worked hard to deliver sustainable products and best practice to improve the products we deliver for our clients. Through investment in technology, research, development, and innovation – we are proud to have delivered 100% recycled material for Out of Home advertising and crucially, still ensuring quality assurance in this high-profile medium.”

The last year has been a strong period for Out of Home (OOH), and as we look to 2024, the sector shows promise for continued growth and transformation. This dynamic industry has consistently evolved, given back and provided advertisers with exceptional creativity, data-driven strategies, and technology-driven outcomes.

It’s not surprising that consumers prefer in-person media channels for advertising over online platforms, with OOH and digital OOH (DOOH) ranking among the top five channels. No longer just a medium that drives primarily top-of-the-funnel outcomes, OOH is successfully driving bottom-end metrics too.

Overall, global OOH revenue is projected to reach US$38.41bn in 2023, with DOOH projected to reach US$17.54bn. By the end of 2024, global OOH is predicted to reach US$45bn. DOOH is set to see further significant growth and is predicted to grow 17% – driven by further media owner investment and increased investment in programmatic OOH (prOOH).

Curious about the future of OOH? In this blog, we’re diving deep into the upcoming trends and insights shaping the landscape for 2024:

The Positive Impact of OOH

Data-Driven Outcomes

A Drive Towards Attention

Creativity and Technology Unite

The Brand Fame Comeback

Standardisation of Programmatic OOH

Retail Media & DOOH drives Path to Purchase

Enhancing OOH with AI

The Positive Impact of OOH

OOH will continue to come together as a collective to showcase the sustainable and giving nature of the channel.

A recent study by PwC, commissioned by Outsmart, found that in the UK 46p in every £1 that is spent in OOH goes back into the community. The industry will focus on the positive impact of spending in OOH towards public infrastructure and communities whilst working to reduce OOH’s impact on the environment.

Another study (Outsmart, Legacy Media – out soon) has shown that when compared to TV, Press and Online, OOH has the strongest ESG credentials – ranking highest for Environment and Community.

Data-Driven Outcomes

The death of the cookie is stated to finally happen in 2024, meaning the era of highly targeted ads will end and advertisers will need to seek new ways to drive brand objectives.

OOH continues to impact across the whole funnel. In 2024, we will see a further drive towards performance and bottom-funnel metrics with brands using first and third-party data to create audience-first OOH campaigns.

We will see even more brands gravitate to utilising OOH for data-driven outcomes. Programmatic OOH impacts metrics across the entire brand funnel amongst optimised audiences. The strongest impacts are seen in bottom funnel metrics – preference and purchase.

A Drive Towards Attention

Understanding attention in advertising will become even more important. Attention in OOH is not a new metric and is imbedded within the methodology of Route. However, understanding how attention is given to inform effectiveness is what should be looked at; not only understanding where someone has looked and for how long, but correlating that with the impact – good or bad – to showcase the influence attention metrics can have on brand performance.

Kantar’s recent Media Reactions is a key example of how attention is coming to the forefront of conversations surrounding media effectiveness, citing a 90% correlation between channels that consumers claim capture their attention and those that they prefer.

51% of marketers claim their marketing budget decisions are influenced by attention, but Kantar’s report shows a clear divergence between what marketers think delivers consumer attention, versus what consumers think captures their attention. There is a 90% correlation between channels that consumers claim capture their attention, and those in which they prefer seeing advertising.

Creativity and Technology Unite

Over the past year, we have seen significant developments in creative DOOH, from AR and VR to 3D and AI. In 2024, brands will begin to realise the possibilities and potential of these developments even further to engage audiences, build brand share and deliver significant ROI.

Looking back at our 4^th Space Research, as well as Ocean’s “Neuroscience: Redefining Human Engagement” and “Digital OOH: The Vital Ingredient,” creative digital OOH executions are proven to supercharge impact and deliver significant increases in attention, purchase consideration and memory encoding:

Full motion DOOH copy is viewed 60% longer than static
Special build OOH can increase purchase consideration +35% vs traditional
Increase in consumer attention when using 3D DOOH +15% vs 2D
Stronger memory encoding for live stream content 3x vs full motion.

The Brand Fame Comeback

OOH is well known for its ability to provide broad reach and deliver brand fame, in 2024 we’ll see advertisers revisit the channel’s number one strength. With a 98% UK population reach, OOH is, of course, powerful at driving reach. However, it is also incredibly powerful at driving brand fame (+23%) and brand trust (+8%).

The likes of PepsiCo, McDonald’s and HSBC lean into OOH’s strengths to build their brands and we’ll see more and more brands follow suit, using it to build awareness and impact.

Continued Growth of Programmatic OOH

2024 will see Programmatic OOH (PrOOH) technology continue to develop, and we’ll see a drive towards the standardisation of PrOOH alongside more OOH media owners trading through programmatic.

Programmatic OOH spend is predicted to grow over the next 18 months by a third on average (VIOOH State of the Nation). The move towards ever more digital and data-driven outcomes through programmatic will continue to increase, with consumers demanding more dynamic video content to connect OOH to their other digital media channels alongside a growing demand for greater online-to-offline opportunities.

Advertisers will continue to adopt PrOOH as part of their omnichannel digital strategies, alongside many new brands entering the market as barriers to entry are removed.

Retail Media & DOOH drives Path to Purchase

The role of OOH within the Retail Media ecosystem will continue to gain momentum and DOOH, will become a pivotal player in every shopper marketing strategy.

Leveraging first and third-party data, DOOH ensures your message reaches the right audience at precisely the right moment, from the outset of their journey to the final in-store purchase. It’s the missing link that seamlessly connects the worlds of home and store, providing brands with a unique opportunity to engage with consumers on an entirely new level.

The integration of DOOH with retail media networks will enable marketers to supercharge their shopper marketing – with advanced measurement and attribution solutions linking OOH ad exposure to critical business outcomes.

Enhancing OOH with AI

As the drive towards AI integration within businesses continues, OOH agencies and media owners will continue to integrate AI to improve efficiency, creativity and copy to create even more effective OOH campaigns.

Watch this space_

By Lucy Baumgartner, Senior Effectiveness Executive.

In an increasingly fragmented media landscape, cross channel measurement is a hot topic. As each media channel’s roles and capabilities continue to evolve, it is becoming more difficult to effectively assess and compare their performance. However, cross channel measurement is fundamental in understanding the role of each channel within the wider media ecosystem and how best to implement each channel to achieve your campaign objectives.

At Talon, a consistent approach to measurement in line with OnDevice Research has allowed for the effective comparison of OOH (Out of Home) benchmarks to those of other media channels. This analysis has reinforced that OOH’s position within in the wider media landscape has changed significantly. OOH’s role and the way it is used within media plans needs to be re-evaluated to reflect the fundamental part it is now playing across the entire brand funnel.

OOH is continuing to fulfil its traditional role of driving brand fame and trust. Paper and paste campaigns deliver an average uplift in unprompted brand awareness of +8% while also delivering an astonishing +10.3% uplift in brand trust. Meanwhile, long term benchmark analysis has shown that cut through on digital channels is becoming more difficult, with average uplifts in unprompted awareness dropping from +3.5% in 2018-2019 to +2.6% in 2020-2021.

However, the rapid development of DOOH (Digital Out of Home) and PrOOH (Programmatic OOH) has seen OOH take on new functions that were traditionally only associated with online performance channels. PrOOH is now able to deliver stronger uplifts across bottom funnel metrics compared to online digital and social channels.

On average, Talon Atlas campaigns drive uplifts of +4% in brand preference, and +5% in purchase intent. Meanwhile, digital sees purchase intent levels remain stable (+0.2%), and social delivers a +1.7% uplift.

The effectiveness of OOH to influence and resonate with consumers is unsurprising in the context of Kantar’s recent Media Reactions which placed OOH and DOOH as 3^rd and 5^th respectively as consumer’s top preferred channels. Much of this is down to consumer’s desire for in-person experiences and a push against what’s viewed as invasive and untrustworthy online channels. These trends are expected to continue into next year, with VIOOH’s State of the Nation report predicting PrOOH alone will continue to grow on average by a third over the next 18 months.

Use OOH to reach your campaign objectives

These benchmarks demonstrate how OOH is now able to achieve a much broader set of objectives, hitting each level of the brand funnel through a blend of multiple formats and strategies that OOH and DOOH offer, communicating with consumers in a way that they are receptive to. Classic paper and paste continues to deliver the brand fame and cut through that OOH is synonymous. By tapping into data and utilising audience targeting, reactive activation and dynamic creative, OOH can go beyond being a canvas for eye-catching brand campaigns to driving preference and purchase intent.

Want to know more about using OOH to reach your campaign objectives? Get in touch with your Talon representative or alternatively, drop us an email.

WHY OOH INTERNATIONALLY & IN AIRPORTS THIS WINTER

As winter settles in, it brings not only a seasonal shift but also a transformation in consumer behaviour. The chilly holiday season paradoxically warms hearts around the globe. As people travel to reunite with loved ones, relish the festive charm of Christmas markets, and of course partake in gift . Whatever consumers get up to this winter, one thing is certain – they will be OUTSIDE. Talon International is your gateway to unlocking the immense potential of the season. With a network spanning 20+ offices worldwide, we empower brands to launch captivating Out of Home campaigns in over 100+ markets globally, emphasising the importance of why OOH internationally during the winter season.

In this “Sleigh the Season” blog, we’ll explore why OOH should top your priority list this Christmas. Including:

the pivotal role that airports play in connecting with receptive audiences
the power of proximity and the unique engagement it presents
the transformative impact of programmatic buying on traditional holiday campaigns
how dynamic DOOH can help unwrap the magic of the season
key cities you should have on your OOH radar.

THE PIVOTAL ROLE OF AIRPORTS

Consumers are more eager than ever to get away, despite the challenges of a rising cost of living. ABTA’s latest report highlights that booking numbers are at an all-time high and increasing +16% year on year.

As key travel gateways, airports offer an unparalleled opportunity to capture consumers in a relaxed state of mind. Statistics reveal that within airport environments, 85% of frequent flyers express their enjoyment of airport ads and a striking 90% maintain a high level of ad awareness. When it comes to shopping, the allure of airports is undeniable, with 73% of travellers indicating their likelihood to indulge in retail therapy. Furthermore, a staggering 70% of global shoppers are enticed to visit airport retail establishments after exposure to OOH ads. Airports have earned their reputation as iconic shopping destinations that particularly appeal to affluent audiences. In fact, a remarkable 71% of luxury jetsetters anticipate encountering prestigious brands’ advertising when travelling through an airport.

TIP: Leveraging our global expertise in planning OOH campaigns in airports, we strategically identify prime locations to target diverse audiences worldwide. From arrivals to departures, this approach highlights the significance of why OOH internationally, ensuring effective engagement and influence over a captive audience during the festive season.

POWER OF PROXIMITY

When planning an international winter campaign, remember proximity reigns supreme.

Proximity targeting allows brands the opportunity to capitalise on the unique context, emotions, and activities often associated with Christmas. With location data enhancing the precision of Out of Home campaigns across cities and transport hubs, targeting becomes not just strategic but measurable. Imagine reaching passengers as they arrive at their destination airport. Enticing them with an advert for nearby hotels, or showcasing convenient onward connections upon their return home. Insights from a Talon study underline the impact of proximity touchpoints. 60% of audiences agree that ads are more noticeable when seen at key locations. Furthermore, 49% express an inclination to visit a store, while an additional 47% consider making a purchase after encountering an ad.

TIP: Strategically placing ads in high-traffic areas like transports hub and major cities becomes a catalyst for brands to genuinely engage consumers and drive meaningful action.

TRANSFORMATIVE IMPACT OF PROGRAMMATIC

As a report from Barclays notes, consumers will remain mindful of their spending this year. This is amongst a backdrop of audiences becoming more dissociated with brands that don’t align with their priorities. How do you target this audience staying mindful of the current landscape?

OOH advertising has always been front of mind to drive brand fame and reach audiences at scale. However, the advancements in Out of Home technology means it is no longer simply a top of the funnel medium. It has been proven to work effectively along all stages of the purchasing process. Moreover, the growing use of audience data and measurement capability in OOH has seen the rapid growth in programmatic OOH. Results from a Talon study show PROOH drives a +15% higher level of audience relevance and 3x increase in purchase intent.

TIP: Using audience behaviour data, PROOH effectively delivers a transformative boost to Christmas campaigns as advertisers can use their own or third-party data to achieve a granular level of audience targeting and focus on those key ‘consumption moments’.

THE MAGIC OF DYNAMIC DOOH

The name dynamic DOOH itself highlights how flexible and changeable it can be; creative executions that adapt based on specific parameters. This dynamic capability can unlock the magic of OOH during the Christmas season. With results indicating an +18% increase in brain response among those exposed to such campaigns. Moreover, this approach yields an additional +16% increase for in-store sales, amplifying effectiveness.

TIP: As OOH continues to evolve, using dynamic DOOH is a sure-fire way to make your campaigns successful this festive season. It helps brands forge emotional connections with their audience by adding context. This not only makes the ads engaging, but also makes them memorable.

CITY SPOTLIGHTS

Discover the escalating trend in winter air travel, especially during the festive season. Talon International provides insights on why OOH internationally is key to effective planning.

Ireland

Despite the ongoing cost-of-living crisis, research from Talon Insights shows Irish consumers are maintaining their spending habits, with 18% budgeting for winter sun destinations like Lanzarote, Tenerife, Gran Canaria and Morocco. Dublin Airport has witnessed YoY growth in passenger numbers, reaching 1.48M passengers travelling between December and January 2022.

USA

The average American spends nearly $1000 on gifts at Christmas time, underlining the need for heightened investment in advertising to appeal to more affluent consumers. Post-pandemic travel continues to grow, particularly in states like Colorado, Arizona, and Nebraska, where interstate travel has surpassed pre-pandemic levels. Regarding travel into the US, New York City attracted 6.5M visitors during the festive period in 2022. What beats New York in the snow!

APAC

83% of shoppers in the APAC region take advantage of year-end sales for purchases, surpassing the global average of 70%. This presents an ideal scenario for proximity targeting, allowing advertisers to connect with audiences in the right mindset. Furthermore, 40% of Singaporeans are motivated to travel due to the holiday season. With top international destinations including Bangkok, Seoul, and Kuala Lumpur. 4.6M passengers travelled through Changi Airport from December 2022 to January 2023, solidifying its position as the Skytrax World’s Best Airport winner in 2023.

UK

Passenger numbers in the UK are on the rise. Notably at London Heathrow, which has experienced a 32% rise so far in 2023 and 38% MoM. Popular destinations include New York (JFK), Dubai (DXB), and Los Angeles (LAX) each served by five, four, and five airlines respectively from LHR. When it comes to splashing the cash on Christmas gifts, Brits are expected to spend an average of £602 each. An increase of 40% from an average spend of £429 in 2022. A Mintel report highlights that chocolates, coffee, cooking kits, clothing and alcoholic beverages top the list when it comes to Christmas gifting in the UK, with clothing accounting for 50% of gifts given and alcohol more than half of the food & drink category.

USE OOH TO CREATE GLOBAL IMPACT THIS CHRISTMAS!

Talon International is perfectly positioned to assist your brand navigating the global shift in winter consumer behaviour. Whether that be strategically placing your message in airports through PROOH or launching a dynamic campaign across major cities, armed with insights on why OOH internationally matters, our team ensures you Sleigh the Season with impactful OOH anywhere!