With ad spends in OOH increasing in 2021 after a difficult 2020, Talon Outdoor has highlighted some of the standout campaigns from last year on its website.

Group client service director Jamie Finn, says: “It's no secret that OOH was one of the hardest-hit mediums during the pandemic, but its recovery and the fantastic quality of work that we are seeing shows how much brands value using OOH and I'm excited about how this can be further built on in 2022.”

Talon’s senior team has written on its website about the factors and avenues OOH companies and advertisers should consider. International client services director for Plexus OOH, Tom Perrett, says businesses need to be patient and adaptable.

“Too many times there has been false dawns, particularly over the recovery of international travel. Change and learning never stops and OOH has proven now more than ever how much of a flexible and adaptable medium it is” says Perrett.

When reflecting on 2021, Finn highlighted a campaign by takeaway pizza restaurant Domino's which created its first big OOH campaign for many years.

The campaign was designed to be unique and allow installations to blend in with each location. Finn feels the campaign was an example of the creativity and customisation achievable in OOH.

Talon has also underscored the importance of using data when undertaking campaigns in order to track and plan audience locations. The OOH company pointed to its IPA Effectiveness Accreditation as an example of its effective and measurable work.

Looking ahead at 2022, chief product officer Amy Horton adds: “Across the media landscape and OOH in particular, transparency and verification of campaign delivery will be at the forefront of client expectations, which as an industry we need to work together better.”

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