The Changing Landscape of Out of Home media

Following on from our success at the Outdoor Planning Awards, we spoke to Nick Mawditt, Talon’s Director of Insight and Marketing, about the latest innovations in Out of Home (OOH) and some recent campaign triumphs.

It is widely accepted that the media world which we now inhabit is changing at an ever increasing pace and none more so than in the medium of OOH. The levels of investment by landlords, estate owners and media owners is unprecedented and, as technological advances, costs, connectivity and smartphone capabilities improve, the opportunities across the medium continue to deliver the key principles that make great advertising campaigns survive in a landscape of extraordinary possibilities.

Some of the campaigns Talon has implemented with Omnicom Media Group agencies were recognised at the recent Outdoor Planning Awards. Talon and OMG agencies were shortlisted in all but one of the six categories, with seven nominations in total.

At the awards night itself, OMD UK, Manning Gottlieb OMD, M2M, Talon and Grand Visual dominated proceedings, picking up five awards including category wins for Google Outside (best use of digital OOH), Specsavers (continuity and brand building) and HP (best use of multiple formats), plus a highly commended for Hasbro’s My Monopoly (digital OOH).

Google also won the 2015 Grand Prix award for a campaign which “realised the true power and potential of digital Out of Home as a communications channel.” The Outside campaign pushed the boundaries to showcase Google’s search technology to millions of Londoners. It changed perceptions and behaviours, generating millions more searches via the Google Search App every day, whilst reinforcing Google’s smart credentials.

Hasbro’s #MyMonopolyLive fused digital OOH, mobile, experiential and theatrical expertise to create a brand experience like no other, creating a sense of scale, excitement and a uniquely personal and interactive experience.

HP Enterprise was a multifaceted use of formats, which demonstrated to key decision makers the difference HP could make to their business. And Specsavers developed an unmissable presence for the brand, able to equalise coverage and impacts at TV region level using geo-targeted billboards and reactive digital OOH campaigns publicising the brand’s ‘Should Have Gone to Specsavers’ moments.

This spectrum of work – and other recent campaigns including Google’s EC1 digital domination, McDonald’s contextual digital campaign promoting Monopoly Golden Chances and Oreo’s recent reproduction of the Eclipse on digital OOH screens – demonstrates that both classic broadcast and innovative OOH campaigns offering contextual planning can deliver unprecedented reach, relevance and value to our clients as part of an evolving media mix.

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