Tuesday, January 19, 2010

Digital OOH your answer to advertising at Vancouver Olympics

In an effort to control the message and protect the rights and interests of major sponsors such as McDonald’ and Visa, VANOC, the Vancouver 2010 Olympic Winter Games organizer, as required by the International Olympic Committee (IOC), purchased $38 million in mainstream outdoor advertising space in the Vancouver area for the 10 weeks leading up the Games (a cost deferred through its rights-holding sponsors).

But, as Rob Gorrie pointed out in his MediaWeek article, what wasn't bought up is the almost 10,000 advertising displays within a 40-mile radius of downtown Vancouver, operating in private network venues like c-stores and nightclubs, which adds up to an audience of more than 10 million for the event period.

Yes, as founder and CEO of Adcentricity, an aggregator and strategist for digital out-of-home media, the intent of the Rob's article is a little transparent but nonetheless valid. Read the complete article here.

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