Bangalore, INDIA – July 2024.

It is always an interesting journey when you have an opportunity to speak to your industry. This happened when I travelled to Bangalore for the #OAC2024 conference in July. Hundreds of leaders from the Out-of-Home (OOH) industry gathered to connect and collaborate on the challenges within the India OOH space, what the future looks like, and what is needed to propel and prepare businesses.

My presentation focused on behind-the-scenes and what is critical to prepare for the future landscape – which can be exciting and provocative.

The following is a summary of my presentation that (for context) is based on my 26+ year career in media – Experiential, Radio, Television, Digital, and OOH; on the client, agency, and media owner side, which gives me a holistic perspective of the industry. My current role at Talon also provides a full OOH industry view from clients, brands, agencies through to media owners and tech suppliers.

What did I cover?

• Global OOH landscape
• Three Levers for Growth and;
• An Inherent Risk (and also an opportunity)

THE GLOBAL OOH LANDSCAPE

The recent World Out of Home Organization expenditure results show impressive gains and projected gains in share of expenditure at a projected 5.3% for 2024. APAC receives the lion’s share of this investment. Digitization (DOOH) leads this growth, as does an emerging PDOOH (programmatic DOOH) investment. Research proves that consumer TRUST in OOH as a medium is an impressive driver of investment. Using OOH for sales activations also delivers short-term sales results, which defies econometric models where OOH is under-attributed. Overall, the Global OOH industry is performing projections expect this to continue.

Tom Goddard from WOO also presented these findings in-depth the previous day at the conference and can be found here – https://www.worldooh.org/news/2024-global-expenditure-survey

APAC consumers are growing, as is their wealth and consumption. In 2023, Global GDP expanded by 3.1%, and emerging economies and Asia led the recovery, with India as a notable example. By 2030, APAC projections are that 20+ cities will have one Million+ upper-income households, driven by growth in China, Japan, and India. Then, there is consumer consumption in Asia:

• 50% projected share of global consumption growth (2020 – 2030)
• 55% share of global households with upper-middle income and above
• 54% projected share of global B2C and B2B transactions, offline and online (in 2025)

THREE LEVERS OF GROWTH FOR THE OOH INDUSTRY

Statistics show growth and projected buoyancy in the region; it is time to accept change for the OOH industry. Those who do not embrace change will be left behind because those who invest in media are evolving in their attitudes, behaviors, and processes. There is an exhaustive list of potential areas of focus, but these three are what I chose to highlight that can help propel the industry forward – The Sales Model, The Talent, and The Tech.

THE SALES MODEL

Digital was not a consideration when original OOH sales model were designed. Single-site selling was the norm, and there was an almost linear engagement with clients. There are so many demands, considerations, expectations, and competition that old sales models are under pressure. From spot buying, DOOH, programmatic, audience selling, creative, data, measurement, triggers, verification, experiential, and anamorphic, along with considering multiple markets, cross borders, varying currencies, cultures, and languages .. it is complex.

Initially, “Brief to Response” time expectations were measured in weeks. Now, demand is rapidly moving to a self-service model for clients and their agencies, with demand for information at their fingertips for near-instant options, pricing, and availability. Change is coming, and those not adapting to this customer-driven demand will be left behind. And yet, there are still sales models/processes that need to adapt to the feverish requirement for fast, accurate information that does not require human intervention from the media owner-side.

Change is coming, and those not adapting to this customer-driven demand will be left behind.

Media owners must transform their sales models, and connecting their information pipes to the media buying ecosystem is essential. This is a lever for growth.

THE TALENT

The most effective leaders surround themselves with the right talent, skills, roles, and mindset and then harness it to propel their business forward. We need to infuse our businesses with diverse, talented people who want to be a part of our growth.

Dominating digital investment and tech transformation has created a skills and knowledge gap for OOH, and we must bridge it.

To transform the OOH industry, we must seriously consider the talent needed for growth. Not one generation or gender has all the answers, innovation, or ideas, so diversity of talent is critical to the Talent formula. Creating environments where collaboration and knowledge sharing (“share not hoard”) are the norm is vital.

No one generation or gender has all the answers, innovation, or ideas, so diversity of talent is critical to the Talent formula.

OOH media is competing with other businesses for the best talent. However, the halcyon days of free food and ping pong tables no longer attract the best talent. It is all about talent mobility, learning cultures, purpose, and fostering entrepreneurialism. Read the Deloitte 2024 Gen Z and Millennial Survey for more insight. It is a great read and perspective for anyone wanting to attract the largest emerging workforce generation of this time. What struck me about this report was how fearless the emerging generational workforce is about technology, innovation, and automation. They want to embrace it.

I caveat this with an important point. We should retain the incredible intellectual property and capability of those currently in the OOH industry, as they are invaluable. The goal should be to bolster capability and infuse new knowledge to grow the industry using the successful foundations of those who have built it successfully before.

THE TECH

Tech could be the subject of an entire week of discussion, but in the context of this presentation, I focus on how tech can transform the industry towards the self-service model mentioned in The Sales Model section.

Tech solutions remove duplication , and manual processes improve speed and agility. Tech solutions also allow us to redirect human talent to advocacy, education, and innovation. This will fuel growth for OOH, DOOH, and pDOOH. Especially if Audience Measurement is a priority.

If something is not measured, it has no value. If it has no value, it is not valued. For OOH buying, it is easier to justify removing a site, media owner, and country from a plan if there is no audience measurement.

The four key areas where Tech can make a considerable difference are in

• Measurement – tech that can make sense of what we know will be trillions of data lines, including location, audience, traffic, expenditure, behavioral, attitudinal, campaign, and neuro for every country, city, OOH, DOOH, and pDOOH site. Imagine that.
• Automation—There is extraordinary duplication and human intervention in the OOH buying process. Technology can remove duplication in the sales, booking, planning, inventory, reporting, and verification process, which would eradicate wastage and free up skills and resources for other parts of the business.
• Programmatic—The tech in programmatic is advancing, but the tech could power the entire OOH ecosystem, not just DOOH. The tech would remove planning friction, as the data would be fully accessible for planning purposes. However, this requires media owners to connect their data and become visible to global and local planners. Currently, some markets and media owners are resisting this change.
• Verification is an emerging tech that I do not see waning, especially with third-party independent verification partners. These tech bolt-ons allow agencies, brands, and media owners to verify media plan deliverables independently. OOH media has historically done this via POPs (proof of play, proof of posting photos and video) and Digital POP reports (reports from the media owners’ system on plays of digital ads) and provide post-campaign. However, independent verification, especially on large campaigns, assures clients they got what they paid for.

Collaboration is essential in removing barriers to tech innovation and adoption. There is power in industry partnerships.

Barriers to “The Tech” center around long-term, high capital expenditure requirements. However, there doesn’t need to be individual media owners building custom, bespoke technology in insolation; there is power in collaboration and pooling of resources for the betterment of the industry and connecting via partnerships with AdTech suppliers to the industry. There is a textbook case study for this in the Outdoor Media Association in Australia, where media owners initially collaborate and invest in improving their industry via an audience measurement system, MOVE, now an accepted industry currency. This 10+year collaboration has grown the Australian OOH industry significantly. OMA Chair Charles Parry-Okeden further reiterated this in his presentation at #OAC2024.

AN INHERENT RISK – The LURE OF OVER DIGITISATION

In a digital-oriented world, we need persistent education and demonstration of the effectiveness and impact of traditional, classic, static OOH on a media plan. DOOH and PDOOH are not substitutes; they are additional valuable assets created for marketers to connect with their consumers. These digital assets should grow the industry, not cannibalize it.

In some markets, DOOH allows as low as 1.67% SOT. That’s one 15-second ad every 15 minutes. That contributes a minuscule amount to the REACH & FREQUENCY formula and makes DOOH ineffective and expensive.

There is risk in the emerging countries where DOOH is developing. In the exciting rush to digitize, there is an inherent risk that a more lucrative yield on digital sites will drive media owners to increase the number of ads in a loop and essentially decrease the Share of Time (SOT) for an advertiser when they buy one ad spot.

Media plans should always consider [Classic, Traditional, Static] OOH and DOOH for effective reach and frequency. The 100% Share of Voice (SOV) OOH delivers is invaluable for brand awareness objectives.

The OOH media industry must drive adaption, innovation, and push for change to deliver on market demand and remain competitive.

It is critical to start now to ensure the industry can keep pace with rapid change and remains relevant in an aggressively competitive media ecosystem.

This transformation should be a collaborative process, as a unified industry has more capability and power and can effect faster change than one media owner in isolation.

Can we start yesterday?

Camille Uzan Promoted to Head of Planning and Operations

In an exciting development at Talon International, we are pleased to announce the promotion of Camille Uzan from Business Director to Head of Planning and Operations. This promotion is a testament to Talon International’s commitment to bolstering our operational excellence and planning capabilities across our global network. 

Talon International are at the forefront of the global OOH industry, experiencing robust growth from not only our UK based international clients but also from Talon offices in the US, Germany, Ireland, Dubai and Singapore who are all experiencing an increase in international, multi market requirements from local clients. Our ability to cater to the increasing demand from our clients around the world is a testament to the strength and leadership of our team. As we build on this success, the role of planning and operational excellence is increasingly important.  

Camille’s new role is designed to harness her exceptional skills and deep industry knowledge to nurture key client and agency relationships and drive the development of key processes. These processes will ensure Talon International continue to plan, buy, and execute efficient and effective global OOH campaigns.   

Adrian Skelton, Managing Partner – International, said: “OOH is evolving at pace across the globe, with growth being driven by technology, creativity, and innovation. Camille’s knowledge, passion, and enthusiasm for international OOH will ensure our standards for best practice continue to evolve across the ever-changing international OOH landscape.   

Camille’s promotion reflects Talon International’s dedication to excellence and innovation in the OOH sector. Her experience and commitment to delivering results will play a pivotal role in enhancing our operational and planning strategies, ensuring we stay ahead and continue to deliver excellent business outcomes for our clients.”  

Talon International serves as a centralised hub connecting over 20 Talon and partner offices around the world, enabling us to plan, buy and execute client campaigns in over 100 markets worldwide. 

WHY OOH INTERNATIONALLY & IN AIRPORTS THIS WINTER

As winter settles in, it brings not only a seasonal shift but also a transformation in consumer behaviour. The chilly holiday season paradoxically warms hearts around the globe. As people travel to reunite with loved ones, relish the festive charm of Christmas markets, and of course partake in gift . Whatever consumers get up to this winter, one thing is certain – they will be OUTSIDE. Talon International is your gateway to unlocking the immense potential of the season. With a network spanning 20+ offices worldwide, we empower brands to launch captivating Out of Home campaigns in over 100+ markets globally, emphasising the importance of why OOH internationally during the winter season.

In this “Sleigh the Season” blog, we’ll explore why OOH should top your priority list this Christmas. Including:

• the pivotal role that airports play in connecting with receptive audiences
• the power of proximity and the unique engagement it presents
• the transformative impact of programmatic buying on traditional holiday campaigns
• how dynamic DOOH can help unwrap the magic of the season
• key cities you should have on your OOH radar.

THE PIVOTAL ROLE OF AIRPORTS

Consumers are more eager than ever to get away, despite the challenges of a rising cost of living. ABTA’s latest report highlights that booking numbers are at an all-time high and increasing +16% year on year.

As key travel gateways, airports offer an unparalleled opportunity to capture consumers in a relaxed state of mind. Statistics reveal that within airport environments, 85% of frequent flyers express their enjoyment of airport ads and a striking 90% maintain a high level of ad awareness. When it comes to shopping, the allure of airports is undeniable, with 73% of travellers indicating their likelihood to indulge in retail therapy. Furthermore, a staggering 70% of global shoppers are enticed to visit airport retail establishments after exposure to OOH ads. Airports have earned their reputation as iconic shopping destinations that particularly appeal to affluent audiences. In fact, a remarkable 71% of luxury jetsetters anticipate encountering prestigious brands’ advertising when travelling through an airport.

TIP: Leveraging our global expertise in planning OOH campaigns in airports, we strategically identify prime locations to target diverse audiences worldwide. From arrivals to departures, this approach highlights the significance of why OOH internationally, ensuring effective engagement and influence over a captive audience during the festive season.

POWER OF PROXIMITY

When planning an international winter campaign, remember proximity reigns supreme.

Proximity targeting allows brands the opportunity to capitalise on the unique context, emotions, and activities often associated with Christmas. With location data enhancing the precision of Out of Home campaigns across cities and transport hubs, targeting becomes not just strategic but measurable. Imagine reaching passengers as they arrive at their destination airport. Enticing them with an advert for nearby hotels, or showcasing convenient onward connections upon their return home. Insights from a Talon study underline the impact of proximity touchpoints. 60% of audiences agree that ads are more noticeable when seen at key locations. Furthermore, 49% express an inclination to visit a store, while an additional 47% consider making a purchase after encountering an ad.

TIP: Strategically placing ads in high-traffic areas like transports hub and major cities becomes a catalyst for brands to genuinely engage consumers and drive meaningful action.

TRANSFORMATIVE IMPACT OF PROGRAMMATIC

As a report from Barclays notes, consumers will remain mindful of their spending this year. This is amongst a backdrop of audiences becoming more dissociated with brands that don’t align with their priorities. How do you target this audience staying mindful of the current landscape?

OOH advertising has always been front of mind to drive brand fame and reach audiences at scale. However, the advancements in Out of Home technology means it is no longer simply a top of the funnel medium. It has been proven to work effectively along all stages of the purchasing process. Moreover, the growing use of audience data and measurement capability in OOH has seen the rapid growth in programmatic OOH. Results from a Talon study show PROOH drives a +15% higher level of audience relevance and 3x increase in purchase intent.

TIP: Using audience behaviour data, PROOH effectively delivers a transformative boost to Christmas campaigns as advertisers can use their own or third-party data to achieve a granular level of audience targeting and focus on those key ‘consumption moments’.

THE MAGIC OF DYNAMIC DOOH

The name dynamic DOOH itself highlights how flexible and changeable it can be; creative executions that adapt based on specific parameters. This dynamic capability can unlock the magic of OOH during the Christmas season. With results indicating an +18% increase in brain response among those exposed to such campaigns. Moreover, this approach yields an additional +16% increase for in-store sales, amplifying effectiveness.

TIP: As OOH continues to evolve, using dynamic DOOH is a sure-fire way to make your campaigns successful this festive season. It helps brands forge emotional connections with their audience by adding context. This not only makes the ads engaging, but also makes them memorable.

CITY SPOTLIGHTS

Discover the escalating trend in winter air travel, especially during the festive season. Talon International provides insights on why OOH internationally is key to effective planning.

Ireland

Despite the ongoing cost-of-living crisis, research from Talon Insights shows Irish consumers are maintaining their spending habits, with 18% budgeting for winter sun destinations like Lanzarote, Tenerife, Gran Canaria and Morocco. Dublin Airport has witnessed YoY growth in passenger numbers, reaching 1.48M passengers travelling between December and January 2022.

USA

The average American spends nearly $1000 on gifts at Christmas time, underlining the need for heightened investment in advertising to appeal to more affluent consumers. Post-pandemic travel continues to grow, particularly in states like Colorado, Arizona, and Nebraska, where interstate travel has surpassed pre-pandemic levels. Regarding travel into the US, New York City attracted 6.5M visitors during the festive period in 2022. What beats New York in the snow!

APAC

83% of shoppers in the APAC region take advantage of year-end sales for purchases, surpassing the global average of 70%. This presents an ideal scenario for proximity targeting, allowing advertisers to connect with audiences in the right mindset. Furthermore, 40% of Singaporeans are motivated to travel due to the holiday season. With top international destinations including Bangkok, Seoul, and Kuala Lumpur. 4.6M passengers travelled through Changi Airport from December 2022 to January 2023, solidifying its position as the Skytrax World’s Best Airport winner in 2023.

UK

Passenger numbers in the UK are on the rise. Notably at London Heathrow, which has experienced a 32% rise so far in 2023 and 38% MoM. Popular destinations include New York (JFK), Dubai (DXB), and Los Angeles (LAX) each served by five, four, and five airlines respectively from LHR. When it comes to splashing the cash on Christmas gifts, Brits are expected to spend an average of £602 each. An increase of 40% from an average spend of £429 in 2022. A Mintel report highlights that chocolates, coffee, cooking kits, clothing and alcoholic beverages top the list when it comes to Christmas gifting in the UK, with clothing accounting for 50% of gifts given and alcohol more than half of the food & drink category.

USE OOH TO CREATE GLOBAL IMPACT THIS CHRISTMAS!

Talon International is perfectly positioned to assist your brand navigating the global shift in winter consumer behaviour. Whether that be strategically placing your message in airports through PROOH or launching a dynamic campaign across major cities, armed with insights on why OOH internationally matters, our team ensures you Sleigh the Season with impactful OOH anywhere!

Chinese citizens, the largest tourism population, are now free to travel internationally after three years of strict “zero Covid” policies.

Talon International explains what this means for OOH advertisers

After three long years of restrictions, Chinese tourists are now free to travel. Pre-pandemic, Chinese tourists spent $255 billion, making them the World’s biggest spenders. Now they can travel internationally, what does this mean for the tourism industry and advertisers looking to reach them on their journeys?

Travel 

In December 2022, China announced it was abandoning its zero Covid strategy. The next day, trip.com recorded a +254% increase in mainland China’s outbound flight bookings (compared to the previous day). Flights bound for Singapore, South Korea, Hong Kong, Japan and Thailand led the surge, making them the top five destinations following the change.

Three of these airports were announced as the world’s top 10 airports of 2023, with Singapore Changi regaining its spot at number one. A light-filled, green haven that brands itself as its own “destination” the airport provides great OOH and DOOH opportunities for brands looking to reach travellers in their favourite airport. 

A staggering 308 million tourism trips were made in the first six days of the Chinese New Year, with Shanghai’s Plaza 66 mall seeing long queues form outside luxury stores, generating over $55 billion in revenue. Their understandable desire to travel and celebrate their freedom plays a key role in this. 

2023 is set to be a big year for Chinese travel, with 60% of Chinese tourists planning to travel outside of mainland China. A survey revealed that 40% of respondents plan to travel outbound in the first six months of 2023, the majority within Asia, as well as France and Australia. 42% said they would travel outbound in the summer months of July and August, whilst 32% are planning an autumn Golden Week getaway outside of mainland China. 

The China Outbound Tourism Research Institute estimates 18 million will travel internationally in the first half of the year, followed by 40 million in the second. Luxury shopping is the third main purpose for taking a trip, behind relaxing and experiencing art, culture and history. 

Revenge Spending 

After three years in lockdown, Chinese travellers are ready to “revenge spend” after saving a record $2.6 trillion in 2022.  

KPMG’s “Luxury Redefined” research study found that Chinese consumers can be split into five different personas – luxury newcomers, status reflectors, approval seekers, luxury connoisseurs and new luxury pioneers. Across these personas, Chinese consumers were found to have the confidence to spend and are eager to purchase luxury as a means of social advancement and self-differentiation. Key themes that also emerged were digital transformation, sustainability and the need for experiential retail. 

The return and rise of the Chinese traveller, is placing travel hubs and airport environments back at the heart of clients’ media strategies to influence purchase decisions. Insights such as these from KPMG, can be used to understand exactly what these consumers want to see from brands, such as sustainable initiatives, experiential activations and brand stories. 

Across all the personas, there is a clear desire for interaction with brands. Whether it be through providing strong brand stories, in-store sales activation activities or showcasing trendy items, all of this can be achieved through OOH. 

Reaching Chinese Consumers with OOH 

As highlighted above, there are numerous touchpoints that we can use to help brands to reach their target audience: 

1. In mainland China 

After being stuck indoors, people are eager to get outside and reclaim their lives. This presents an exciting opportunity for brands to capitalise on the large inventory of OOH sites around the country and busy city areas to reach these audiences out of the home. 

Abu Dhabi was one of the first brands emerging to target Chinese audiences after restrictions were lifted. Capitalising on their newfound freedom and desire to experience new things, Abu Dhabi promoted its exciting experiences on some of the largest digital OOH screens in Beijing and Shanghai. 

 2. Airports 

With Chinese airport passengers up +35% in January and set to increase even higher throughout the year, airports are an obvious choice for brands wanting to reach Chinese audiences.  

Although there are classic OOH formats throughout the airports that brands can advertise on, experiential and sustainable initiatives will be key to attract the new personas highlighted by KPMG. It’s time to think big and think outside of the box, capitalising on the excitement of travellers looking to experience new things. 

Kicking off 2023, Johnnie Walker launched their campaign on the most impactful advertising installations on the global airport scene in Spain, Dominican Republic, UK, UAE, India, South Korea and Singapore. The ultra-premium blended whisky used some of the most eye-catching formats to reach the global travellers.  

3. Destination Cities 

Of course, airport passengers must be going somewhere. Whether they are visiting new countries for work or pleasure, there are some incredible OOH sites and activation opportunities across the globe. As travellers are “taking it all in” in these destination cities, brands can make sure that they are seen with effective OOH executions. 

De Beers announced Academy Award-winning actress Lupita Nyong’o as their global ambassador with an exciting 3D activation in the iconic Times Square. The digital OOH execution was unmissable in the iconic hotspot, popular with tourists. 

Upcoming Opportunities 

Looking ahead, Golden Week and the Chinese New Year are peak travel periods for China. Before the Pandemic, domestic tourists splurged some 650 billion yuan ($91 billion) during the 2019 Golden Week – over a quarter more than during the Chinese New Year festival. 

With 32% planning an autumn Golden Week getaway outside of mainland China, there are lots of opportunities for brands to reach travellers as they celebrate the holidays. 

The travel industry is looking optimistic. Brands are increasingly interested in targeting the global traveller and being even more present in premium environments with high dwell times. The customers’ expectations around sustainability and experiences are making the airport space extremely relevant, and some brands are already taking advantage of it.  

Airports have taken the pandemic as an opportunity to renovate and enhance their space, to propose more flexible solutions that are continuously more aligned with customer’s expectations.  For more information, please contact marketing@talonoutdoor.com or get in touch with your Talon International representative to discuss OOH opportunities targeting Chinese travellers.

Talon International Unveils Global Realignment

As part of a global strategic realignment at Talon, from today Plexus will become Talon International.

The same trusted team of experts you know, the same high-level service you expect and the same global independent OOH network that is still the biggest in the world.  All brought to you more efficiently and effectively under one unified brand synonymous with pioneering innovation and quality in Out of Home – Talon.

The world of Out of Home media is changing fast, and Talon is proud of our contribution to driving this evolution over the last decade. Talon’s ongoing dedication to offering our clients best-in-class planning, buying, creativity and technological solutions, ensures we deliver the best experience and outcomes for our clients on a global scale.

Nothing defines this global commitment more than the Talon International team who serve as a centralised hub connecting over 20 Talon and partner offices around the world, enabling us to plan, buy and execute client campaigns in over 100 markets worldwide.

We are excited to take this next step on our journey with brand partners both new and old – to discuss the new opportunities this future holds, contact the team at

firstname.lastname@talonooh.com

Alternatively head to the Talon International page to see first-hand what this new direction has to offer.

Plexus & Mediaplus: Elevating Global OOH Campaigns

Talon Group’s Plexus – a leading independent out-of-home (OOH) global network – today announced a strategic partnership with Mediaplus Group to provide OOH services to Mediaplus clients.

The partnership opens up new opportunities for both sides to implement cross-border OOH campaigns. 

Headquartered in Munich, Mediaplus is the largest independent and partner-managed agency in Europe, and develops multi-market strategic plans that are adapted for local markets, and enhanced with local media expertise and insights.  Leveraging Plexus’s full-service offering across digital and traditional outdoor media will further deliver on their ambition to link traditional and digital media planning with brand-specific target group models and media strategies. 

Part of the Talon Group, Plexus is the fastest-growing independent global OOH network, with over 20 Talon and partner offices around the world. Plexus plans and buys international campaigns in more than 75 markets worldwide for clients such as HSBC, Chanel, Bacardi-Martini, Airbus, Diageo, Virgin Atlantic, and Peroni.

Winfried Karst, managing director Europe, Talon Germany says: “We are delighted to have Mediaplus as like-minded entrepreneurial partners working closely together in the area of global OOH.”

Dr. Andrea Malgara, managing partner, Mediaplus Group commented: “Out of Home is a very regional medium that requires experienced specialists with knowledge of each market. Partnering with Plexus on cross-market campaigns enables us to deliver consistent, best-in-class OOH solutions for our growing portfolio of international clients.” 

Adrian Skelton, managing partner at Talon Group added: “We are really excited to be working with Mediaplus, and look forward to raising the bar with creative and innovative international OOH campaigns and demonstrating leadership in the ever-evolving space of programmatic OOH.”

From Adrian Skelton, Managing Partner in charge of Plexus at the Talon Group. 

Part of the Talon Group, Plexus is the largest independent global OOH network, focused on delivering smarter, creative, technology-led and integrated OOH communications. Combining independence with a collaborative approach, Talon and Plexus promote open working between agencies, clients and media partners.

With offices in London, Manchester, New York and Frankfurt, plus several other US cities, Talon has built up an OOH planning and buying network covering US, Europe, Asia and Latin America spanning 75 markets. International business is handled by the Plexus business, our global network with dedicated planning teams in London and New York acting as hubs for our Talon and partner offices around the World.

With intelligent targeting, use of global data and specialist on-the-ground knowledge, we deliver consistent and impactful OOH campaigns. Through technology, creativity and effective measurement, we are driven by bringing campaigns to life around the world that are always Smarter as Standard.

On the recent partnership with Hivestack… 

While still a relatively small part of OOH, the programmatic digital OOH sector is rapidly expanding across the world and as part of our “Smarter as Standard” philosophy. It’s important that the Talon Group are at the cutting edge of this sector and whilst we continue to invest in our market leading UK DSP – Atlas – our partnership with Hivestack expands our global capabilities in key international markets including the US and Germany where we have established Talon operations. Hivestack’s platform and technology will enable the Plexus team to smartly plan, buy and execute client campaigns in over 100 markets around the world, cementing our position as the leading independent international OOH Specialist and ensuring we can apply smart thinking, automation and coverage.

On the ideal client… 

Plexus works with a diverse range of clients, whether they advertise across two markets or 50! It is important they all receive an excellent service from the team no matter what size the budget. We plan and buy content in all environments and locations, from city centres to airports. The client that will get the most out of Plexus is a client that embraces data-led planning, creativity and innovation.

Our ideal client isn’t one that fits to an established perceived ideal audience for international OOH or airports, but one that fits our values and shares our ambitions to push the envelope of connected international OOH planning.

A client who shares ambitious KPIs based on being at the forefront of tech development, but not prioritising ahead of key business performance indicators; each party operating on a transparent and collaborative basis from ideation, brief writing and planning to delivery and evaluation. This means understanding each-other’s strengths and areas for development and collaborating to deliver exceptional work through smarter planning and creative execution.

On our international services… 

Speed, Simplicity and Trust are the founding principles of Plexus, as executing smarter OOH campaigns across multiple international markets doesn’t have to be complicated. The centralized teams based out of London and New York act as a single point of contact liaising with our network offices around the world to deliver a consistent end to end solution for our clients. Combined with Atlas and our propriety OOH data platform, Ada, our partnership with Hivestack now gives our clients the opportunity to access the growing programmatic OOH sector across the world in a smart and efficient way.

We are committed to ongoing investment in data and insight, covering mobility tracking post-covid, audience segmentation through proved behaviours, past and future air passenger movements, and wider market economics.

Our ability to simplify this breadth of information in to a simple centrally delivered strategy, based on local market on the ground knowledge is a key feature of our people-first, data-driven, future-facing business. We will continue to invest in travel to ensure that we’re able to effectively evaluate propositions and maintain our ongoing commitment to our local market partners.

On what to expect from Talon Group in next 6 months… 

We have a very clear vision to drive growth across the Talon Group and into Out of Home, to cement our position as an unmatched global OOH agency. Being independent allows us to be agile in investing in areas that will drive this growth, whether through acquisition, Adtech, data, partnerships or expanding into new markets. International growth remains a key focus with our US operations, the UK business and Plexus acting as an important hub for growth. Critical is that we continue to expand our adtech proposition globally through deeper investments in technology and by collaborating with innovative partners to scale our capabilities for our clients around the world.

We strongly believe that 2021 will be the year that OOH will Reset, Recover and Rise across the world, and the Talon Group will be at the forefront of this recovery – demonstrating leadership to our clients in this exciting time of change for the OOH industry. As we seek to accelerate our growth in 2021, we are building an unmatched full-service Out of Home agency to serve clients in the changing media marketplace, led by technology, collaboration and smarter ways of reaching audiences out of home.

As the world starts to emerge from lockdown, Plexus are this week launching a series of webinars that explore OOH’s recovery around the world. 

 Week one sees a focus on the US, with guest speakers from Talon US, The OAAA and Geopath.  

Webinar

Register to attend this weeks webinar here

User-generated messages of love and unity are being displayed on digital Out of Home screens worldwide with social media amplification ensuring the messages are also seen by millions – at home.

A Global Initiative to Spread Love

Today, Talon launched “#SendingLove” a new global initiative to promote messages of love that unite communities all over the world during the fight against the effects of COVID-19. The socially enabled DOOH campaign is facilitated by The World Out of Home Organization (WOO) and many of its member organisations and runs on advertising space donated by over 70 media owners across 153 cities making it the biggest User-Generated-Content campaign ever to run on digital Out of Home.

Created by Grand Visual, the campaign encourages participants to send love to those in places they cannot travel to, by getting creative with the heart-hand symbol and uploading their pictures and locations to www.sending love.to. Participants are then invited to donate to the global COVID-19 Solidarity Response Fund before receiving a photo of their picture playing on-screen in their chosen city to share with friends and family across social channels.

#SendingLove is facilitated by Plexus, Talon’s global OOH network, who along with their partners have built a campaign with true international reach and a total OOH media value of US $15 Million. The creative automation system developed by Grand Visual geotargets messages to the chosen city, connecting communities to messages of love from afar in a show of global strength and solidarity.

Frank Bryant, Group Chief Operating Officer, Talon said:

“It’s great to see an initial idea to share love between countries grow into a powerful multi-channel concept. Centrally coordinated by our Plexus team, the collaboration from our global network, and the industry as a whole, has been truly inspirational. The willingness to make this happen by all has delivered a media first for user generated OOH creative whilst raising money for the global COVID-19 Solidarity Response Fund.”

Dan Dawson, Chief Creative Officer, Grand Visual said:

“We set out with one thing in mind, to provide people with the opportunity to send love to their favourite places around the world. With an internationally understood heart shaped hand signal at the centre of the creative – we could share the love in cities the world over despite the constraints of lockdown, with shareable content further extending the message via social channels.”

Tom Goddard, President of the WOO added:

“It is great to see Out of Home companies coming together to respond to the crisis, and tackle the often profound effects of social distancing with messages of love, community, and reassurance during this worrying time. The World Out of Home Organization is determined to play its part in supporting members and we thank the global OOH community for playing their role during this pandemic. Together we can make a difference.”

Future Hope: Positive Signs for Luxury Market Recovery

Positive signs from China spark future hope for the luxury market

The question on many advertisers minds across the world now is not will consumers spend again post Covid-19, but when.

The global luxury sector is inevitably one of the first to get hit when an economy suffers a financial blow and this has been no different, with an initial 35% drop in sales predicted this year. However, it is often one of the first sectors to bounce back as people treat themselves as conditions return to normal.

It is then no surprise that according to China Daily, JP Morgan’s Vice Chairman of Global Banking and Asia-Pacific has predicted that the Chinese economy will grow by 15% quarter-on-quarter, April to June, an optimistic sign for the remainder of the year.

China is ahead of Europe on its way to recovery and there are strong learnings we can take from developments in the region. This past week has seen the first sign of lockdown restrictions begin to ease in many European countries, or at the very least an announcement of when they will. A global consumer sentiment study undertaken at the beginning of April showed that whilst consumers in Italy are still cautious about spending, the situation is slowly stabilising. For a country that has not yet had any restrictions lifted, this is a positive sign.

Recent consumer sentiment research from McKinsey demonstrated that whilst many countries expected an income decrease over the next two weeks, China didn’t – a positive sign that the road to recovery is well underway in this region. There was also a strong correlation between those who are optimistic for the future and those who are planning to increase their spending post Covid19, another sign that this won’t last forever.

As the outbreak spread across the world, luxury brands were at the forefront of the fight against the disease, with Burberry creating face masks and gowns whilst also funding research into a vaccine being developed by the University of Oxford. Hermes donated $20million to Paris’ public hospitals alongside manufacturing 30 tons of hand sanitiser and 31,000 face masks. In times of deep crisis, this is how people want to see brands react, and what will drive brand warmth for years to come.

GWI (Global Web Index) also shows us that those have bought from a luxury brand in the past year are over 65% more likely to fly in business or first class at least once a month. Learnings from the return of spending in the luxury sector suggest that although airlines will likely be one of the last services to resume business as lockdown restrictions lift across the world, they will see a surge when they do.  What we do know, is that at the beginning of the crisis, commercial airline travel was impacted a lot worse than private aviation travel and actually saw an increase of passengers until mid-March. It is highly probable that we will see the same pattern emerge as restrictions begin to lift, with private aviation likely to resume earlier than commercial aviation.

From experience we know that at the beginning of the crisis, commercial airline travel was impacted a lot worse than private aviation travel, where we saw an increase of passengers until mid-March. It is highly probable that we will see the same pattern emerge as restrictions begin to lift, with private aviation likely to resume earlier than commercial aviation. Those who are frequent luxury shoppers will be the same audience that already do, or are able to travel via private aviation.

This is the same for many other sectors. Those who buy luxury fashion are 20% more likely to have an interest in the theatre, museums, and live events, they are 33% more likely to regularly eat out at a restaurant and they are almost 15% more likely to watch sport (GWI). Showing a clear correlation between the return of spending in the luxury sector is a clear indication that the return of spending in many sectors will shortly follow.

Another recent report from Kantar showed us that consumers in China were unsurprisingly looking forward to returning to the ‘new normal’ and travel is at the top end of the “freedom” list, with 45% of the population looking forward to travelling as soon as possible (GWI).

With a handful of European countries beginning to slowly lift lockdowns and announce exit strategies, brands will be thinking about how they can reach audiences in the future, as people return to city centres and resume life outside of lockdown.

The expertise of the Plexus team has been utilised now more than ever before, as brands are looking to adjust their global campaigns in local markets based on the current Covid-19 situation. It is our job, as International planning experts, to advise and lead our clients through this process. What would have been the norm before, may well be different now, but this doesn’t mean the same people cannot be reached through advertising. Advertisers within the luxury sector don’t need to drastically change their behaviour, they just need to make smart adaptions based on ever evolving audience behaviour, something we are at the forefront of.

Whilst the luxury sector may be suffering now, it’s encouraging to see mounting evidence showing us there’s light at the end of the tunnel.

Author: Finty Barton, International Client Manager, Plexus