Talon makes 2024 predictions

Independently owned out-of-home (OOH) agency Talon, has given its predictions and insights into the trends it think will dominate 2024 for advertisers, marketing companies, and their partners.

With over 10 years of experience and 20 offices around the world, the international arm of Talon is able to communicate with over 100 markets worldwide and is responsible for the company’s latest predictions.

Talon highlights statistics from analytics company, Kantar, that OOH and digital out-of-home (DOOH) are among the top five advertising channels in the world. Due to this Talon feels the mediums are no longer just for ‘top-of-the-funnel outcomes’ but also ‘bottom-end metrics too’.

Information from Statista suggests that DOOH is due to grow by 17% due to media owner investment and the increased investment in programmatic OOH (PrOOH).

In regard to trends Talon believes the positive impact of OOH on communities will continue while the death of digital cookies will lead to brands using first and third-party data to create audience-first OOH campaigns.

PrOOH is expected to grow to a third on average over the next 18 months according OOH company VIOOH which published its State of the Nation report at the end of 2023.

Looking at new technologies and creative solutions, studies from Ocean Outdoor say that full motion DOOH is viewed 60% longer than static, with special build OOH increasING purchase consideration by 35%.

Sophie Pemberton, group chief strategy officer at Talon comments: “I’d like the whole industry to be more collaborative. If we put our efforts together, I think we have a real shot at generating more effective outcomes, growing OOH, and making more meaningful change happen.”

Looking back at 2023 Talon has highlighted a variety of campaigns it has worked on with brands like Budweiser, Starbucks, Yorkshire Tea, and Specsavers.

Hayley Tiptaft, group people director at Talon, concludes: “I love how ambitious our industry is and at Talon we strive to be bold and at the forefront of change.

“In general, I think that industry wide we will continue to grow and evolve our ESG strategies, deepen diversity, equity, and inclusion further into the fabric of our organisations and dare I say it… AI will become more prevalent in our working culture which will bring about new learning opportunities and productivity efficiencies.”

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