Thoughts Archives - Page 2 of 23

Out of Home is changing fast, and Talon is at the forefront of that change. We’re passionate about OOH and are on a mission to drive the growth of this sector within the media industry – changing perceptions of it as a legacy medium to one that is highly connected, effective, creative, sustainable, and measurable for our clients.

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

Welcoming Talon Canada & Evolve

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

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

A focus on sustainability

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

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

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

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

Celebrating and championing effectiveness

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

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

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

Introducing ‘The Hub’ to Ireland

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

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

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

Talon’s menopause support group

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Our favourite Standout Out of Home campaigns in 2023

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

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

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

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

Budweiser & Pepsi MAX

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

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

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

Johnnie Walker Xordinaire

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

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

Lenovo

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

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

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

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

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

Scene + Loyalty Launch

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

Specsavers: Hearing Services

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

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

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

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

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

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

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

The Positive Impact of OOH

Data-Driven Outcomes

A Drive Towards Attention

Creativity and Technology Unite

The Brand Fame Comeback

Standardisation of Programmatic OOH

Retail Media & DOOH drives Path to Purchase

Enhancing OOH with AI

The Positive Impact of OOH

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

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

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

Data-Driven Outcomes

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

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

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

A Drive Towards Attention

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

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

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

Creativity and Technology Unite

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

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

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

The Brand Fame Comeback

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

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

Continued Growth of Programmatic OOH

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

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

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

Retail Media & DOOH drives Path to Purchase

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

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

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

Enhancing OOH with AI

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

Watch this space_

By Lucy Baumgartner, Senior Effectiveness Executive.

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

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

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

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

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

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

Use OOH to reach your campaign objectives

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

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

WHY OOH INTERNATIONALLY & IN AIRPORTS THIS WINTER

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

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

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

THE PIVOTAL ROLE OF AIRPORTS

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

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

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

POWER OF PROXIMITY

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

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

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

TRANSFORMATIVE IMPACT OF PROGRAMMATIC

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

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

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

THE MAGIC OF DYNAMIC DOOH

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

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

CITY SPOTLIGHTS

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

Ireland

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

USA

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

APAC

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

UK

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

USE OOH TO CREATE GLOBAL IMPACT THIS CHRISTMAS!

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

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.

By Effectiveness Executive, Ellie Reeves.

Navigating Attention Dynamics in OOH

Off the back of IPA Effworks and Future of Media, Talon’s Effectiveness team sought to bring the key debates, themes and trends seen across the industry in-house. While the demands of day-to-day planning are higher than ever before, it’s fundamental to understand the wider media landscape to ensure that our campaigns – and channel – are as effective as they can be. Media events and publications are largely dominated by digital channels, while OOH agencies have to read around their trends to interpret the state of our own. With speakers from Route, OnDevice, and Analytic Partners, this week offered a unique opportunity to look at key themes within the OOH industry and the role these play within the wider media ecosystem.

ATTENTION

Highlighted by Dr Grace Kite at IPA Effworks, inflation will be the core impact on consumer sentiment and behaviour for the foreseeable future. With consumers increasingly shopping around for the best price, brand loyalty is down while shoppers are actively looking for brands to support them through hard times. As a result, it’s an incredibly important time for brands to be advertising – the battleground will be in gaining meaningful attention among consumers in 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. Though 51% of marketers claim their marketing budget is influenced by attention, the paper’s findings showed significant discrepancies between perceived and actual consumer preferences. Reflecting on a broader shift towards in-person advertising experiences, Kantar emphasised the importance of attention on strategic decision-making. But how are media channels themselves understanding attention?

Digital channels have been almost systematically referring to attention as ‘the new metric’, calling for its incorporation into measurement frameworks and an understanding of the concept across different platforms and formats. By comparison, OOH has been researching and quantifying this concept for decades. Euan Mackay outlined the sophisticated methodologies that have been used by Route to determine the visibility of OOH, making OOH the only media channel where inventory is 100% viewable. Eye-tracking projects with Lumen mean that we have an extensive understanding of how pedestrians view the world around them, and as a result, how many people really see an OOH ad. While digital impressions can overestimate an audience by up to 91%, OOH uses visibility-adjusted impacts as a truer measure of campaign reach and are embedded into the currency of OOH.

MEASUREMENT

While impacts are a significant differentiator of OOH from other media channels, in the words of Ceclia Dones, “impressions just prove you spent money”. Holistic and thorough measurement has been an increasingly prevalent topic of conversation in the media industry, highlighted by the Future of Media’s decision to create a measurement track this year. Dones was one of many speakers calling to distinguish metrics of delivery and metrics of effectiveness, highlighting the inconsistency of these across media channels. For brands, the key challenge will be defining and measuring success across channels and markets in a coherent and comparable way.

For media channels, the challenge is in justifying individual channel effectiveness to clients while appreciating our role within an omnichannel strategy. As campaigns run across multiple channels, we need to measure in the same way. Speaking at Talon’s Eff’ Week, OnDevice’s Sarah Robson outlined both the necessity and complexity of constructing an omnichannel measurement framework, claiming: “data is driving what we do and yet there still isn’t one coherent way of measuring what we do”. Effectiveness needs to be independently assessed, looking at the whole strategy and understanding the cumulative impact of channel spend. Effective measurement is being able to unpick where a campaign has worked and what hasn’t worked – where improvements and adjustments need to be made in future strategies.

ECONOMETRICS

Instrumental to the effectiveness of a measurement framework is the use of varied metrics for success, looking across the brand funnel to chart awareness, loyalty, trust, and sales, to name a few. Another key buzzword in the industry, econometrics has been increasingly leant on as the sole framework for quantifying channel effectiveness through ROI. Through econometrics modelling, OOH is typically positioned as a channel that delivers poor ROI. This is largely due to very few data points being ingested, lacking granularity, and failing to account for incredibly important factors like creative performance, regional differences, and seasonal impacts. Hearing from Justine O’Neill at Analytic Partners, our Eff’ Week looked to assess the challenges and opportunities for OOH and econometrics.

Fundamental to accurate econometric reporting is collaboration. Agencies must be transparently and productively working together to ensure that detailed, accurate data is used. For OOH, this means utilising Route data at a regional, or even frame, level. With channels running together, it’s difficult to isolate the effects of each, so a broader understanding of the media plan and channel spend will have a significant impact on reading results. While econometric modelling is an invaluable tool for clients, it’s not to be considered in isolation. Ten years on from their initial publication of ‘The Long and Short of It’, Binet and Field reminded us at IPA Effworks that short-term metrics must be considered in tandem with the long to assess and maintain long-term brand penetration.

UNDERSTANDING TRUE CAMPAIGN EFFECTIVENESS

Understanding true campaign effectiveness means identifying the objective of the campaign and how that can be measured with the right framework. There’s a need for multiple measurement frameworks in place to fill the gaps for each other. If 41% of ROI is driven by creative quality, versus 59% for executional elements, then we have to be measuring and optimising creative performance. Peter Field has highlighted that brand trust is becoming increasingly fundamental to driving profit, so measurement must take into account emotional and behavioural metrics also. Ultimately, cutting through the clutter requires a thorough understanding of the objective, strategy, and brand, with frameworks in place to measure and optimise the process for the betterment of clients and agencies alike.

Talon’s Eff’ Week allowed us to go beyond proving the need for measurement, to debate and understand at a broader level what effectiveness means for our agency. As quickly as the media industry evolves so do measurement and effectiveness conversations, meaning as an agency we must stay abreast of key issues and topics within the industry. As the first OOH agency to receive IPA Effectiveness Accreditation in 2021, the event was another great opportunity to show our commitment to a culture of constant learning.

WATCH NOW

OOH at Advertising Week New York: Perspectives on a Transformed Medium

Advertising Week New York was an action-packed week of IRL experiences that generated plenty of thought-provoking ideas, predictions, and a strong representation of the OOH medium. Among the prevalent topics were how omnichannel brands and agencies are increasingly harnessing the power of OOH to unlock brand reach and impact that drive results across the entire sales funnel.

The Rise of Retail Media on the Path to Purchase

Reaching consumers on the path to purchase has become critical to influencing mindsets and achieving measurable outcomes. Marlow Nickell, CEO of Grocery TV highlighted the advantage of brands who leverage growing in-store retail media networks.

“We’re super excited about the brand reach achievable through in-store retail. The frequency and the environment are unparalleled. The contextual relevance within the trusted community you’re in is unmatched. We’re just getting started with in-store activation and there’s immense untapped potential.”

Equally important to the scale and quality of screens is the use of data to enhance the customer journey with retail media. Aracely Moreno-Mosier, Senior Director, Omnichannel Marketing Head at PepsiCo offered advice to brands who utilize first-party data.

“The path to purchase has evolved, and to navigate it effectively, we should utilize the tools at our disposal today, including first-party data, available communication channels, and other insights to create a win-win for all. If we do this right, I believe it’s a strategy we can carry into the future.”

Marketers are embracing the growing array of DOOH screens to reach consumers throughout daily journeys, while enroute to retailers, and within physical stores. This full-funnel shopper marketing strategy plays a pivotal role on consumer decision making throughout the path to purchase – reaching highly engaged, targetable audiences at scale and delivering tangible business outcomes.

The Role of OOH on the Full Media Mix

In an era of ongoing media fragmentation where fewer individuals engage with local radio or TV, it’s OOH that stands out as an impactful, broadcast medium. As Outfront’s VP of Marketing, Liz Rave explained how OOH distinctively ingrains itself in communities.

“Integrating OOH into neighborhoods creates a truly unique real-life medium that seamlessly becomes a part of the community, almost like a neighbor,” said Rave. “OOH builds trust for digital brands and when you execute it effectively, by getting the creative and location right, it sparks conversations — and what’s better than people talking about your brand.”

OAAA President & CEO, Anna Bager challenged marketers to improve overall performance and effectiveness by embracing the evolution of OOH from a proven brand builder to a full-funnel marketing channel.

“There’s a lot of misconceptions about OOH that I hear almost every day,” said Bager. “It’s a great medium for brand building, it’s great for spectacle, but it’s a little siloed…OOH is much easier to transact these days. It’s definitely more measurable and you can use data in very smart ways.”

Dan Levi, CMO of Clear Channel echoed the importance of rethinking the role of OOH and how marketers are approaching the medium as part of the larger media mix.

“The question revolves around the role that OOH plays and can it perform effectively with other digital channels and social influencers,” said Levi. “How do we make that overall mix work more effectively? Our collaboration is a prime example of how we can not only gauge the impact of exposure to a billboard but also measure its incremental contribution to your business.”

It is increasingly important for marketers to look at the holistic impact of media channels from the lens of a consumer to truly understand what’s shaping a brand’s success. Levi added:

“Don’t think of OOH or measure it in a silo. There’s not a single consumer on this planet who thinks about media channels – that’s something we, as marketers, do. Think about your consumers holistically and the essential role that OOH plays in driving performance.”

Advanced measurement capabilities have elevated OOH’s role in the omnichannel media mix. No longer a strictly upper-funnel medium, OOH has proven effective at delivering outcomes that include increased levels of awareness, consumer footfall to brick and mortar locations, and both online and offline sales lift. When integrated with 360-degree marketing strategies, OOH has produced a halo effect, positively impacting brand performance by reinforcing a consistent brand message across channels.

Programmatic DOOH Advantage

The growth of DOOH and the ability to transact programmatically will continue to play a role in the advancement and adoption of the medium. During a session that offered an insider perspective on the state of programmatic DOOH, Wade Rifkin, EVP/GM Programmatic at Clear Channel shed light on the convergence trend and the growth occurring.

“The flexibility of programmatic buying, the auction-based model, granular media decisioning, and optimization – these things are not coming down the pike,” explained Rifkin. They’re available today, and they’re doable. This has really cemented the use case for programmatic OOH, particularly when combined with audience data targeting and measurement capabilities that are now table stakes across all channels. These two elements coming together have really accelerated the adoption of programmatic OOH.”

The integration of DOOH inventory within omnichannel DSPs is a crucial step in un-siloing the medium by making it more easily transactable for buyers. Whether tapping into curated inventory packages in a self-serve environment or utilizing a managed service to plan and buy programmatic campaigns, flexible execution paths are increasing the adoption of DOOH.

Natrian Maxwell, GM of Emerging Channels, The Trade Desk shared similar views on the role programmatic DOOH within the omnichannel media mix and the importance of measurement.

“What started off as a silo channel has now become part of a marketing flywheel. It’s a touchpoint for folks who are not watching CTV, aren’t at their computers, or aren’t using mobile devices, but are simply living their lives. In these moments of living life, brands have a unique opportunity to connect with their customers naturally and organically, without being intrusive or disruptive. This is where much of the value of the OOH channel lies, and it’s resonating with brands, advertisers and consumers.”

“I believe OOH has reached a point where, over the last few years, we’ve made significant strides in achieving parity with other channels like CTV. Now, our focus is on bringing attribution and measurement to the space that aligns with our customers’ requirements and in terms of what they’re doing across their omnichannel campaigns as well.”

With less than 100 days until Christmas, we’re seeing consumers immerse themselves in the spirit of the season. From days out and trying festive menus to shopping for gifts and dinner with loved ones, the onset of winter ushers in shifts in consumer behaviour. All these activities, alongside normal day to day life, mean that audiences will be OUTSIDE this festive season. Out of Home advertising at Christmas provides the perfect opportunity for brands to influence consumers.

In this blog, we will explore these opportunities and share our heady mix of creativity, technology and data to help brands connect with audiences and reap the rewards using OOH advertising this Christmas. It all starts with thinking outside_

Key Shopping Dates

Christmas shopping is skewed throughout Q4, with big events such as Black Friday, providing audiences with ample opportunity to shop for the best deals. According to an IPA survey, the bulk of Christmas shopping starts as early as September and as late as the third week of December.

The most popular times for gift buying are the first half of November (21%), the first week of December (which has increased YoY from 15% to 21%) and Black Friday Week (16%). Unsurprisingly, 72% of consumers are planning to get the best deals by shopping for gifts this Black Friday. Despite economic uncertainty last year, an impressive £12.3 billion (Mintel) was spent on Black Friday (vs £2.53 billion pre-Pandemic) with a +13.9% increase in high street footfall YoY.

Shoppers are Hybrid

This year, 73% of adults will research their purchases beforehand and 77% of under-35s are setting aside some of their Christmas budget for the sales. According to data from Yodel, 61% of Brits are “hybrid shoppers,” shopping both online and in-store for Christmas gifts.

For the hybrid shopper, we recommend an omnichannel approach. When used in combination with digital channels, OOH increases the effectiveness of online ads by +31%, paid social ads by +56% and +80% for search ads. Consumers already spend an average of 70% of their time outside of their homes – so OOH is a prime channel for reaching these audiences and an omnichannel approach can increase overall reach by 68%.

Timing Your Message is Everything

With audiences thinking of Black Friday and Christmas purchases throughout the festive buildup, it is important to time your message effectively. Audiences are thinking about Black Friday purchases up to 2 months prior to the event, with the majority thinking of their purchases 1-2 months to 1-2 weeks prior. This provides brands with an ample window of opportunity to get their messaging in front of consumers early to avoid the Black Friday clutter.

It will certainly be an end-of-year push to fill stockings for most consumers this year, as their preparations are set to begin sooner than last. So, how do we ensure that we effectively reach these “scramblers” with OOH?

Audience-first Planning

What makes OOH advertising at Christmas so advantageous for brands is its ability to work across all stages of the purchasing funnel. In recent years, the advancements in digital capabilities have shifted the role of OOH from being primarily a top-of-the-funnel medium to working across the whole funnel.

Out of Home’s role has evolved and continues to evolve based on:

Audience Targeting: +15% higher levels of audience relevance
Reactive Activation: The ability to book panels in the hour for the next hour
Driving Bottom End Metrics: 2x increase in purchase intent

Using an audience first planning approach in Out of Home benefits our clients:

Brand 1: Saw a +28% increase in on-target impressions vs. Busy high-street gifter audience
Brand 2: Achieved a +50% Uplift in on-target impressions vs. In-market gifters & the brand’s consumers
Brand 3: Saw a +12% Increase in footfall to the store vs. Competitors during the campaign

One brand in particular, used audience-first planning to drive footfall to store over the Christmas period using Out of Home. Utilising Atlas, the retailer’s campaign activated OOH based on the recent movements of Luxury Christmas Shoppers. As a result, they saw +17% Higher levels of store footfall vs. Their competitors, and a +42% Increase in visits seen in London across the campaign.

Driving Action Through Out of Home Advertising This Christmas

So, how do brands drive action this festive period? There are six ways a brand can achieve this:

Be at the “moment of truth”

Proximity advertising resonates with consumers. Proximity targeting during the festive period offers brands the opportunity to capitalise on the unique context, emotions and activities associated with these special times. Consumers feel that adverts in proximity to the store are more noticeable than adverts in other locations, which influences consumer action.

Lean into context with dynamic creative

This is even more crucial around the holidays and allows brands to connect emotionally with their audience.

Reach more of your audience through OOH

Utilise audience-first planning to optimise any OOH campaign, improve brand awareness and increase purchase intent. With our DMP Ada, brands can be as narrow or as broad as they require.

For brands wanting to optimise their audience-first OOH plan further, we recommend activating digital Out of Home programmatically via our DSP Atlas.

Own key consumption opportunities with programmatic (prOOH)

Data shows that the use of Atlas can deliver strong brand payback on consideration and purchase intent metrics. PROOH drives purchase intent.

Shoppable OOH

QR codes are helping to bridge the gap between online and offline channels. They can provide quick access to holiday promotions, discounts or event information, enhancing the holiday shopping experience and improving the effectiveness of your Out of Home advertising this Christmas.

Amplify with creativity to increase attention

Special builds are a great addition to any marketing plan, whether they serve as a vessel for social content or supplement/lead an OOH campaign. Special builds make an impact and can generate viral attention.

As a result of being exposed to this special build for Sainsbury’s:

64% agreed it made them like Sainsbury’s ad more.
6 in 10 also agreed it made them more likely to shop at Sainsbury’s.

Experiential OOH is another brilliant way of amplifying attention and positive feelings towards a brand. With consumers desiring real experiences, experiential OOH physically places brands in the action.

Ready to sleigh the season with Out of Home advertising this Christmas? Get in touch with Talon today!

Prime Big Deals Day kickstarted the holiday shopping season with enticing online offers. Yet, nearly half (48%) of U.S. consumers still favor in-store shopping. A staggering 85% of all retail sales continue to occur in brick and mortar locations, where digital out of home (DOOH) and retail media networks are front and center. Underscoring the imperative to reach consumers along their path to purchase, marketers cannot afford to ignore the opportunities in out of home (OOH) for influencing consumer purchasing decisions. So the question remains: Are marketers missing a vital opportunity to bridge the gap between in-home and in-store by reaching consumers on the go?

New innovations in OOH and the expansion of DOOH inventory offer marketers untapped opportunities for capturing consumer attention throughout their daily journeys with full motion, digital video content across more screens and formats — from street furniture and transit shelters to restaurants and retail destinations. According to Insider Intelligence, U.S. DOOH will make up 31.4% of OOH ad spend this year and is projected to reach $2.87 billion, with double-digit growth expected through the end of 2027.

In parallel, we’re seeing a boom in retail media networks with ad spending more than tripling since 2019. U.S. retail media ad spending is projected to reach $45 billion this year, according to Insider Intelligence. This influx in ad spending has increased the investment in inventory of physical screens at retailers, up 60% year over year, according to Place Exchange.

To engage and convert shoppers at point-of-sale destinations, brands are beginning to recognize the value of OOH as the final touchpoint in the consumer’s path to purchase to drive full-funnel outcomes. With the integration of DOOH and rapid expansion of retail media networks, marketers can supercharge their shopper marketing with advanced measurement and attribution solutions, linking OOH ad exposure to critical business outcomes.

Consider this: 68% of consumers recall OOH ad messaging during their daily journeys, often while enroute to retail destinations. This creates a prime opportunity to raise awareness and drive in-store visits. What’s more, the effectiveness of these ads soars to a 71% ad recall rate when strategically positioned directly outside of stores, according to an OAAA & Morning Consult study. The report also found that once inside a store, three-fourths of adults (75%) notice OOH ads, with higher rates among adults aged 30-44 (81%) and those earning over $100K (81%). Most importantly, these in-store ads drive action, with 42% of consumers reporting that in-store ads directly influence their purchase decisions — delivering an incremental lift of in-store sales.

Increasingly, marketers are now able to leverage a growing array of digital screens to unlock the full potential of their omnichannel marketing strategies. The integration of DOOH and retail media enables brands to take advantage of advanced targeting, premium inventory, and outcomes-based measurement to effectively engage and influence consumers across the shopping journey. Moreover, advertisers have the flexibility to execute DOOH campaigns — either through a Demand-Side Platforms (DSPs), or via an expert-led managed service.

Consider the role DOOH plays as part of brands’ shopper marketing strategy

Reach Highly Engaged Audiences at Scale: Already, DOOH is being embraced by a diverse range of retail locations, including big-box stores, department stores, grocers, pharmacies, and convenience stores. According to Place Exchange, there are now more than 850,000 screens across the U.S., collectively generating over 100 billion monthly impressions. This scale offers an expansive and unmissable creative canvas for brands to engage with diverse audiences in their surroundings for maximum reach and impact.

Intelligent, Sophisticated Data & Targeting: The evolution of data-driven OOH provides advertisers with precise targeting capabilities. With DOOH, advertisers can tap into both first-party and third-party data, enabling precise and effective audience reach. Armed with this intelligence, advertisers have access to shopper loyalty information and real-time consumer behavior data to ensure that their ads reach the intended audience — delivering highly relevant and impactful campaigns.

High Quality, Premium Inventory: DOOH screens are inherently premium digital assets, designed to be video-enabled and dynamic to ensure contextual relevance in ad messaging. The availability of premium quality screens at meaningful scale enables brands to bring their stories to life in the real world in more creative and captivating ways, ensuring that their messaging aligns seamlessly with the environments where their ads are seen.

Achieve Measurable Outcomes: OOH has evolved from a traditional brand-building channel to a medium that delivers full-funnel outcomes. No other media matches its effectiveness in engaging on-the-go consumers and delivering timely deals and promotions to nearby shoppers, as well as influencing in-store consumers at the most relevant moments during the purchase process. Furthermore, brands can now measure how many consumers visited their stores through footfall studies and quantify incremental in-store purchases resulting from OOH ad exposure. These tangible results highlight the value of integrating DOOH into an effective shopper marketing strategy.

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