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 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!

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!