What is programmatic outdoor advertising?

PrOOH, or programmatic OOH, began gaining global traction in 2016. At that time, advertisers were seeking more optimised targeting solutions, big data was in high demand, and online media channels were consuming quite the share of advertising budgets.

In Ireland, the term PrOOH was initially ignored. The lack of data, the belief that OOH shouldn’t be sold that way, all stood as obstacles to Programmatic OOH’s growth in this market. Fast forward to 2024, we’ve witnessed a surge in interest across various sectors, spanning from alcohol brands to automotive giants, and even newspapers such as the Sunday World.

But what is PrOOH? Put simply, programmatic advertising is the automated buying and selling of ad inventory using technology and software – a supply-side platform (SSP) selling space from media owners, connected to a demand-side platform (DSP) buying advertising from brands and agencies.

The platforms aggregate all the data from both sell and buy sides to efficiently buy the most relevant advertising plays for the brand, based on the audience and campaign parameters they’re looking for, in near-real time.

This piece provides an education into PrOOH alongside, how and when it should be used.

When it comes to programmatic OOH, there are many nuances for consideration when buying:

This is why teaming up with an OOH agency is crucial. Using knowledge and expertise of the medium, our programmatic team works closely with our planning team to make sure we understand your’ needs, how you want to transact with us, and how we can leverage all our capabilities to best serve you and deliver the desired results.

While Digital Out of Home (DOOH) relies on broader metrics such as reach, PrOOH uses data to provide detailed insight into campaign performance. It has the capability to set specific conditions based on external factors that will trigger a slot of purchase. The exciting part is there is practically no limit to the types of data that can be used to trigger content.

What opportunities does PrOOH unlock?

Audience Optimisation

When buying programmatically, advertisers are buying an audience.

With so much data at our fingertips, we now better understand consumer behaviours and mindsets, allowing us to connect with them more effectively. Whether it’s proximity to key locations, targeting neighbourhoods, or specific demographics, advertisers are reaching consumers at the right time. This approach increases effective reach by boosting visibility with a specific target group, making sure ads are only shown when the right audience is present.

Take Specsavers as an example, their target audience was putting off health related tasks on the back of nervousness and fear of COVID in retail environments. We needed to get them to make a spontaneous decision during the limited time frame that they were already out of home. The resulting idea was to use dynamic creative based on the live appointment feed to push specific, store-relevant messaging in real-time. Running the campaign programmatically meant flexibility in up-weighting and down-weighting locations based on required store support. Coupled with our targeting below, this ensured the most efficient use of budget:

• Talon optimised towards key movement times for our target audience (e.g. when they are more likely to do their grocery shop).
• Time targeting mapped to Specsavers stores opening hours for each store.
• Demographic Optimisation based on age profile.
• Geotargeting with proximity to Specsavers stores.

Effective Reach at Key Consumption Moments

Using one or more data triggers to drive PrOOH can enhance the effectiveness of the campaign. An industry study called “The Moment of Truth”, demonstrates the benefits of making copy as relevant as possible to the audience. Referencing relevant content or moments on top of displaying the campaign at the most relevant time can increase brain response in audiences.

Brands can leverage environmental data such as time of day or weather triggers to maximise contextual relevance by dynamically serving the ads based on the data associated with each play.

This year, William Hill’s strategy was to dine out on key consumption moments. With 2024, shaping up to be another busy year for sports they spotted an opportunity on the penultimate weekend of the Premier League by targeting screens in sports bars. Their creative called out each match (relevant moment) alongside the real-time betting odds (relevant content). The campaign ran only during match times, perfectly positioning themselves in the heart of the action and prompting consumers to download the app. The campaign was so successful that they have continued it throughout 2024 for other sporting events.

When is the right time to use PrOOH?

But, like everything there’s always a time and place when best to use.

The benefits of Programmatic OOH advertising (PrOOH) are impressive, but let’s not forget the unmatched capability of OOH in making a splash, capturing attention, and creating mental availability. Research from our colleagues in the UK, show that PrOOH can achieve a 3x times increase in purchase intent comparison to a classic OOH buy. However, when evaluating spontaneous awareness, it’s clear that a classic broadcast campaign excels in that shift. The same results applied for a number of local campaigns.

But how does PrOOH stack up against its digital counterpart? Well think of it as the perfect blend of past and present. PrOOH uses smart data and targeting to deliver the right message at the right moment, just like digital ads do – only PrOOH has the added benefit of being a one-to- many medium – in PrOOH buying, the ‘many’ being an optimised group of consumers. When used correctly PrOOH can enhance your campaigns reach and impact. Proving that both worlds can coexist and thrive together.

Over the last year there has been increased desire from advertisers and brands to use programmatic OOH (PrOOH). As new media owners get on board and new OOH environments become available, this growth will only excel. The high degree of flexibility, responsiveness, and minimal lead times makes this way of buying attractive. Not to mention the significant evidence pointing to the benefits of using an omnichannel advertising strategy. OOH boosts the impact of other media channels.

PrOOH gives digital buyers the chance to reach people whether they’re online or out in the real world. In H1 2024, our brand count of advertisers has grown by 85%, with existing OOH users complementing their OOH campaigns with PrOOH at key consumption moments.

“It’s an exciting time for programmatic OOH in Ireland, with data at our fingertips and limitless triggers to explore. More and more brands are using it as a powerful extension to their existing campaigns, creating even deeper connections with their audiences. The possibilities are endless, and we’re just scratching the service.”

Eoin Carroll, Programmatic lead at Talon Ireland

Curious about how programmatic OOH can level up your campaigns? This is just the beginning; over the next few weeks we will be continuing our 3-part series all about programmatic OOH. Reach out to us today and let’s start thinking outside.

Along with our incredible agencies and partners, Talon has been shortlisted for eight awards at The Drum Awards Festival 2024.

British Airways: Big Little Welcomes (With MG OMD, Uncommon Creative Studio & Adylic) 

Connecting loved ones for over 100 years, British Airways celebrated the warm, fuzzy feeling with the hundreds and thousands of people landing back in the UK to spend Christmas with their loved ones. “Big Little Welcomes” made sure that BA was a part of these reunions, giving audiences the chance to write messages for their loved ones as they landed back in the UK. 

Shortlisted: Use of Location 

Pepsi MAX: Christmas (With OMD UK, Grand Visual & Red Dot)

In 2023, we changed the Christmas story – ensuring Pepsi Max was unmissable vs competitors over the festive period. This was the most multi-faceted OOH campaign that Talon has executed for PepsiCo over the last 10 years, using as many of OOH’s brilliant formats as you can think of to deliver our better with Pepsi Max message.

Shortlisted: Interconnected Formats 

Lotto: Will you be next? (With Allwyn, Hearts & Science UK, VCCP & Grand Visual)

Will you be the next UK millionaire? We made the whole of Great Britain feel like they might be next, with an unmissable and inclusive launch that drove talk-ability, engagement and consideration to play. Anyone can be a millionaire with Lotto, you must be in it to win it! 

Shortlisted: Immersive Experience 

Specsavers: This van driver should’ve gone to Specsavers (With MG OMD, Specsavers Creative, Grand Visual & Ann Squared Events

Specsavers pushed the boundaries of OOH advertising by creating its very own parking fail – a Specsavers van stuck on a rising bollard! The results were phenomenal with over 6 million social media views and almost 1 million likes, comments and shares. The stunt even had coverage on ITV, radio and in numerous news titles as well as industry wide recognition amongst our peers and other advertisers.

Shortlisted: Creative Humour 

Habitat: 60th Anniversary (With PHD UK, Grand Visual, New Commercial Arts & Mural Republic)

Habitat sought to amplify their 60 Years of Design message and make a bold statement with their reimagined classics. What better way to showcase them by tripling their size and installing them onto the facades of buildings across the UK? These striking and innovative murals became the hero execution of the media campaign – which included Out of Home (OOH), social media, press and print – and captured the public’s attention and imagination in person and online.

Shortlisted: Hand-Painted Mural or Display 

Pepsi MAX: UCL Hidden Pitches (With OMD UK, Grand Visual, Pangolin, NewGen, Ann Squared Events & Pixel Artworks

Pepsi MAX went all in for the UEFA Champions League this year. Bringing unexpected enjoyment to audiences across the UK, Pepsi MAX ran three activations for fans in football-focused cities of Liverpool, Manchester and London. Whether you were looking for a quick 2v2 game and a free football at their hidden pitches or wanted to watch the live game on the big screen, with a Pepsi MAX in hand, then they had you covered. Pepsi Hidden Pitches was born!  

Shortlisted: Immersive Experience 

Quaker Oats: Share the Warmth (With OMD UK, Grand Visual & Uncommon Creative Studio)

Quaker shared the warmth across the nation by helping to ensure access to a warm and nutritious breakfasts 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. 

Shortlisted: Dynamic & Interactive Screens

British Heart Foundation: ‘Til I died (With PHD UK, Saatchi & Saatchi UK, Grand Visual & Mural Republic)

British Heart Foundation (BHF) set out with the goal to highlight a tragic reality – 12 people under the age of 35 are lost to sudden cardiac arrest in the UK each week. Using the stories of 12 young football fans who died too soon to highlight this tragic disease, BHF and Saatchi & Saatchi unveiled 12 powerful murals of football fans who lost their lives to sudden cardiac death, in time with the UEFA Euro 2024 kick-off for an extended audience reach. This campaign went viral across social media and outlets, it even had a slot on BBC Breakfast.  

Shortlisted: Charity/Not for Profit/Social Purpose 

Congratulations to all our clients, agencies and partners who were shortlisted, and roll on November! View the full shortlist here.

While carbon emissions must be reduced, how we measure them within the advertising hasn’t been standardised, creating challenges for advertisers and agencies alike.

Alice Date writes for WARC on the importance of a uniformed method when measuring sustainability. Service industries such as advertising have typically flown under the radar with regard to sustainability, as they are unaffected by complex manufacturing supply chains and reliance on abundances of natural resources.

According to the Purpose Disruptors report from 2022, advertising is responsible for 32% of the
carbon footprint of every single person in the UK: 208 million tonnes. Providing transparent emissions data allows clients to make reasonable and informed decisions
about their options.

Read the full article here.

Talon Benchmarks show that lower budgets are no barrier to effectiveness in OOH writes Lucy Baumgartner, Effectiveness Manager at Talon

OOH advertising is enjoying something of a golden period. Driven by its adaptability, digital innovation and the ever-growing consumer appetite for experience, the latest figures from industry body Outsmart show OOH’s post-Covid renaissance continues apace as the sector delivered its highest first-half revenue growth since records began over the first six months of 2024.

This phenomenal growth demonstrates that brands increasingly understand and see the value of OOH in terms of impact and effectiveness. More brands are leveraging the medium’s broadcast reach and dynamic creativity, and that’s not just limited to big-name brands with huge budgets.

OOH drives strong results for brands across the whole funnel

According to analysis from Talon’s Benchmarks, OOH drives strong results for brands across the whole funnel, including newly launched brands and those who have previously felt like OOH was inaccessible due to budget.

Talon Benchmarks are a simple but sophisticated database which has been collated through using a consistent measurement framework across over 200 brand uplift studies. This database provides unique insight into OOH’s effectiveness.

Our Benchmarks show that for brands with spend under £150,000, using OOH can increase prompted awareness by 3%, brand preference by 3.5% and, crucially, purchase intent by 6.2%.

Couple that with OOH’s long-established ability to build brand awareness and trust with consumers, it is the ideal partner for newly launched and lesser-known brands that are ambitious to grow category and market share. To get the most from OOH, campaigns need to be optimised across creative execution, format and environment selection.

Different OOH formats and environments can drive specific brand metrics

Using Talon’s Benchmark data, it is possible to pinpoint how different OOH formats and environments can drive specific brand metrics meaning campaigns can be optimised based on a client’s objectives. Put another way, if a new brand has a brief to drive purchase intent, the data shows that a mix of transport, large format and digital formats will deliver the strongest results.

Even with a sharp focus on formats and targeting, the most significant factor influencing a campaign’s effectiveness remains creativity. Without it, a campaign may not achieve its objectives. With lower spends, it is even more vital that your work stands out from the crowd.

Competitive pricing can help differentiate

Using competitive pricing to differentiate a new or lesser-known brand from its competitors while also appealing to the broader consumer concerns around the cost of living has been shown to deliver strong results across all metrics. Talon’s Benchmark data show that, when compared with standard creative, using price as a tool drove much stronger uplifts across consideration and purchase intent while it increased quality perceptions by an incredible 17%.

Focusing on price or monetary offers should not come at the expense of an engaging and human approach to creativity. The analysis also shows that the use of people, faces, and characters in lower-budget campaigns can hugely boost engagement, driving message take-out up by 21%, relevancy by 14% and emotional engagement by 11%. Proving once again that connection with audiences is invaluable for building trust and driving awareness and consideration.

A unique opportunity to speak to audiences outside of their homes

OOH has long been a part of consumers’ everyday lives and is a unique opportunity to speak to audiences outside their homes. Digitisation and innovation have transformed OOH into a more flexible, relevant, and interactive medium than ever. OOH offers all brands, regardless of their size or budget, the opportunity to deliver the right message to the right audience at the right time—effectiveness made simple.

Talon APAC are a member of BritCham and are proud to be supporting their 70^th Anniversary Year celebrations. We admire their devotion to fostering continued support for businesses, communities and connections.

We were delighted to attend their celebrations at the High Commissioner’s residence, Eden Hall, and enjoyed the discussion about the continuing close trade relationship between Singapore and the UK.

Based in Singapore with offices worldwide, Talon APAC boost brands locally, nationally and globally with innovative Out of Home campaigns.

Read more about Britcham and how they support British businesses.

Every year, Black Friday signals the beginning of one the most intense shopping periods of the year. Across one weekend, consumers spend billions, setting the stage for the retail rush that follows. Last year alone, according to AIB, consumers spent over €95 million online on Black Friday alone, with a record-breaking 900k card transactions taking place. But this is only the beginning.

As we move deeper into Q4, the excitement builds. With 81% of respondents declaring Christmas as their favourite holiday, the final quarter is where it all happens. However, it’s not just about shopping; it’s about embracing seasonal traditions. From braving sea swims to scenic hikes and festive parties, audiences are embracing the season – outside of the home.

This is where OOH comes into its own, placing your brand at the heart of the action. OOH reaches your target audience at key moments throughout the season, ensuring your message resonates during those cherished traditions.

And just as Santa checks his list – we ready our ACES to ensure you have the winning hand this Christmas.

Audience

This Q4, we’re connecting with a nation that fully embraces the festive season in both their shopping habits and holiday traditions. Christmas is a big deal – according to Kantar €1.4 billion passed through Ireland’s grocery tills in December 2023, with shoppers making nearly 42 million trips to stores over the four weeks leading up to December 24^th. The shopping frenzy kicks off in October and November, with these months accounting for the bulk of Christmas gift buying.

This year, consumers are planning to shop that bit later, capitalising on events such as Black Friday to score the best deals. Despite the convenience of online shopping, the in-store experience remains a key part of the holiday tradition with 36% of shoppers preferring a blend of both online and in-store experiences. Not only that, but according to our insights Thursday to Saturday are the most popular days with people still eager to soak up the bustling atmosphere that comes with these shopping occasions instead of opting for quieter shopping times. Shopping centres are the most popular environment for this, but with many consumers navigating a variety of shopping spaces, reaching them through multiple OOH touchpoints is key.

Creative

But during the festive season, the challenge is not just to participate, but to stand out. The holiday magic lies in how effectively you can capture attention, especially as according to our research the time people dedicate to Christmas shopping varies across demographics. For instance, half of 16-24’s spend an entire day doing their Christmas shopping and according to promocode Irish consumers will spend four full days out shopping, giving brands extended dwell time to engage through creative OOH solutions.

A recent example from last Christmas is Jameson, who wanted to be the Christmas drink of choice. They took over a well-known pub, The Barge, and transformed it into a massive Christmas tree. The special build featured over 400+ Jameson bottles, individually lit and pixel mapped with LED technology to deliver seasons greetings. According to a Talon study comparing traditional OOH exposure with special builds, the results were clear: a +35% increase in purchase consideration, a +17% rise in consumer action, and 72% of respondents agreed that the extra elements made it stand out.

Effective

Our third ACE – effective – is all about delivering real, measurable results. While creative visual appeal is essential it’s not enough on its own. Talon’s benchmarks show how OOH excels in achieving key performance metrics along the brand funnel, with classic formats being 1.6x more effective at driving awareness, large formats 1.5x more effective at driving consideration, and digital formats 1.1x more effective at driving purchase intent.

Christmas campaigns are no exception. In the lead-up to the festive season, brands are looking to cut through the clutter and noise. OOH provides them with an opportunity to do that in a highly visible and public way, with Christmas OOH campaigns delivering a 23% uplift in ad recall. Not only that, but they also resonate emotionally – 62% of 18-34s report a positive emotional response to OOH Christmas ads. And with 60% of all ecommerce now happening outside of the home (IPA analysis), OOH is highly effective at driving short-term sales, delivering a 47% uplift in sales activation vs non-users, especially when featuring a call to action (55% sales message vs 28% brand building message).

Sustainable

The final part of our ACES – sustainable – highlights the growing importance of balancing creativity with responsibility as we approach this Christmas season. Consumers are becoming increasingly aware of the environmental impact brands can have. According to our research, Irish consumers believe brands make a positive contribution. Sustainable advertising not only supports the planet but also increases effectiveness along the brand funnel, driving an average uplift of +57%. It even primes sustainable perceptions in other channels, particularly online social media, with a 5.8% average increase.

Take Not on the High Street’s campaign in the UK last Christmas, which encouraged UK consumers to reconsider their gifting habits. With 8 in 10 reporting bad gifts, and over 3.08 million thrown away, their campaign urged consumers to gift wiser through a series of creative OOH solutions.

As a one-to-many medium, OOH offers another advantage: it emits fewer carbon emissions per impression than any other media measured (KPMG 2023). As we move forward, brands can make even more sustainable choices by considering factors such as recycled paper use, digital sites powering down, and minimising the number of creative assets used.

The Q4 outlook this year for OOH is looking “Merry & Bright”. At Talon we believe that OOH delivers across four main benefits: understanding your Audience, crafting Creative that captivates attention, ensuring Effectiveness to drive real results, and embracing Sustainability for a responsible impact – otherwise known as ACES.

With record-breaking holiday spending predicted, longer and later shopping trips, high emotional engagement with OOH, this coming festive period is a chance for brands to cut through the clutter.

Reach out to a member of your Talon team for the full deck or to discuss your Q4 options – because this Christmas OOH is your winning hand!

London, August 2024: Workplace culture change programme Parenting Out Loud has embarked on a national Out of Home campaign, in partnership with Talon, to tackle parenting inequality, coinciding with the end of the school summer holidays.

The campaign encourages dads to be transparent – “loud and proud” – about their childcare responsibilities. Planned by Out of Home agency, Talon, it launched on August 26th and will run until and September 6th as children from across the country return to school.

Parenting Out Loud is live in shopping malls via JCDecaux and across select Ocean Outdoor large format digital locations in Birmingham, Manchester and Glasgow.

The creative shows a father walking with his two children and features the words: “School is back. A new season. Time for more… Parenting Out Loud… where dads are loud and proud about their childcare responsibilities at work.”

It also encourages fathers to share their working dad stories on LinkedIn using the hashtag #parentingoutloud. A video filmed by Parenting Out Loud founder  Elliott Rae showcasing some of the billboards and highlighting why the campaign is important can also be watched on LinkedIn.

Rae, an advocate for working dads and campaigner on mental health and masculinity, launched the Parenting Out Loud campaign in April. It aims to inspire a cultural shift and change in attitudes around the role of fathers that has persisted for generations. The campaign supports employers in building workplace cultures where working dads can be unapologetic, proud, and transparent about their childcare responsibilities

The programme champions equal parenting and gender equality at work and home and seeks to change the way society views dads and male carers by normalising male caring and changing the narrative around fatherhood.

Research has shown that one in three working dads feel uncomfortable talking to their employer about their family commitments, yet equal parenting is key to gender equality, with around 80% of the gender pay gap attributed to the motherhood penalty.

Equal parenting is also vital for the wellbeing and happiness of fathers and their children, with research showing that positive and consistent paternal involvement in the early years results in significant positive impacts on children’s education and resilience.

Elliott Rae, Founder of Parenting Out Loud, said: “Parenting Out Loud may not sound like a revolutionary act, but when fathers parent loudly at work, they help normalise male caring in the workplace and role model this behaviour for others.

“Encouraging, supporting and enabling dads to be equal parents is essential to addressing the gender pay gap, the motherhood penalty and achieving gender equality at home and at work. With this campaign, we want to encourage all dads taking responsibility for caring for their children to share their stories and help remove the stigma around male caring. Together, we can change the narrative around fatherhood in the workplace.”

Luke Willbourn, Managing Director – UK at Talon, said: “The Parenting Out Loud initiative is massively important, and partnering with Elliott to raise awareness of the campaign using Out of Home is a proud moment for us and for me personally as a proud and vocal working dad to two young children. His message aligns perfectly with Talon’s people-first philosophy and our mission to ensure everyone belongs at Talon.

“Belong, our DEI employee committee, works with the leadership team to shape working practices and staff wellbeing policies, and our School’s Out policy is specifically aimed at supporting working parents across the business. Parenting Out Loud’s mission to change the narrative around dads in the workplace and male carers is one we are thrilled to help spread.”

Equistone Partners Europe ESG Review feature Talon’s leading industry sustainability endeavours

Equistone recently launched its ESG review 2023 and featured Talon as a case study. It featured the multitude of strategies we have in place to reduce our impact on the climate with Equistone recognising that we are leading the industry in terms of sustainability endeavours. Delivering and executing our sustainability plan is a top priority at Talon and our sustainability framework sets out three main pillars of focus:

o ENVIRONMENT – Minimising negative environmental impact of our operations.
o PEOPLE – Building a purpose-driven culture to attract and retain diverse talent.
o COMMUNITY – Localising support for the community to encourage positive behavioural change.

To read the full Equistone Partners Europe ESG Review 2023 click below.
https://www.equistonepe.com/website/sites/EN/uploads/documents/esgreviews/ESG-REVIEW-2023.pdf

To read more about the sustainability initiatives we include within our core strategy click below.
https://talonooh.com/en/sustainability/

Talon was pleased to work with Havas London, Havas Media UK and Grand Visual on the Out of Home element of this campaign which received Campaign’s Ad of the Day.

With the Paris 2024 Paralympic Games just under two weeks away, John West – the UK’s leading tinned fish brand and trusted household name- has launched a new campaign to celebrate the strength of ParalympicsGB athletes, and their role as proud protein partners of ParalympicsGB.

Building on John West’s brand positioning ‘EAT STRONG, GO STRONG’, the campaign showcases the power of natural protein, and how it fuels you to be strong, in whatever you do.

To relay this message, the campaign humorously dramatises the effects of John West’s natural protein on ParalympicsGB athletes via a bespoke special build with a life-sized javelin peeking out, with supporting copy ‘’warning, protein-fuelled javelin throwers are getting serious air miles’’. The special build sits alongside a number of DOOH, which feature other sports, including cycling and shotput – further playing on the effects of John West’s natural protein.

The media plan, developed by Havas Media UK, strategically positions the special build across three screens in major UK cities to ensure nationwide visibility. Key commuter spots have been selected to maximise exposure, including The Pump Station by Westfield London, Pin Mill Brow in Manchester and New Moseley Road in Birmingham.

The campaign also includes a series of humorous TikTok videos, which sees three ParalympicsGB athletes; Kadeena Cox, Para Cycling and John West protein Ambassador, Nathan MacQueen, Para Archery and Hollie Arnold, Para Athletics, not realising their own strength – lifting up cars and retrieving their equipment from people’s gardens. Filmed in an undercover style way, the videos utilise the popular doorbell footage TikTok trend and showcase a range of Paralympic sports.

In February 2023, John West Foods was announced as an Official protein partner of ParalympicsGB. The four-year partnership with ParalympicsGB, covers the Paris 2024 Summer Paralympics and the Milan-Cortina 2026 Winter Paralympics, as well as activities outside of the Games period. This long-term partnership will bring to life the brand’s ‘Eat Strong, Go Strong’ message and further amplify John West’s protein credentials.

Vicki Maguire, chief creative officer Havas London said: ‘’This campaign is fuelled by natural protein…bringing a touch of humour, while getting behind our ParalympicsGB athletes, to bring home the glory….’’
Vikki Babb, John West International, Marketing Director added: “We are extremely proud to be partnered with ParalympicsGB and are excited to be supporting the team on their road to Paris. The campaign perfectly brings together the John West tongue in cheek tone of voice and benefits of our natural protein.”

Andrew Darby, Managing Partner, Havas Media Network said: “We’re honoured to work alongside our sister agency, Havas London to support John West’s journey in celebrating and empowering ParalympicsGB athletes through the power of natural protein. This campaign truly exemplifies the synergy between creativity and strategic media planning—by positioning this captivating special build in central locations across the UK, supported by this engaging multi-media campaign, we will together ensure maximum visibility and inspire nationwide support for these incredible athletes.”

The campaign is live from the 12th of August, kicked off by the special build, followed by the DOOH on the 19th of August. The TikTok films will be live across the summer and throughout the Paralympics.

-CREDITS –
Project name: John West Paralympics – Eat Stong, Go Strong
Client: Vikki Babb (International Marketing Director) & Laura Cooper (Marketing Manager)
Creative agency: Havas London
Chief Creative Officer: Vicki Maguire
Creative Director: Dave Mygind
Copywriter: Joe Roberts
Art director: Doug Redfern
Managing Partner: Dave Owen
Account Director: Andrew Symonds
Senior Account Manager: Rica Dezoller
Head of Production: Louise Bonnar
Agency Producer: Ella Myerscough-McClymont
Senior Integrated Producer (print): Kat Loizou
Creative Production Director: Dean Trendler
Strategy Director: Jack Lewis-Barclay
Chief Design Officer: Lorenzo Fruzza
Design Director: Josh Toogood
Designer: Morgan Shipley
Designer: Walt Gregory
Media agency: Havas Media UK
Outdoor partner : JCDecaux Creative Solutions
Outdoor partner : Talon
Outdoor partner: Ocean
Production company: Prose on Pixels
Director: Doug Redfern & Joe Roberts
Executive Producer: Ben Kaufman
Producer: Rosie Smith
Production Assistant: Ella Higgins
DoP: John Fisher
Editor: Navid Khayati-Daryan
Post-production: ELMNTL
Post-production producer: Jenna Le Noury & Rose Crisp
Post-production (OOH): Prose on Pixels
VFX: Antonio Jimenez + Mustafa Pertev
Colourist: Henry Howard
Soundtrack composer: N/A
Narrator / VO: Joe Roberts
Audio post-production: Joe Marsden

August 8, 2024 – The latest expenditure results from the Outdoor Media Association for the first half of 2024 confirm the sustained growth trajectory of Out-of-Home (OOH) advertising, which saw a significant 26% increase compared to the same period last year. This impressive growth underscores the trust and investment that advertisers and brands are placing in the OOH medium. 

A major driver behind this growth is the consistent investment in Digital Out-of-Home (DOOH) advertising. Media owners’ investments in expanding DOOH formats across multiple environments have further fuelled this trend. Additionally, transport and small format OOH advertising also experienced notable increases, with transport growing by 32% and small format by 24% compared to H1 2023. 

Retail remains the highest investing category, with a 13% growth in H1 2024, continuing its strong performance from FY 2023. Grocery groups are leveraging OOH to broadcast their value messages, driving consistent reach. This category’s performance is further bolstered by the active presence of fast food, takeaway, and delivery platforms competing for customer share. 

Household services emerged as the second highest performing category, showing an 11% year-over-year increase. This growth is attributed to the launch and promotion of new TV platforms, which have significantly driven up advertising spend in this sector. 

Diageo holds its position as the top spending advertiser in OOH for H1 2024. Notably, Unilever has secured a place in the top 10, with substantial investments in new product launches and support for existing brands. 

A deeper analysis into mid categories revealed several interesting trends. The retail general mid category saw the largest growth in H1, driven by brands like Specsavers and M&S. Household telecom, TV, and online services experienced an 80% growth, spurred by new product launches such as Sky Stream, Vodafone Play, and new series from online platforms. 

While some mid categories showed decreases, the overall growth picture remains positive, with minimal reductions in spend. 

Aoife Hudson, Deputy Managing Director at Talon said, “These results affirm the growing confidence and investment in Out-of-Home advertising from leading brands and advertisers. The significant increase in Digital Out-of-Home formats and the strong performance across various categories highlight the dynamic and evolving nature of OOH. We are excited to continue driving innovation and delivering impactful advertising solutions for our clients. 

The impressive growth of Out-of-Home advertising in the first half of 2024 highlights the medium’s increasing value and effectiveness for brands and advertisers. As the industry continues to innovate and expand, particularly in the digital space, OOH remains a vital component of comprehensive advertising strategies.