Thoughts Archives

Yours sincerely, Ellie Reeves, Effectiveness Executive.

We’re all familiar with the fact that once you work in Out of Home, you can no longer enjoy being out of your home. Each bus shelter, tube car panel, and taxi wrap are a reminder of emails unsent and decks awaiting. For me, as someone who lives and breathes campaign effectiveness in their day job, the sight of each OOH ad renews a deep-seated rage, as I question why is every brand logo hidden in the bottom right corner?

What is an advert without a brand logo? Wasted space, wasted money, and fundamentally an ad for your competitors if consumers can’t attribute it to you. Over the 8 years we’ve run creative testing – 575 campaigns to be exact – Talon have produced one truly illuminating statistic: brand logos are only noticed by viewers 42% of the time.

Our creative testing relies on an online sample, who have nothing to do but stare at an image on a screen for five seconds. That means that even if we remove the chaos of the outside world, limit anything else that could be grabbing their attention, and put a creative right in front of them, less than half of the general public end up noticing the logo on a creative. When they do notice it, it takes 2.34 seconds for their eyeballs to actually hit the logo. Now that may work when we’re looking at commuters waiting a few minutes on a platform, but when roadside D6s see an average dwell time of 1.1 seconds, that 42% starts to look a lot smaller.

This doesn’t mean that media investment is pointless – far from it. But it does mean that we can sometimes forget the fundamental rules for creative effectiveness when designing for OOH. Learnings from our creative testing aren’t particularly sophisticated – they reflect essential guidelines for creativity to simplify and centralise. They’re common sensical, but also anecdotal, and when we can provide bespoke, quantitative data to our clients to show what’s not working, it’s much easier to fix. Giving clear advice on what needs to be altered, we’re able to optimise creatives pre-campaign or mid-flight to ensure the strongest impact for our clients.

Rule one: keep it simple. The more features that are added to an ad, the more fragmented viewer’s attention is, and the less likely people are to notice a logo. We see that when creatives include 3 key features (i.e. a headline, image, logo), attention rates for logos are +15% stronger than creatives that include 4 key features.

Rule two: people look at the centre of a creative first. Portrait creatives see gaze go from centre, to top to bottom, while landscape inevitably see gaze shift centre, to left to right. Using common sense, we can therefore imagine that the lowest levels of attention are in the bottom right corner of any given creative. Thankfully, we also have the data to back it up. Alignment on the left means logos over index by about +3%, while placement on the right under indexes by -17%. When placed in the centre, brand logos over index by +33%.

Now some good news for FMCG brands, automotive brands, and anyone who can showcase their brand logo within a product image. Though typically placed in the centre of a creative, we see that even when product images are hidden to one side, brand logos integrated into the product see much higher levels of attention – +24% above average, in fact.

So, what does this all mean? For the sake of your ad spend (and my sanity), make sure your brand logo is placed where people will see it. When we work day in and day out on the same creatives, we can forget the bigger picture – and that’s that everything on the picture needs to be bigger.

Keep it simple, keep it central, keep it seen. And most importantly, prove that you’re doing that.

As marketers begin to adjust to a post-cookie world, we’re appreciating that measurement is important and should be done right – but it can’t just be done at the end. Pre-campaign testing allows us invaluable insight into what’s not working, so that we can optimise both creative and impact. For years, we’ve used Talon Canvas to inform and drive creative effectiveness in OOH – get in touch with the Talon Effectiveness Team if you want to find out how we can help you maximise attention in OOH.

Talon MENA’s Head of Marketing Rezarta Bytyci attended The Web Summit in Doha, below she shares her key takeaways from the event

The Web Summit is the world’s largest technology conference, inaugurating its first Doha edition a few weeks ago. It signals a significant prioritization of the further development of digitalization, AI, and Start-Ups in the MENA region, involving several industries in the public and private sectors and the overall evolution of the market.

The event hosted over 15,000 with attendees from 118 countries and Talon MENA was part of it. We attended a selection of great talks and panels, starting with the opening night whereby His Excellency Sheikh Mohammed bin Abdulrahman Al Thani, the State of Qatar’s Prime Minister and Minister of Foreign Affairs addressed the Centre Stage audience on Opening Night and announced a substantial USD 1 Billion investment fund for start-ups in Qatar inviting entrepreneurs from the region and worldwide to the country.

Among the 148 partners exhibiting on the event floor, we connected with our industry friends at Amazon, Snapchat, Invest Qatar, Qatar Airways, and more.

AI and Digital Policy

AI was one of the main topics covered throughout the summit, with several panel discussions that repeatedly highlighted the importance of AI being a tool for improvement rather than replacement. Many marketers already find AI helpful as a tool for various processes, and it is imperative to include it in our lives correctly and cautiously. We attended an exciting panel on AI and digital policies in the region where they discussed that incorporating digital policies will have to be built upon culture, history and language. We couldn’t agree more with our experience of how the MENA region differentiates from other markets.

Transparency and accountability in the development of AI are key. As Basma Ammari, Director of Public Policy at META (MENA), stated, “transparency builds trust and gives people the level of control of what they see in technology.”

Lars Gehrmann, Chief Digital Officer at Qatar Insurance Group, was confident that “AI is here to stay” and that it solves our current problem of overworking employees. He highlights that employees are being paid to think, so they are essential to using AI.

The Websummit had a dedicated stage, the Panda Conference, for marketing panels on the ever-evolving topic of customer data and consumer habits in MENA.

The panel discussion about “The consumer landscape of the Middle East” with the panellists Mai Salama from Creative Industry Summit, Abeer Alessa from The Bold Group, KSA and ANNA Germanos from META laid out a good understanding of consumer behaviour in the region. Smartphone penetration in the Middle East is at 90%. However, the online experience does not take away from any physical activities; in fact, there is a “fluid experience between offline and online for consumers whereby data helps customizing content and creating immersive experiences and leading to user-generated content, too”, as Abeer explained. Abeer also encouraged the industry to invest in AI to stay ahead.

The revolution of AI was a consistent topic throughout the summit, whereby several industry experts mentioned its role and what it means for marketing. Concerns such as; will AI be dangerous while we rely too much on it? How can it be regulated? Can it replace human beings?

AI will create many jobs that don’t exist yet… “it reminds me of WPP 20 years ago when we didn’t have social media managers, influencer managers, e-commerce writers or programmatic managers, … there will be different types of jobs and different types of people to manage the AI technology.”

At Talon MENA, we are excited to see the region move towards developing data technology in the advertising space. We are interested in customizing ads and content for which many new tools are being developed. Developing infrastructure and a visionary road to digitalization of the region sounds very promising; we ensure we are a continuous part of these developments in the region and emphasize the consistent growth of OOH to keep in line with global standards.

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?

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.

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.

Mansour Wehbe, Client Director, Talon MENA.

With technology evolving, as it always has, we’re constantly seeing new ways of how it seamlessly integrates into our physical world. This evolution of blending online and offline experiences offers an exciting opportunity to dominate through digital OOH (DOOH) strategies and experiential activities.

DOOH is facilitating an even bigger role for online to play in the offline world, embracing a future where technology enhances our lives without overshadowing the genuine essence of the tangible world. Looking ahead, we envision a future in which the online world flawlessly operates in the background, enhancing our lives with AI and AR across other physical media platforms.

In this era, brands are expected to pioneer the fusion of both worlds’ touchpoints, impeccably creating concise consumer journeys from the smallest to the biggest screen out there, elevating their targeting game and widening their creative imagination.

Brands can delve more into dynamic advertising and its advantages over traditional/static OOH. Talon’s in-house effectiveness team, sit on a wealth of data, “Talon Benchmarks”, for instance showing the impact of dynamic DOOH led strategies.

There is a +15 per cent higher brain response when viewing dynamic ads and a +48 per cent higher effectiveness versus campaigns that aren’t dynamic.

For brands, DOOH creative must be tailor-made to the format and not the other way around. Each format has distinctive characteristics, and therefore, requires specific creative ideas for smart use for ideal impact on the audience. Copy is important. 60 per cent of DOOH copy is viewed longer than traditional static copy.

For special builds and experiential activities, which can bring online strategies into the real world effectively, there is a +35 per cent higher consideration from audiences. Special built DOOH, such as 3D (anamorphic) attracts +15 per cent more attention as opposed to 2D DOOH.

As technology evolves, so are consumer expectations and attention levels. With Talon as your OOH partner, brands can harness the exciting opportunities that blending online and offline experiences offer, dominating the busy landscape through DOOH strategies and experiential activities.

This article originally appeared in Campaign Middle East, read on page 81.

By Ellie Reeves, Effectiveness Executive

It’s largely unsurprising that the key trends we’re due to see for consumers in 2024 can be encapsulated by two feelings: fatigue and distrust. In the now familiar narratives of economic recession, global instability, and the rise of artificial intelligence, GWI’s annual “Connecting the Dots” conference sought to look at how advertisers and brands can utilise consumer research to maximise their performance in tough times. With panellists from Meta, Snapchat and Endeavor Analytics, adaptability and transparency weren’t just recommendations, but requirements for brands across the year.

Transparency and Communication

Growing distrust in media and news sources in a year of multiple elections, and consumer concerns around AI, will likely preface every publication and event for the rest of 2024. Consumers are increasingly scrolling past news articles and are sceptical of what they do see, driving quality and transparency as the core values that brands will have to emphasise in order to stand out. While concerns around AI are at their peak, an open dialogue with different consumer segments on their attitudes towards AI will be key to pursue opportunities in the field. As only 1 in 10 consumers feel it’s inappropriate for brands to make a statement on public policy, honestly speaking on the current climate is a demand from consumers (GWI). Light-hearted content is an important way of being there for the public, but this can’t go without substance.

Explored by Peter Field, trust has become an increasingly important factor in purchasing decisions, rising from 7^th to 2^nd most important driver of profit in the last ten years. It’s an area where OOH has had longstanding success – as a public medium, consumers are more confident in brand messaging, particularly in comparison to perceptions of the unregulated digital space. At Talon, we see an average +6% increase in brand trust after consumers have been exposed to an OOH campaign (Talon Benchmarks). While trust has long been considered a ‘soft’ metric, de-prioritised in favour of sales and ROI, its importance has re-emerged for consumers and the industry alike.

Diversifying Audiences

With brands looking to maximise the value of their media investment, diversifying audiences will be incredibly important. The growing fanbase of combat sports was an interesting example here, with the sport seeing a +19% y-o-y growth in young parent viewers after its employment of short-form video (GWI). Adopting new partnerships and finding different angles to reach new audiences was a key recommendation. Another example was the -29% decline in vegans in Europe since 2021, as sustainable choices are increasingly considered unattainable in the cost-of-living crisis (GWI). Plant-based brands were therefore encouraged to target nutritious-conscious audiences and alter their messaging accordingly.

The undervalued Baby Boomer audience was also toted, positioned as a segment with money, an expanding online presence, and active purchasing habits. Significantly under-represented in both the workforce and material of the advertising industry, this age group have long been sidelined. When they are featured in ads, they tend to be cast in domestic settings – largely irrelevant to the 1 in 4 Boomers who say they’re focused on their career (GWI). Smarter brands will therefore lean into the purchasing power of this audience by ensuring inclusion and representation in their strategy.

Though high reach has historically been a key advantage of OOH, audience-first planning means it’s not just a broadcast channel anymore. Cutting audiences by age and gender is a largely irrelevant strategy, where behavioural and attitudinal trends are much more reliable to establish and target audiences. Activating programmatically with Atlas means our clients saw an average +45% uplift in on-target audience impressions in 2023, with +15% stronger levels of brand relevance felt (Atlas Benchmarks; Talon Benchmarks). Combining high reach and high relevance is a key strength of OOH, particularly as the post-cookie landscape struggles.

Go Back to What Works

2024 has already been a huge year for traditional broadcasting; the finale of Traitors received close to 7 million views when aired, and Luke Littler’s appearance in the darts’ World Championship Final was Sky Sports’ most watched non-football event in history. While ad revenue for TV has consistently declined over recent years, January did reiterate the channel’s power – particularly as the digital landscape is being re-shaped. With investment pouring into digital, serving to increase clutter and decrease cut-through, traditional advertising channels are receiving more engagement. From the IPA Databank, we can see that adding OOH to linear TV increases the latter’s effectiveness by +17%, and as both engagement with and trust for traditional channels grow, combined activations are a key strategy for brands.

The end of third-party cookies (though not explicitly mentioned) underlay these discussions – and no doubt spoke to the renewed importance of consumer surveying for brands. Snapchat’s Hannah Richardson noted that advertisers have historically been leaning into what was easily measured, rather than what should be measured, and changes in privacy regulations are a fortunate shift for advertisers to reconsider their approach. Falling back on traditional measurement frameworks like MMM and measures of incrementality will be how brands move forwards. ‘Test and learn’ seemed to be the motto for brands in 2024, calling for focus on what wouldn’t have happened without media investment.

Moving Forwards

Emerging from the panel was the importance of consumer centricity when fighting for both share of attention and share of wallet. Communicating with consumers and aggregating consensual data will be more important than ever by the end of the year, and using these insights to test and measure media strategies will be the new normal post-cookie. With more sources than ever before, data is proving to be the guiding light for brands – though instinct and creativity can’t be forgotten.

As a passively consumed channel that the general public largely opt into engaging with, OOH offers a unique space in contrast to the oversaturated digital market. Creative employment of the medium, with contextually relevant messaging and audience-led planning, are key strategies to effectively and positively cut through. While OOH has proved it’s about more than just driving brand fame, it’s still a key strength. And as marketers are encouraged to go back to what works – and what can prove it works – 2024 looks to be a good year for OOH.

We recommend reading our 2024 OOH Trends & Predictions blog next!

By Lucy Baumgartner, Effectiveness Manager.

There’s no avoiding the news on the UK cost-of-living crisis. Whilst consumer confidence has risen from an all-time low point in 2022, still only 30% of the UK feel confident that their finances will be ok, with 66% feeling concerned with keeping up with the cost of living. So how should brands be adjusting their marketing strategies to support customers through the current economic situation?

One simple way is by using monetary offers and deals within campaigns. Promotional messaging that taps into the economic context we are living through can demonstrate a brand’s empathy in a truly authentic way. Industry research has shown that delivering contextual messages and content that explicitly calls out a relevant moment in time can deliver an average increase in brand response of +32%. Failing to engage in the conversation risks brands appearing tone deaf and isolating themselves from consumers.

A much more customer-focused approach is particularly pertinent in the world of Out of Home (OOH). As a low dwell time media channel, it’s important to utilise high impact messaging to effectively grab consumer attention and drive engagement levels.

Benchmark analysis of Talon OOH campaigns has revealed that the inclusion of monetary offers and deals has significant impacts on brand metrics, particularly lower funnel. Comparing creatives with and without monetary offers, those with deals see 4X stronger levels of brand preference, 2.3X stronger levels of consideration and 1.3X stronger levels of purchase intent.

These positive trends across brand metrics are further reflected in visual engagement shown in creative testing, headlines that include monetary deals can deliver up to +28% stronger levels of fixation.

This strong engagement and fixation on promotions and deals means the messaging resonates with consumers, with some even able to actively recall the figures included within deals and promotions:

And for those marketers concerned that deals and offers could devalue their brand, analysis shows that the inclusion of promotional messaging actually drives perceptions of brands as high quality by 1.8X, brand trust by 1.3X and as a brand for me by 2X.

With price and value remaining at the forefront of consumers priorities, it’s critical for marketing strategies to tap into current consumer sentiments. Ultimately, delivering highly relevant promotional messaging across OOH will result in stronger relationships with consumers and long-term impacts for brands.

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.

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.

Evolve Team

“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.

Talon Eff’ Week

“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.

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Analytical Cookies

UNDERSTANDING THE RESOLUTIONS MINDSET

ATTENTION

DYNAMIC & PROGRAMMATIC OOH

1. THE POSITIVE IMPACT OF OOH

2. DATA-DRIVEN OUTCOMES

3. THE ATTENTION METRIC

4. TECHNOLOGY & CREATIVITY UNITE

5. THE BRAND FAME COMEBACK

6. PROGRAMMATIC

7. RETAIL MEDIA & DOOH DRIVES PATH TO PURCHASE

8. ENHANCING WITH AI

Talon’s International Summit in London

The pioneers of Out of Home

Welcoming Talon Canada & Evolve

Talon’s International Summit in London 