Hello and welcome to the next installment of our on-and-device research academy videos. Today I'm joined by Sophie Pemerton, Group Chief Strategy Officer at Talon Outdoor, and she's here to give us some top tips for achieving the most effective advertising within the out-of-home space. So to keep things off of Sophie, can you give us your top tips for achieving the most effective advertising in out-of-home? So I think this would come naturally to me because I work in the product and data team at Talon Outdoor, but first and foremost, I think it's really important to start connecting your data sets, not just for audience targeting, but for post-campaign evaluation. So there's a lot of talk at the moment about programmatic out-of-home, digital out-of-home has definitely become more prolific, and I think that clients and agencies that sit on a wealth of data are really intrinsic to moving the industry forward. So it's really important to consider data connectivity. I think it's also really important that brands should look out of home as part of a multi-tunnel strategy and that there should be consistency creatively in tone, maybe colour scheme, branding, so that you're out-of-home matches, you know, a wider schedule, and you create synergies and effectiveness through priming, also, whether they're different channels, which is what out-of-home is really good at. And finally, I think one of those things is really, for the moment, obviously, what we're talking about. Today, it's measurement and making sure that you evaluate against the KPIs that were set at briefing stage throughout the home is obviously really important. And a lot of the time, you know, we're briefed in out-of-home to look at metrics at the awareness or consideration. And then we're, you know, slammed towards the back end of the year with the conometrics results that are based on ROI. And there are odds with the KPIs that we were talking about in the first place. So those two things sit quite, quite difficult, difficult capacity with us. So we think it's important to sort of go back to the KPIs that you were setting at the beginning of the campaign and really think about how you deliver against them. So what do you believe makes out-of-home so effective for brands? I think I moved into out-of-home about seven years ago. I was agency side and for me, it was going through such a massive transformation. I think that the one thing that out-of-home has always done really well is to be a very public, trusted broadcaster medium and that will never go away. Despite all of the infrastructure and inventory changes that will never stop happening without our home campaigns. So I think it's a wonderful opportunity for brands to really showcase something that they want to say and for people to trust what they're saying. You know, you can't get away with putting big messages on massive billboards in front of thousands of people without telling the truth. You can do so in other platforms, but you can't do that in out-of-home. So I think that's really important and something that out-of-home lenses and others have to be really, really well. Why is measurement so important at talent? So I mean, everyone will be used to this in media and advertising, but I guess over the last few years, there's been a massive transformation based on the increase in digital, not just in our channel, but in lots of other channels as well. And since the advent of online, I think that advertisers have been learned into a lovely sense of short-term metrics, proving that their advertising is working. So I think measurement out-of-home has to really dig deep into understanding what out-of-home can deliver against lots of different metrics and not just allowing advertisers to fall into the, you know, the chasm of online because it generates clicks really quickly. All of those attribution models which look at Google search data, driving online sales because that isn't the whole story. And then, you know, more so over COVID than any other time, it's been really important since advertising budgets have been decimated that, you know, clients are coming back with more budgets now that they're more sensitive and they're looking for a lot more meticulous measurement. So I think that's really important in out-of-home and it's important for us to be partnering with brands like on-device because you offer, you know, really, really brilliant methodologies when it comes to measurement to dig into a little bit more about what out-of-home can deliver, not just some short-term point of view, but from a long-term point of view as well. And finally, do you see brand measurement becoming more or less important as we head into 2023? Brand measurement, I think, is always going to be more important moving forwards because there is such a focus on short-term accountability and we are constantly trying to re-evaluate what out-of-home can do. Now, out-of-home can do lots of different things depending on the KPI that we are briefed with, but brand impact is becoming one of those KPI's and one of those objectives that is becoming lost a little bit. And that is quite natural due to the fact that advertisers are obviously focusing much more on short-term payback and CFO's in the room will be doing exactly the same thing when they're asked to report on maybe even a monthly basis, rather than an annual basis that it used to be. So, brand impact does help us to substantiate KPI's that we were tasked with in the first instance and to understand how there are softer metrics that can pay back for brands. And I'm really like the staff that often you guys talk about, which is for every percentage increase in consideration, that is quite closely tied to ROI. And that is really important for us to substantiate because it shows that softer-grown metrics can actually pay back at a boardroom level. Thank you Sophie. If you'd like to see more videos like these within series two of our on-device research academy, then please head over to our website at ondeviceresearch.com.