It’s very early days, but with some restrictions starting to be lifted at different stages across Europe, close analysis of key data sources and a smart reassessment of campaign delivery means we can start to get brands thinking about communicating again in the right places and moments – some clients already adapt their messages / artwork quickly to the current situation

Germany has delivered a measured and controlled approach to the COVID-19 crisis, but patterns of movement are changing as we slowly see restrictions being relaxed across the country. Analysis of data across the country is already revealing some recovery in OOH audiences from both a pedestrian and vehicular point of view, which will only continue in the coming weeks.

Source: Apple Mobility

Adapting OOH Strategies for a Shifting Landscape

Offices are not all closed although most of the workers stay at Home (Home Office) leaving OOH in residential areas and key points of interest most relevant. Working with several of our clients, we have re-evaluated individual OOH locations on the changing movement patterns, meaning a focus on a more localized role for OOH.

These include main road sites, with use of public transport severely restricted; food, retail, drugstore, pharmacy locations, now attracting significant audience traffic; and residential areas, parks and leisure locations, where the immediate local neighborhood is more important than ever and often well served by OOH.

Importantly, the market remains flexible and very willing to shorten cancellation periods. Brands that can adjust copy to fit context and location are better placed for competitive advantage as the market returns – albeit gradually – to normal ahead of many other European and Global markets.

Working with our global network, Plexus we will continue to monitor and analyze learnings from other European countries as well as from around the world to ensure our clients are best placed to understand the shifting landscape of OOH as we come out of the other side of the COVID-19 crisis.

Let’s keep moving!

Winfried Karst

Managing Director, Talon Europe

eTourism Summit Insights: Data-Driven Omnichannel Strategies

As part of the ambition to become the market leading global independent OOH agency, Talon Germany opens in Frankfurt today with newly appointed Managing Director, Winfried Karst at the helm.

Frankfurt, Germany (February 20, 2020): Today, Talon Outdoor, the independent Out of Home media specialist, announced the launch of its German division with Winfried Karst appointed as Managing Director. Karst is tasked with driving business in Germany, mainland Europe, and international spend from across Talon’s Plexus network, expanding Talon’s reach in mainland Europe.

During Karst’s 30-year career he spent over 12 years at Kinetic as co-founder and COO of Germany and Austria, and CEO of Switzerland. This was followed by senior management positions at Amscreen Europe, Goldbach and a 4-year involvement in the Digital Signage Federation as European Vice President. Most recently, Karst has been CEO of SK2 Solutions a consulting and media business focusing on the area of healthcare clients and digital Out of Home.

Karst takes up his new role immediately and is based in Frankfurt, in new offices in the heart of the Rhein-Main media and creative community, working with professional AdTech partners. Karst will focus on working with existing and new client partners and report into the London headquarters working closely with Managing Partner, Adrian Skelton.

Barry Cupples Talon Group CEO said: “I am delighted to announce the appointment of Winnie as the Managing Director of Talon in Europe. His extensive experience of the Out of Home market across Europe and more recently his focus on digital transformation and technology-led solutions, makes him ideally placed to take Talon’s Smarter as Standard philosophy to the heart of Europe.” 

Winfried Karst, Managing Director, Talon Germany added: “I am thrilled to be joining Talon and driving the next phase of growth across mainland Europe. This is an exciting time for the Out of Home marketplace. More and more clients are looking to take full advantage of innovation in the digital era, and Talon are in a great position in terms of our technological capabilities, audience insight, data intelligence and global footprint.

“As OOH campaigns become increasingly automated and programmatic there is a growing demand for dynamic and contextual creative. The expertise of Grand Visual, which Talon acquired during 2019, and their strong tradition in delighting clients with dynamic, creative optimisation services will also be a game-changer in domestic European markets.”

Germany address: Uhlandstr. 4, DE-65189 Frankfurt (Wiesbaden)

Since its inception, online retail has changed immeasurably. Over the past decade alone there have been changes in device usage, channel and an expansion of the global marketplace. Online has grown steadily as a percentage of overall retail sales since 2000. During the last few years online spending has really taken off, coinciding with a slowdown in instore spending, underlining the change in consumer behaviour.

Online retail can provide a quick route to market for many brands and retailers, allowing for tighter turnaround times for fast fashion and an avenue to test new styles with lower cost implications. The core demographic of 15-24s may be easily retargeted with online ads to drive spend, but there is a looming issue expressly championed by many in this demographic that could affect brand popularity and trust.

Fast fashion is a hot topic amongst younger shoppers and experiencing a push back, giving rise to a more ethical, ecologically conscious type of consumer. Seen as increasingly harmful to the environment through its creation of mass amounts of pollution and toxic waste, the 15-24s are the biggest advocate group for environmental concerns. As on the most influential group in the fast fashion space brands need to keep a cautious eye on this evolving trend. While many retailers are including sustainable fashion lines, their main income is from the cheaper, mass produced end of the scale. Getting the balance right of handling 15-24s desire for the latest fashions but in an ecologically conscious manner that doesn’t cost too much, is a difficult line to tread. It’s therefore crucial that brands build trust as a key pillar in their brand perception, who integrate with people’s everyday lives and core beliefs.

Out of Home offers online retailers and opportunity to infiltrate the real-world space, without the need for a brick and mortar store. By using OOH not only do they integrate with consumers everyday lives, but also promote trust and reliability showing that they are able to engage consumers offline as well as on.

Trust & Engagement for Online Retailers

Whilst many online retailers do not spend heavily on OOH, there are immense opportunities for a creative approach when it comes to the OOH landscape. For example, online retailer, Pretty Little Thing, aimed at 14-24s, captured consumers attention through pop-ups at festivals and bus-wraps across major cities in the UK featuring their memorable pink unicorn motif. Taking a creative approach such as this, puts the brands positively in the minds of consumers and helps to cement their authenticity as a reputable business.

Online retailers may be pulling spend away from stores but there are more ways than just online to influence their target audiences. OOH provides a direct way to impact their most influential audience, driving online action and providing lasting memorable experiences through the use of creative experiential OOH. The same experiential OOH that can even be used to capture content to use for online advertising spend to retarget the same group! Overall, online retailers need to remember that targeting consumers through other touchpoints such as OOH offers a tangible and memorable way to drive action, improve brand recall and embed a brand in a consumers mind.