The article “Best Out of Home Campaigns in 2024 – Talon – OOH” provides a comprehensive overview of notable Out of Home (OOH) advertising campaigns from 2024, showcasing the innovative strategies and executions that made a significant impact in the advertising landscape. Talon, a leading OOH advertising company, highlights various campaigns that exemplify creativity, effective use of technology, and engagement with audiences.
Talon opens the discussion by highlighting the significant growth in the OOH advertising sector. UK OOH revenue for the first half of 2024 reached £646 million, marking a 17% year-on-year increase, the highest recorded for #. Q3 2024 continued this upward trend with a 12% year-on-year increase in advertising revenue. Talon projects a 9% growth in OOH revenue to £1.41 billion in 2024 and a further 7% growth to £1.51 billion in 2025. They also forecast that digital OOH will constitute 68% of overall OOH revenues, amounting to £1.02 billion in 2025.
Top OOH Campaigns of 2024
Specsavers: Should’ve Gone to Specsavers
This campaign is praised by Jay Young, Jamie Finn, and Mike Huckerby for its simplicity and humor. The Specsavers van stunt involved a branded van appearing stuck on a pillar, playing on the brand’s tagline “Should’ve gone to Specsavers.” The campaign generated significant social media buzz and news coverage, illustrating the effective use of visual stunts in OOH advertising.
The humor and simplicity of the campaign made it highly memorable and shareable. The visual gag of the van stuck on a pillar was a clever nod to the brand’s message, making it instantly recognizable and relatable to a wide audience. This campaign is a prime example of how a simple concept can have a significant impact when executed well.
PepsiCo: Quaker, Pepsi MAX & Rockstar
PepsiCo’s campaigns for Quaker Oats, Pepsi MAX, and Rockstar pushed the boundaries of OOH advertising. Ben Gardiner notes the use of thermal imaging and dynamic copy for Quaker Oats, a festival-touring glambot for Rockstar, and laser-projected football pitches for Pepsi MAX. These immersive experiences created memorable moments and engaged real people effectively.
The use of advanced technology in these campaigns set them apart from traditional OOH advertising. Thermal imaging and dynamic copy for Quaker Oats added a layer of interactivity, while the glambot for Rockstar and laser-projected football pitches for Pepsi MAX provided unique and engaging experiences. These campaigns demonstrated how technology can enhance the impact of OOH advertising.
Habitat: 60th Anniversary
Celebrating Design Heritage
Luke Willbourn highlights Habitat’s campaign celebrating its 60th anniversary with a series of elevated murals showcasing new, reimagined classics from their design heritage. This campaign combined nostalgia with modern aesthetics, making a significant visual impact.
The murals were strategically placed in high-traffic areas, ensuring maximum visibility and engagement. The blend of nostalgic elements with contemporary design resonated with both long-time fans of the brand and new audiences. This campaign effectively leveraged the brand’s rich history while staying relevant in a modern context.
Visual Impact and Audience Engagement
The visual impact of the murals was further enhanced by their placement in prominent locations. This strategic positioning ensured that the campaign reached a wide audience, creating a buzz and driving engagement. The use of large-scale, visually striking artwork made the campaign stand out in the crowded OOH landscape.
Versace Icons: Times Square Takeover
Spectacular Visual Display
Patrick Murray points to the Versace Icons campaign featuring Cillian Murphy and Anne Hathaway, which took over Times Square. This full takeover created a spectacular and complex visual display in one of the world’s most iconic advertising locations.
The campaign utilized the unique features of Times Square, including its massive digital billboards and high foot traffic, to create a visually stunning and immersive experience. The use of high-profile celebrities added to the campaign’s allure, drawing attention and generating buzz.
Impact of Dominating Key Advertising Spaces
By taking over such a prominent location, the Versace Icons campaign demonstrated the power of dominating key advertising spaces. The full takeover ensured that the campaign was impossible to miss, creating a lasting impression on both locals and tourists. This approach highlighted the potential of OOH advertising to create high-impact, memorable experiences.
Unilever: Comfort Scent Boosters
Interactive and Multi-Platform Approach
Aoife Hudson praises Unilever’s multi-platform OOH campaign for their new range of laundry scent boosters. The campaign included interactive bus shelter installations and collaborations with flower vendors. These creative executions showcased how OOH campaigns can push the boundaries of traditional formats and drive audience engagement.
The interactive bus shelters allowed passersby to experience the scents firsthand, creating a sensory connection with the product. Collaborations with flower vendors involved distributing free samples infused with the product’s fragrance, enhancing the sensory experience and directly engaging the public. This multi-platform approach effectively heightened product visibility and engagement.
The merging of traditional OOH formats with immersive, hands-on experiences proved to be an effective method in drawing attention and promoting consumer interaction. Unilever’s innovative strategy demonstrated how blending physical and sensory elements in advertising could create memorable and impactful consumer encounters, elevating brand awareness and driving product interest.
Key Insights and Trends
Talon’s reflection on 2024’s best OOH campaigns reveals several key insights and trends. Emphasis on simplicity and humor, as demonstrated in campaigns like Specsavers, shows the power of simple, humorous concepts in creating memorable and shareable moments. An integration of technology, noted in the campaigns by PepsiCo and The Singleton, highlights how utilizing advanced technology is a driving force in creating engaging OOH campaigns.
Multi-platform and experiential approaches were also significant; successful campaigns often integrated multiple platforms and included experiential elements to maximize audience engagement, as seen in Unilever’s and PepsiCo’s campaigns. Nostalgia with modernity, showcased in Habitat’s campaign, demonstrated the effective blend of nostalgic themes with modern executions, appealing to both traditional and contemporary audiences.
High-impact visual displays, like Versace’s Times Square takeover, underscored the importance of dominating iconic advertising spaces to create lasting impressions. Community and purpose-driven messaging, exemplified by the British Heart Foundation, leveraged OOH’s reach to deliver socially impactful messages that resonated deeply with specific communities. These themes reflect overarching trends that define the success of OOH campaigns in 2024.
