Talon Bolsters Leadership Desktop

New York, NY – March 5, 2024 Talon, the global independent Out of Home (OOH) media agency, today announced appointments that will further strengthen Talon’s dynamic leadership team as the company enters its next phase of growth in North America with two key leadership positions. Former Senior Vice President, Client Strategy at Talon U.S., Enza Chiodi has been elevated to U.S. Chief Client Officer and the agency welcomes seasoned digital ad industry expert Laura Colona as its first Senior Vice President, Marketing, North America.

“Enza’s client-focused approach has been invaluable to Talon’s success. She is a trusted advisor who has enabled Talon’s clients to drive business results through brilliant campaign strategies,” said Group Chief Sales & Marketing Officer, Sarah Parkes. “Laura’s wealth of experience in digital media, ad tech and OOH uniquely positions her to lead a strategic marketing organization that will ensure that marketers and their agencies are educated on the value of OOH through the benefit of choosing Talon as a partner.”

Enza Chiodi, U.S. Chief Client Officer

In her new role, Enza will lead the strategic priorities for client fulfillment journeys across Talon’s portfolio of brands, ensuring clients’ needs are met with excellence and innovation. With more than 20 years of experience in propelling brands forward, her work has extended beyond Talon having previously consulted for top industry players, including Intersection, OUTFRONT, Lamar and JC Decaux, as well as industry trade groups OAAA and Geopath, contributing to the modernization of the OOH industry and championing its digital transformation. Her contributions to the industry were recognized with her award of Changemaker – Top Woman in Media & Ad Tech.

Prior to shifting her career focus to the OOH space, Enza had senior roles in multi-channel planning agencies such as Omnicom’s PHD.  Her successful direction determined agency positioning, strategic initiatives and fostering staff growth. Notably, Enza’s reputation was built on trust and client-centric ideas with her consistently singled out by clients for her contributions to driving results.

Laura Colona, Senior Vice President Marketing, North America

Laura will spearhead Talon’s marketing and communications efforts to continue building the agency’s brand in North America, support the company’s growth initiatives, and foster a culture of creativity and collaboration. Most recently Laura served as the Commercial Marketing Officer at the OAAA where she provided executive leadership and management of OAAA’s marketing organization.  Most notably, she led the formation of its Brand Council with leading advertisers including IBM, Pepsi, L’Oreal, Allstate, Logitech, Inspire Brands and Little Caesar’s, delivering a collaborative platform to educate brands on the unrivaled value of OOH in the marketing mix.  Prior to joining OAAA, Laura served as Vice President and Head of Global Marketing at industry leading DSP, MediaMath where she was responsible for all aspects of the marketing organization and amplifying MediaMath’s industry-wide effort to create a 100 percent accountable, addressable and aligned supply chain.  Passionate about the rapidly evolving media landscape and creativity and effectiveness of OOH, Laura serves on the OAAA Marketing Committee, ANA Marketing Futures and Sustainability Committees, is a 2024 Grand Indies Judge and member of the Ad Council Diverse Leaders Group.

These appointments are the latest in a series of new senior hires, signaling Talon’s commitment to ongoing strategic growth worldwide. Last month, Talon announced its appointment of  accomplished industry leader Sue Frogley to Group CEO on the heels of Stewart Easterbrook joining as Chairman, the appointments of Mike Saunter as Chief Financial Officer (CFO) and Henry Lucas in the newly created role of Group Chief Commercial Officer and Todd Palatnek Senior Vice President, Client Development in North America.

Adds Parkes, “Talon’s strategic advantage in being at the forefront of OOH’s transformation will propel the medium forward as it continues to provide advertisers and their agencies the necessary tools to prove meaningful and incremental outcomes as they remodel how they capture consumer attention.”

In the dynamic landscape of consumer behaviour, every moment holds the opportunity to make a lasting impression. Traditionally, January has been synonymous with resolutions, a tradition that dates back over 4,000 years. But what if we shift the lens? one that extends beyond January. After all, a recent Forbes Health/One Poll survey found that the average resolution lasts just 3.74 months. We firmly believe the key to success lies in consistently understanding and harnessing this consumer behaviour year-round.

In this piece, we delve into the changing way we think about resolutions and uncover how OOH serves as a potential catalyst, guiding brands in crafting continuous opportunities for year-round connection with consumers.

UNDERSTANDING THE RESOLUTIONS MINDSET

So, let’s dive in with a recent consumer behaviour study that inspired this piece. Contrary to popular belief that resolutions are solely a January affair, our findings reveal a different narrative. When asked if they were making New Year’s Resolutions to kick off 2024, 32% of respondents said no. A 16% increase compared to 2022. Suggesting a noticeable decline in the commitment to these resolutions. But why are resolutions losing their lustre?

In response to the decline in traditional resolutions, a new paradigm is emerging. One that emphasises continuous improvement and personal growth throughout the year. 46% of respondents will be making “resolutions”, not just in January, but at various times throughout the year. With 24% of respondents going so far as stating they will be setting these on a month-by-month basis. So, as we bid farewell to the era of resolutions, what remains is a group of open-minded consumers throughout the year. But how can OOH helps brands capture this consumer and drive year-round engagement?

Resolutions not just in january

ATTENTION

Highlighted in our latest consumer behaviour study, consumers are willing to invest in these “resolutions”. With 67% of respondents preparing to spend considerably. As we know consumers are increasingly shopping around for the best price, and 79% of us are researching products before they visit a store to purchase. As a result, it’s an incredibly important time for brands to be advertising. The battleground will be in securing meaningful attention amidst an oversaturated advertising landscape.

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. Consumers placed both OOH and DOOH in their top three attention grabbing channels, and top five preferred channels. Attention in OOH is not a new metric. By crafting visuals that mirror the mood of the season brands can not only convey their messages using OOH, but they can also effectively create a sustained and impactful presence all year-round.

Attention

DYNAMIC & PROGRAMMATIC OOH

With the death of the cookie slated to finally happen in 2024, dynamic and programmatic OOH stand as an indispensable tool for brands. As our research has revealed the resolutions landscape is evolving. These strategies offer unparalleled levels of adaptability, allowing brands to tailor their messages in real-time to align with the shift in consumers aspirations. Whether it’s the pursuit of health and wellness in January. Or home D.I.Y during the summer months, dynamic OOH ensures relevance by adjusting content to seasonal trends. Programmatic OOH takes this a step further, allowing brands to deliver timely messages precisely when consumers are most receptive to goals.

With the impending challenges in digital advertising, dynamic and programmatic emerge not just as tools but as essential allies for brands seeking sustained engagement and a substantial return on investment.

A call to reshape resolutions. In the ever-evolving consumer landscape, resolutions break free from the confines of January. As we shift from the traditional resolution’s mindset, attention becomes crucial, with OOH and DOOH leading the way in this area. Dynamic and programmatic OOH emerge as essential tools for real-time engagement, adapting to evolving aspirations. Our strategy involves closely monitoring evolving consumer behaviours, identifying key focuses seasonally, and helping brands move to maintaining year-round commitment instead of just one-time resolutions.

In the realm of attention, we’re not just observers – we’re architects of attention.

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 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!

2023 has been a very positive year for OOH’s renaissance and there are no signs of slowing in 2024. The channel continues to evolve. With digitisation of inventory, new capabilities and technological advancements fostering growth, and driving OOH to become one of the fastest growing channels globally. Ever since conversations began about programmatic OOH in Ireland, Talon has been at the forefront of pioneering this new technology. We have continually pushed the boundaries of OOH and challenged ourselves and the industry to leverage these new capabilities. With the ultimate goal of helping businesses reap the rewards and champion the channel’s effectiveness.

In 2023, we witnessed a major increase in appetite from brands. Curiosity peaked around what it could deliver for their business objectives. There are now 640 screens available to trade programmatically in Ireland. Programmatic DOOH is a powerful tool for Irish advertisers, fundamentally transforming the way we connect with our target audiences. It empowers us to be more precise, efficient, and agile. We can react at a moment’s notice whilst the visibility delivers increased measurement and analytics around campaign performance. But with a long list of benefits, a question has been lingering on every marketer’s mind…

Why are we not buying all DOOH this way?

While the list of benefits for programmatic OOH is extensive, its crucial to remember the timeless strength of the OOH channel. Its capacity to build broadcast awareness, engage an audience, and steal share of mind, ultimately enhancing mental availability for a brand.

Campaign effectiveness studies conducted by our colleagues at Talon UK have shown that programmatic DOOH can achieve a 3x increase in purchase intent compared to a traditional OOH buy. However, when evaluating spontaneous brand awareness, it’s clear that a classic broadcast campaign excels in driving that shift. These findings have been corroborated by our own campaign effectiveness studies in Ireland, and they have significantly influenced the role that programmatic has in the overall OOH media mix.

So, to circle back to our marketeers question…

While programmatic’s introduction in Ireland brought some level of uncertainty. The continuously growing brand count and expanding capabilities provide us with greater confidence that it will continue to play an important role in achieving results for many advertisers in 2024. Moreover, other media channels have also shown interest in the opportunities that PROOH offers.

Programmatic’s strength lies in its ability to enhance media plans by harnessing data around audiences and create visibility for a brand in front of an optimised group at an optimised time of day. It is hyper targeted and is most effective at engaging consumers at the lower stages of the purchasing funnel. With a primary focus on driving consideration and purchase intent. However, if our aim is to shift brand metrics such as awareness, the classic OOH campaign remains the steadfast cornerstone of our media mix.

“It’s essential to bear in mind that while programmatic may be more automated than a regular media buy, the importance of experience and knowledge regarding inventory, the influence of various environments, familiarity of rules and regulations, and its overall contribution to the broader OOH media mix remains crucial for maximising the technology’s effectiveness.

Eoin Carroll, Programmatic Lead

What’s next for programmatic OOH?

For any marketeer or media planner well-versed in executing OOH campaigns, demographic targeting capabilities have long been a familiar tool. However, the advent of data and programmatic trading has taken targeting to a whole new level. It has allowed us to delve deeper into our audience’s behaviour and leverage it to create more precise audience profiles. As part of our endeavour to lead and shape the programmatic landscape in Ireland, we’ve partnered with Orb to unlock a new precision targeting capability focused on behaviour. This data empowers us to scrutinise audience behavioural traits by analysing the journeys and search data of aggregated consumer groups. Subsequently, we can then layer this information against specific screens and times of day to activate an optimized, audience-led purchase using our demand-side platform buying function.

“Programmatic DOOH is opening up exciting possibilities in the Irish OOH landscape. With the power to engage audiences at a deeper level and drive consideration and purchases, it’s reshaping the OOH media mix. Our partnership with Talon serves as a catalyst, continuously pushing advertisers to embrace this transformative technology and in turn, improve campaign results”

Callum Mathieson, CEO, Orb

In summary, the evolving landscape of programmatic in OOH opens up exciting possibilities. With these new capabilities, advertisers can seamlessly bridge online and offline strategies. This transformation has repositioned OOH, from traditionally recognised as an awareness builder, further down the purchasing funnel. It has enabled us to activate audiences and drive consideration and purchase. It has big potential. But realising it requires the support of the industry to educate, position and attract new advertisers into the channel.  

Alice Date

Supports Agency’s Ambition Toward Becoming B Corp Organization

London – August 24, 2023 – Today, the global independent Out of Home (OOH) media agency, Talon announced the appointment of its first Group Sustainability Manager, Alice Date. The appointment coincides with Talon joining Ad Net Zero, the global advertising industry’s drive to decarbonize the production, distribution, and publications of advertising, signifying Talon Group’s commitment to driving sustainable practices throughout its business and the wider advertising ecosystem.

“At Talon, we take our role in setting industry standards in environmental, social, and corporate practices incredibly seriously,” said Barry Cupples, Group CEO, Talon. “Alice is joining as we actively ramp up our efforts and commitments to this cause; she brings a fresh burst of energy and new perspective of the challenge we face within the advertising industry and we’re all looking forward to supporting her as she implements important changes across our organization’s operations.”

Alice Date joins Talon following four years in Australia at the transformation consultancy firm, EY, where she supported the implementation of sustainable practices through strategy development and reporting. Additionally, she has strong experience in environmental, social, and corporate governance (ESG) data interpretation and developing effective roadmaps toward net zero and wider bespoke sustainability strategies.

Alice’s impressive skill sets arrive at a pivotal point in the organization’s sustainability journey. Effective immediately, she will be responsible for developing Talon’s global sustainability strategy and driving its ambition towards becoming a B Corp organization.

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

As part of Talon’s commitment to Ad Net Zero, Alice will spearhead the efforts in reducing emissions from advertising business operations and production, media planning and buying, and awards and events programs, as well as harnessing the power of advertising to supercharge behavioural change.

Alice will also oversee the carbon reduction program, developing a strategy to ensure Talon can reduce emissions and contribute to the collective goal of the industry to allow for more robust and transparent reporting.

Alice will be based in Talon’s London office and report into Group Chief Strategy Officer, Sophie Pemberton.

TP 1

Palatnek’s Appointment Bolsters Talon’s Leadership Team Driving Innovation and Performance

New York, NY – August 10, 2023 – Talon, the global independent Out of Home (OOH) media agency, today announced the appointment of Todd Palatnek, joining the Leadership team in the position of Senior Vice President of Client Development. Todd joins Talon US from MediaMath, where he served as Vice President of Client Success. Effective immediately, he will be responsible for spearheading Talon’s business expansion and driving revenue growth in North America.

“Brands are demanding more from their media investments and OOH has emerged as an advanced, data-powered, and inventive medium – with Talon leading the way,” said Jim Wilson, CEO of Talon US. “Todd joins our team at a pivotal time as we continue to scale our North American business. His wealth of experience in OOH, digital media, data, and technology and his proven track record for achieving outcomes makes him a valuable leader to drive our new business initiatives forward. I’m confident that he’ll be an asset in unlocking the full value that OOH plays in an omnichannel strategy for our expanding roster of clients and advertisers.”

As a seasoned sales executive, Todd brings decades of expertise in digital media buying and OOH. During his tenure at MediaMath, his role in driving client strategy across the digital media ecosystem led to significant return for clients on their digital ad spend. At C2C Outdoor he was instrumental in the successful launch and expansion of the esteemed boutique OOH specialty group. Todd’s role in introducing the OOH product offering within Google’s Waze solidified his reputation as a driving force of innovation within the industry.

“Talon’s market leadership in North America has created a path for accelerated growth and demonstrates its unwavering commitment to innovation,” said Todd. “OOH continues to become a larger part of marketers’ omnichannel media approach and Talon is set up to thrive with the development of proprietary tools and technology as this integration grows. I am eager to work alongside Talon’s talented team and contribute my expertise and vision as we work to educate advertisers on how they can unleash the full potential of OOH’s digitized and unparalleled creative capabilities.”

With the loss of third-party data looming and audience journeys becoming more complex as they toggle between online and offline worlds, the OOH medium offers a unique opportunity to engage consumers along their connected journeys. The latest technical advancements in OOH allow digital buyers to tap into the array of new screens available so that they can unleash the full potential of their omnichannel marketing strategies.

Adds Palatnek, “By working with Talon, brands and agencies can close the gap between offline and online, leading consumers on a path to purchase through highly engaging and impactful ad experiences.”

The expansion of leadership marks a pivotal moment for the Company which just celebrated its 10th anniversary as it strengthens its foothold in North America and emerges as a major player in the advertising industry. Talon’s commitment to creativity and excellence has achieved global industry recognition, most recently earning the coveted Bronze Media Lion for Talon-owned Grand Visual’s collaboration with FCB NY for Budweiser, and AdMonsters and AdExchanger’s Top Women in Media and Tech Awards honor.

In recent years, Out of Home (OOH) advertising has shown massive resilience in reinventing itself and staying relevant. Technological advancements and the digitization of media assets are transforming how and why advertisers use the medium. With digital fatigue one of the main challenges to be faced by advertisers and today’s consumers smarter and more tech-savvy than ever, they have more control over the ads they would like to see. Companies that want to stay agile, need to return to more established channels such as OOH. A recent study conducted by Talon UK and OnDevice Research recorded that OOH had the largest increase in trust across any medium, jumping from 14% to 57%, while 40% of people were more positive towards Out of Home compared to 16% for online ads. Looking ahead to the 2023 OOH forecast, we predict modest double-digit growth in the OOH channel. As new technologies continue to emerge, and consumer behaviour evolves it has become clear that OOH is now perfectly positioned to take its rightly place as a lead channel in the communications mix.

VW’s sustainability OOH billboard sketched entirely with pencil
Prediction: The road to net zero.

2023 must be the year of sustainable innovation for the media and advertising industry. Whether that’s rethinking the way we plan and buy, looking at energy consumption, or offering brands more green products and services in the planning process such as recycled material for posters or using electric fleets for billposters, sustainability should dominate conversations across all media channels.

Prediction: Programmatic will be one of the most promising advertising opportunities in 2023.

Digital Out of Home has created huge opportunities for brands. We now have a format that holds the necessary tools to drive a more targeted, memorable, innovative, and measurable campaign. With continued investment from media owners in the digital out-of-home space, this channel has untapped potential going into next year, which brands need to take hold of.

Heineken Zero’s Dry January OOH Campaign

Sustainability and Innovation: Advertising’s 2023 Projections

Prediction: Growth in Multi-channel integration.

Looking ahead to next year, we see Out of Home advertising integrating with other channels especially, TV and online. According to BARB Mediaplanner+ 2020, investing 26% of TV budget into Out of Home has a positive outcome on reach, with OOH and TV working most effectively at different times throughout the day. When looking at OOH and Online, a recent 4th space project, from Talon UK shows that by adding FMDOOH to a social campaign increased effectiveness across the brand funnel by 23%. Exposure to FMDOOH had a positive impact on the whole brand funnel from awareness through to call to action, not only generating desire and interest but generating consumer action. In fact, it was in consumer action that we saw the largest shift (+48%) when FMDOOH was added to a social plan.

Prediction: Data & Technology will supercharge the campaign planning process.

2023, will deliver numerous new technologies and further enhance existing tech.   

To date, data has powered both dynamic and programmatic campaigns and, although, in the early stages of this market, it’s set to continue but in more innovative ways. We envisage more clients using clever data sources to capture audiences on the move with impactful and attention-grabbing campaigns. 

Applying a prescriptive approach to the campaign planning process is a high priority for 2023. At Talon, we have plans afoot to invest and launch new platforms that will ensure that our planning process is second to none and will give clients a more granular level of measurability and accountability.

Aer Lingus Mural
Prediction: Advertisers will get creative.

Grabbing and maintaining attention will be huge for brands heading into next year. The longer a brand can stay top of mind with consumers the better, because of this we will see more brands shift spending from performance marketing into brand building, making OOH the perfect canvas. Talon’s research shows that special builds not only position a brand as exciting and innovative but positively influence consumers’ purchase behaviour. In 2018, Talon UK conducted a special build campaign effectiveness research study whereby they compared those exposed to special builds vs those that were exposed to standard OOH formats. The results showed a +15% increase in positive impression of the advertising, +17% increase in consumer action and +35% increase in purchase consideration.

Summary

“2023 promises to be another exciting year in Out of Home’s renaissance.  With a wider industry lens on areas such as data & tech, programmatic, creativity and of course sustainability, we believe Out of Home is uniquely placed to take a leadership role in each of these spaces.  As we begin to shift focus to next year, the team at Talon Ireland are excited to lead that renaissance and champion Out of Home’s unique proposition, all kickstarted early with our new branding and new office move” – Andrew Sinclair, Managing Director, Talon Ireland