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

In this series, we’ll be getting to know more about the people of Talon, their roles, advice and what they get up to outside of OOH. This week, we sat down with Caroline Decourcy, our Insights Director, at Talon in Ireland.

Explain your role? 

I am the Insights Director for Talon in Ireland, responsible for all elements of research and insights for our market. I support our planning teams through insight rationale and justification for using OOH across all objectives, categories, and briefs. I work alongside our planning teams on new client business, pitches and OOH market updates at certain times of the year too – a varied role! I am the Talon rep for JNOR, our long-standing OOH Measurement system, a topic I am very passionate about! I am also lucky enough to work with the wider measurement team in London too.

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

I usually start my day with my calendar, checking what’s ahead in terms of meetings and tasks due that day and week, then work through my emails and start working through my list. None of this is remotely possible without a large coffee from Butlers and a chat with everyone!

What do you enjoy most about working in OOH? 

I’ve worked in OOH for over 20 years (eek!) and one of the things I love most is the evolution of the industry, that no day is ever the same. I love OOH for its creative capabilities, and watching how we, as a team, bring ideas to life on street. Seeing clients share our work is a great feeling.  I love meeting the people who in OOH (and other media). We get to deal with so many different media partners and companies, so there’s many opportunities to meet interesting people along the way too.

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

I’d have to say that award wins are a key highlight for me.  I think they showcase, not just the brilliant work we do as a company but, the calibre of our people and ideas. 

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

OOH, while one of the oldest mediums around is definitely one of the most dynamic and fast-changing, presenting opportunities for newcomers to the field with a chance to progress, grow and – more importantly – learn. With developments in technology and data, there are so many areas of the business to choose from. There has never been a better time to join the OOH Industry!

What do you get up to outside of work? 

I love spending time outdoors and am lucky enough to live by the sea so love getting out for walks on the marina with my family. I love eating out and reading books and spending time with friends. I recently re-joined the local tennis club so working on brushing up on my skills!

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

I’d love to be fluent in Spanish so using Duolingo to learn what I can! I’d also love to learn to play the piano.

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

Going slightly off-piste I know, but my daughter was born in 2014 at 26 weeks while we were on holidays in the Algarve.  We lived in Portugal for just over 2 months until she was well enough to be transferred to Dublin. A life changing experience obviously but taught me strength, resilience and to never give up on anything you set your heart on. Not to mention learning all the medical jargon in Portuguese!  I always wanted to live abroad for a period, but in future I’ll be careful what I wish for! 😊 But an amazing outcome – so worth the fight!

“63% still feel that September is an ideal month to make changes and set goals – it’s more than just textbooks and classrooms, September holds the power for all ages to embrace a transformative reset”

As the gentle breeze of Autumn fills the air, a sense of anticipation surrounds us. It’s that time again, when the end of the summer holidays signals a fresh, new year. And whether you liked or loathed that back-to-school feeling, there’s no denying it brought with it a need to get organised and start fresh.

Cue the onset of adulthood, and in comes a new routine, moving away from those long summer breaks onto an annual leave allowance. You would think this transition would make you leave that back-to-school feeling behind? But no. 63% still feel that September is an ideal month to make changes and set goals. – It’s more than just textbooks and classrooms, September holds the power for all ages to embrace a transformative reset.

In this blog, we shed light on YoY trends and category-level insights for the back-to-school reset of 2023 and delve into how brands can use Out of Home to impress consumers and bring home that A+.

But first, who is our audience?

TARGET PROFILES_

Based on our sample of 250 respondents, the survey results revealed the following distribution across the different target profiles. 19% were identified as part of the “Explorers” group, these are families with older children, nearing the end of their education journey and ready to embark on new adventures. Next is “Generation Next” which accounts for 21% of respondents, these are families with children in the middle of their education journey. 14% of the respondents fell within the “Tiny Tribers” group, these are families with younger children who are early in their education journey. Lastly, we had 39% of “Empty Nesters”, this group are pre-family and September for them is focused on the end of summer and getting back into routine and a busier schedule. This sample of respondents has provided us with a strong foundation for understanding the back-to-school reset audience.

UNRAVELLING WHEN WE SHOP_

This year, most anticipate a later start for the back-to-school reset shopping period with August being the most popular month at 36%, followed by July at 30%. Only 27% of respondents have begun already, with 5% even leaving it till the week before new term starts. This is very different to last year where there was a notable shift towards starting much earlier.

Planning tip: Start early! Brands should build anticipation for the shopping season as early as possible. Through sustained brand building campaigns advertisers can achieve summer long engagement ensuring prominent recall when the moment arrives for making a purchase.

ANALYSING HOW WE ARE SPENDING_

Despite the governments release of its new free primary book policy, parents still envisage an increased level of spend for the back-to-school essentials in 2023 with spend increases across the board when comparing against 2022. Most respondents (56%) plan on spending between €100-€499. 24% answered €500-€999, followed by 11% answering €50-€99, with 8% even opting for the highest pricing threshold of €1,500+.

Planning tip: We know from our cost-of-living research that we have become a nation of savvy shoppers, with 63% of us now making lists. Considering the substantial increase in projected spending this year, consumers will undoubtedly seek value in their purchases. By leveraging the out-of-home medium, your brand can effectively convey your brand’s value messages and establish a strong presence that will in turn influence consumers choices and book a spot on that list.

SHOPPING TOUCHPOINTS_

Consumers will be shopping across a variety of stores, with Tesco keeping its top spot as the most popular (65%), followed closely by Dunnes (60%). 52% of respondents are once again choosing to keep things local by spending in local school supply stores in their area.

When examining the divide between brick n mortar vs online our results found that shopping centres (59%) and local shops (40%) reign supreme. A further 21% will be shopping on the high street with only 35% opting for online.

Planning tip: To effectively target consumers throughout their shopping journey, it is crucial for brands to have a pervasive presence. A multi-format campaign approach will enable you to reach consumers across a variety of environments throughout their day. By combining digital and classic out-of-home formats, you can strategically place your brand so that it’s top of mind during purchasing opportunities.

SEPTEMBER IS THE NEW JANUARY_

It’s not all bags and books, in recent years September has gained recognition as the new January with many seeing it as an opportunity to establish a healthier diet (58%), adopt a new fitness routine (64%), spend more time with family & friends (28%), or prioritise self-care (45%). In our survey 63% of respondents agreed that they are conscious of their lifestyle so setting goals in September helps to keep them grounded. It has become a bit of a wellness trend with health coach & wellness speaker Georgie Crawford launching this initiative back in 2022.

Planning tip: Data is your ultimate ally. Brands can utilise data to target the correct audiences effectively and identify areas with high footfall such as gyms, parks, and wellness centres. You can then layer this with consumer behaviour insights to tailor your out-of-home campaign so that it resonates with your target audience’s specific needs and preferences. This data-driven approach will allow you to deliver your message to the right people, at the right time and in the right moment – maximising impact and the effectiveness of your campaign.

The back-to-school reset period of 2023 is a huge opportunity for brands to reset and empower people of all ages – not just children. As the summer holidays end, this time of year embodies the very essence of embracing new routines, setting goals, prioritising a healthier lifestyle, and practicing self-care.

When comparing against the same period last year, there are a few changes to note. Nevertheless, our planning tips should provide brands with the necessary insights they need to capitalise on their campaigns and ensure optimal success.

Methodology: Research was conducted by Spark Market Research, on a main urban sample of 250 respondents 16+ using an online methodology. The research was conducted in June 2023. 

There is no doubt that Irish consumers are continuing to feel the pressure of the cost-of-living crisis, with many shifting their shopping habits as we become savvier and more selective in our spending. With that, we wanted to gauge the impact this was having on Irish consumers, while also seeking out the new trends and behaviours that come with it.

In our latest consumer behaviour research burst we focused much more on this topic which seems to have now replaced Covid19 as the key concern of the Irish population. 

The results paint an interesting picture of who we are, where we shop and most importantly how we shop…

Shopping Behaviour

Amid heightened inflation, unsurprisingly, 71% of Irish consumers are spending more on their weekly grocery shop than they were this time last year. 1/3 of respondents are spending €51 or more on their main weekly grocery shop, with 69% of respondents shopping for between 2-4 people. Spending is highest amongst the cohorts 45-54’s (76%) and HKWK (76%) with the 25-34’s age cohort spending the least at 67%. The findings suggest that people in the older age cohort are the most financially secure of all people living in Ireland. With those in their late 20’s and early 30’s feeling the pinch most.

Planning tip: Clever use of data amplifies campaign relevance, transforming digital Out of Home advertising into a real-time marketing platform. Using data, brands can target those hard-to-reach audiences (25-34’s & 18-24’s) hitting them with a value message – driving immediate engagement and boosting real-time conversion.

Brand Loyalty

Irish consumers are embracing discount retailers more in an attempt to save money with 54% already having switched their main grocery providers as the cost-of-living crisis bites. We have also become a nation of those who are willing to shop around with 63% of respondents using between 2-3 different grocery stores a week. The numbers buying private-label products is high (54%) across most categories with consumers showing brand loyalty most to hot & soft drinks, alcohol, and confectionery brands.

Planning tip: People are exposed to a broad range of mediums every day. A strategically planned multi-format, multi-environment campaign maximises reach and ensures consumers are influenced at all stages of the consumer journey. Brands that include proximity targeting alongside broadcast awareness formats are more likely to be selected by consumers.  

Smart Spending

One of the main highlights of the research is the emerging trend of savvy shoppers. 63% of respondents are now making lists, with 83% of those prepping the list the day of or the day before shopping.

Planning tip: There is an opportunity for brands to steal share of mind in the planning phase, and capture consumers’ attention throughout the purchasing journey. Out of Home is a great medium for driving brand awareness through its ability to reach audiences, cost effectively.

In summary, although Irish consumers are feeling the pinch of the ongoing cost-of-living crisis there is still spending power there, with many just being a bit more selective with their purchases. Overall, consumers are looking for value with 53% using more vouchers and money-off coupons. For retailers to thrive in this challenging environment and maintain consumer engagement, they must remain focused on delivering value to the customer.

Methodology: Spark Market Research conducted the online survey of a main urban sample of 250 respondents between the ages of 16-54. Research was conducted on the last week of February/beginning of March 2023.

“To ignore the potential of the Out of Home medium in driving action or inspiring a purchase, would be a missed opportunity – it’s evident that the features & capabilities support every stage of the purchasing funnel“

Traditionally, Out of Home has been viewed as a top-of-the-funnel media channel due to its ability to drive broadcast awareness. With the unveiling of new technology, we are beginning to see Out of Home fulfilling a much greater role, driving bottom-funnel metrics and direct action amongst consumers. Metrics which until recently, have been associated with online performance channels.

It begs the question, is Out of Home better at generating brand awareness than driving action?

The short answer is, it can do both!

Out of Home is not one medium, it is a blend of multiple formats across multiple environments, that gives the channel the ability to dominate the public space and reach consumers in numerous mindsets. Out of Home continues to deliver in its role according to a 2022, Talon benchmark study, which comprised of 40 Irish campaigns and interviewed over 10,000 respondents. The results showed a marked increase across all measures, in particular for message delivery and call to action (+6%), thus demonstrating the effectiveness of the medium.

However, today’s world is a digital world, and the role of Out of Home is evolving. Digital now holds 43% of the overall Out of Home wallet, with the proportion of OOH revenue derived from DOOH continuing to increase year on year. This growth is fuelled by a rapid expansion of Digital Out of Home inventory (+8% in the last 18 months), with a focus on large format roadside DOOH. What is most evident is how these technologies are driving Out of Home further down the purchasing funnel, demonstrating effectiveness in driving consideration and purchase intent.

PROOH_

Programmatic although in its infancy in Ireland, has seen significant growth over the last few years globally, with advertisers recognizing benefits such as greater flexibility and agility in their campaigns. In a recent research study conducted by our colleagues in the UK, data showed that the use of Atlas (intelligent, audience-first DOOH buying platform) is delivering an x2 increase in purchase consideration and an x3 increase in purchase intent versus a traditional Out of Home buy. 

From an Irish perspective, we have seen similar trends where programmatic DOOH has overachieved in shifting KPIs relating to driving action; more than KPIs relating to spontaneous awareness. One campaign that activated around key consumption times for the brand drove consideration by 44%. At Talon, we are seeing increased appetite from clients to trial programmatic Out of Home and understand where it fits as part of their overall media mix. 

What does this mean for you: The use of programmatic DOOH alongside awareness-building strategies can be powerful in driving metrics along the entire brand funnel, increasing OOH’s capability as a prime channel in the overall media mix. 

DYNAMIC CONTENT MANAGEMENT_

Dynamic campaigns allow us to increase effectiveness and drive intent by focusing on context. At Talon, understanding audiences and their behaviour whilst Out of Home is paramount. We understand the key moments when our audiences are most likely to be influenced by a brand’s communications. Dynamic technology allows us to activate at these key moments. When we look at the performance of dynamic campaigns versus any Out of Home campaign, we are seeing a +63% uplift in consideration, and a +50% uplift in purchase behaviour – proving the power of Out of Home in driving bottom-funnel metrics. 

What does this mean for you: If our objective is driving sales, we should be taking an audience-first approach to strategy and curating content to activate at key consumption moments for our target group. 

SHOPPABLE OOH_

OOH can now offer instant solutions to make our campaigns shoppable. 

Since 2020, QR codes have seen a massive resurgence across many industries, not least Out of Home.  In a recent study by Talon in Ireland, we looked at Irish consumers’ appetite to interact and take action after exposure to an OOH message. 57% of respondents agreed that they would be likely to scan a QR code on an OOH ad to find out more. 

What does this mean for you: QR codes on Out of Home are effective for driving immediate engagement and boosting real-time conversion, and the inclusion of dwell time formats encourages passers-by to invoke an action. 

To ignore the potential of the Out of Home medium in driving action or inspiring a purchase, would be a missed opportunity – it’s evident that the features & capabilities support every stage of the purchasing funnel. It’s time for planners to get creative by combining multiple formats to ensure their message is being received by the right audience and reaching them at all stages of their journey. 

Methodology: Talon Benchmarks, Talon has created benchmarks to help identify the best formats for driving specific key performance metrics, allowing clients to see how their campaign has performed versus the average.  

Methodology: QR code research was conducted by Spark Market Research, on a main urban sample of 250 respondents 16+ using an online methodology. 

Talon, the global independent Out of Home (OOH) media agency, today announces that it is launching a new business division in Ireland called The Hub, designed to enhance Talon’s client offering with a focus on executional excellence.

The Hub’s main function will be to ensure that Talon is maximising capabilities for clients within their two key pillars of execution – investment and operations. It will bring together all of Talon’s expertise in execution to ensure it is delivering the most effective campaigns for clients.

The new business function will be headed up by Laura Pennington, who was recently promoted into the role of Buying Director. With over 20 years’ experience in OOH, Laura is a vital member of the team at Talon, and her expertise will be crucial as she oversees the new unit and leverages client’s investments into the medium.

Talon has been trialling the new structure since late 2022, and will be in full force from February 2023.

Andrew Sinclair, Managing Director of Talon in Ireland, said: “As we have entered another promising year in OOH’s renaissance, the team at Talon are constantly challenging ourselves to re-imagine the possibilities of OOH. This restructure allows us to better focus our efforts and capabilities in planning and investment as we scale our business and champion OOH’s unique proposition. We are delighted to promote Laura Pennington to lead this new business unit and drive our business forward in terms of delivering exceptional value, executional excellence, and maximising collaboration with our industry partners”.

Laura Pennington, Head of The Hub, commented: “I am excited about this new role. The set-up of The Hub marks a new approach to investment and operations which are key components in the backbone of our agency’s offering. With this new structure in place, we are driven to extend and build on our current capabilities in delivering client value and a seamless approach to execution”.

Taking on Interns is an integral part of our business, they tend to challenge the way “we’ve always done things”, while also bringing fresh, new ideas to the company. We also love being able to provide students with real-life experiences and introduce them to the OOH industry. After spending a month with the team, we asked Alannah to write up about her experience at Talon in Ireland.

My name’s Alannah Kelly and I am a final-year Advertising and Marketing Communications student at TU Dublin. I was thrilled when I was offered the opportunity to work with Talon in Ireland for the month of January 2023. I was excited to learn more about the world of OOH, especially after learning so much about it in college. I could finally see how things were done in the real advertising world!

As I have found during my time at Talon, the OOH advertising industry is growing at a strong and steady rate. I’ve learnt many invaluable lessons that I will take along with me in my professional career. It was interesting to learn about Talon in Ireland’s background – what exactly is OOH, why advertisers and brands should use it and who their media partners are. I also learnt about the different roles and what they involve such as marketing, PR, dynamic, creative solutions, operations, research, and Insights to name but a few. Learning about these roles allowed me to understand the day-to-day aspects of the company while also giving me an idea of what role I would like when I complete my degree.

Over the last three weeks, I’ve worked on numerous projects and gained many new skills. My first project was on mapping where I learnt all about the tools used to place campaigns to best target consumers. I also worked on some competitive reviews which I loved as they gave me an excellent insight into the many trends that can be seen in OOH. It was also great seeing the many clients Talon in Ireland work with. I enjoyed participating in brainstorming meetings for upcoming campaigns, these meetings allowed me to see just how creative OOH can be. During my time, Talon’s People Forum organized several nice gestures and activities to coincide with Blue Monday. The activities were a global mental health talk, a team lunch, grabbing a colleague for a walk and a boardroom transformed into a chill-out area for the afternoon.

My time at Talon has been great, I have had the chance to meet so many amazing people while also seeing the process of their incredible work. From working at Talon, I have developed many skills and gained great confidence working within the OOH industry. I am so grateful for this amazing opportunity and thankful I was so lucky to have such an amazing company to work for!

Thank you so much Talon in Ireland for being so welcoming and for the amazing opportunity!

According to Talon Tracker, out-of-home advertising has recovered faster than the industry predicted, with Q3 spend for 2022 in line with the same period last year. Diageo led the spend, with a total estimated ratecard of 3.2m. The top spending category for Q3 2022 was Retail with a spend of 7.3m.

Top Categories

The top five categories on OOH for Q3 2022.

Retail was the top spending category, accounting for 19% of total OOH spend. Spend on Supermarkets & Grocery Chains amounted to 4m, accounting for 55% of Retail spend. Lidl (1.2m) was the top spender of the mid-category, followed by Musgraves (1m) and Tesco (723k). Fashion stores/brands (1.6m) accounted for 22% of category spend, with Sports Direct (656k) as top spender of the mid-category, followed by JD Sports (560k) and Boohoo (182k).

Food was in second place with 18% of total OOH spend. Chain Restaurants (3m) took 44% of category spend with McDonald’s spending 1.7m, followed by Subway (431k) and Domino’s (265k). Confectionary/Treats amounted to 2.4m, 35% of the category spend. Mondelez International was the top advertiser of the mid-category, with an OOH budget of 1.4m, followed by Nestle (357k) and McVities (219k).

Beers were the third biggest category in Q3 2022, accounting for 11% of OOH spend. Zero/Light beers (783k) accounted for 18% of the total Beers spend. Heineken (409k) was the top spender of the mid-category, followed by Diageo (253k) and Asahi (121k).

News & Tv was in fourth place with 11% of total OOH spend. Newspapers (162k) took 4% of the category with Independent News & Media (65k) achieving the top advertiser’s spot in the mid-category, followed by the Irish Times with a spend of 41k. TV (4m) accounted for 96% of the category spend with Sky (2.5m) as the highest spender. Streaming Services took 46% of overall TV spend with Disney+ (973k) being the top advertiser of the sub-category, followed by Amazon Prime (537k) and NOW tv (359k).

Soft Drinks took fifth place with 8% of total OOH spend. Spend on Soft/Energy Drinks amounted to 2.9m, accounting for 79% of Soft Drinks spend. Coca-Cola (1.1m) was the top spender of the mid-category, followed by Suntory (826k) and Britvic (164k). Water/Juices (637k) accounted for 21% of the category spend with Suntory (268k) the highest spender, followed by PepsiCo (148k) and Coca-Cola bottlers (120k).

Top Advertisers

A look at the Q3 2022 top spending advertisers and a YoY comparison.

Category Increases/Decreases

Looking at the categories in more detail, we wanted to pull out who the big spenders/fast growers were when compared to the same period last year.

Category Increases

Retail is consistently one of the top-performing categories in Out-of-Home. The intense competition means Retail brands constantly have to fight for consumer attention and secure that all-important space in consumer baskets. As we have now entered the busiest quarter of the year, we expect retail to keep its top spot with events such as Black Friday and Christmas in the not-too-distant future.

Retail (+31%)

It comes as no surprise that the Beer category remains resilient in the current economic climate. Diageo is a top-performing advertiser within this category. In recent years, we have seen low/non-alcoholic beers become increasingly popular. Similar to Retail, this category is entering one of its busiest times of the year, therefore we don’t expect to see much of a change in spend.

Beers (+23%)

Our tracker report showed Soft Drinks as one of the biggest spenders in OOH for Q3. Soft Drink brands such as Coca-Cola and Suntory are consistently turning to OOH for both mass communication of brand/new products while also using digital sites and point-of-sale sites to drive further action. Another strong category that should hold its spend going into the final quarter of the year.

Soft Drinks (30%)

Category Decreases

Motors (-75%)

Health & Beauty (-31%)

The Health & Beauty category includes a wide range of personal care products for both males and females.

Utilities (-76%)

The festive season seems to start earlier and earlier each year. As soon as the door closes on Summer, and Halloween is out of the way, brands turn their attention to Christmas and begin fighting for consumer attention and securing that all-important space on consumers’ shopping lists. October (23%) and November (22%) are key priming periods for early Christmas shoppers, even more so this year. With prices rising, our latest research suggests shoppers are moving their gift buying to earlier in the year, with many having already started (24%). This appetite to get going comes as no surprise given the current climate.

Consumer behaviours are ever-changing, and brands must keep up. To help with this we surveyed 250 respondents 16+ to get a glimpse of how the nation is feeling heading into the busiest quarter of the year.

With the cost of living rising, Christmas 2022 may be challenging for some, however, consumers are still craving acts of kindness and instances of connection. When looking at the differences between spending power this year versus last year, our research suggests that 73% of shoppers plan on spending more or the same this Christmas. With 26% citing that they have more disposable income than the previous year. Family is also a common theme this year with 35% citing that they will be spending more as they want to make this Christmas a special one for their family.

According to Kantar, Irish grocery sales were worth 3.1 billion during the 12 weeks to 26th December 2021. This year, our research suggests that the Irish public is geared up for a larger Christmas with 33% planning more family gatherings. More guests mean more food and 53% plan on trading up to a more premium retailer, with only 20% of shoppers staying loyal and sticking with their usual store.

For many, shopping for the Christmas season is all part of getting into the festive spirit. When looking at the in-store versus online shopping patterns we noticed a stark difference from last year. In 2021, 45% of shoppers were doing all their Christmas shopping online, this year that figure has decreased by 31% to 14%. With a further 38% of shoppers planning on doing a mix of in-store vs online. For those choosing to buy gifts in person, 47% are planning to visit shopping centres, 24% will visit the high-street, with 30% doing a mixture of both. This presents an opportunity for brands to capture consumer attention using the OOH channel.

Overall, the nation’s mood seems to be an optimistic one, with 49% looking forward to a normal Christmas without restrictions and 26% excited to see family and friends. As the Christmas shopping season has begun, what can advertisers and brands do to make the most out of this time of year? Based on our findings, see below a few points to consider:

    1. Advanced planning: With shoppers actively seeking Christmas deals earlier than usual. Consider planning your Christmas campaigns ahead of time so your brand is top of mind for consumers.
    2. Despite inflation, spending power is still prevalent: Our findings suggest that despite inflation, the nation’s mood seems to be optimistic, however, businesses need to be sensitive in their approach and adapt their strategies accordingly.
    3. Strong Community Connection: With friend and family gatherings being a common theme throughout our research results there is still that sense of importance in our local communities. So, although there are no movement restrictions in place brands should be making a conscious effort to reach these areas in their outdoor campaigns. 

    Methodology: Research was conducted by Spark Market Research, on a main urban sample of 250 respondents 16+ using an online methodology. 

    If you read our previous collaboration with Orb, you’ll know that over the last few months we have collaborated with some of our media partners to take a deeper look into the different areas of creativity in OOH. This month, we teamed up with XL Media and turned our focus to the enduring power of a special build.

    Talon’s research shows that special builds not only position a brand as exciting and innovative but positively influence consumers’ purchase behaviour. In 2018, Talon UK conducted a special build campaign effectiveness research study whereby they compared those exposed to special builds vs those that were exposed to standard OOH formats. The results showed a +15% increase in positive impression of the advertising, +17% increase in consumer action and +35% increase in purchase consideration.

    Before the pandemic, there would be no denying that the demand for special builds was low. However, the tides have turned and since 2020 we have seen a marked increase in appetite for creativity. Brands are looking to interact with and encourage consumers to remember their OOH ads – while also hoping for that share on social media. With all the new creative briefs hitting our desks, we sat down with Jeff in XL Media to take a look back at some of our favourite out-of-the-box moments.

    As we’re entering a new era of creativity in OOH, looking back what campaigns stick out for you & why?

    I very much liked the special that we built for White Claw. Mark Anthony Brands wanted to create something memorable around the New Year’s Eve celebrations, so we built a large freestanding ‘2022’ installation, with each number made out of real White Claw cans. White Claw has 4 flavours, so each 2022 number was built from that flavour can. We further reinforced this with 4 custom programmed LED colours for each number, representing each flavour. These LEDs pulsed individually for each flavour and then simultaneously at the end of the sequence. From a rigging perspective, this was above a canopy and footpath so plenty of behind-the-scenes work had to be carried out to ensure a structurally safe installation without causing any damage to the building. The main reason I like the campaign is because of its simplicity and that it looked as strong both during the day & the night.

    Another campaign I liked was the launch of Lucozade Alert. Suntory wanted a giant oversized can, to literally pop from the billboard. My concern with these types of builds is that often, products when enlarged never look like the real product when finished and sometimes look a little cartoonish. Our goal for Lucozade Alert was to provide a very premium looking can that looked identical to the real product in terms of proportions and finished look. For the build, we scaled the cans support frame from a real can and worked from there. We were delighted with how this one turned out.

    What are your thoughts on the future of creativity and what advice can you give to brands who are looking to find the best route to take, e.g., special build, murals etc?

    Creatively, there is always something good brewing with numerous great ideas being regularly proposed to clients. However, in terms of deciding on the best route to take, I would advise you to work hard on the creative and the tag lines. Identify an unusual element of the creative (that ideally has never been done before) and build that into your OOH special. More than ever, as consumers, we are being bombarded by messages fighting for our attention, good OOH campaigns need to, not only be clear & simple but, incorporate a clever attention-grabbing twist with the standard printed message which results in increased audience engagement and ensures that the campaign’s message not only registers but STAYS with them.

    About XL Media

    XL Media Ltd is a Dublin-based OOH advertising company specialising in quality one-off builds & installation. We seamlessly connect a diverse range of skills, experience & craftsmanship to deliver premium OOH projects to the highest professional standards. Visit www.XLmedia.ie

    With the world’s most anticipated sporting event of 2022, the FIFA World Cup Qatar kicking off in November this year, and the final game set to take place just a week before Christmas, the advertising sector is gearing itself up for a very busy Q4. Without a doubt brands and advertisers need to put their best creative foot forward and tackle this quarter head-on. And Out-of-Home advertising (OOH) is the ultimate creative canvas for brands to capitalise on consumer interest for this once in four-year opportunity.

    Although the boys in greens World Cup campaign ended in Stade de Luxembourg and not in Qatar, we are a nation of football enthusiasts. 26% of the Irish population have an interest in football and that’s not including the people who generally don’t like it but suddenly become obsessed when the big games come along. Football is also the second most-watched sport in Ireland (after Gaelic of course) and as the EUROS final in Ireland received 1m viewers in the republic, OOH is perfectly placed to position brands in the heart of the action.

    Our latest consumer insight piece identifies two viewing opportunities – In-home viewership and Out-of-Home viewership. 50% of respondents will be watching the matches at home with a further 27% saying they will watch some matches in the pub and a number (11%) unsure of their plans just yet only knowing that they will be watching with friends. And as they are planning to walk (34%), drive (22%), taxi (17%), bus or DART (17%) to get from A to B the opportunity for Out-of-home (OOH) is huge. With most matches kicking off around the afternoon time there is further opportunity for brands to capitalise on dynamic digital Out-of-Home (OOH) as brands can build up excitement and hype in the morning and target consumers who are out and about before the games begin.

    The impact of the World Cup on consumer spending is massive and when you add Christmas into the mix although reports are stating that Irish consumers plan on cutting their spending due to Inflation concerns, our data reveals quite the opposite for this year’s tournament. 45% of respondents have admitted that they will be spending more money during the World Cup, with 47% unsure of the amount they will be spending and only a small minority (9%) saying they will be spending less.

    There’s also another reality. Christmas time usually sees a massive influx in family and friendly gatherings. This year, given the timing of the tournament we will no doubt see more spontaneous gatherings than normal all accompanied by food and drink. As you can imagine Snacks (66%) and Beer (54%) are the items at the top of everyone’s list creating a huge revenue opportunity for brands in this sector. Not to mention pizza (46%), crisps (45%), wine (22%), Chinese (18%), spirits (16%) and Indian (5%). 

    With anticipation building, now is a critical time for brands to start planning their Out-of-Home (OOH) campaigns and gain that competitive advantage against their competitors. Here are just a few tips to remember when planning your World Cup campaigns.

    If you found this blog interesting and are looking for more information, please reach out to a member of your client service team.

    Methodology: Bounce Insights conducted an online survey of a main urban sample of 250 respondents aged 18+. The research was conducted on the 6th of May 2022.