w e l c o m e b a c k o o h · confidence to advertisers booking into these months. talon has...

W E L C O M E B A C K O O H

OOH is uniquely placed to be the key channel for brands

to reconnect with the public as we surface into a post Covid-19 world.

The lifting of restrictions will be a momentous social

and cultural awakening as people emerge from enforced isolation and break free from laptops, mobiles and TV.

AN OPPORTUNITY FOR A WIDE RANGE OF BRANDS

TARGETING A NUMBER OF OCCASIONS

TALON’S 5-POINT STRATEGY FOR EFFECTIVE RECOVERY IN OOH POST COVID-19

Understanding Consumer Sentiment

Reading the Global Signals

Expert Investment Management

Using Creativity and Innovation in Recovery

Accessing Unique Audience Insight

Our five-part strategy covers off effective use of OOH during the crisis through to the crucial phase as we begin to emerge from lockdown

1.

2.

3.

4.

5.

1. UNDERSTANDING CONSUMER SENTIMENT

THEMES

Consumer mindset resetting around the importance of community;

40% immediately feeling much closer to community.

Brand response: 75% of people feel how companies act now will impact their perceptions of brands in the future; 50% of us say they’d

trust brands less if brands ignore what’s happening.

Over 7 in 10 UK consumers (and this is still growing weekly) say they

are happy for companies to advertise if they do it sensitively. As the

IPA has put it in its own recent comms, “when others go quiet, your

voice gets louder”.

People are also saying they prefer environmentally-friendly and

organic products (41%) and that fresh products are more important

to them than ever before (35%). This reinforces a key mindset around

local community.

Sources: GWI, OMD, OnDevice, Kantar, YouGov

WHAT’S NEXT?

Spending time with your family/social group is the biggest

behaviour change people expect when things return to

normality.

Other behaviours most missed and most likely to take off

include shopping, leisure activities, UK holidays, personal

treats and simply going out; designated at the expense of

watching TV and spending more time on social media.

Source: OnDevice research, end April

CHANGES IN CONSUMER SENTIMENT

We have seen a trend in consumers endorsing a

sense of community

There have been significant shifts in recognising advertising opportunities for FMCG, retail,

banking and broadcasting:

OOH A KEY SUPPORT CHANNEL TO TV

As advertisers return throughout 2020, OOH can

support TV campaigns in reaching media planning,

audience and effectiveness targets, notably around...

• Young audiences

• Declining viewing / impacts

• Continued growth of Streaming and a shortfall in

new programming

• Digital OOH impacts uplift from new Route

• Evidence using Ada, Talon Benchmarks, Ada and

role of OOH driving awareness, consideration and

purchasing

LOCKDOWN IMPACT ON TV AUDIENCES

Even in Smart TV households, linear

viewing is underperforming

2. GLOBAL RESPONSE

Looking at what can be learnt from China and other

markets ahead of us will be key to effective business

planning.

In China we have seen a positive consumer mindset and

spending coming out of lockdown.

Source: SMMT UK automotive trade report

are planning to spend more time OOH as soon

as possible

are optimistic about the future

are looking forward to travel again when

possible

80%

93%

45%https://talonoutdoor.com/news/covid-19-and-the-return-of-the-luxury-market

https://talonoutdoor.com/news/covid-19-and-the-return-of-the-luxury-market

STRONG BRANDS RECOVERED 9X FASTER FOLLOWING THE FINANCIAL CRISIS OF 2008/9

3. ACCESSING UNIQUE AUDIENCE INSIGHT

Ada platform provides valuable insights that help our clients and partners

to better understand audience movements and behaviours during this

time. Providing a holistic view of the UK across all OOH formats and key

environments, we are sharing these insights to support the wider industry.

Source: https://talonoutdoor.com/ada

Unique audience insight into real travel behaviours

going into, during and coming out of Lockdown

https://talonoutdoor.com/ada

SEASONALITY HAS AN IMPACT ON OOH AUDIENCES

0

20

40

60

80

100

120

140

160

Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

Ind

ex

+12%

Summer

Source; Ada

4. EXPERT INVESTMENT MANAGEMENT

At Talon, we are focusing our

investment strategy across the following

areas to maximise the effectiveness of

OOH for clients during this time.

Inventory ManagementOccupancy across H2 and Q3, in particular, has increased earlier than expected lead times due to various deferments from Q2. Talon is, therefore, working closely with media owners to manage availability and are providing clients with an overview of occupancy much further in advance.

FlexibilityTalon has negotiated flexible cancellation terms across June, July and August providing confidence to advertisers booking into these months. Talon has negotiated with the top 4 media owners to adjust OOH pricing using audience tracking data from Ada across campaigns running up until the end of August. Talon will apply the audience variation from Ada post-campaign and any shortfall in value will be logged for use on future campaigns.

Campaign CurationTalon is utilising the Ada data to build packages that reach audiences still prevalent at this time, particularly focused on those essential travel moments.

THE EXPANDING REACH AND INFLUENCE OF DIGITAL OOH

Source; Route 2019, Talon/Benchmarketing, JCD/Clear Channel

UK DOOH Reach

every 2 weeks

Weekly

DOOH reach,

outstripping

commercial

radio + ITV

82%

11,024 Screens across the

UK

Optimum DOOH

spend57%

ROAD TO RECOVERY PACKS

• To help businesses with Branding - reaching

audiences in a trusted environment

• Encouraging signs for brands that contextual

advertising can drive the right positioning and

outcome for brands

• Talon has ready-made DOOH packages for brands

seeking exposure, from smaller investment levels

upwards to target lapsed and dormant spenders

including:

• Roadside Reach driver pack

• Revenge spend pack

• Staycation pack

• Back to School pack

• Return to Drinking pack

• Return of sport pack

PHASE ONE PACKS

PHASE TWO PACKS

ROADSIDE REACH DRIVER / WELCOME BACK PACK

1750 x D6s @ National

Any 2 weeks in April or May

Gross Cost - £225,000

35% discount vs market rate

Roadside D48s National

80 panels x 2 days

Gross cost - £17,500



55 panels x 5 days




120 panels x 7 days



REVENGE SPEND PACK

Targeting shoppers within the mall environment who are able to visit a

physical shop rather than primarily using online.

N.B. Standard SOV

Source: Route 33.2

Mall D6s

1 Day 1 Weekend 1 Week 2 Weeks

£25,000 £50,000 £75,000 £100,000

Number of Panels 391 250 293 250

All Adult Impacts 2,548,000 2,613,000 11,396,000 19,036,000

Cover & Frequency 1 @ 5 1.2 @ 4 4.2 @ 5 6 @ 6

STAYCATION PACK

Targeting those heading to ‘staycation’ destinations across the UK. These packs focuses on key arterial routes and Motorway Services.

N.B. Standard SOV

Source: Route 33.2

Roadside

Large Format Digital

1 Day 2 Days 1 Week 2 Weeks

£25,000 £50,000 £75,000 £100,000


All Adult Impacts 490,000 1,362,000 2,523,000 4,099,000

Cover & Frequency 0.4 @ 3 0.9 @ 3 1.8 @ 3 2.8 @ 3

Motorway Services

Large Format Digital 1 Weekend Friday-Monday

(1 Week) Friday-Monday

(2 Weeks)

£8,437 £14,175 £28,151

Number of Panels 50 50 50

All Adult Impacts 390,000 799,000 1,597,000

Cover & Frequency 0.2 @ 5 0.3 @ 5 0.6 @ 5

SCHOOL RUN PACKS/BACK TO SCHOOL

Aiming to target those as they prepare for children to go back to school or on the school run.

N.B. Standard SOV

Source: Route 33.2

Digital 48s

1 Day 2 Days 1 Week 2 Weeks

£25,000 £50,000 £75,000 £100,000



Cover & Frequency 1.6 @ 3 3.7 @ 3 6.9 @ 3 10.3 @ 4

RETURN TO DRINKING HUBS

Targeting consumers as they return to well-loved drinking hubs.

N.B. Standard SOV

Source: Route 33.2


Roadside D6s £25,000 £50,000 £75,000 £100,000

Number of Panels 1,200 1,200 1,200 1,000


Cover & Frequency 1.4 @ 2 2.3 @ 2 10 @ 2 14.1 @ 2

Socialite Screens £3,200 £10,000 £12,800 £20,000


All Adult Impacts 133,314 266,628 933,200 1,866,400

RETURN OF SPORT PACK

Building around the buzz of a return to sport.

N.B. Roadside D6s = Half Standard SOV

Source: Route 33.2 / Media Owner


Roadside D6s £25,000 £50,000 £75,000 £100,000

Number of Panels 1,200 1,200 1,200 1,000


Cover & Frequency 1.4 @ 2 2.3 @ 2 10 @ 2 14.1 @ 2

Socialite Screens £3,200 £10,000 £12,800 £20,000


All Adult Impacts 133,314 266,628 933,200 1,866,400

5. USING CREATIVITY AND INNOVATION IN RECOVERY

BOLD CREATIVE ….

AND CREATIVE SOLUTIONS

w e l c o m e b a c k o o h · confidence to advertisers booking into these months. talon has...

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