Summer’s finally here – the season of sunny weather, or so we’d like to think! It’s that time of year when outdoor events are in full swing, and audiences are always OUT OF HOME. Despite the proven effectiveness of Out of Home (OOH) advertising, several misconceptions persist. Numerous studies have shown how impactful OOH can be, yet outdated myths continue to cloud its true potential.

It’s time to set the record straight, debunk these myths, and expose the real truths about OOH’s year-round impact.

THE PROVEN POWER OF OOH ADVERTISING

OOH advertising has consistently proven itself as a powerful tool for brand visibility and engagement. Recent research from our DOOH Aces reveals that nearly 70% of respondents pay attention to DOOH ads across various environments. Moreover, over 40% of respondents are more likely to engage with a diverse range of DOOH ads and formats.

Caroline Decourcy, our Insights Director, emphasises “OOH advertising continues to demonstrate its effectiveness by reaching diverse audiences with impactful messages that resonate. With the evolution of DOOH, what was once primarily a brand-building medium now drives consideration and action, making OOH a versatile channel capable of achieving multiple objectives in a brand’s media mix”.

DEBUNKING THE MYTHS

Myth 1: “Everyone Goes Away in the Summer”

To clear up the confusion: Yes, people do jet off during the summer months, but here’s the kicker – people are travelling throughout the year at nearly the same levels. The only noticeable dip? That tends to be around the Winter months.

International Travel

Our consumer behaviour research this year reveals interesting insights. Despite the perception of widespread holidays, only ½ are planning a vacation this year. The 45-54 age group shows the highest inclination to travel. However, our countries beauty might be a factor as well, with 28% of respondents opting to stay in Ireland. Among them, 16–17-year-olds will be enjoying a local summer. Financial considerations are also shaping travel plans, with the 25-34 age bracket favouring staycations over international travel.

And with our nights beginning earlier and ending later – according to Hospitality Ireland, we now prefer going out in the early evening, and with the government considering legislation to extend nightclub hours – there really is a grand “aul stretch” in the evening. Meaning audiences are always OUT OF HOME.

Myth 2: “Summer campaigns lack creativity”

If you think summer campaigns are snooze-fests, THINK AGAIN! We’ve had multiple campaigns active throughout the summer that have captured consumer engagement. Here are a couple of standout examples:

Specsavers: Driving Appointments with Real-Time Data

To drive appointments at key moments, Specsavers executed a campaign around smarter planning and data-driven content. The strategy included:

This approach was so successful that it won gold at both the Media Awards and the Digital Media Awards.

Lynx: Launching their Bold Fragrance Range

Lynx 1

Most recently, Lynx took a bold approach to launch their fine fragrance range through a variety of special executions:

Summer campaigns aren’t just about playing it safe – they’re about being bold! With everyone in a good mood attending events and concerts, it’s prime time to connect. Summer rivals Christmas in events and opportunities. Break free from the billboards, dominate spaces and make OOH a more immersive experience.

Myth 3: “Summer campaigns are ineffective”

Hold onto your sunscreen, folks! OOH doesn’t melt away in the summer heat. In fact, OOH and DOOH are top picks among global consumers, commanding attention with their larger-than-life presence. According to Kantar’s latest study, there’s a 90% correlation between channels that grab consumers’ attention and the ones they prefer. Away with digital distractions – Consumers love in-person ad experiences, making campaigns seven times more impactful when they resonate.

But here’s the kicker: shutting down your brand strategies during the summer might dim your long-term brand metrics. Keep those campaigns running to build your brand and spark future demand. Peter Field’s research backs this up: brands that maintained or boosted media spend during a downturn saw a 63% stronger ROI and a 60% year-on-year growth.

Myth 4: “There are Better Channels to Spend Budget On”

Sure, there are plenty of media channels vying for your attention, but what’s better than investing in a medium that gives back to its community and serves as an ad platform for brands?

Sustainabile Medium

OOH operates in the public sphere, carrying with it an inherent responsibility to positively impact our local communities and environments. At Talon, we’re committed to helping brands create more sustainable campaigns. According to a recent Outsmart UK study, OOH emits less carbon per impression than any other measured media – comprising only 3.3% of UK ad power consumption and under 3.5% of its carbon footprint.

In this blog, we’ve busted through the myths surrounding Out of Home (OOH), proving its effectiveness and creativity even under the summer sun. OOH doesn’t just survive – it thrives, grabbing attention and creating memorable brand moments. We’ve debunked misconceptions about summer travel and showcased standout campaigns such as Specsavers and Lynx, proving OOH’s power year-round.

Choosing OOH isn’t just smart – it’s impactful and responsible. It’s a medium that gives back. As we navigate summer 2024, don’t get burnt by myths. Ensure your brand is fully covered with OOH.

In the dynamic landscape of consumer behaviour, every moment holds the opportunity to make a lasting impression. Traditionally, January has been synonymous with resolutions, a tradition that dates back over 4,000 years. But what if we shift the lens? one that extends beyond January. After all, a recent Forbes Health/One Poll survey found that the average resolution lasts just 3.74 months. We firmly believe the key to success lies in consistently understanding and harnessing this consumer behaviour year-round.

In this piece, we delve into the changing way we think about resolutions and uncover how OOH serves as a potential catalyst, guiding brands in crafting continuous opportunities for year-round connection with consumers.

UNDERSTANDING THE RESOLUTIONS MINDSET

So, let’s dive in with a recent consumer behaviour study that inspired this piece. Contrary to popular belief that resolutions are solely a January affair, our findings reveal a different narrative. When asked if they were making New Year’s Resolutions to kick off 2024, 32% of respondents said no. A 16% increase compared to 2022. Suggesting a noticeable decline in the commitment to these resolutions. But why are resolutions losing their lustre?

In response to the decline in traditional resolutions, a new paradigm is emerging. One that emphasises continuous improvement and personal growth throughout the year. 46% of respondents will be making “resolutions”, not just in January, but at various times throughout the year. With 24% of respondents going so far as stating they will be setting these on a month-by-month basis. So, as we bid farewell to the era of resolutions, what remains is a group of open-minded consumers throughout the year. But how can OOH helps brands capture this consumer and drive year-round engagement?

Resolutions not just in january

ATTENTION

Highlighted in our latest consumer behaviour study, consumers are willing to invest in these “resolutions”. With 67% of respondents preparing to spend considerably. As we know consumers are increasingly shopping around for the best price, and 79% of us are researching products before they visit a store to purchase. As a result, it’s an incredibly important time for brands to be advertising. The battleground will be in securing meaningful attention amidst an oversaturated advertising landscape.

Kantar’s recent Media Reactions is a key example of how attention is coming to the forefront of conversations surrounding media effectiveness. Citing a 90% correlation between channels that consumers claim capture their attention and those that they prefer. Consumers placed both OOH and DOOH in their top three attention grabbing channels, and top five preferred channels. Attention in OOH is not a new metric. By crafting visuals that mirror the mood of the season brands can not only convey their messages using OOH, but they can also effectively create a sustained and impactful presence all year-round.

Attention

DYNAMIC & PROGRAMMATIC OOH

With the death of the cookie slated to finally happen in 2024, dynamic and programmatic OOH stand as an indispensable tool for brands. As our research has revealed the resolutions landscape is evolving. These strategies offer unparalleled levels of adaptability, allowing brands to tailor their messages in real-time to align with the shift in consumers aspirations. Whether it’s the pursuit of health and wellness in January. Or home D.I.Y during the summer months, dynamic OOH ensures relevance by adjusting content to seasonal trends. Programmatic OOH takes this a step further, allowing brands to deliver timely messages precisely when consumers are most receptive to goals.

With the impending challenges in digital advertising, dynamic and programmatic emerge not just as tools but as essential allies for brands seeking sustained engagement and a substantial return on investment.

A call to reshape resolutions. In the ever-evolving consumer landscape, resolutions break free from the confines of January. As we shift from the traditional resolution’s mindset, attention becomes crucial, with OOH and DOOH leading the way in this area. Dynamic and programmatic OOH emerge as essential tools for real-time engagement, adapting to evolving aspirations. Our strategy involves closely monitoring evolving consumer behaviours, identifying key focuses seasonally, and helping brands move to maintaining year-round commitment instead of just one-time resolutions.

In the realm of attention, we’re not just observers – we’re architects of attention.

There were many positive developments in the OOH channel throughout 2023, marking it OOH’s strongest year since 2019. As another year ends, we at Talon can reflect on one of excellence, collaboration, creativity, and data driven strategies.

As we step into the dynamic landscape of 2024 trends, OOH will continue to evolve, offering an array of future facing opportunities and providing even more reason for advertisers to consider what is possible when they THINK OUTSIDE.

The renaissance of the channel is set to continue with sustained growth on the back of a strong performance in 2023. Furthermore, major sporting events such as The Olympics and The Europa League Final in the Aviva Stadium will drive increased demand from event sponsors and associated categories. Additionally, ongoing investment in digital inventory will offer increased flexibility, enabling brands to deliver dynamic content and immersive campaigns, ultimately growing its share of spend to over 50%.

In this piece, we dive a little deeper into our expectations for the evolving OOH landscape and emerging 2024 trends:

1. THE POSITIVE IMPACT OF OOH

Mockup of EcoBlend

In 2023, the industry made some incremental steps in our journey towards a more sustainable future. Talon partnered with print provider Delta Group to launch Eco Blend, a fully recyclable solution for 6 sheet printing. This year, we endeavour to work with our media partners to make further positive advancements in this area, supporting our clients in making responsible OOH choices.

2. DATA-DRIVEN OUTCOMES

The death of the cookie is lined up to happen in 2024, meaning the era of highly targeted ads will change and advertisers will seek new ways to target and deliver on brand objectives. Understanding how data can increase effectiveness of our strategies is pertinent at Talon and through this we are constantly seeing increases in benchmarks across the entire funnel.

3. THE ATTENTION METRIC

Kantar Media Reaction's Study

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 consumers claim capture their attention and those that they prefer. Attention is not a new metric when it comes to OOH, with visibility being a key pillar that was built into our measurement systems.

4. TECHNOLOGY & CREATIVITY UNITE

As tech capabilities continue to grow, we anticipate their merging with creativity and capitalising on audiences through interactive experiences, for example AR, VR and 3D executions.

5. THE BRAND FAME COMEBACK

Whilst technological advances continue apace, we will witness brands recognising the true power of the OOH channel. Pushing the boundaries with premium placements and special executions. In this landscape, boundaries are being redrawn as brands transcend traditional OOH limits to achieve lasting brand fame.

6. PROGRAMMATIC

Emirates programmatic campaign

The demand for programmatic continues to grow, with advertisers increasingly adopting programmatic as part of their omni channel digital strategies. With advertising becoming more targeted, fuelled by the growing availability of data, we see no signs of this trajectory slowing.

7. RETAIL MEDIA & DOOH DRIVES PATH TO PURCHASE

The role of OOH within path to purchase strategies will continue to become more important. Marketers who supercharge their shopper marketing will benefit from the integration of retail DOOH with retail media networks. This results in a strong presence throughout the entire consumer journey.

8. ENHANCING WITH AI

As businesses increasingly integrate AI, OOH agencies and media owners are leveraging it to enhance efficiencies, creative and copy. Resulting in more effective campaigns.

As we transition into the dynamic landscape of 2024 trends, OOH will continue its evolution. Presenting a myriad of future-facing opportunities that not only broaden the horizon for advertisers but also emphasise the importance of considering what is possible when they THINK OUTSIDE.

2023 has been a very positive year for OOH’s renaissance and there are no signs of slowing in 2024. The channel continues to evolve. With digitisation of inventory, new capabilities and technological advancements fostering growth, and driving OOH to become one of the fastest growing channels globally. Ever since conversations began about programmatic OOH in Ireland, Talon has been at the forefront of pioneering this new technology. We have continually pushed the boundaries of OOH and challenged ourselves and the industry to leverage these new capabilities. With the ultimate goal of helping businesses reap the rewards and champion the channel’s effectiveness.

In 2023, we witnessed a major increase in appetite from brands. Curiosity peaked around what it could deliver for their business objectives. There are now 640 screens available to trade programmatically in Ireland. Programmatic DOOH is a powerful tool for Irish advertisers, fundamentally transforming the way we connect with our target audiences. It empowers us to be more precise, efficient, and agile. We can react at a moment’s notice whilst the visibility delivers increased measurement and analytics around campaign performance. But with a long list of benefits, a question has been lingering on every marketer’s mind…

Why are we not buying all DOOH this way?

While the list of benefits for programmatic OOH is extensive, its crucial to remember the timeless strength of the OOH channel. Its capacity to build broadcast awareness, engage an audience, and steal share of mind, ultimately enhancing mental availability for a brand.

Campaign effectiveness studies conducted by our colleagues at Talon UK have shown that programmatic DOOH can achieve a 3x increase in purchase intent compared to a traditional OOH buy. However, when evaluating spontaneous brand awareness, it’s clear that a classic broadcast campaign excels in driving that shift. These findings have been corroborated by our own campaign effectiveness studies in Ireland, and they have significantly influenced the role that programmatic has in the overall OOH media mix.

So, to circle back to our marketeers question…

While programmatic’s introduction in Ireland brought some level of uncertainty. The continuously growing brand count and expanding capabilities provide us with greater confidence that it will continue to play an important role in achieving results for many advertisers in 2024. Moreover, other media channels have also shown interest in the opportunities that PROOH offers.

Programmatic’s strength lies in its ability to enhance media plans by harnessing data around audiences and create visibility for a brand in front of an optimised group at an optimised time of day. It is hyper targeted and is most effective at engaging consumers at the lower stages of the purchasing funnel. With a primary focus on driving consideration and purchase intent. However, if our aim is to shift brand metrics such as awareness, the classic OOH campaign remains the steadfast cornerstone of our media mix.

“It’s essential to bear in mind that while programmatic may be more automated than a regular media buy, the importance of experience and knowledge regarding inventory, the influence of various environments, familiarity of rules and regulations, and its overall contribution to the broader OOH media mix remains crucial for maximising the technology’s effectiveness.

Eoin Carroll, Programmatic Lead

What’s next for programmatic OOH?

For any marketeer or media planner well-versed in executing OOH campaigns, demographic targeting capabilities have long been a familiar tool. However, the advent of data and programmatic trading has taken targeting to a whole new level. It has allowed us to delve deeper into our audience’s behaviour and leverage it to create more precise audience profiles. As part of our endeavour to lead and shape the programmatic landscape in Ireland, we’ve partnered with Orb to unlock a new precision targeting capability focused on behaviour. This data empowers us to scrutinise audience behavioural traits by analysing the journeys and search data of aggregated consumer groups. Subsequently, we can then layer this information against specific screens and times of day to activate an optimized, audience-led purchase using our demand-side platform buying function.

“Programmatic DOOH is opening up exciting possibilities in the Irish OOH landscape. With the power to engage audiences at a deeper level and drive consideration and purchases, it’s reshaping the OOH media mix. Our partnership with Talon serves as a catalyst, continuously pushing advertisers to embrace this transformative technology and in turn, improve campaign results”

Callum Mathieson, CEO, Orb

In summary, the evolving landscape of programmatic in OOH opens up exciting possibilities. With these new capabilities, advertisers can seamlessly bridge online and offline strategies. This transformation has repositioned OOH, from traditionally recognised as an awareness builder, further down the purchasing funnel. It has enabled us to activate audiences and drive consideration and purchase. It has big potential. But realising it requires the support of the industry to educate, position and attract new advertisers into the channel.  

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

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

HOLIDAY SHOPPING UNWRAPPED_

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

HYBRID SHOPPING JOURNEY_

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

TIMING IS EVERYTHING_

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

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

6 MEDIA PRINCIPLES TO SUCCEED_

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

BE AT THE MOMENT OF TRUTH

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

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

LEAN INTO CONTEXT WITH DYNAMIC

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

REACH MORE OF YOUR AUDIENCES WHEN OOH

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

OWN KEY CONSUMPTION OPPORTUNITIES WITH PROGRAMMATIC

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

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

SHOPPABLE OOH

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

AMPLIFY WITH CREATIVITY TO INCREASE ATTENTION

Bespoke lighting transforms Dublin's Barge Pub for Jameson Whiskey

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

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

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

Caroline Decourcy’s Insights: A Deep Dive Inside Talon

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 Launches The Hub: Elevating OOH Execution in Ireland

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”.