2024 was a stellar performance for OOH, with the full year OOH expenditure closing out at +18%. Each quarter outperformed the last, with Q4 OOH expenditure closing at 16% higher than Q4 in 2023.  The steady growth throughout the year demonstrates a surge in OOH, blending innovation with real world audience experiences delivering effectiveness to advertisers and brands.

OOH Expenditure Year-over-Year Spend.

The retail category continues to lead the charge when it comes to investment in OOH. With pricing wars between main multiples accounting for 30% of total grocery retailer spend.

DOOH is experiencing significant growth, doubling its share since 2019. This steady increase is driven by media owner investment in new inventory, as well as technical advancements allowing for increased optimisation and flexibility.

Classic OOH vs DOOH Spend

Classic OOH remains a powerhouse, proving that a multi-format, multi-environment strategy is key to success. By combining the high-impact reach of classic OOH with the dynamic, data-driven capabilities of DOOH, advertisers can maximise effectiveness and drive stronger RoI.

CATEGORY DEEP DIVE

The retail category continues to lead the way in OOH expenditure investment, a trend that was particularly evident in 2024. The pricing war among major grocery retailers drove significant activity, accounting for 30% of total grocery retailer spend.

Beyond Grocery, the Retail General category saw a huge surge, with an 89% increase in spend versus 2023. This growth reinforces the evolving retail landscape. Brands are recognising that consumers are spending time outdoors and within retail spaces, prompting increased investment. Notably, Brown Thomas (+210%) and Kildare Village (+18%) both boosted their OOH presence.

Another standout trend was DIY and home projects which surged in 2024. With that, brands stepped up to the trend and looked to inspire shoppers. IKEA led the retail mid-category, investing over €2.3M, proving that brands are aligning with changing consumer behaviours.

Household, TV & Online Services

In the wake of the cost-of-living crisis, consumers are remaining value-conscious, actively researching and seeking the best deals. This shift is reflected in the Household, TV & Online Services category, which saw a 27% increase in OOH expenditure versus 2023. Brands are responding to this demand, with major players such as Vodafone (+165%), Virgin Media (+13%), Disney+ (15%), and Sky (60%) all increasing their spend. Each one promoting their mobile, TV, and broadband offerings to capture the attention of savvy consumers.

Food

The food category secured third place among the top five OOH categories, accounting for 12% of total spend. This growth was fuelled by key mid-categories, including Confectionary & Snacks (+15%), Dairy Products & Substitutes (+35%), and Prepared & Convenience Foods (+39%). This surge reflects shifting consumer habits, with busy lifestyles driving demand for on-the-go options that fit seamlessly into their weekly routines. As convenience remains a top priority, brands are leveraging OOH to stay front of mind when shoppers are making quick, on-the-go purchasing decisions.

OOH EXPENDITURE BY FORMAT

OOH expenditure increases were evident across all environments most notably digital, ambient and transport.

Digital investment grew by 25% in 2024. Driven by significant investment in new formats by media partners and an increased appetite for programmatic DOOH and contextual opportunities.

The ambient category grew by 197%. An enormous growth driven by appetite for advertisers to explore non-traditional spaces, and tune into creativity throughout their OOH activity.

Transport also grew by 19%. As traffic increases in our cities, more commuters are opting for public transport, pushing 2024 figures to new highs.

2024 was a milestone year for OOH, marking another outstanding period of growth and innovation. Brands continue to embrace OOH as a key pillar of their 360-strategies, leveraging its unmatched reach, creative flexibility, and real-time targeting to connect with audiences in impactful ways.

Looking ahead, the Irish OOH market remains strong, with continued investment set to drive momentum for 2025. This sustained growth reinforces OOH’s position as a powerful channel.

The lines between Retail Media and Retail OOH are continuing to blur. According to IAB EU, Retail Media advertising spend in Europe is set to hit 31Bn by 2028, with a 22% growth in 2023 alone – far outpacing the total ad market’s 6% rise. While Retail Media has always played a role in shopper marketing, its influence is accelerating as customer data increases and retailers carve out their media solutions for the market.

As this growth continues, OOH is emerging as the perfect partner – extending reach beyond in-store, reinforcing messaging in the physical world, and ensuring brands don’t lose shoppers at the last hurdle.

What’s fuelling the Retail Media conversation?

With 85% of all US retail sales still happening in store, Retail Media has become a critical way for brands to reach consumers at the right moment. Its ability to leverage first-party data from loyalty programmes like Clubcard’s allows advertisers to target shoppers with precision and measure campaign impact through closed loop reporting.

Secondly, Retail Media stands out for its effectiveness. With 61% of 16-34’s saying they’re more likely to spend more in-store than online, it’s clear how impactful this channel can be. Consumers are most receptive to advertising when they’re actively making a purchase decision, and Global’s Work.Shop.Play study found that 59% of shoppers are likely to buy after seeing OOH within 30 minutes of entering a store.

Thirdly, it’s hard to ignore this channel, given its current growth path. According to Group M Media Outlook study it accounted for 14% of global advertising spend and has doubled its share since 2018. It is also seen to be the 3^rd fastest growing channel globally and has been forecasted to exceed TV by 2028.

But retail media trends are now spilling into OOH, proving the importance of the retail environment as a whole. If a connected media plan is the goal, we can do better at aligning OOH and Retail Media.

The Purchasing Journey

The buzzwords dominating retail in 2025? Full Funnel, Omnichannel, Upper Funnel, Lower Funnel, Connected Media Plan.

A successful shopper marketing strategy isn’t about a single moment – it’s about multiple touchpoints with omnichannel approaches proven to drive better results. As highlighted in our Navigating the New Retail Experience piece, the consumer path to purchase is more complex than ever, with retail environments evolving from simple shopping destinations into multi-purpose hubs for experiences and activities.

In this landscape OOH acts as a perfect amplifier priming shoppers and building mental availability before they even enter the store. The focus should be on a Home to Store strategy – ensuring a unified message.

Priming Consumer: Out of Store

As a proven priming tool, OOH keeps brands top of mind in moments that truly matter. With 68% of consumers recalling OOH ads while they are out and about. Our DOOH Effectiveness research shows that consumers are out of home more, engaging in a variety of activities. Not only that, but they are doing these activities more frequently, with 39% driving their car daily, 33% visiting a shopping mall 1-3 times a week, and 34% going to retail stores on the high street 1-3 times a month. This highlights the importance of an omnichannel strategy, with OOH formats strategically placed along high-traffic routes, brands can drive that awareness as decisions are starting to be made. The impact of this priming step clear, with OOH exposure attributed to 54% of in-store visits – proving that driving early awareness in the journey plays a crucial role in converting shoppers at the final moment.

Persuade Consumer: Near Store

As consumers approach the point of purchase, OOH becomes a powerful last-minute touchpoint. 71% of shoppers notice ads right outside retail locations, and at least 48% of Irish consumers engage with retail formats, with main shoppers 12 times more likely than the average adult to take an action as a result of seeing a retail DOOH ad and 33% more likely to purchase a product. This proves that near-store OOH plays a crucial role in reinforcing brand messaging and nudging consumers toward action.

But not all retail environments are the same. Shopping habits, peak times, and consumer behaviours vary, meaning brands need to adapt their retail media strategies accordingly. With 45% of consumer’s daily trips dedicated to shopping and errands, 63% writing a list before they head in-store, and 56% opting for own-brand products – brands must work harder to stand out in those final moments.  

This is where creativity and smart targeting come into play. Audience first planning will help you get ahead in the retail environment. Dynamic and Programmatic OOH allow brands to adapt messaging in real-time ensuring relevance at every moment. Whether leveraging first-party data for tailored audience targeting through our in-house DSP Optimise, or responding to time of day, weather, location triggers with dynamic you can ensure the right message, reaches the right people, at the perfect time – proving OOH’s impact beyond upper levels of the brand funnel.

Convince Consumer: In-Store

Once consumers step inside the store, the final opportunity to influence begins. With 75% of consumers engaging with retail media and 42% saying these ads directly impact their purchase decisions – the chance to convert intent into action is now.

Shoppers are visiting grocery stores frequently, with 21% making supermarket trips 4-6 times a week, and 37% stopping by convenience stores 1-3 times weekly. Shopping habits also vary by demographic – 65+ consumers are 57% more likely to do their main shop during the day, while 25-34’s are 54 times more likely than the average adult to do their main shop in the evening, likely after work. Understanding these behaviours is key to ensuring brand messaging lands at the right moment and doesn’t miss the final hurdle.

Retail Media screens and in-store OOH formats, provide the last opportunity to influence decisions, keeping brands top of mind as consumers navigate the aisles. Whether through clever dynamic copy on Tesco Digiscreens or activating at end of aisle with high-impact creative, Retail Media & OOH ensures brands remain visible, relevant and persuasive right at the point of purchase.

At Talon, we understand the evolving retail landscape and how to pair it with shopper behaviour to create the most effective media mix. Brands that get ahead now will be best positioned to reap the benefits. But success in this space isn’t just about in-store presence – it’s about connecting with consumers across multiple touchpoints along their shopper journey.

By working in tandem, Retail Media and OOH ensure a seamless, full-funnel strategy that primes awareness, persuades consideration, and drives conversion.

Reach out to a member of your Talon planning team to learn more.

At a time where trust is in short supply, and rising concerns about brand safety online, brands are in a constant battle for authenticity. Trust is now at the top of every marketer’s agenda – while only 34% of consumers say they trust the brands they use, 81% consider trust a key factor in their purchase decisions. This presents a major opportunity for brands looking to bridge the divide – and this is where Out of Home (OOH) comes into its own.

Placed in the real world – OOH is uniquely positioned, it can’t be turned off, ignored or blocked – instead OOH can dominate public spaces in a brand-safe, high reach way. At a time when trust is more important than ever, OOH delivers the visibility and authenticity brands can rely on.

HERE’S WHY OOH WINS ON TRUST…

Trust in the Public Space

Operating in the public sphere, OOH has an inherent responsibility to be a platform for good, with 1 in 4 consumers recognising it as a medium that reflects progressive and social values. OOH has never been a more exciting space for advertisers. It has consistently proven to be a stable and trusted channel for authentic brand communication. OOH has earned its longstanding reputation for building trust with consumers, offering a genuine, real-world presence that strengthens brand credibility. According to “The Moment for Trust” study by Clear Channel and JCDecaux, 1 in 3 (31%) of consumers say they trust OOH advertising, with 49% going so far as saying OOH is more trustworthy than social media.

A Proven, Positive Medium

A recent study by Kantar has shown a significant shift towards in-person ad experiences, with both OOH and DOOH ranking among the top 5 consumer preferences. There’s a 90% correlation between the channels that capture consumer attention, and those in which they prefer seeing advertising. This suggests that consumers actively prefer in-person ad experiences.

Advertising campaigns are seven times more impactful among receptive audiences, which underscores how important consumer perceptions of media channels are to their effectiveness. Trust plays a key role in this, with DOOH standing out as the most innovative and trusted channel among both consumers and marketers.

Resonating with the Next Generation

Trust is a key factor in how Gen Z engages with advertising, and OOH stands out as a medium they believe in. According to JCDecaux UK, 84% of Gen Z’s pay attention to OOH, reinforcing its strong presence in their daily lives. While social media remains the most consumed medium for 16-34’s, OOH comes in second – offering brands a powerful way to connect with this audience. Nielsen reports that 59% of Gen Z trusts OOH , making it one of the most credible channels for reaching this audience.

As a non-disruptive and passively consumed medium, OOH offers a welcome relief from screens while maintaining its reputation as a trusted space for brands. Constantly on the move, Gen Z is 16 times more likely than the average adult to have seen OOH in the past week. They’re engagement goes beyond viewing – this audience is also 25 times more likely to have interacted directly with a brands page as a result of seeing an OOH ad, and 19 times more likely to have shared content about a brand/downloaded an app.

A Foundation for Cross-Channel Trust

OOH doesn’t just build trust in isolation – as a passively consumed channel, we know that OOH primes all other channels, increasing brand trust more than any other media (+7%). Its public and tangible nature makes brand messaging feel more authentic and trustworthy.

For example, when a café ad is seen on OOH, and then again on social media, consumers are more likely to act. This repeated exposure across both channels creates a stronger, more trustworthy connection and reinforces the message in the consumers mind, increasing the likelihood of engagement. According to IPA Databank, Peter Field and Rapport, when used alongside other media channels, OOH amplifies their effectiveness – boosting the impact of Search (54%), Social (20%), TV (17%), Radio (17%), and Press (7%).

In today’s world, trust is in short supply. Whilst other media channels have their role in the overall media mix, OOH stands out as a medium you simply can’t fake. Operating in the public sphere – where messages can’t be turned off, ignored, or blocked.

The facts speak for themselves:

• Consumers are looking for authenticity – 34% trust the brand they use, while 81% consider trust to be a key factor in their purchase decisions. (Clear Channel & JCDecaux UK)
• OOH & DOOH ranking among the top 5 consumer preferences – with a 90% correlation between the channels that claim capture consumer attention, and those that they prefer. (Kantar)
• Gen Z trusts OOH advertising – with 84% saying they notice OOH, and 59% saying they trust it. (JCDecaux & Nielsen)
• When used alongside other media channels, OOH amplifies effectiveness – increasing the impact of Search (54%), Social (20%), TV (17%), Radio (17%), and Press (7%). (IPA Databank, Peter Field & Rapport)

Reach out to a member of your Talon planning team to learn more.

Reflecting on 2024, OOH experienced remarkable growth with many of the trends we anticipated coming to fruition.

Looking ahead to 2025, advancements in the channel have firmly positioned OOH as a strategic powerhouse for brands, capable of addressing multiple objectives across both the upper and lower levels of the marketing funnel.

1. The rise of Retail Media

According to Group M, Retail Media accounted for 17.5% of global advertising spend, having doubled its share since 2018. It is the third-fastest growing channel and is expected to surpass TV by 2028. As the lines between retail media and retail OOH continue to blur, alignment between the two has never been more important. According to our own consumer behaviour research conducted in December, 89% of consumers continue to spend in brick-and-mortar locations where retail OOH and retail media formats are front and centre. As supermarkets continue to build their own internal media teams, we anticipate a growing interest from advertisers seeking opportunities in this space.

This shift highlights the critical role OOH plays in the shopper marketing strategy. By combining the targeting capabilities of retail media with the precision of retail OOH, we can help brands reach consumers at key moments in their shopper journey – from priming to persuade to convince, OOH can drive measurable results across both upper and lower funnel objectives.

2. OOH and Experiential will converge

2025 is shaping up to be a year where creativity in Out of Home (OOH) advertising takes centre stage. Advertisers are moving beyond the ordinary, embracing simplicity with bold, imaginative creative solutions. OOH allows you to use the public space as a canvas, and studies show that this approach enhances a brands legitimacy in the eyes of its audience. A Talon UK study shows, 40% of people say they trust brands with this format of advertising, showing OOH’s strength in building brand trust compared to other media channels.

Brand-building is an important strategy to continue pursuing, and non-traditional locations are stepping into the spotlight offering new opportunities for advertisers to break the mould and connect with audiences via experiences. But Creativity isn’t just about being different – it’s about being effective. In 2025 expect to see more campaigns that harness the power of impactful design and innovative placements to drive results and connect with audiences like never before.

3. Continuous measurement of Attention Metrics

In 2025, OOH effectiveness will be increasingly driven by a growing focus on attention metrics. Kantar’s recent Media Reactions is a key example of how attention is coming to the forefront of conversations around media effectiveness, citing a 90% correlation between channels that claim capture their attention and those that they prefer, with global consumers placing OOH and DOOH in their top three attention grabbing channels, and top five preferred channels. Further studies on advancements in measuring “attentive reach” are also enabling advertisers to better understand how audiences engage with campaigns. Findings from our DOOH Effectiveness study show that nearly 70% of respondents pay attention to DOOH ads, with over 40% likely to engage across a diverse range of DOOH ads and formats. Looking ahead to next year, with a new best in class OOH measurement system imminent, the industry is preparing for even more robust ways to demonstrate OOH’s accountability and measurement.

With all media channels now referring to attention as the “new metric”, by comparison, OOH has been researching and quantifying this concept for some time and will continue to – cementing its role as a vital channel in the omnichannel media mix and achieving measurable and impactful results.

4. Big screens and first-party data will drive Programmatic OOH

The continued expansion of programmatic capabilities in OOH is reshaping how advertisers engage with audiences. With some large-format digital screens now becoming programmatically enabled, advertisers have an opportunity to integrate their online and offline strategies seamlessly – bridging the gap between the digital and physical world.

This evolution has fuelled growing appetite across categories, driving innovation and precision in campaign execution. In 2025, we anticipate advertisers leaning further into programmatic OOH, using the likes of first-party data to deliver contextually relevant, impactful messages in real-time. It’s a space where creativity and technology converge. Our Optimise programmatic solution offers sophisticated targeting and precision at scale, providing access to premium inventory in real-time trading opportunities. By leveraging advanced technology and automation, we deliver scalable, flexible, and highly measurable OOH campaigns for maximum impact and efficiency. It’s never been a better time to THINK OUTSIDE.

5. OOH solidifies itself as a critical power play in multichannel strategies

In a world grappling with ad blockers, privacy concerns, Google adopting a more updated approach to user tracking and privacy and increasingly fragmented audiences, OOH is solidifying its place as a critical power play in 2025. With its unique ability of being an unskippable medium, OOH offers unmatched visibility across multiple touchpoints. This highlights OOH’s value as a cornerstone of multichannel strategies.

A recent study by WARC and JCDecaux revealed that OOH significantly amplifies the performance of other media channels, enhancing search by 54%, social by 20%, TV and Radio by 17%, and press by 7%. As the ultimate digital primer, OOH pairs seamlessly with mobile, delivering an 11% boost in memory encoding and a 13% increase in emotional impact. With brands increasingly seeking unified messaging and amplified presence, we expect to see more campaigns in 2025 leveraging OOH and DOOH within 360 strategies to drive cohesive and impactful results.

6. Data-driven strategies will become the standard

As consumer behaviour evolves rapidly, often influenced by external factors, data-driven strategies have become essential. We predict this trend to continue to evolve over 2025, driven by various economic and social factors all set to influence consumer behaviour in some form. At Talon, our audience remains at the heart of every strategy we create. Through bespoke consumer behaviour research, conducted alongside our partners at Spark Market Research, we gain deep insights into evolving trends and preferences, feeding them directly into our campaign planning. Utilising our mapping system, Talon Zone, we can develop highly tailored strategies that truly connect with audiences. This data-led approach ensures campaigns are relevant, impactful, and adaptive to real-life factors.

7. Repurposing and education will fuel Sustainability

In recent years, we’ve seen a significant shift across all sectors towards sustainability. Consumers are becoming more environmentally aware, and as such it’s our role to ensure we are all playing a part for our planet. Sustainability is no longer just a buzzword. In 2024 the OOH industry has made some positive strides in this space from using fully recyclable paper for large and small formats, while 90% of OOH formats are using renewable energy to charge sites.  In addition, a powering down initiative was introduced whereby we worked collaboratively with our media owner partners to encourage powering down at off peak times, an initiative adapted by a majority.

Looking ahead for 2025, the OOH sector has a pivotal role to play in spreading the message of sustainability and driving public awareness. At Talon, sustainability is a top priority, and as members of AdNet Zero, we are actively contributing to a key working group.  We predict that in the coming year many advertisers will increasingly focus on repurposing their OOH campaigns to align with sustainability goals. With many brands already showcasing this shift, as they incorporate reusable elements from their campaigns for future use, setting the stage for a growing trend in eco-conscious advertising.

As we look ahead to 2025, we remain optimistic about the continued growth across the broader media landscape, particularly in OOH. OOH is expected to maintain its strong trajectory, outpacing the wider market. With the launch of the new industry research on the horizon, we believe it will further solidify OOH’s role in the media ecosystem and attract new advertisers to the channel. This optimistic outlook sets the stage for a dynamic year ahead, where retail media, creative solutions, effectiveness, multichannel integration, data-driven strategies, programmatic and sustainability will shape the year ahead.

Building on our earlier pieces discussing “What is Programmatic OOH?” and “Why Programmatic OOH this Christmas?”, we turn our focus to 2025 and explore the trends we expect to shape this space in Ireland. Programmatic OOH (PrOOH) continues to push the boundaries of OOH, evolving PrOOH from a tactical add-on to a strategic cornerstone for advertisers. Here are our four trends to watch out for in 2025…

1. Big Screens as a growth driver

Programmatic OOH (PrOOH) will continue its rapid growth in 2025, with big screens emerging as a key growth driver. With 9 large-scale digital screens now available to buy programmatically in Ireland and more on the horizon – spend in this space has seen an impressive YoY growth. Our OPTIMISE_ programmatic solution offers sophisticated targeting and precision at scale, providing access to premium inventory in real-time trading opportunities. By leveraging advanced technology and automation, we deliver scalable, flexible, and highly measurable OOH campaigns for maximum impact and efficiency. It’s never been a better time to THINK OUTSIDE.

2. Brands will lean further into 1st party data

In 2025, we believe brands will lean further into 1^st party data. The availability of rich audience data has empowered brands to go beyond demographic targeting. In Ireland, advertisers are recognising the value of leveraging their own customer data – from app downloads to footfall metrics – to create more relevant and engaging messaging.

By extending digital strategies into PrOOH, brands can not only deliver more contextually tailored campaigns but also expand their reach and build strong consumer trust. OOH has long been regarded as one of the most credible advertising channels, largely because its messages are displayed prominently in the public sphere for all to see. In an era where trust is under increasing scrutiny, leveraging PrOOH’s reliability ensures brands not only capture attention but also reinforce reliability.

3. Programmatic as a core component of media strategies

In 2025, Irish advertisers will increasingly integrate PrOOH into their overarching media strategies. This shift is fuelled in part by research highlighting the effectiveness of Out-of-Home (OOH) and digital Out-of-Home (DOOH) when combined with other media channels. Studies such as Kantar’s Media Reactions show that OOH and DOOH consistently perform well among global consumers, ranking within the top three most preferred advertising channels.

While the ideal mix of media channels depends on the campaign objectives, PrOOH frequently works alongside other programmatic channels like online video, display, mobile, connected TV (CTV), and audio. Media planners are increasingly blending traditional OOH with PrOOH and digital channels, creating fully integrated campaigns – bridging the gap between online and offline strategies. With in-person experiences more vital than ever, this integration allows brands to connect meaningfully with consumers in their everyday environments – driving engagement and reinforcing messages across multiple touchpoints.

4. Creating micro moments to deliver bottom funnel metrics

With PrOOH advertisers can now target audiences with greater precision, analysing their behaviours. This contextual and real-time bidding enables brands to create impactful micro-moments by leveraging dynamic triggers such as time of day, weather, or location. By tailoring creative messaging to these real-world contexts, PrOOH has pushed OOH further down the purchasing funnel, effectively driving those critical bottom funnel metrics like conversions and sales.  

Programmatic OOH (PrOOH) is set to transform media strategies in 2025, evolving from a strategic add-on to a critical component of overarching media strategies. It’s flexibility, real-time capabilities, and ability to use audience data have driven its rapid growth. By combining with other programmatic and digital channels, PrOOH enables more precise targeting and impactful results across the entire brand funnel – cementing its role in future-forward advertising strategies.

Tis the season to put programmatic OOH (PrOOH) to work for your brand.

Following on from our first programmatic piece, we discussed what programmatic OOH (PrOOH) is, the opportunities it unlocks for advertisers, and when is the right time to use it. This piece we’re turning our focus to the Winter months and why programmatic OOH is effective this Christmas.

With a renewed appreciation for the outdoors, people’s perception of outdoor spaces has shifted, leading many to actively seek out activities OUTSIDE of the home. The outdoors has become a favoured destination for socialising, even as winter settles in.

We know from previous consumer behaviour research that 81% of respondents claim Christmas if their favourite holiday – with this in mind what can programmatic OOH (PrOOH) do for your seasonal campaigns.

Well, not to mention the fact that Irish weather is the perfect trigger for PrOOH – where else can you experience all four seasons in one day? Triggered content can help brands break through the noise, just as everyone is competing for attention. Let’s dive into these in more detail:

1. Increased foot traffic

There’s no surprise that when Q4 comes along, people tend to spend more time in retail environments whether it’s the high street or different shopping malls, it all leads to an increase in foot traffic. With October and November accounting for the bulk of Christmas gift buying and Thursdays to Saturdays the preferred time to do shopping. PrOOH allows us to deliver targeted impressions to your core shopper group.

2. Higher levels of engagement

We know that during the festive season, time spent Christmas shopping varies based on demographic. With over ½ of 16-24’s spending an entire day doing their Christmas shopping. Not to mention, that consumers perception of retail hotspots has fundamentally changed, evolving beyond just a shopping destination into a hub for eating out (52%), entertainment (37%) and meeting friends (24%). This leads to higher engagement rates, with consumers having more time to stop and look at ads that are relevant to them.

3. Seasonal advertising opportunities

Q4 is when it all happens. Starting with Black Friday, advertisers have a unique opportunity to highlight everything from special offers and gift ideas to real-time stock updates. PrOOH can help brands quickly and easily target their ads to the right audience, at the right moment, with the right message – whether its weather-triggered, location based or tied to other data points this flexibility allows brands to convey whatever the message and maximise RoI throughout the winter months, right up to January sales.

4. Improved targeting & measurement

We’ve already spoken about real-time triggers, however, one of the main benefits of PrOOH is the ability to target specific audiences based on their behaviours. This can be especially useful during the winter season when brands are all competing for the attention of Christmas shoppers. For instance, a supermarket brand can use programmatic OOH to target individuals who have recently visited a competitor’s store, enticing them to switch for their Christmas shop.

In summary, programmatic OOH (PrOOH) offers brands unique ways to make their Christmas campaigns more dynamic, targeted and timely – especially during the high traffic winter season. While classic OOH remains optimal for brand awareness and recall, integrating PrOOH as part of a wider campaign adds the flexibility to reach a desired audience with data-driven, real-time messaging.

Talon’s DSP Optimise, can help you deliver on bottom-funnel metrics and truly connect with your audience this season. Why wait? Reach out to us today.

What is programmatic outdoor advertising?

PrOOH, or programmatic OOH, began gaining global traction in 2016. At that time, advertisers were seeking more optimised targeting solutions, big data was in high demand, and online media channels were consuming quite the share of advertising budgets.

In Ireland, the term PrOOH was initially ignored. The lack of data, the belief that OOH shouldn’t be sold that way, all stood as obstacles to Programmatic OOH’s growth in this market. Fast forward to 2024, we’ve witnessed a surge in interest across various sectors, spanning from alcohol brands to automotive giants, and even newspapers such as the Sunday World.

But what is PrOOH? Put simply, programmatic advertising is the automated buying and selling of ad inventory using technology and software – a supply-side platform (SSP) selling space from media owners, connected to a demand-side platform (DSP) buying advertising from brands and agencies.

The platforms aggregate all the data from both sell and buy sides to efficiently buy the most relevant advertising plays for the brand, based on the audience and campaign parameters they’re looking for, in near-real time.

This piece provides an education into PrOOH alongside, how and when it should be used.

When it comes to programmatic OOH, there are many nuances for consideration when buying:

This is why teaming up with an OOH agency is crucial. Using knowledge and expertise of the medium, our programmatic team works closely with our planning team to make sure we understand your’ needs, how you want to transact with us, and how we can leverage all our capabilities to best serve you and deliver the desired results.

While Digital Out of Home (DOOH) relies on broader metrics such as reach, PrOOH uses data to provide detailed insight into campaign performance. It has the capability to set specific conditions based on external factors that will trigger a slot of purchase. The exciting part is there is practically no limit to the types of data that can be used to trigger content.

What opportunities does PrOOH unlock?

Audience Optimisation

When buying programmatically, advertisers are buying an audience.

With so much data at our fingertips, we now better understand consumer behaviours and mindsets, allowing us to connect with them more effectively. Whether it’s proximity to key locations, targeting neighbourhoods, or specific demographics, advertisers are reaching consumers at the right time. This approach increases effective reach by boosting visibility with a specific target group, making sure ads are only shown when the right audience is present.

Take Specsavers as an example, their target audience was putting off health related tasks on the back of nervousness and fear of COVID in retail environments. We needed to get them to make a spontaneous decision during the limited time frame that they were already out of home. The resulting idea was to use dynamic creative based on the live appointment feed to push specific, store-relevant messaging in real-time. Running the campaign programmatically meant flexibility in up-weighting and down-weighting locations based on required store support. Coupled with our targeting below, this ensured the most efficient use of budget:

• Talon optimised towards key movement times for our target audience (e.g. when they are more likely to do their grocery shop).
• Time targeting mapped to Specsavers stores opening hours for each store.
• Demographic Optimisation based on age profile.
• Geotargeting with proximity to Specsavers stores.

Effective Reach at Key Consumption Moments

Using one or more data triggers to drive PrOOH can enhance the effectiveness of the campaign. An industry study called “The Moment of Truth”, demonstrates the benefits of making copy as relevant as possible to the audience. Referencing relevant content or moments on top of displaying the campaign at the most relevant time can increase brain response in audiences.

Brands can leverage environmental data such as time of day or weather triggers to maximise contextual relevance by dynamically serving the ads based on the data associated with each play.

This year, William Hill’s strategy was to dine out on key consumption moments. With 2024, shaping up to be another busy year for sports they spotted an opportunity on the penultimate weekend of the Premier League by targeting screens in sports bars. Their creative called out each match (relevant moment) alongside the real-time betting odds (relevant content). The campaign ran only during match times, perfectly positioning themselves in the heart of the action and prompting consumers to download the app. The campaign was so successful that they have continued it throughout 2024 for other sporting events.

When is the right time to use PrOOH?

But, like everything there’s always a time and place when best to use.

The benefits of Programmatic OOH advertising (PrOOH) are impressive, but let’s not forget the unmatched capability of OOH in making a splash, capturing attention, and creating mental availability. Research from our colleagues in the UK, show that PrOOH can achieve a 3x times increase in purchase intent comparison to a classic OOH buy. However, when evaluating spontaneous awareness, it’s clear that a classic broadcast campaign excels in that shift. The same results applied for a number of local campaigns.

But how does PrOOH stack up against its digital counterpart? Well think of it as the perfect blend of past and present. PrOOH uses smart data and targeting to deliver the right message at the right moment, just like digital ads do – only PrOOH has the added benefit of being a one-to- many medium – in PrOOH buying, the ‘many’ being an optimised group of consumers. When used correctly PrOOH can enhance your campaigns reach and impact. Proving that both worlds can coexist and thrive together.

Over the last year there has been increased desire from advertisers and brands to use programmatic OOH (PrOOH). As new media owners get on board and new OOH environments become available, this growth will only excel. The high degree of flexibility, responsiveness, and minimal lead times makes this way of buying attractive. Not to mention the significant evidence pointing to the benefits of using an omnichannel advertising strategy. OOH boosts the impact of other media channels.

PrOOH gives digital buyers the chance to reach people whether they’re online or out in the real world. In H1 2024, our brand count of advertisers has grown by 85%, with existing OOH users complementing their OOH campaigns with PrOOH at key consumption moments.

“It’s an exciting time for programmatic OOH in Ireland, with data at our fingertips and limitless triggers to explore. More and more brands are using it as a powerful extension to their existing campaigns, creating even deeper connections with their audiences. The possibilities are endless, and we’re just scratching the service.”

Eoin Carroll, Programmatic lead at Talon Ireland

Curious about how programmatic OOH can level up your campaigns? This is just the beginning; over the next few weeks we will be continuing our 3-part series all about programmatic OOH. Reach out to us today and let’s start thinking outside.

Every year, Black Friday signals the beginning of one the most intense shopping periods of the year. Across one weekend, consumers spend billions, setting the stage for the retail rush that follows. Last year alone, according to AIB, consumers spent over €95 million online on Black Friday alone, with a record-breaking 900k card transactions taking place. But this is only the beginning.

As we move deeper into Q4, the excitement builds. With 81% of respondents declaring Christmas as their favourite holiday, the final quarter is where it all happens. However, it’s not just about shopping; it’s about embracing seasonal traditions. From braving sea swims to scenic hikes and festive parties, audiences are embracing the season – outside of the home.

This is where OOH comes into its own, placing your brand at the heart of the action. OOH reaches your target audience at key moments throughout the season, ensuring your message resonates during those cherished traditions.

And just as Santa checks his list – we ready our ACES to ensure you have the winning hand this Christmas.

Audience

This Q4, we’re connecting with a nation that fully embraces the festive season in both their shopping habits and holiday traditions. Christmas is a big deal – according to Kantar €1.4 billion passed through Ireland’s grocery tills in December 2023, with shoppers making nearly 42 million trips to stores over the four weeks leading up to December 24^th. The shopping frenzy kicks off in October and November, with these months accounting for the bulk of Christmas gift buying.

This year, consumers are planning to shop that bit later, capitalising on events such as Black Friday to score the best deals. Despite the convenience of online shopping, the in-store experience remains a key part of the holiday tradition with 36% of shoppers preferring a blend of both online and in-store experiences. Not only that, but according to our insights Thursday to Saturday are the most popular days with people still eager to soak up the bustling atmosphere that comes with these shopping occasions instead of opting for quieter shopping times. Shopping centres are the most popular environment for this, but with many consumers navigating a variety of shopping spaces, reaching them through multiple OOH touchpoints is key.

Creative

But during the festive season, the challenge is not just to participate, but to stand out. The holiday magic lies in how effectively you can capture attention, especially as according to our research the time people dedicate to Christmas shopping varies across demographics. For instance, half of 16-24’s spend an entire day doing their Christmas shopping and according to promocode Irish consumers will spend four full days out shopping, giving brands extended dwell time to engage through creative OOH solutions.

A recent example from last Christmas is Jameson, who wanted to be the Christmas drink of choice. They took over a well-known pub, The Barge, and transformed it into a massive Christmas tree. The special build featured over 400+ Jameson bottles, individually lit and pixel mapped with LED technology to deliver seasons greetings. According to a Talon study comparing traditional OOH exposure with special builds, the results were clear: a +35% increase in purchase consideration, a +17% rise in consumer action, and 72% of respondents agreed that the extra elements made it stand out.

Effective

Our third ACE – effective – is all about delivering real, measurable results. While creative visual appeal is essential it’s not enough on its own. Talon’s benchmarks show how OOH excels in achieving key performance metrics along the brand funnel, with classic formats being 1.6x more effective at driving awareness, large formats 1.5x more effective at driving consideration, and digital formats 1.1x more effective at driving purchase intent.

Christmas campaigns are no exception. In the lead-up to the festive season, brands are looking to cut through the clutter and noise. OOH provides them with an opportunity to do that in a highly visible and public way, with Christmas OOH campaigns delivering a 23% uplift in ad recall. Not only that, but they also resonate emotionally – 62% of 18-34s report a positive emotional response to OOH Christmas ads. And with 60% of all ecommerce now happening outside of the home (IPA analysis), OOH is highly effective at driving short-term sales, delivering a 47% uplift in sales activation vs non-users, especially when featuring a call to action (55% sales message vs 28% brand building message).

Sustainable

The final part of our ACES – sustainable – highlights the growing importance of balancing creativity with responsibility as we approach this Christmas season. Consumers are becoming increasingly aware of the environmental impact brands can have. According to our research, Irish consumers believe brands make a positive contribution. Sustainable advertising not only supports the planet but also increases effectiveness along the brand funnel, driving an average uplift of +57%. It even primes sustainable perceptions in other channels, particularly online social media, with a 5.8% average increase.

Take Not on the High Street’s campaign in the UK last Christmas, which encouraged UK consumers to reconsider their gifting habits. With 8 in 10 reporting bad gifts, and over 3.08 million thrown away, their campaign urged consumers to gift wiser through a series of creative OOH solutions.

As a one-to-many medium, OOH offers another advantage: it emits fewer carbon emissions per impression than any other media measured (KPMG 2023). As we move forward, brands can make even more sustainable choices by considering factors such as recycled paper use, digital sites powering down, and minimising the number of creative assets used.

The Q4 outlook this year for OOH is looking “Merry & Bright”. At Talon we believe that OOH delivers across four main benefits: understanding your Audience, crafting Creative that captivates attention, ensuring Effectiveness to drive real results, and embracing Sustainability for a responsible impact – otherwise known as ACES.

With record-breaking holiday spending predicted, longer and later shopping trips, high emotional engagement with OOH, this coming festive period is a chance for brands to cut through the clutter.

Reach out to a member of your Talon team for the full deck or to discuss your Q4 options – because this Christmas OOH is your winning hand!

August 8, 2024 – The latest expenditure results from the Outdoor Media Association for the first half of 2024 confirm the sustained growth trajectory of Out-of-Home (OOH) advertising, which saw a significant 26% increase compared to the same period last year. This impressive growth underscores the trust and investment that advertisers and brands are placing in the OOH medium. 

A major driver behind this growth is the consistent investment in Digital Out-of-Home (DOOH) advertising. Media owners’ investments in expanding DOOH formats across multiple environments have further fuelled this trend. Additionally, transport and small format OOH advertising also experienced notable increases, with transport growing by 32% and small format by 24% compared to H1 2023. 

Retail remains the highest investing category, with a 13% growth in H1 2024, continuing its strong performance from FY 2023. Grocery groups are leveraging OOH to broadcast their value messages, driving consistent reach. This category’s performance is further bolstered by the active presence of fast food, takeaway, and delivery platforms competing for customer share. 

Household services emerged as the second highest performing category, showing an 11% year-over-year increase. This growth is attributed to the launch and promotion of new TV platforms, which have significantly driven up advertising spend in this sector. 

Diageo holds its position as the top spending advertiser in OOH for H1 2024. Notably, Unilever has secured a place in the top 10, with substantial investments in new product launches and support for existing brands. 

A deeper analysis into mid categories revealed several interesting trends. The retail general mid category saw the largest growth in H1, driven by brands like Specsavers and M&S. Household telecom, TV, and online services experienced an 80% growth, spurred by new product launches such as Sky Stream, Vodafone Play, and new series from online platforms. 

While some mid categories showed decreases, the overall growth picture remains positive, with minimal reductions in spend. 

Aoife Hudson, Deputy Managing Director at Talon said, “These results affirm the growing confidence and investment in Out-of-Home advertising from leading brands and advertisers. The significant increase in Digital Out-of-Home formats and the strong performance across various categories highlight the dynamic and evolving nature of OOH. We are excited to continue driving innovation and delivering impactful advertising solutions for our clients. 

The impressive growth of Out-of-Home advertising in the first half of 2024 highlights the medium’s increasing value and effectiveness for brands and advertisers. As the industry continues to innovate and expand, particularly in the digital space, OOH remains a vital component of comprehensive advertising strategies.  

As the second largest retail season after the winter holidays, the back-to-school shopping period is a pivotal time for brands to connect with consumers. Even though schools have just begun their summer holidays, parents are already feeling the pressure of preparing for the return to school amidst consistently high costs.  

In this blog, we lay our cards on the table – literally. These are OOHs ACES, the four cards we play to make sure your media plans deliver this back-to-school season.

Get to know the back-to-school AUDIENCE

Over the last year, the back-to-school shopping landscape has evolved. Inflation remains a major concern, with 84% of respondents feeling the impact of the cost of living on their shopping habits, though slightly down from last year. Interestingly fewer consumers are seeking offers (42% vs 89%), opting instead to budget more carefully, with 92% spending less, with a third spending between €200-€300. As a result of this there has been a notable decrease in higher spenders (down 20% in the €500-€1,000 range).

Timing as always remains crucial, with August emerging as the preferred shopping month as families prioritise summer vacations in June (21%) and July (17%) delaying back-to-school preparations. Women exhibit greater organisation, with only 2% waiting until the last week, compared to 12% of men.

Think CREATIVE

Retail environments are growing increasingly more creative, making it the perfect time to craft a recipe for success. Today’s consumers are inundated with advertisements, demanding that brands stand out. This is where the magic of creative solutions come into play. By thinking beyond traditional billboards, you can create truly immersive experiences that resonate deeply with shoppers.

Research underscores the effectiveness of impactful and unconventional OOH, which can drive up to 7x higher brand recall compared to standard media. These creative solutions don’t just elevate brand recognition by 5.9%, but also amplify emotional responses by an average of 120% and boost purchase intent by a substantial 176%. Digital OOH takes this a step further, enabling brands to deliver tailored messages dynamically and programmatically, achieving a 32% increase in brain response by displaying contextually relevant content.

OOH is EFFECTIVE at reaching back-to-school shoppers

Irish consumer confidence is on the rise this month – marking it the first uptick since January, signalling an opportune moment for brands to leverage Out of Home (OOH) advertising to effectively reach back-to-school shoppers. This positive shift indicates increased consumer optimism regarding spending and economic outlook. OOH plays a pivotal in driving consideration, particularly for items such as clothing (34%), footwear (35%) and tech (25%), which see rapid purchasing decisions within a day of exposure to an OOH ad.

Retail environments naturally spur consumer action, with OOH ads prompting 25.5% of consumers to discuss brands with family and friends, 21.6% to research a product on their mobile phone, and 15.1% to make a purchase. Point-of-sale ads further catalyse both in-store visits and online shopping, with 58% of consumers likely to visit a physical and 59% to shop online post-exposure.

Identifying the optimal OOH formats to capture back-to-school shoppers requires a nuanced understanding of their unique purpose. Roadside formats excel in raising awareness (+8%), while transport ads are the most liked advert (64%), and digital formats are effective in driving bottom-funnel metrics (57%). Each format serves a distinct role in engaging and influencing consumers throughout their purchasing journey.

SUSTAINABLE OOH

But OOH advertising is not only about reaching your audience – it’s the medium that gives back to communities. When planning your campaign, consider using sustainable practices such as opting for eco-friendly transportation methods like electric buses and adopting sustainable printing methods to minimise landfill waste. Additionally, ensure your digital campaigns are powered by renewable energy sources and that digital screens are powered down at night.

Why should we care? It matters to consumers, with 82% willing to stop buying from brands perceived as unethical. It’s also crucial for business success, as 72% of investors screen for sustainability risks. Furthermore, sustainability is significant for attracting talent, with one-third of GenZ rejecting jobs with poor sustainability credentials. Clients are also prioritising sustainability, with 43% of brands making it a key priority in their marketing strategy, up from 26% in 2021.

As we approach the back-to-school season, it’s essential for brands to leverage the power of Out of Home (OOH) advertising to connect with consumers in meaningful ways. By focusing on the ACES – Audience, Creative, Effective, and Sustainable – you can craft campaigns that not only capture attention but also drive action and foster positive brand associations. With consumer confidence on the rise, there’s no better time to think OOH’s ACES to ensure your media plan delivers this back-to-school. Reach out to a member of your Talon team to learn more.