AWNY Recap Blog

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.”

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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: 

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

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: 

  1. 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.

  1. Lean into context with dynamic creative  

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

  1. 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.

  1. 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. 

  1. 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. 

  1. 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: 

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.

Why OOH this winter? The onset of Winter ushers in not just a change in weather, but a profound shift in consumer behaviour. As the holiday season approaches people begin to immerse themselves in the spirit of Christmas. Whether that be enjoying days out at Christmas markets, or shopping for gifts, one thing is clear – they all involve being OUTSIDE!

In this blog “Sleigh the Season” we’ll dissect the intricate patterns of consumer behaviour during the holiday season. We’ll dive into how people plan and shop for gifts, explore the ever-evolving online and offline shopping debate, and consider the timing that’s optimal for delivering your message.  Lastly, to ensure you are well prepared we will provide you with 6 media principles to excel in your OOH campaigns this Winter.

HOLIDAY SHOPPING UNWRAPPED_

As we delve into the holiday shopping season and peel back the layers of consumer behaviour, we discover a wide spectrum of shoppers. About 32% of consumers belong to the super-organised category, diving into their list before the leaves even begin to change. November stands out as the peak shopping month, with 34% of consumers commencing their gift-hunting journey just as Black Friday and Cyber Monday approach. Meanwhile, roughly 13% take a more relaxed approach, not beginning their shopping until December. Finally, a small but devoted group, accounting for just 5% of shoppers, relish the excitement of last-minute purchases during the week leading up to Christmas. So, why OOH? It’s essential to tailor your strategy to reach these varied shoppers effectively.

HYBRID SHOPPING JOURNEY_

However, given that 39% of Irish consumers acknowledge their intent to shop both online and in-store for Christmas gifts, it becomes imperative to reach these hybrid shoppers across both environments. Valuable insights from Movia Media and Nielsen highlight that leveraging OOH alongside digital channels can significantly enhance effectiveness. Translating to +31% boost for online advertising, +56% surge for paid social and an impressive +80% uptick for search-based initiatives. Moreover, considering the increased time spent outdoors during this season, integrating OOH with TV can significantly expand your reach. In fact, according to BARB Media planner, comparing a TV-only campaign to a combined TV and OOH campaign demonstrated a +26% overall reach when using both mediums in tandem.

TIMING IS EVERYTHING_

Once your plan and strategies are in place, it’s essential to carefully consider timing. With audiences thinking of Black Friday and Christmas purchases throughout the festive build-up. Approximately 21% start thinking about their purchases 1-2 months in advance, while 23% begin their planning three to four weeks ahead. Another 24% initiate their shopping journey one to two weeks prior. With 17% diving into their shopping lists the week of. A smaller but significant 7% opt for the day-of approach.

So, why OOH? The ideal timing can vary depending on your product. Recent insights from Talon have proved that fast-food items and alcohol, often indulged in during the festive season, tend to have the shortest purchasing journey. Remarkably 7 in 10 individuals purchase fast-food within one day of exposure to an OOH ad.

6 MEDIA PRINCIPLES TO SUCCEED_

So, with savvy spending becoming the norm, coupled with the emergence of the hybrid consumer, how do we ensure we drive action through OOH this festive season?

BE AT THE MOMENT OF TRUTH

Digital advertising screen outside a JD Sports store in a mall, showcasing festive JD Sports products

Consumers feel that adverts in proximity to store are more noticeable than adverts in other locations, which influences consumer action. By strategically placing ads in high-traffic areas during the festive period, brands can effectively engage consumers and drive meaningful action.

LEAN INTO CONTEXT WITH DYNAMIC

Even more crucial during the holiday season – allowing brands to create emotional connections with their audience. A 2020 study called “The Moment of Truth” showed that using dynamic OOH in your campaign can lead to an +18% increase in cognitive response, a +16% boost in in-store sales, and a remarkable +32% recall when delivering the right content at the right moment.

REACH MORE OF YOUR AUDIENCES WHEN OOH

Utilising audience-first planning to optimise your OOH campaign, can improve brand awareness and increase purchase intent. Audience-led planning can be prescriptive in reaching a brands desired audience. Our mapping system can tailor audiences as narrow or broad as your brand requires.

OWN KEY CONSUMPTION OPPORTUNITIES WITH PROGRAMMATIC

Tesco's programmatic campaign for click & collect on a digital OOH screen

Talon insights show that leveraging PrOOH can yield significant benefits for brand impact, particularly in terms of consideration and purchase intent metrics. By owning key consumption opportunities through programmatic strategies, brands can experience a twofold increase in purchase consideration. A 15% increase in relevance to target audience’s lifestyle, and a threefold boost in purchase intent.

SHOPPABLE OOH

In recent years, there has been significant uptick in the adoption of QR codes in OOH. These codes are playing a pivotal role in connecting the online and offline realms. Offering convenient access to holiday promotions, discounts and even event details. This in turn, enriches the overall holiday shopping experience for consumers.

AMPLIFY WITH CREATIVITY TO INCREASE ATTENTION

Bespoke lighting transforms Dublin's Barge Pub for Jameson Whiskey

But let’s not forget, OOH’s main role is to drive messages to the masses. There’s no better way to capture this attention then to infuse your campaigns with creativity. Think beyond traditional OOH boundaries and consider engaging visuals and unique concepts that will make your ad stand out. Ultimately, creativity is the key to leaving a lasting impact on your target audience.

Winter provides the perfect backdrop for brands. OOH is the perfect brush to paint memorable and effective campaigns. We’ve explored consumer behaviour that accompanies winter, along with holiday shopping nuances, right down to the timing of your message. Armed with these insights alongside our 6 steps to succeed it’s time to put this knowledge into action and sleigh the season with OOH.

As always, your Talon team are on hand if you have any queries or need advice when planning!

Out of Home has evolved to become an even more effective and valuable brand building and performance marketing channel. As marketers prioritize efficiencies and outcomes to make ad dollars work harder, Talon’s Senior Vice President of Client Strategy, Enza Chiodi joined Dhomonique Murphy at Advertising Week New York for a conversation on how brands are leaning into OOH to achieve success.

Continued Evolution of OOH

Data, digitization, and automation is playing a leading role in the evolution of OOH as an advanced ad medium. Chiodi points to a data-led approach to planning and buying for a more effective media strategy.

“DOOH is where we see the most growth in the marketplace; the technological advances, the data that we have, the flexibility it offers advertisers to be able to change creative really easily,” said Chiodi. “But the data piece of it, bringing in audience technology and audience elements is making OOH so much more targeted than it used to be. Now we can actually look at the audience, figure out what their habits are, and target screens that make the most sense for them.”

Another factor is automation to make planning and buying OOH simpler and more intuitive. The advent of automation solves for inertia that exists due to the manual nature of execution.

“Automation is going to make things so much more simple and smarter in the way we put plans together,” said Chiodi. “It frees us up to think more strategically.”

Reaching Audiences and Driving Outcomes

The ability to precisely target audiences and deliver relevant creative and ad messaging means reaching and engaging consumers in the right mindset. OOH is no longer a purely brand-building medium. It is addressable with the ability to measure full-funnel outcomes.

“Data is allowing us to be so much more sophisticated in the way that we’re targeting audiences for our clients,” said Chiodi. “On top of that, instead of it just saying, hey, here is how many people that have seen your ad, it’s really more about what did we accomplish in the marketplace. Did we see a brand lift? Did we see awareness generation happening? Did we drive people into the store to actually purchase a product? We’re able to prove out the value so marketers are more into testing and expanding on their budgets.”

Key Factors for Success

The ability to extend the efforts of other media channels – whether digital, social, or CTV – and reach the same audiences in and out of their homes is critical to influencing consumer purchase decisions. Utilization of data for connecting consumers across channels is a major opportunity for marketers.

Creative advancements to create impactful, unmissable moments are also important. As a primarily visual medium, creative innovation is making it easier for marketers to engage consumers.

“The technological advances in the screens that are out in the marketplace allow us to do fun things – 3D, AR, virtual reality. Clients get excited about it and then use those on social channels,” said Chiodi.  “For us at Talon, it’s creativity, data, technology. We have to hit those three points, and as the clients are picking up on that, we’re seeing more spend.”

OOH as part of an Omnichannel Approach

“The audience profile that brands spend quite a bit of money and time developing is something that we can now bring into the offline space and into the OOH world,” said Chiodi. “When you think about your journeys and how you’re shopping, what are your final touchpoints? It’s OOH.”

While investment in OOH is growing, it is still underrepresented in terms of share of wallet in the overall advertising ecosystem. So what can drive further adoption of the medium among marketers? According to Chiodi, test and learn.

“We talk a lot about the success of OOH, we talk about how we can make it much more effective. Let’s test. Let’s work with (marketers) to educate them on what the value is of OOH, how we can fit into omnichannel marketing, and let’s test.”


Watch the Full Session

OOH Creativity: Amplification & Digital Impact Insights

Out-of-home creative provides brands with the opportunity to engage with consumers in the real world and drive action. As the medium becomes increasingly digital, technology and the media landscape continue to evolve. Thus, it’s more important than ever to stay on top of the latest trends, such as AR and AI, and understand how they will influence the creativity and effectiveness of OOH.

At Advertising Week New York, Talon’s CMO, Sarah Parkes participated in a panel discussion alongside Hilary Batsel, Senior Director for Global Media at Microsoft; Maureen McCloskey, Managing Director at GroupM; and Graham Smith, Executive Director, Business Lead at VMLY&R.  The panel was moderated by Barry Frey, President & CEO of DPAA Global, and showcased how brands and agencies can leverage outstanding OOH creative. Together, they delved into how brands perceive OOH opportunities, the amplification effect, and the impact of new technologies.

What we heard…

The Power of OOH Creativity and Its Amplification Effect

“For us, it’s about the convergence of cultural moments, digital ecosystem, experience, and creativity in OOH. Budweiser came to us with The Brits as a cultural moment. We used data to find the perfect billboard site, creating a stage for non-binary and female acts. They took over for a two-hour set, streamed on digital screens outside The Brits, and was shared globally. The campaign garnered 351 million social impressions, 250 million Spotify listeners, and one artist even secured a recording contract. This is the magic of OOH and creativity.” – Sarah Parkes

Another example is a recent Talon-Shake Shack collaboration that debuted a new menu item in an interactive way.

“Shake Shack was launching their new menu item and we incorporated QR codes into our campaign, which is experiencing a resurgence in OOH creativity. We transformed it into a scavenger hunt across New York, enabling people to scan the codes and win prizes. The campaign garnered 13,500 QR code scans, with 850 prizes distributed. Having relevant digital creative amplified its effectiveness by 42%.” – Sarah Parkes

Hilary Batsel added that OOH campaigns have the ability to transcend the screen and generate additional buzz on social channels.

“Amplification has to be orchestrated and this can be effectively achieved through social media. Using digital and moving billboards is a great way to achieve scale. With OOH, how do you extend the experience beyond the physical location and reach those who aren’t there? Often, social media plays a vital role, whether it’s the brand’s promotion or the organic buzz generated by those who have seen it.” – Hilary Batsel

“The challenge we have now is how do we monetize OOH’s amplification. The brands are buying the media, but what we’re not doing is putting the right value on that social amplification. And that is absolutely huge — and this is an area that we need to collaborate on as an industry.” – Sarah Parkes

How Data and Digital Fuels OOH Creativity

As Graham Smith points out, the availability of data allows for a more informed approach across planning, buying, optimizing, and the measurement of campaigns.

“I still cherish getting clean and rich data from the agencies. I recall my early days in advertising, working on Royal Bank of Scotland billboards, where we were just trying to gather as much contextual information as possible to understand the placement of these billboards – were they along a motorway, in a town, or near a shop? So, there’s still a tremendous opportunity to use data to fuel the creative process and that’s where we should double down on.” – Graham Smith

OOH will always enable brands to create bold, unmissable moments but digitization also allows for a more nimble, contextual approach to creative.

“The visually stunning aspect of OOH hasn’t changed, and it remains a creative canvas for any creator. Now with digital, there are so many unique ways to bring stories to life. It requires developing something special for it — and when you put in the effort to make it contextually relevant, it becomes much more attention-grabbing.” – Hilary Batsel

Educating Brands and Agencies

As advancements within the medium continue to develop, education will continue to be mission-critical for the OOH industry.

“We need to educate brands and agencies on OOH and the outcomes it delivers. What really excites them is the fact that OOH operates as a full-funnel medium, offering high impact, precision, and measurability. It’s crucial to highlight these statistics, whether it’s impressions or the shift from soft metrics to solid evidence. OOH should be at the top of marketing strategies. Data accessibility, connectivity, and managing frequency with other media is something that not everyone fully understands — and it’s evolved so much.” – Sarah Parkes

OOH is reaching consumers throughout daily journeys — whether they’re driving, walking or commuting on mass transit. The expansion of digital OOH inventory is giving marketers more opportunities to capture consumer attention with full motion, digital video content across more screen formats than ever before.  

At Advertising Week New York, Talon US CEO, Jim Wilson led a discussion with industry experts Maria Colon, De’Longhi North America’s Vice President of Marketing and Customer Experience and Tamara Alesi, Mediaplus North America CEO for a lively conversation on how omnichannel brands and agencies are harnessing the power of out of home (OOH) to unlock brand reach and impact that drives both brand awareness and performance marketing goals. 

The session delved into the learnings and insights gained from De’Longhi North America’s impressive and highly impactful digital out of home (DOOH) campaign and the significance of OOH in engaging and converting consumers along their path to purchase. Additionally, the experts shared their views on the rise of retail media networks and why OOH is an essential medium for brands and agencies to establish real-world, human connections with their audiences to drive full-funnel outcomes. 

What we heard…

Insights from Industry Leaders on the Future of OOH Advertising

A Data-led Approach to OOH 

“Just as our business saw an amazing surge during the pandemic as more people sought great coffee in the comfort of their homes, OOH also saw a surge. This industry has always been designed to be bold and attention grabbing. Living in New York, we’re fortunate to witness the excitement of Times Square. But it’s not just about raising awareness. We’re able to capture intent and actual retail footfall. Taking a data-led approach to OOH allows us to win consumer mind share and their share of wallet.” – Mediaplus’ Tamara Alesi 

“Our retail partners have significant physical store presence that are looking to drive footfall traffic and they’re seeing the benefit of OOH. We leverage data insights from our partners, such as sales and customer interests, to design a campaign that makes sense for the brand. We’re not just putting up these beautiful images; the campaigns are really purposeful. We want to make sure that our retailers feel good about what we’re doing and that our consumers are excited about what we put out there to seize those moments.” – De’Longhi’s Maria Colon 

Reaching Consumers Throughout the Entire Customer Journey 

“We take a holistic approach — whether it’s from a PR perspective, customer reviews or event activations and content performance plays a crucial role. Having all these elements aligned with consistent messaging that feels authentic to the brand is key to our success. Our customers may be interacting with us across nine different touchpoints before converting, so it’s really important for us to be part of their full day.” – De’Longhi’s Maria Colon 

“While we’ve had great success with Brad Pitt as De’Longhi’s brand ambassador, our products are also visually gorgeous. We’re able to do really creative OOH placements with video to truly bring them to life. Through innovation, we’re capturing consumer intent in the morning and on the fringe, when people crave their caffeine fix. So it’s about having creative placements that matter for them in those moments.” – Mediaplus’ Tamara Alesi 

The Integration of OOH and Retail Media Networks 

“Retail media is super important in our business. We work with the biggest networks like Target, Best Buy, Amazon, Walmart, and Canadian Tire in Canada. Whether consumers buy from Delonghi.com or BestBuy.com, the key point is that they are purchasing a De’Longhi product. Across TV, OOH, digital, and social channels, we make sure to include our retail partners to enhance our overall retail spend. It’s an important component for our brand and we try not to separate.” – De’Longhi’s Maria Colon 

How Digital is Transforming OOH Creativity  

“Digital technology has transformed creativity in OOH because we don’t just need to put up a static 30-sheet billboard and leave it there for a month. We can be truly innovative and focus on what’s going to excite the consumer and get them to come to Delonghi.com and get their new favorite machine.” – Mediaplus’ Tamara Alesi 

Advancements in OOH Measurement  

 “We often talk about the importance of triangulating the truth. There’s a lot of data sources out there and no one data source can deliver what we need. In triangulating this truth, we incorporate traditional OOH metrics, such as footfall and traffic counts, but we also use AI to help us get smarter with programmatic OOH. We’ve gained insights from our on-air and digital buys to identify optimal day parts and consumer behavior patterns, especially for big purchases. By leveraging time-of-day and day-of-week triggers, we make our programmatic OOH campaigns and other media more effective and accountable.” – Mediaplus’ Tamara Alesi 

Learnings and the Future of OOH 

“From a brand standpoint, do not be afraid to test. We test a lot and that’s actually how we learn. When it comes to OOH, we identified two distinct roles: impact and frequency. One medium can serve multiple roles within a campaign, and this is all part of our testing and learning to understand what works. This applies from a creative, media, and channel standpoint — and you have to learn fast.” – De’Longhi’s Maria Colon 

“From a creative perspective, the emergence of 3D placements is bringing brands to life in exciting ways. In our campaign at the Oculus, we timed all 24 boards in a different way to create different brand moments and frequency plays. Everything was purposeful and told an engaging story. It was a truly immersive experience that allowed consumers to experience the brand without having to make the coffee themselves — and it got people talking about it.” – Mediaplus’ Tamara Alesi 

Lori Lee, Head of People, North America, shares her experience with menopause for World Menopause Day. 


A Menopause Journey

In the stillness of the night, when most of the world was lost in dreams, I would abruptly awaken, my heart pounding like a drum solo at a rock concert. My mind seemed to choreograph a gymnastics routine of worry, competing for the elusive gold medal. At times, I found myself drenched in sweat, as if I were rehearsing for a solo water ballet, my spine serving as the grand stage. At 45, I was convinced I was slowly transforming into a stressed-out pretzel.

“I’m okay. Everything’s okay,” I’d whisper to myself, almost as though I were trying to convince a skeptical squirrel. Adding an extra layer of intrigue to the madness, I’d start counting backward from 50, as if my thoughts were engaged in an intense game of hide-and-seek with my anxieties.

Before long, I began experiencing spontaneous “chill sessions” and surprise sweat marathons during my daily train commute. Even more amusingly, I’d transform into a full-blown fountain of perspiration right in the midst of crucial meetings, with a room full of people looking at me as if I were a unicorn who had accidentally stumbled into a scientific symposium. And let’s not forget the simmering rage bubbling up inside me, making me feel like unleashing a fiery tirade for no apparent reason at all.

I was eating less, but it seemed as though I was defying the laws of physics by gaining more weight than a spaceship loaded with donuts. I had once been a size 6, but within two years, I had ballooned to the size of a cosmic black hole, seemingly devouring calories.

Now, I had a group of close friends I could have confided in, but what on earth could I say to them? “Hey, ladies, guess what? I’ve turned into a walking sauna with anger management issues!” It took me years of enduring this rollercoaster of emotions—anger, anxiety, sweating, freezing, and worry—before I finally realized I was essentially hosting a menopause-themed amusement park.

I attempted to describe my peculiar symptoms to countless doctors. “Am I losing my mind? Am I working too hard? Have I broken some universal rule?” I even played a sort of doctor roulette, changing physicians regularly, hoping that somewhere out there, someone had a clue.

Then, one fateful day, following a meltdown that could rival a toddler’s tantrum, I decided I’d had enough. I screamed, cried, yelled, and broke things, and in that chaotic moment, I had an epiphany: there was absolutely no rhyme or reason to this madness. So, I promptly scheduled an appointment with a therapist.

In just two sessions, this young therapist, who likely believed menopause was as mythical as unicorns, dropped a bombshell. “Has anyone ever discussed menopause with you?” she asked. I couldn’t help but burst into laughter. After all, I was too young, too vibrant—I wasn’t supposed to be part of the menopausal club. I stormed out of her office in frustration, sat in my car, tears streaming down my face, only to later realize that she might be onto something. I marched right back in, determined to get an explanation.

Picture this: she wasn’t a day over 35, and there I was, sharing my midlife crisis as though it were the most riveting soap opera drama. But desperate times call for desperate measures, and I was all ears. Little did I know, she was about to educate me on a subject she had never personally experienced: menopause, the unexpected plot twist in the sitcom of my life.

Fast forward to today, at the tender age of 53, I’m nearing the end of this wild journey. While I still contend with many of these symptoms, I’ve become adept at managing them and setting realistic expectations for myself. Do I experience hot flashes? Absolutely! Am I occasionally a bit irritable? You bet! Do I miss sleep? Oh, absolutely. But here’s the twist—I’m much more informed about the situation, and I’ve opened up a dialogue with countless women going through the same thing. I’ve learned that I’m not alone anymore, and I don’t have to endure it in silence. Menopause might have thrown me for a loop, but I’ve turned it into one heck of a comedy show!

Conclusion

My journey through the tumultuous seas of menopause might have started as a bewildering and frustrating ordeal, but it has evolved into an unexpected adventure filled with laughter, self-discovery, and camaraderie. I hope my story serves as a reminder that no matter how unpredictable life’s twists and turns may be, we have the power to adapt, grow, and find humor in even the most unlikely situations. So, if you’re experiencing your own midlife rollercoaster, know that you’re not alone, and there’s always room for a good laugh along the way.

Cutting Through Christmas Clutter with OOH Benchmarks

Lucy Baumgartner, Senior Effectiveness Executive at Talon shares the need to know on Talon’s OOH Christmas Benchmarks.

Christmas is, for many brands and advertisers, the most important time of the year. Media spend increased +14% between Q3 and Q4 2022, and similar trends are expected this year (Nielsen). With this huge increase in ad spend, the market can feel like a battleground with brands fighting for dwindling consumer attention. This highly cluttered environment produces the issue of Christmas message fatigue amongst consumers, causing campaigns to be lost.

While this time of the year can pose problems for many brands, benchmarking analysis demonstrates that Out of Home (OOH) offers a unique opportunity to cut through this Christmas clutter and stand out from the crowd. Talon benchmarks show that OOH campaigns which run in the lead up to Christmas deliver an uplift of +23% in ad recall, versus +18% for campaigns running across the rest of the year.

But why, in the period when consumers feel most bombarded by advertising, does OOH deliver stronger levels of ad recall? A big part of this is down to OOH’s ability to subtly blend into the surrounding urban environment with 62% agreeing OOH adverts fit into their environment, ensuring brands and messaging are reaching consumers when they are actually receptive to that advertising.

This is closely linked to recent Kantar research which has shown that consumers are enjoying going out more than ever, solidifying the position of outdoor channels as more relevant, useful and entertaining. Talon benchmarks reinforce this notion, highlighting that over 5 in 10 consumers agree OOH Christmas adverts reached them in the right mindset, at the right time and with relevant messaging.

This ability of OOH to be less intrusive whilst still delivering big impacts allows the channel to captivate consumers at a time of the year when they are most difficult to reach – driving brand metrics. Analysis has shown that brands who use OOH during the Christmas period see uplifts of +11% in unprompted awareness (versus +4% across the rest of the year), +9% in the perception of ‘a brand for me’ (versus +5%), +7% in consideration (versus 4%) and crucially during this period +9% in purchase intent (versus +7%). Results also demonstrate OOH is particularly effective at influencing 18-34s, with 62% of this audience feeling positively towards OOH Christmas campaigns (versus norms of 59%).

OOH is a fundamental part of the media mix, captivating audiences, providing cut through and offering brands the chance to overcome those classic Christmas hurdles. OOH enables brands to target consumers during this festive period at the point of purchase, as well as with contextual messaging which drives consumer engagement on average +14%. Through using OOH advertisers can capitalise on the unique context, emotions and activities associated with these special times.

Want to know more about using OOH to cut through the “Christmas Clutter” this year? Get in touch with your Talon representative or alternatively, drop us an email.

mike

Teaching Media Strategy at Marist College

 

Explain your role with Talon

My role is somewhat of a jack of all trades here at Talon, and that goes for my whole team not just me. While we have traditionally been handling every aspect of the OOH planning and buying process, we’ve recently split this up to focus more on the strategy behind our OOH plans and on building our client and vendor relationships. The goal is to provide best-in-class client service to our agency partners, like Havas, while enabling us to tell the story of why OOH works for their clients.

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

Certainly, a bit of everything, that is for sure. We typically have a mix of client, agency, and vendor discussions on current and future OOH campaigns. We also work heavily with the various internal teams at Talon to bring all the pieces together before presenting to clients. I like to think of us as wrapping up the present and putting the bow on top. Putting those final touches on and rounding out any missing parts. We’re also constantly working to ensure our campaigns are running smoothly and addressing any concerns that may arise.

What do you enjoy most about working in OOH?

I love the people and the relationships the best. From working with internal teams, to agency partners, to vendors, and clients, I thoroughly enjoy collaborating with people from all different walks of life to build out the unique and thoughtful OOH plans we put forward at Talon. There is also something about the physical, real-world nature of OOH that feels more present than other media formats that come and go with a flash on the screen.

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

It was a relatively small buy, but I do remember my first billboard I bought in Times Square. It was for COTY, and I thought it was the coolest thing. You can’t even buy this unit anymore as it’s strictly a Netflix perm, but every time I see it, I do remember working on that project.

You recently started teaching Media Strategy at Marist College, how have you been able to bring the real world into the classroom?

This, I think, is the key reason I wanted to take on this role. While at Marist, I enjoyed working with professors who brought that real-world experience into the classroom, pulling in knowledge from their time in the advertising industry. When I was asked if I could teach this course, I thought about what I know and what I have experienced and thought I could also bring some insight into the classroom, albeit with a unique perspective having worked in both traditional and digital media channels.

What is something that you’ve learned already from your experience as a college professor?

It’s an online, asynchronous class, which can be considered quite demanding, at least I thought so when I was in school. Definitely more of a graduate-level pace/expectation of the students as they do a lot of the course material on their own schedule. I think seeing the difference less than a decade makes in the way students have adopted using technology, especially coming out of the pandemic, is really interesting to me.

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

Try and say yes to as much as you can, it may sound cliché but that is definitely how I am where I am today.