‘Those who ignore change will be left behind’

Melanie Lindquist, Managing Director, Talon Asia Pacific, offered multiple perspectives based on her experience across different media platforms and in multiple roles, during her session ‘Beyond billboards - the new age of OOH’ on Day 2 of Out of Home Advertising Convention 2024 that took place on July 26 and 27 at the Hilton Garden Inn, Manyata Business Park, Bangalore.   

Melanie, who is based in Singapore and rolled out the APAC expansion for the TALON, began by throwing some light on the work done by Talon which, she informed, offers DOOH/OOH Strategy, OOH/DOOH Planning, OOH/DOOH Buying, Campaign Effectiveness & Measurement, Industry Advocacy and works closely with agencies, brands, creative, tech solutions and media owners. It was against this background that Melanie shared her insights. 

She set out by first talking about the effectiveness of OOH, “Whatever the campaign and whatever the category of advertiser, it is always filled with proof that Out of Home advertising is effective in the media mix. We are now well and truly into the digital era and if Out of Home was not effective, it would still not be evolving and growing.” 

But what was particularly thought provoking was this point she made about OOH, “It’s a top 5 media channel for consumers, yet only 33% of advertisers are moving to spend on it and it still only accounts for 5.2% of ad spend globally.”

Melanie’s message was loud and clear: “I've seen a lot of media development, disruption, adaptation, pivoting and competitive diversification. What is constant is CHANGE. And what is demonstrated time and time again is that those businesses, people and leaders that adapt will grow and win. Those that ignore it and fight it will eventually be left behind and miss out on incredible potential.”

It was in the larger context of change that Melanie proceeded to share what she called ‘The three levers of growth’ that would help businesses propel into the next era of Out of Home. She talked about the sales model for OOH, talent and technology. 

Melanie Lindquist, Managing Director, Talon Asia Pacific, offered multiple perspectives based on her experience across different media platforms and in multiple roles, during her session ‘Beyond billboards - the new age of OOH’ on Day 2 of Out of Home Advertising Convention 2024 that took place on July 26 and 27 at the Hilton Garden Inn, Manyata Business Park, Bangalore.   

Melanie, who is based in Singapore and rolled out the APAC expansion for the TALON, began by throwing some light on the work done by Talon which, she informed, offers DOOH/OOH Strategy, OOH/DOOH Planning, OOH/DOOH Buying, Campaign Effectiveness & Measurement, Industry Advocacy and works closely with agencies, brands, creative, tech solutions and media owners. It was against this background that Melanie shared her insights. 

She set out by first talking about the effectiveness of OOH, “Whatever the campaign and whatever the category of advertiser, it is always filled with proof that Out of Home advertising is effective in the media mix. We are now well and truly into the digital era and if Out of Home was not effective, it would still not be evolving and growing.” 

But what was particularly thought provoking was this point she made about OOH, “It’s a top 5 media channel for consumers, yet only 33% of advertisers are moving to spend on it and it still only accounts for 5.2% of ad spend globally.”

Melanie’s message was loud and clear: “I've seen a lot of media development, disruption, adaptation, pivoting and competitive diversification. What is constant is CHANGE. And what is demonstrated time and time again is that those businesses, people and leaders that adapt will grow and win. Those that ignore it and fight it will eventually be left behind and miss out on incredible potential.”

It was in the larger context of change that Melanie proceeded to share what she called ‘The three levers of growth’ that would help businesses propel into the next era of Out of Home. She talked about the sales model for OOH, talent and technology.