Jérémie Golfidis joins the OOH specialist agency to drive national growth 

London – 30 June 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced the appointment of Jérémie Golfidis as Client Service Director (CSD) for Belgium & Luxembourg, strengthening the agency’s presence and authority in the local Belgian market.

Golfidis joins Talon Belgium & Luxembourg in August, reporting into Steven Heylen, the agency’s General Manager, working closely to accelerate in-depth (D)OOH planning, to drive strategic project execution, process optimisation, and continued innovation in the region. 

Golfidis joins Talon Belgium & Luxembourg from WPP, where he served as Planning Team Lead, leading high-performing teams and delivering OOH strategies for major clients. With more than a decade of experience in media planning and client leadership, he brings a deep understanding of campaign performance, innovation, and strategic growth to his role as Client Service Director.

Steven Heylen, General Manager, Talon Belgium & Luxembourg said: “We’re excited to welcome Jérémie to the Talon team. His deep expertise in OOH strategy, combined with a strong client-centric mindset and proven leadership, makes him the ideal fit to help drive this first phase of growth. His appointment reflects our commitment to helping clients in Belgium and Luxembourg succeed through smart, innovative and sustainable solutions.”

Jérémie Golfidis, Client Service Director, Talon Belgium & Luxembourg said: “This is an incredibly exciting time for Talon and the OOH industry. I’m thrilled to be part of delivering smart, impactful solutions that drive client growth and success in a rapidly evolving landscape. I’m looking forward to supporting in building Talon reputation for innovation, client focus, and a strong commitment to sustainable growth.”

About Talon

Talon is the world’s leading independent Out of Home (OOH) media agency, setting the standard for brands to connect with audiences in the real world, on a global, national and regional scale. Headquartered in London, with offices in major markets and cities across Europe, the Middle-East, North America and Asia-Pacific, Talon delivers effective, creative, and data-driven OOH solutions for some of the world’s biggest brands and leading agency groups. Talon also comprises Evolve, an international OOH specialist with a global planning and buying network spanning 100 markets, and Grand Visual, the award-winning creative studio redefining what’s possible in OOH. For more information, visit www.talonooh.com

For more info, please contact:

Mandy Rayment, Global Communications Director, [email protected]  

Steven Heylen, General Manager Belux, [email protected]

Talon is thrilled to announce that Lucy Baumgartner, Effectiveness Director, has been recognised as a winner in Media Week’s prestigious 30 Under 30 list for 2025.

Joining Talon and the OOH industry in 2021, Lucy Baumgartner has progressed from Insight Executive to Effectiveness Director in less than four years. She consistently delivers above and beyond her role and works tirelessly to prove the effectiveness of OOH for clients and the industry.   

Lucy’s commercial acumen has helped to transform measurement from a “nice-to-have” to a fundamental part of media plans, contributing to an impressive increase in measurement revenue, working across over 200 client campaign effectiveness projects and hosting 50 client research sessions.  

At the heart of Lucy’s work ethic is a client-centric approach, using her analytical skills and proactive solutions to guide brands on how best to use OOH to deliver on their specific objectives.  She communicates complicated data in a clear manner and creates digestible insights for clients to aid with their media planning.  

Lucy strives to support each pillar of the business with measurement and evidence, producing analysis of Talon’s DSP Atlas’ success, feeding insights into Talon’s tech platforms to boost their long-term effectiveness and producing research case studies for Grand Visual.  

Her pragmatic approach to client services has not only expanded Talon’s effectiveness approach but has set her on a trajectory as a formidable future force in the industry, contributing to the business winning multiple awards and being awarded Rising Star at the OMAs within a year of her career. 

Lucy exemplifies the creativity, innovation, and ambition that drives Talon forward as we reimagine the future of OOH. We’re incredibly proud of her achievement and grateful for her continued impact. 

Visit Campaign for more information on Media Week’s 30 Under 30 and to see the full winners list. 

In recent times, many of us have found ourselves suffering from some sort of crisis hangover. The relentless cycle of news and global events has left us feeling overwhelmed, vulnerable and somewhat disconnected. In short, there’s a collective sense of meh.

As a result, in 2024, one in three adults reported experiencing high levels of stress, while attention spans have plummeted from 150 seconds in 2012 to just 47 seconds – a staggering 68% decrease. Alongside this, we’re also experiencing online fatigue with endless doomscrolling losing its appeal, with 7 in 10 internet users aged 16 to 64 actively trying to reduce their digital consumption.

However, there is a notable shift taking place. Consumers are increasingly prioritising their wellbeing, seeking meaningful activities and real-world experiences that contribute positively to mental health. In 2024, over £178 billion was spent on memorable moments – a trend set to continue into 2025, with 59% of consumers planning to maintain or increase this type of spending.

As we look ahead to summer 2025, this desire for meaningful experiences is clear: 

• 68% are planning to travel abroad 

• 90% are planning a domestic holiday 

• 77% are eager to try a new outdoor activity 

This renewed focus on wellness and authenticity presents a significant opportunity for brands to be a part of these moments and engage with consumers in meaningful ways. 

So, how can brands contribute to these moments in a way that enhances them, rather than intruding on them? The answer lies in the power of Out of Home (OOH) advertising. Reaching 97% of UK adults each week, OOH advertising is woven into the fabric of our daily lives. 

Using our “ACES” framework – Audience, Creative, Effective and Sustainable – we’re demonstrating how OOH can help brands connect with the right people, in the right place, at the right time. 

(Audience) Be Relevant with OOH 

According to a study by New Age, 66% of consumers feel most digital ads are irrelevant to them – a reflection of this current era of digital overload. With ads constantly vying for attention across platforms, many are dismissed, skipped, or blocked entirely. 

Don’t be mistaken – consumers don’t inherently dislike advertising. In fact, nearly half (49%) of consumers say that they enjoy ads for products that align with their interests, suggesting that, rather than going broad with ad targeting, relevance is key.

This is where OOH excels. Unlike many other channels, 59% of consumers find OOH to be less intrusive, and 60% say it’s a more enjoyable way to connect with brands. OOH integrates seamlessly into everyday life, reaching audiences at key locations and moments throughout their day. 

Travelling by car? There are many roadside formats for you to choose from. Shopping for goods? There’s a D6 just outside the supermarket. Commuting to work or play? Bus shelters and public transport formats engage consumers on the move. Wherever your audience goes, OOH is there, ensuring your brand is present and impactful throughout the journey. 

To ensure maximum relevance, we recommend leveraging programmatic OOH through our DSP, Atlas. Whether targeting families planning domestic holidays or a “work hard, play hard” demographic, Atlas uses behavioural data to identify the most effective panels for your campaign.

Additionally, Atlas Real-Time empowers you to capitalise on micro-moments this summer. By activating campaigns based on dynamic triggers such as weather, pollen count, or UV index, your OOH strategy becomes more engaging, more memorable, and can boost neuro response by up to +32%. 

(Creative) Create Meaningful, Emotional Connections

Audiences may be spending more time out of home this summer – but are brands doing enough to meet them both creatively and emotionally? 

Emotional connection is a powerful driver of human behaviour. Yet, a staggering 83% of UK consumers say their favourite brands don’t make them feel valued. This represents a major missed opportunity as research consistently shows that emotional loyalty not only enhances brand equity, it also significantly influences consumer decision-making. 

In fact, 95% of purchase decisions are emotionally driven, and brands that foster emotional connection see a +306% increase in customer lifetime value. For marketers, the message is clear: emotional engagement isn’t a luxury, it’s a necessity. 

OOH advertising is a powerful driver of emotional connection, as Talon Benchmarks reveal that 57% take some sort of action after being exposed to OOH and there’s a +10% average uplift in purchase intent after being exposed to OOH. What’s more, 59% find OOH ads appealing, making it a medium that not only captures attention but also inspires meaningful engagement. 

OOH doesn’t just reach audiences; it resonates with them. And when you combine this reach with creativity, the effects are amplified: 

• 35% increase in purchase consideration 

• 56% uplift in ad recall vs traditional OOH 

• 17% increase in consumer action

From murals that transform everyday spaces into something extraordinary, to immersive brand experiences that create lasting memories, summer presents a unique opportunity to go break out of billboards. It’s a chance to reimagine OOH as a bold, emotionally driven medium that truly connects with audiences. It’s time to go big, go bold and create work that truly turns heads.

Take brands like Specsavers, Pepsi and Starbucks – all of whom have embraced bold creative strategies with measurable impact. Pepsi’s Sweet Room activation alone delivered over 300K in online reach and 100% positive online sentiment, proving that creativity with emotional intent pays dividends. 

This summer, go big. Go bold. Create OOH that not only turns heads but captures hearts. 

(Effective) Be a Trustworthy Brand

No wonder we’ve got trust issues. As algorithms get smarter and AI makes content creation more accessible, it’s becoming increasingly difficult to distinguish what’s real from what’s not. 

Trust is now one of the most valuable currencies in the consumer-brand relationship. In fact, 81% of UK consumers say trust influences their purchasing decisions, and 66% actively avoid buying from brands they don’t trust. Yet trust is slipping with 67% feeling less loyal to brands than they did just two years ago. For brands, this shift isn’t just a warning sign, it’s a clear opportunity to rebuild trust and reconnect with audiences in more meaningful, authentic ways. 

That’s where OOH comes into play. Compared to digital and radio, OOH is ranked as the most trusted media channel. Whether it’s a billboard, a bus shelter or a digital screen, OOH is tangible, public, and credible – a far cry from digital ads that can easily be manipulated with one click. OOH is particularly strong at driving trust among more sceptical Gen Z audiences. 

And when a brand is displayed on OOH? Talon Benchmarks show that the medium promotes the ideas of trust more than any other: 

• +7% perceptions of the brand 

• +4% trust the claim 

• +5% in consideration 

(Sustainable) Sustainability is More Than a Statement 

And the trust issues don’t stop there. Consumer trust in sustainability claims is also declining. Only 1 in 4 consumers take ESG claims at face value, and 54% say they would stop buying from brands they believe are misleading. 

Today, authenticity and transparency around sustainability initiatives aren’t just a “nice-to-have,” they’re essential. For both brands and consumers, building genuine trust in this space is now a critical business priority. 

Sustainability matters and it’s here to stay – influencing purchasing decisions and lifestyle choices. 78% of consumers want to lead more sustainable lives, 55% are willing to pay more for eco-friendly brands and 51% avoid products that they know are bad for the environment. And this sentiment extends to the media that they consume. 

So, how can brands align? With OOH, of course. 

OOH not only drives effectiveness – it also enables brands to contribute positively to communities and the environment. According to Outsmart, 46p of every £1 spent on OOH goes back into public infrastructure. It’s also a more sustainable ad platform, accounting for just 3.3% of the UK’s total ad power consumption and less than 3.5% of the UK’s ad carbon footprint. 

This summer, turn “meh” into memorable with OOH. 

Whether it’s driving relevance, sparking emotional connections, or building trust, OOH offers a powerful, proven way to stand out in a crowded landscape. 

So, if you want to be part of the meaningful summer moments that stick, it’s time to think outside. 

In collaboration with our clients, agencies and media partners, Talon proudly took home 10 awards at this year’s Outdoor Media Awards – including the coveted Grand Prix. 

Hosted by Bauer Media Outdoor UK in collaboration with Campaign UK, the Outdoor Media Awards celebrate the best in Out of Home (OOH) advertising. 

Grand Prix & Brand Building – Gold

British Airways: Originals (with MG OMD, Uncommon Creative Studio & Artbot)  

As the national flag carrier, British Airways set out to redefine what it means to represent modern Britain on the global stage – by championing originality as the nation’s standout quality. 

Through UK-wide research and intimate focus groups, BA’s unique advantage was uncovered: unforgettable, deeply personal service moments that linger in travellers’ memories. Building on the theme of originality, this year’s campaign celebrated the journeys that shape who we are – past, present, and future.

Installation & Experience – Gold 

Specsavers: This Van Driver Should’ve Gone to Specsavers (with Specsavers Creative, MGOMD, Grand Visual & Ann Squared Events)  

Specsavers made “Should’ve” unmissable with an execution that made them the talk of the town.  

The solution tapped into an established media channel, putting innovation and creativity at the heart, whilst rooted in everything that makes Should’ve successful, a simple, relatable idea.  Specsavers pushed the boundaries of OOH with this parking fail – a Specsavers van stuck on a bollard! 

Tech Innovation – Gold 

Quaker Oats: Share the warmth (with PepsiCo, OMD, Uncommon Creative Studi, Grand Visual & Field Day London)  

Quaker Oats shared the warmth across the nation by helping to ensure access to a warm and nutritious breakfast for families across the UK this winter – in a way that is intrinsic to the brand itself.   

Quaker effectively used different OOH capabilities to drive awareness of the issue of child food insecurity & its charity partnerships with attention grabbing 48s and leveraged interactive & dynamic capabilities to offer consumers real value through contextually relevant coupons based on UK weather/average temperatures. 

Cross Channel – Gold  

Doritos: Extra Flamin’ Hot (with PepsiCo, OMD, Grand Visual, Sips & Bites & YouTube)  

Doritos Extra Flamin’ Hot ignited a cross-channel storm, making sweat fashionable across digital, OOH, PR, and socials. 

Ashley Roberts fronted high-impact luxury-style OOH, amplified by Europe’s first sweating billboard, a multi-sensory PR stunt that fueled headlines. YouTube’s emotional targeting placed us in peak sensory moments, while Jungle FourNine’s viral spice challenge drove engagement through real-time reactions. Fashion magazine hijacks and influencer content kept the fire burning.   

From streets to screens, Doritos turned heat into a cultural moment. HOT COUTURE. Eat the Heat. And own the sweat. 

National Social Impact – Gold & Community Social Impact – Silver 

Bowel Cancer UK: Tell your GP instead (with Yonder Media, Nice and Serious & Claremont) 

Bowel cancer is the UK’s second biggest cancer killer. With early detection many lives can be saved, but not enough people are aware of the symptoms, are embarrassed to talk about their bowel habits or go and see their GP about it. 

Using NHS screening data, the most at-risk groups were identified to understand barriers to taking action. By leveraging trusted media and layering NHS, ONS, YouGov and media research data, the campaign was precisely tailored to reach and impact key local communities. 

Running multi-lingual copy, the campaign reached ethnic audiences and surrounded the conversations online to make sure people didn’t self-diagnose a gut health problem. This innovative approach has now been adopted by multiple NHS trusts on campaigns for bowel and other types of cancer, where public knowledge of symptoms is key to early detection. 

Cross Format – Silver 

Uber: Trains, now on Uber 2.0 (with Mother London, PHD & Artbot)  

“Trains, now on Uber 2.0” leveraged OOH’s power when combined with other channels to disrupt ingrained travel habits and establish Uber Trains as a compelling alternative for rail users. With a high-impact presence in London, Manchester and Birmingham, the campaign dominated terminals.    

Strategically integrating six OOH formats and multiple channels, including Print, BVOD and Digital, the campaign created an immersive presence designed to drive awareness and consideration. By reaching commuters in the moments that mattered, Uber successfully captured attention and sparked action, with a significant uplift in brand awareness and strong engagement from Uber users in a competitive category. 

Visual Craft – Bronze 

Lidl: Lidl Jacket (with OMD, Accenture Song, Coolr & The Romans)  

Lidl has built a loyal customer base that seeks both quality and value for money. When their iconic brand colours surfaced in Berghaus’s new collection, Lidl seized the opportunity to highlight the striking visual and financial contrast. This not only underscored Lidl’s commitment to delivering great quality and value but also allowed us to drive brand association with another brand’s extensive and compelling ad campaign at a fraction of the cost. 

Brand Building – Bronze 

Uber: Making Local Contextual (with Mother London, PHD & Grand Visual) 

Uber used OOH to transform its brand presence in the north of England, where it was less established. Across 14 towns and cities, geo-targeted ads made Uber feel hyper-relevant, real-time ETAs at key pick-up points, bespoke murals celebrating local culture, and Uber-branded beer mats in pubs. 

This sustained investment in location-specific creative increased awareness, consideration, and adoption. By consistently showing up in the right places with messaging tailored to northern audiences, Uber turned from an overlooked service into a trusted, go-to option, showcasing its commitment to long-term brand building through smart, localised OOH. 

View the full list of winners here. 

Friday 6^th June 2025 Eric Newnham, Talon Founder, has been awarded the Lifetime Achievement Award by the World Out of Home Organization, recognising his influential five-decade career and lasting impact on the Out of Home (OOH) industry. The honour celebrates Eric’s pivotal role in shaping the global OOH landscape and his contributions to industry growth and innovation.

In 2012, after a brief break, Eric returned to the OOH industry with Talon. Under his leadership, the once-small agency grew into a global OOH powerhouse, known for its innovation and independent spirit. Alongside Talon, Eric co-founded Ballpark Ventures and has supported a number of digital and mobile start-ups, bringing fresh ideas and tech-led thinking into the OOH space. Whether building businesses or embracing new technology, Eric has consistently stayed ahead of the curve, helping to shape the future of the industry.

Beyond his professional achievements, Eric has always believed in giving back – both through charitable fundraising and by embedding a strong sense of purpose into Talon’s culture. Under his leadership, the company has donated over £2 million to good causes. A passionate adventure cyclist, Eric regularly takes on endurance rides for charity, most recently participating in a charity cycle ride across Africa, covering four countries in four days. The event raised £447,876 for The Truants Foundation.  

Eric’s career has been shaped by a people-first approach, building successful businesses by focusing on talent, innovation, and doing things the right way. From his early days in the mailroom to leading a global OOH agency, his legacy is defined by his vision, resilience, and instinct for seizing opportunities others might overlook, always pushing the industry forward.

His impact on OOH is best captured by those who’ve worked alongside him:

“Eric is not just a business leader; he is a pioneer whose impact on the sector is unparalleled. His legacy is one of growth, innovation, and an unrelenting drive to succeed.”  

Jeremy Male, Strategic Advisor, Former CEO Outfront

“To me, Eric is a colossal force of nature – relentless in his energy, positivity and thirst for life. A true inspiration.”

James Copley, UK & Ireland Chair – Talon

“Eric’s legacy isn’t just in the businesses he has built but in the culture of innovation, ambition, and generosity he has fostered. The industry is better because of him, and his impact will be felt for generations to come.” 

Sarah Parkes, Managing Partner – Talon International Network & Grand Visual

On behalf of everyone at Talon, we’d like to congratulate Eric – our visionary founder, inspiring mentor, and great friend.

Partnership formed through Male Media LLC, Male’s strategic advisory firm.

New York – June 4^th 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced that it has appointed Male Media LLC, the advisory and investment vehicle created by Jeremy Male, to provide strategic advice and support to further drive Talon’s continued expansion and innovation across its U.S. operations. Through this collaboration, Male will work closely with Talon in a senior advisory capacity, bringing decades of leadership experience in global media and OOH. 

Male brings over two decades of experience, leading and transforming some of the world’s most prominent OOH companies. As Chairman and CEO of OUTFRONT Media from 2013-2025, he oversaw the company’s growth, including its successful IPO and strategic positioning as a leader in the North American OOH market. Prior to that, he served as a Board member and CEO for the UK and Northern Europe at JCDecaux where he played a pivotal role in expanding the company’s presence and market share during his 13-year tenure. Male has also been an active board member of the World Out of Home Organization (WOO), where he has contributed to the evolution and global advancement of the OOH industry. 

“Bringing Jeremy’s knowledge and expertise together with Talon is hugely exciting for us” said Sue Frogley, Global CEO of Talon. “He’s one of the most respected and accomplished leaders in the global OOH space, and this partnership highlights our strong momentum and visionary approach. With Jeremy supporting Ryan Laul, CEO of Talon Americas, who has already done a phenomenal job leading our U.S. business, we’re doubling down on the kind of high-caliber leadership and strategy initiatives that will shape the future of OOH and Talon.” 

“Talon has consistently redefined what’s possible in OOH, blending media, creativity, data and technology in a way that truly sets it apart,” Jeremy Male commented. “The U.S. market holds enormous potential, and with Talon’s forward-thinking approach, there’s a real opportunity to forge the next chapter of growth and innovation in OOH. I’m especially looking forward to working with Ryan and the Executive team to help unlock new value for clients and drive the evolution in this dynamic and powerful medium.” 

This news builds on Talon’s recent European growth, including the acquisition of OOH Masters in The Netherlands and the launch of operations in Belgium, further strengthening its global leadership in OOH. 

In a world where attention is fleeting and every second counts, creative effectiveness is no longer a nice-to-have—it’s a necessity. That’s why we’re (re)introducing Trax, Talon’s proprietary Out-of-Home (OOH) creative testing platform, built to ensure your campaigns don’t just show up—they stand out.

WHY TRAX?

Creative is one of the most powerful levers in campaign performance. Yet, our years of testing show that brand logos are only noticed 44% of the time. Trax is here to change that.

Designed specifically for OOH, Trax helps media agencies and brands optimise creative before it hits the streets—ensuring your message lands with impact.

WHAT TRAX DELIVERS

1. Real Human Attention Analysis

Trax uses advanced visual testing to understand how real people engage with your creative. It identifies what captures attention—and what doesn’t.

2. Three Core Testing Metrics

• Heat Mapping: Visualises where attention is focused.
• Gaze Sequence: Reveals the order in which elements are seen.
• Hotspots: Highlights key areas of visibility and engagement.

3. Benchmarking that Matters

Your creative is measured against a database of 700+ OOH ads, giving you clear context on how your work stacks up within your category.

4. Actionable Optimisation

Within just two working days, you’ll receive a detailed report with insights and recommendations—so you can refine your creative and maximise impact before launch.

THE BOTTOM LINE

Trax bridges the gap between creative effectiveness and media planning. It’s fast, focused, and built for results—helping you deliver campaigns that cut through the noise and connect with audiences.

To learn more about TRAX or to test your creative, get in contact with [email protected]

Summer. It’s the season when audiences break routines, spend more time outside, and engage with the world in more spontaneous, emotional, and personal ways.

And that’s exactly what makes PrOOH a perfect match for summer – built to capture those fast, fleeting micro-moments that matter. As covered in our recent piece “All Eyes on OOH”, the summer months offer OOH advertisers the perfect storm of conditions: longer evenings, bigger crowds, and people actively seeking experiences outside of the home, whether it’s attending a music festival, enjoying a beach day, or heading off on a staycation.

But while classic OOH delivers unmatched scale and impact, PrOOH is the agile extension that allows brands to show up in contextual, in-the-moment ways, owning those small but powerful micro-moments that are embedded into consumers everyday lives.

WHAT ARE SUMMER MICRO-MOMENTS?

They’re the real-life, real-time cues that shape consumer intent, and influence decision-making in seconds. Micro-moments are situational, emotional, and highly time sensitive. They’re not media moments, they’re life moments, and they happen constantly during the summer.

For example:

It’s 26˚ and Ireland’s melting – Trigger SPF, cold drinks or ice cream ads near parks, city centres and transport hubs.

Kick-offs in one hour – Serve live-betting odds at pubs or train stations.

Sudden showers in Dublin? – Flip creative to promote delivery services or rain-ready fashion near retail environments.

6am flight check-ins – Push coffee, breakfast or caffeine-boosted product ads along airport travel routes.

Post-festival recovery day – Serve ads for food delivery, wellness products near drop off points or on large-format roadside.

Unexpected beach days – Run real-time updates for sunglasses or beach snacks near convenience stores.

These aren’t the moments you can plan for six-months in advance, they’re the kind you need to react to, not wait for. That’s why PrOOH works, because it allows brands to move at the speed of the season, reacting in real-time with messaging that feels in-sync with consumers’ lives.

WHY MICRO-MOMENTS MATTER

They’re more engaging: Contextually relevant ads are significantly more effective at capturing attention. Neuroscience research shows a +32% increase in brain response when content is aligned with the moment, and +48% effectiveness compared to campaigns that don’t use contextual messaging.

They cut through the noise: With attention spans down 68% since 2012, it’s harder than ever to make an impression. Micro-moment targeting helps to combat ad fatigue. In fact, Talon benchmarks show that contextual OOH campaigns deliver +63% uplift in consideration and +57% in spontaneous ad awareness compared to broader OOH activity.

They drive action: When an ad feels immediate and relevant, it resonates. Programmatic campaigns delivered through our DSP, Optimise, show a 2x increase in purchase intent, are 15% more aligned with lifestyle relevance, and are 4x more likely to drive consideration.

COMPLIMENTS, NOT COMPROMISES

We know we say this all the time, but let’s be clear: PrOOH isn’t here to replace classic OOH, it’s the perfect partner.

Classic OOH delivers unmissable brand presence at scale. It builds fame, trust, and cultural relevance. PrOOH adds the layer of flexibility modern campaigns need, allowing teams to adapt messaging, respond to events, and target specific moments without sacrificing the creative impact of the wider campaign.

For agency teams managing integrated plans, PrOOH offers the tactical agility to complement big brand ideas. Used together, classic OOH and PrOOH unlock the full power of the channel, high-impact storytelling combined with real-time contextual relevance. That’s not a compromise; it’s a summer strategy that works harder on every level.

Summer is unpredictable, and in that unpredictability lies opportunity.

Programmatic OOH (PrOOH) is built for these kinds of everyday moments, agile, adaptable, and built for long-term impact. Paired with the scale of classic OOH, it allows brands to not only be seen, but to be relevant right now.

So, whether you’re looking to drive footfall, boost last-minute bookings, or simply stay top-of-mind during key seasonal occasions, don’t just plan for summer, own it, moment, by micro-moment.

Reach out to our team or visit https://talonooh.com/programmatic-ooh-advertising/ to learn more about Programmatic OOH.

PUTTING DATA, INSIGHTS, AND OUTCOMES AT THE HEART OF OUT OF HOME (OOH)

In a rapidly evolving OOH landscape where attention, accountability, and effectiveness are paramount, we are (re) launching Talon’s Effectiveness Unit – placing data, insights and measurable outcomes at the heart of everything we do.

This move goes beyond a structural refresh; it’s a strategic commitment to redefining how OOH proves its value in an omnichannel world. Our aim is to foster more meaningful, data-led conversations around effectiveness.

With new and upgraded tools, a clear framework, and a sharper strategic focus, our reimagined Effectiveness Unit is built to work closely with our clients, translating data into powerful, practical outcomes.

Our ambition is to strengthen our role as a leader in effective media planning and performance.

OUR EFFECTIVENESS FRAMEWORK: FOUR PILLARS DRIVING SMARTER OUTCOMES

At the heart of our refreshed offering are four key pillars that shape our approach:

• Campaign performance: measuring real outcomes, not just reach.
• Actionable insights: delivering data that informs smarter, faster decisions.
• OOH’s role in the media ecosystem: verifying where and how OOH drives value alongside other channels.
• Thought leadership: shaping the conversation on how to use the medium most effectively.

Together, these pillars support our wider mission to make effectiveness not just a metric — but a mindset.

POWERING A SMARTER APPROACH WITH THE RIGHT PEOPLE AND TOOLS

True effectiveness stems from a strategic combination of the right mindset, the right technology, and the right people. At Talon we’ve brought all three together to build an offering that’s not only smarter, but more collaborative, responsive, and made for real-world challenges our clients face.

Caroline, Effectiveness Director at Talon commented:

“It’s been designed to deliver best in class insights that inform smarter planning strategies encompassing everything from long-term brand tracking and creative effectiveness to bespoke studies, audience mapping, econometrics and PrOOH measurement. This framework allows us to offer a tailored, strategic approach for every brand using the OOH channel.”

INTRODUCING PULSE: REAL TIME INSIGHTS FOR SMARTER, FASTER DECISIONS

PULSE_ is our new and improved insights platform delivering data that powers smarter, faster, strategic decisions. Built on our very own OOH consumer panel, It’s agile, flexible, and made for the way brands plan today.

Have you ever found yourself wanting to know “how is my brand performing versus competitors?” or “what part of my creative is most noticeable?” or “How does my audience behave when they are out of home?”.

From consumers insights to brand tracking, our new platform delivers timely insights when they are needed. Here’s what makes PULSE_ different:

A dedicated Talon audience panel: Our respondents are recruited specifically for Talon campaigns.

Double the sample size: 500 respondents per month (increased from 250)

Faster turnaround: Get the insights you need, when you actually need them.

More control: Measure what matters most. Whether it’s messaging or how consumers navigate a category, we can deliver insights to help inform those strategic decisions.

All while still measuring:

Seasonal Insights: Christmas, Easter, Summer, Halloween, Back to School

Trending Insights: Attention metrics, Distinctive brand assets

Audience Profiles: Changing behaviours of Gen Z, Movement patterns of college students and much more..

(RE) INTRODUCING TRAX: OOH CREATIVE TESTING THAT CUTS THROUGH

Creative is one of the biggest levers in campaign effectiveness, and TRAX_ is here to make sure our client’s creative performs best. After years of creative testing at Talon, brand logos are only noticed 44% of the time by consumers.

Our proven methodology uses three key areas on OOH creative testing – heat mapping, gaze sequence, and hotspots and offers feedback on clear areas of attention and noticeability with possible improvements. With a benchmark database of over seven hundred creatives, we’re able to reliably explore how creative works, and how it can be optimised – bridging the gap between creative effectiveness and media planning.

This reset marks a step forward in how we define and deliver effectiveness in OOH. With a clear strategic framework, a renewed focus on insight-led planning, and the launch of our platform PULSE_ and creative testing tool TRAX_, we’re giving brands the tools, data, and partnership they need to make smarter decisions and see the true impact of OOH in the wider media ecosystem.

To learn more, get in contact with [email protected], or sign up to our mailing list for the upcoming (re)launch.

**Pulse powered by Lifestars is an online platform & app designed with clients in mind.  It adapts an always on approach when it comes to generating insights for clients.

Tara Salame, Senior Client Executive at Talon MENA, recently attended the OMD SENSE thought leadership event, held by OMD MENA in partnership with Talon MENA and SnapChat at the Museum of the Future, where she dove into generational insights, explored the future of audience behavior, and engaged with industry peers as a voice for the brand.

OMD SENSE at the Museum of the Future

This month, I attended one of the most insightful and well organized industry events held at the Museum of the Future, which, all things considered, felt like a fitting venue for a conference about what’s coming next in media and audience behavior.

The theme? Decoding Generation (H)uman. Translation: how Millennials, Gen Z, and Gen Alpha are rewriting the rulebook on attention, authenticity, and what it means to “connect.” Spoiler alert: they’re not interested in your polished brand manifesto unless it comes with memes, emotional depth, or a side of chaos.

The moment I arrived, it was clear the room was full of people trying to make sense of the shifting landscape: marketers, creatives, strategists, and the rest all there to decode how audiences think, act, and respond in a world that’s evolving faster than most of us can track.

Shifting the Focus from Platforms to People 

But then Rahaf Harfoush took the stage. Her keynote “The Hidden Forces Driving Our Digital Behaviors”  genuinely made me pause. She shifted the focus from the tools to the people using them and how Gen Z’s endless scroll is tied to identity, how digital habits aren’t just trends but emotional signals, and how even your TikTok “For You” page is basically a mirror of your inner child and unresolved tension. 

As someone in working OOH, where we’re usually focused on cutting through the noise with bold formats and visual impact, her talk was a needed reset. Turns out, it’s not about shouting louder. It’s about listening better.

Merging Strategy with Creativity, The Talon Way

And in true Talon MENA fashion, we didn’t just show up, we left a mark! Our generational capsule vending machine was a hit: part nostalgia bomb, part interactive therapy. Tamagotchis, Gameboys, glow-up serums… all lovingly packed and delivered with a wink. It was fun, yes, but also built on insight. 

I also had the chance to represent Talon on camera, which was both exciting and mildly terrifying. Grateful to the team for trusting me to speak not just about what we do, but why we do it. These moments matter. They shape brands, yes, but they also shape careers. This one definitely shaped mine.

This wasn’t just an event. It was a marker. For where the industry is going, for what Talon stands for, and for the kind of leaders we want to be. 

Tara
Senior Client Executive, Talon MENA