In 2024, the world of sports is gearing up for another thrilling year filled with excitement and competition. According to the latest Onside Irish Sponsorship survey, the Irish sponsorship industry is projected to grow approximately 7%, reaching an impressive €227 million. It’s a pivotal year that marks the foundation of a transformative 5-year cycle, with global events like the Europa League final set to take place in Dublin’s Aviva Stadium next week, and the anticipation building for the Ryder Cup in 2027 and men’s Euros in 2028, all poised to elevate the landscape of sports sponsorship in Ireland.

Amidst this exciting trajectory, Out of Home (OOH) advertising emerges as a key player in driving growth and engagement. Despite facing challenges due to the onset of Covid, OOH sponsorship rebounded in 2023, just shy of the benchmark set in 2019. Notably, sports sponsorship commanding an impressive 89% share of this resurgence.

SPORTS OOH KEY DATES WEBSITE

But with big events like the UEFA Champions League Final in London, UEFA Euros in Germany and not to mention the Olympics in Paris captivating worldwide audiences this year, the opportunity for brands to connect with consumers is greater than ever, whether through people travelling to watch these sporting events or gathering at home to cheer on their favourite athletes.

So, how do brands seize the moment and connect with these diverse audiences? It all starts OUT OF HOME!

1: INCREASE REACH WITH AN OMNI-CHANNEL APPROACH

Paramount for brands looking to maximise their reach and engagement. With consumers spending an average of 70% of their time outside, even more so during the summer. By integrating with digital channels, brands can amplify their reach by a staggering 68%. This powerful combination not only extends the brand’s visibility but also enhances engagement across multiple touchpoints.

2: BE AT THE MOMENT OF TRUTH

Being present at the exact moment is crucial for those looking to make a lasting impact. Proximity advertising resonates deeply with consumers, offering brands a unique opportunity to capitalise on the context, emotions, and activities associated with these sporting events.

SPORT OOH STATS 1 WEBSITE

3: LEAN INTO CONTEXT WITH DYNAMIC

Sounds simple, but stepping into the dynamic world of OOH isn’t just about being savvy – it’s about forging genuine connections with your audience. By leaning into dynamic, brands can tap into relevance and spark that connection. Studies reveal that when content is tailored to the moment, you can achieve an average +18% in brain response. And it’s not just about capturing attention, dynamic can help drive real results, with an average +16% uplift in-store sales which leads us to our next point…

4: DRIVE SALES THROUGHOUT THE PATH TO PURCHASE

OOH not only boosts footfall, creating opportunities for increased sales, but also drives recency through in-vicinity messaging, ultimately leading to higher sales. By closing the loop with impactful in-store advertising, brands can effectively drive sales at every stage of the consumer journey, maximising the impact of their OOH campaigns.

5: CONNECT WITH YOUR AUDIENCE THROUGH BRAND ACTIVATIONS

Brand activations are a potent strategy to keep your brand top-of-mind in the lead up to sporting events. As technology evolves it’s becoming much easier to create large-scale experiences that captivate audiences. Blending traditional techniques and exciting new elements can really amplify creative ideas. According to Event track, 72% have a positive view of brands that offer high-quality event content opportunities, while 74% stated that engaging with branded marketing experiences increased their likelihood of purchasing the products.

With this year abuzz with excitement and competition, it offers brands a prime opportunity for engagement with their consumers. The above OOH strategies can not only help brands amplify sponsorship deals but also extend brand’s impact beyond the actual event itself – proving that OOH + Sports truly is the dream team for both brand engagement and growth.

To learn more about how you can maximise OOH and sports synergy, reach out to a member of our team today.

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Inside Talon: Exploring the Professional Journey of Faradillah Rahim.

Outside thinking – it runs in the Talon family. We pride ourselves on being a company built on people with big ideas. People who constantly challenge themselves and the industry to re-imagine and re-invent the possibilities of what Out of Home can be. ​

In this series, we’ll be getting to know more about the people of Talon, their roles, advice and what they get up to outside of OOH. This week, we sat down with Faradillah Rahim, Campaign Manager in APAC.

Explain your role with Talon?

I’m based in Singapore, and my role primarily revolves around supporting the daily operational functions. This entails working closely with both the Sales Director and Managing Director to ensure smooth operations and to facilitate business growth.  

What does a typical day at work look like for you? 

A typical day for me involves addressing operational needs, overseeing daily tasks, ensuring smooth workflow, and assisting in various projects to contribute to the company’s success. It often involves task execution, campaign tracking and follow up to keep things running efficiently.  

What do you enjoy most about working in OOH?

The industry is constantly evolving with new technologies and trends which gives me so many opportunities for growth and learning. Working with various stakeholders such as the advertisers, agencies, and media owners fosters collaboration and networking opportunities. Seeing the campaigns that I work with, come to life in public spaces and observing their impact firsthand can be very rewarding. 

Most memorable moment or achievement in your time in the industry?

It was when a campaign I contributed to which won a prestigious award, recognizing the effectiveness of OOH work. It was such great accomplishment to see the team’s effort celebrated on a larger stage.  

Any tips or advice for someone interested in joining the industry or pursuing a similar career path?  

Keep yourself updated on the current events, industry trends within the media sector. Attending events and networking can open doors for job opportunities and valuable insights into the industry. Stay flexible and open-minded to change, as it will be crucial for success in this dynamic field. 

What do you get up to outside of work? 

I enjoy a variety of activities. I travel with my family at least two times in a year if time permits. I also enjoy staying active through hiking and yoga or going for runs. Spending time with my friends and family is important to me, whether its attending a small gathering or simply relaxing at home watching movies together. Overall, I try to maintain a balance between personal, social activities and relaxation outside of work.

If you could quickly and easily learn any new skill, what would it be? 

I would love to learn baking!

Share a memorable adventure or travel experience you’ve had during your free time. How did it impact your personal growth or perspective? 

Immersing myself in Okinawan culture was a fascinating and enriching experience. Okinawa has a unique blend of Japanese, Chinese, and indigenous Ryukyuan influences, which is reflected in its rich traditions, cuisine, and performing arts. 

One aspect of Okinawan culture that stood out to me was the emphasis on community and harmony. I had the opportunity to participate in traditional cultural events such as Eisa festivals, where the entire community comes together to celebrate with lively drum performances. The sense of unity and camaraderie among the participants was palpable and left a lasting impression on me. 

Overall, immersing myself in Okinawan culture was a rewarding experience that broadened my perspective, fostered a greater appreciation for diversity, and left me with cherished memories of the warmth and hospitality of the local community. 

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2024 is set to be another bumper year for sports with the return of the Euros and the Olympics, as well as the British Grand Prix, Wimbledon and more. And we know we say this all the time… but it’s true. It really does start Out of Home!  

From the electrifying energy of the stadiums to the hospitality venues heaving with fans, it begins with people heading out of their homes to enjoy the action.  

It really does begin Out of Home

However, to avoid a case of “all the gear and no idea” – OOH at your fingertips but how to effectively use it – we’ve put together this handy guide to ensure your brand is also winning this 2024 season of sport! 

Why advertise with OOH around sports events? 

The summer Olympic Games in Paris will be the first in-person games since Rio in 2016. Over 15.3 million visitors are expected to visit Paris and its surrounding areas for the games, with an estimated €4Bn to be spent by tourists. Similarly, the UEFA Euros will return in Germany this summer, with 2.7 million people predicted to attend the tournament. The last tournament in 2021 saw an impressive 5.2 billion tune in globally and fans boost footfall on the day of the final at UK high street pubs by +129%. 

Sports fans are dedicated to watching sporting events – whether they have tickets to the event or not. Thanks to its millions of sites across the UK, Germany and Paris, OOH is best placed to reach these fans.  

Not only are they dedicated, but sports fans are also a highly engaged audience who notice advertising. This is evidenced by recent research from Clear Channel which found that 77% of sports viewers notice brands surrounding sports events, with a +68% uplift in related brand perceptions because of OOH sports advertising.

The study also found a +47% increase in brand usage by respondents who saw an OOH ad from the surveyed brands, and a +33% increase in “brand liking” after seeing OOH advertising related to sporting events.

How to use OOH’s ACES to win 

In 2024, OOH delivers across four main benefits. At Talon, we call these ACES. We play these four ace cards to make sure your media plan delivers:  

Audience, Creative, Effective & Sustainable.

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Audience 

Using Ada, our proprietary DMP, we can better understand audience behaviour and hone in on target audience groups such as “sports fans” or something even more niche like “millennial six nations” fans. 

This data is then combined with a programmatic OOH buy via Atlas, our proprietary DSP, to deliver strong brand payback on consideration and purchase intent metrics: 

To improve campaign effectiveness amongst these audiences, we find that this is best achieved by integrating OOH as part of an omnichannel strategy: 

Creative 

With audiences out of home, use this opportunity to really grab their attention with creative OOH. 2D Full-motion DOOH video is 2.5X more effective than static creative – but implementing 3D creative enhances consumer engagement and preference even further: 

One brand who did this well were Lenovo for the 2023 British Grand Prix. As the official technology partner of F1, Lenovo utilised a 3D domination to build awareness of this partnership. An anamorphic domination across Piccadilly Lights, the Arndale and Canary Wharf grabbed attention of Lenovo’s key audiences, aligned with Lenovo’s tech-first message with creative production supercharged using Lenovo’s technology.

For brands wanting to connect with audiences through brand activations, look no further than experiential OOH. This is a powerful way of ensuring your brand is front of mind in the lead up to sporting events, at a time when excitement is in the air. Research has shown that: 

Effective 

Be at “the moment of truth” with proximity advertising that resonates with consumers and offers brands the opportunity to capitalise on the unique context, emotions and activities associated with these special times. Audiences will be out of home, so proximity advertising provides an added layer of reaching them across these touchpoints. As a result of proximity advertising: 

Additionally, brands can lean into context with dynamic OOH. Implementing dynamic elements into campaign creative such as time, date and location callouts increases relevancy with audiences. Brands who executed dynamic OOH campaigns saw: 

Sustainable 

Sustainability is a huge focus for consumers and sporting events across 2024, with the Euros aiming to set a benchmark for ESG, the London Marathon achieving gold for sustainability and environmental projects and Formula 1’s carbon footprint and Net Zeo pledge. 

According to research from Euro Monitor National, 64% of global consumers are worried about climate change. 

OOH gives back, with 46p in every £1 and £441 million contributed to public infrastructure in 2022. Per emission, OOH also emits less carbon than all other media measured – contributing just 3.3% to UK total ad power consumption and accounting for less than 3.5% of the UK’s total ad carbon footprint. 

Use OOH’s ACES to win your 2024 season 

And there you have it, our handy guide to ensure your brand wins this 2024 season of sport. Remember to play your ACES to make sure your media plan delivers:   

Ready to win with OOH? Get in touch with Talon today! 

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Inside Talon: Exploring the Professional Journey of Laura Colona.

Outside thinking – it runs in the Talon family. We pride ourselves on being a company built on people with big ideas. People who constantly challenge themselves and the industry to re-imagine and re-invent the possibilities of what Out of Home can be. ​ 

In this series, we’ll be getting to know more about the people of Talon, their roles, advice and what they get up to outside of OOH. This week, we sat down with Laura Colona, Senior VP Marketing, North America.

Explain your role with Talon?

Joining Talon at the start of 2024, I am delighted to have been tasked with providing executive leadership and management of the North America marketing organization. In my role, I govern a full-scale marketing program designed to build our brand in the US and Canada, educate agencies and brands on the unrivalled value of OOH, and demonstrate why Talon is the best partner for navigating the fast moving and fragmented OOH landscape.

What does a typical day at work look like for you? 

I am up with the sunrise and am good at not reaching for the phone for at least an hour, when I am amped from caffeine and ready to roll.  

I spend my commute organizing for the day, scrolling through & responding to emails and taking note of all the OOH I am experiencing during my journey. Once the day “officially” starts I check in with the team to make sure they have what they need to deliver and provide coaching where needed to ensure they are empowered.  

While the team keeps the trains on track, my day is spent switching gears between fine tuning the marketing strategy, to designing marketing plans, reviewing communications, and engaging with my new colleagues and industry partners and friends on how we can collaborate to get more lean-in by marketers to OOH.  

What do you enjoy most about working in OOH?

The people! When I transitioned from ad tech to OOH, the welcome I received from the community was incredible. Now, as part of the Talon team, the support I’ve received from the same community for my new role has been just as enthusiastic.

One thing that I have observed and continue to be impressed with is how each stakeholder in the OOH value chain comes together to champion the value of OOH and fight for our rightful share of the media plan pie. This is a community of competitors and friends who believe that with a unified voice all boats will rise, and when I see this in action, I am reminded that I have found my people.

Most memorable moment or achievement in your time in the industry?

During my tenure at the OAAA, I launched an advocacy program focused on OOH education for brands and agencies that included the formation of the OAAA Brand Council with leading advertisers including IBM, Pepsi, L’Oreal, Allstate and Logitech.  

The Brand Council is still in action today and is shaping the future of OOH through active dialogue on issues, developing trends and advocating for the medium’s value in an omnichannel marketing mix.  

I am eager to replicate this effort here at Talon with a client advisory board, furthering our position as a champion for OOH. 

Any tips or advice for someone interested in joining the industry or pursuing a similar career path?  

Don’t be afraid to ask questions – knowledge is power!

What do you get up to outside of work? 

I am always listening to music – another day another soundtrack! I love going to see live music as often as I can and recently picked up my electric bass guitar after a very long time. Who wants to start a band?!  

I also spend a lot of time outdoors. I recently moved out of NYC to the beach on Long Island, so I have enjoyed the nature that the beach and state parks have to offer. I love to cook and entertain, and love going to restaurants.  

If you could quickly and easily learn any new skill, what would it be? 

I would be fluent in Italian. 

Share a memorable adventure or travel experience you’ve had during your free time. How did it impact your personal growth or perspective? 

My friend and I had been robbed on the beach in Brazil and decided that jumping off the side of a mountain in a hang glider seemed like the logical thing to do in response. I have a fear of heights – but only in certain circumstances like driving up mountains.  

The ride up to the platform we were jumping off was terrifying. I cried all the way up, covering my eyes! The lesson I learned was not to empower fear to let you miss a single moment of life. I should have been looking out the window taking in the views, but I was too worried about the car driving off the side of the road to spot a blue butterfly. I am still afraid of heights… 

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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.

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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. 

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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?

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.

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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.

GWI Connecting the Dots 2024

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 7th to 2nd 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!

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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.

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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.