OOH is having a moment – because real-world visibility matters

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.