“How do we evaluate the specialist contribution to OOH, in the UK and internationally?” asks Barry Cupples, global CEO of the independent professional Out of Home firm. “Our primary task is to be a flag bearer for our clients. It’s easy to forget in this organization that they’re the important component.

“But in the sense that we have actually invested heavily in individuals, systems and technology to try to make the Out of Home medium work harder and better, then I suppose we are flag bearers to an extent. The truth that we’re independent has something to do with it.

“Undoubtedly some the big advertisement holding business have their own OOH media specialists– Kinetic at WPP, Posterscope at Dentsu and Relationship at IPG– however we represent Omnicom and Havas among numerous others therefore we need to stay ahead of the game to continue in that function as an independent. We can’t rest on our laurels, we have to be leaders. And, as ever, where somebody leads others will follow.

“As far as the ad industry in a larger sense is concerned, I think OOH is showing the way in numerous respects, not least getting in touch with mobile and revealing the benefits of automation. Automation is truly the secret to programmatic, it’s the ability to run an international campaign at the flick of a switch which is what customers in any medium really want a lot of.

“And we have the proprietary innovation now to run omnichannel campaigns, if that’s what clients want us to do. We can reach audiences and consumers, and guard their privacy, across a vast array of touchpoints. I do not think as lots of customers are that OOH can do this– and that these options can be relevant to other media– as, perhaps, they need to be.

“But I have no idea if this will take Talon in brand-new directions, separately or with a partner. Forecasting what’s coming is quite challenging obviously as we come out of the pandemic. Sometimes it’s difficult to see beyond the summer.

” We more than happy with where we presently are and we believe we’re doing a great job for the OOH medium, not just in terms of ‘Smarter as Standard’ media planning and purchasing (which is what we set out to do )but likewise in attempting to press the borders of OOH imagination. Our deal with BBC Creative (above), for instance, consistently does that.

“However you can never ever stall and we would not want to.”

< img src="https://www.moreaboutadvertising.com/wp-content/uploads/2021/04/0-1-300x300.jpg 300w, https://www.moreaboutadvertising.com/wp-content/uploads/2021/04/0-1-scaled.jpg 1024w, https://www.moreaboutadvertising.com/wp-content/uploads/2021/04/0-1-200x200.jpg 200w, https://www.moreaboutadvertising.com/wp-content/uploads/2021/04/0-1-768x768.jpg 768w, https://www.moreaboutadvertising.com/wp-content/uploads/2021/04/0-1-70x70.jpg 70w" alt ="" width="300" height="300"/ > Barry Cupples is international CEO of Talon Outdoor.

About Talon: Talon Outdoor is a genuinely independent Out of Home media professional and the leading player in the Out of Home company sector with a concentrate on providing smarter, creative, technology-led and integrated OOH interactions for clients. Combining independence with a collective technique, Talon promotes open working between companies, clients and media partners.

Set up in 2013, Talon has actually achieved the Project Finest Places Number 1 Medium sized UK Business to Work For and has also included in the Sunday Times Fast Track 100, as No. 1 in Best Business and in LSE’s 1000 Business to Inspire Britain.

Talon manages the Out of House media for several of the UK’s leading marketing brand names through Omnicom Media Group UK agencies, together with other agencies including AMS Media Group, JAA, Havas Media Group, Goodstuff, Ptarmigan Media and Republic of Media.

Talon has offices in London, Manchester, New york city and several other United States cities, plus Frankfurt, and has actually developed an OOH planning and purchasing network covering US, Europe, Asia and Latin America covering 75 markets.