As the second largest retail season after the winter holidays, the back-to-school shopping period is a pivotal time for brands to connect with consumers. Even though schools have just begun their summer holidays, parents are already feeling the pressure of preparing for the return to school amidst consistently high costs.  

In this blog, we lay our cards on the table – literally. These are OOHs ACES, the four cards we play to make sure your media plans deliver this back-to-school season.

Get to know the back-to-school AUDIENCE

Over the last year, the back-to-school shopping landscape has evolved. Inflation remains a major concern, with 84% of respondents feeling the impact of the cost of living on their shopping habits, though slightly down from last year. Interestingly fewer consumers are seeking offers (42% vs 89%), opting instead to budget more carefully, with 92% spending less, with a third spending between €200-€300. As a result of this there has been a notable decrease in higher spenders (down 20% in the €500-€1,000 range).

Timing as always remains crucial, with August emerging as the preferred shopping month as families prioritise summer vacations in June (21%) and July (17%) delaying back-to-school preparations. Women exhibit greater organisation, with only 2% waiting until the last week, compared to 12% of men.

Think CREATIVE

Retail environments are growing increasingly more creative, making it the perfect time to craft a recipe for success. Today’s consumers are inundated with advertisements, demanding that brands stand out. This is where the magic of creative solutions come into play. By thinking beyond traditional billboards, you can create truly immersive experiences that resonate deeply with shoppers.

Research underscores the effectiveness of impactful and unconventional OOH, which can drive up to 7x higher brand recall compared to standard media. These creative solutions don’t just elevate brand recognition by 5.9%, but also amplify emotional responses by an average of 120% and boost purchase intent by a substantial 176%. Digital OOH takes this a step further, enabling brands to deliver tailored messages dynamically and programmatically, achieving a 32% increase in brain response by displaying contextually relevant content.

OOH is EFFECTIVE at reaching back-to-school shoppers

Irish consumer confidence is on the rise this month – marking it the first uptick since January, signalling an opportune moment for brands to leverage Out of Home (OOH) advertising to effectively reach back-to-school shoppers. This positive shift indicates increased consumer optimism regarding spending and economic outlook. OOH plays a pivotal in driving consideration, particularly for items such as clothing (34%), footwear (35%) and tech (25%), which see rapid purchasing decisions within a day of exposure to an OOH ad.

Retail environments naturally spur consumer action, with OOH ads prompting 25.5% of consumers to discuss brands with family and friends, 21.6% to research a product on their mobile phone, and 15.1% to make a purchase. Point-of-sale ads further catalyse both in-store visits and online shopping, with 58% of consumers likely to visit a physical and 59% to shop online post-exposure.

Identifying the optimal OOH formats to capture back-to-school shoppers requires a nuanced understanding of their unique purpose. Roadside formats excel in raising awareness (+8%), while transport ads are the most liked advert (64%), and digital formats are effective in driving bottom-funnel metrics (57%). Each format serves a distinct role in engaging and influencing consumers throughout their purchasing journey.

SUSTAINABLE OOH

But OOH advertising is not only about reaching your audience – it’s the medium that gives back to communities. When planning your campaign, consider using sustainable practices such as opting for eco-friendly transportation methods like electric buses and adopting sustainable printing methods to minimise landfill waste. Additionally, ensure your digital campaigns are powered by renewable energy sources and that digital screens are powered down at night.

Why should we care? It matters to consumers, with 82% willing to stop buying from brands perceived as unethical. It’s also crucial for business success, as 72% of investors screen for sustainability risks. Furthermore, sustainability is significant for attracting talent, with one-third of GenZ rejecting jobs with poor sustainability credentials. Clients are also prioritising sustainability, with 43% of brands making it a key priority in their marketing strategy, up from 26% in 2021.

As we approach the back-to-school season, it’s essential for brands to leverage the power of Out of Home (OOH) advertising to connect with consumers in meaningful ways. By focusing on the ACES – Audience, Creative, Effective, and Sustainable – you can craft campaigns that not only capture attention but also drive action and foster positive brand associations. With consumer confidence on the rise, there’s no better time to think OOH’s ACES to ensure your media plan delivers this back-to-school. Reach out to a member of your Talon team to learn more.

In 2024, the world of sports is gearing up for another thrilling year filled with excitement and competition. According to the latest Onside Irish Sponsorship survey, the Irish sponsorship industry is projected to grow approximately 7%, reaching an impressive €227 million. It’s a pivotal year that marks the foundation of a transformative 5-year cycle, with global events like the Europa League final set to take place in Dublin’s Aviva Stadium next week, and the anticipation building for the Ryder Cup in 2027 and men’s Euros in 2028, all poised to elevate the landscape of sports sponsorship in Ireland.

Amidst this exciting trajectory, Out of Home (OOH) advertising emerges as a key player in driving growth and engagement. Despite facing challenges due to the onset of Covid, OOH sponsorship rebounded in 2023, just shy of the benchmark set in 2019. Notably, sports sponsorship commanding an impressive 89% share of this resurgence.

But with big events like the UEFA Champions League Final in London, UEFA Euros in Germany and not to mention the Olympics in Paris captivating worldwide audiences this year, the opportunity for brands to connect with consumers is greater than ever, whether through people travelling to watch these sporting events or gathering at home to cheer on their favourite athletes.

So, how do brands seize the moment and connect with these diverse audiences? It all starts OUT OF HOME!

1: INCREASE REACH WITH AN OMNI-CHANNEL APPROACH

Paramount for brands looking to maximise their reach and engagement. With consumers spending an average of 70% of their time outside, even more so during the summer. By integrating with digital channels, brands can amplify their reach by a staggering 68%. This powerful combination not only extends the brand’s visibility but also enhances engagement across multiple touchpoints.

2: BE AT THE MOMENT OF TRUTH

Being present at the exact moment is crucial for those looking to make a lasting impact. Proximity advertising resonates deeply with consumers, offering brands a unique opportunity to capitalise on the context, emotions, and activities associated with these sporting events.

3: LEAN INTO CONTEXT WITH DYNAMIC

Sounds simple, but stepping into the dynamic world of OOH isn’t just about being savvy – it’s about forging genuine connections with your audience. By leaning into dynamic, brands can tap into relevance and spark that connection. Studies reveal that when content is tailored to the moment, you can achieve an average +18% in brain response. And it’s not just about capturing attention, dynamic can help drive real results, with an average +16% uplift in-store sales which leads us to our next point…

4: DRIVE SALES THROUGHOUT THE PATH TO PURCHASE

OOH not only boosts footfall, creating opportunities for increased sales, but also drives recency through in-vicinity messaging, ultimately leading to higher sales. By closing the loop with impactful in-store advertising, brands can effectively drive sales at every stage of the consumer journey, maximising the impact of their OOH campaigns.

5: CONNECT WITH YOUR AUDIENCE THROUGH BRAND ACTIVATIONS

Brand activations are a potent strategy to keep your brand top-of-mind in the lead up to sporting events. As technology evolves it’s becoming much easier to create large-scale experiences that captivate audiences. Blending traditional techniques and exciting new elements can really amplify creative ideas. According to Event track, 72% have a positive view of brands that offer high-quality event content opportunities, while 74% stated that engaging with branded marketing experiences increased their likelihood of purchasing the products.

With this year abuzz with excitement and competition, it offers brands a prime opportunity for engagement with their consumers. The above OOH strategies can not only help brands amplify sponsorship deals but also extend brand’s impact beyond the actual event itself – proving that OOH + Sports truly is the dream team for both brand engagement and growth.

To learn more about how you can maximise OOH and sports synergy, reach out to a member of our team today.

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!

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

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

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

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!