DOOH a missed opportunity for Vancouver Olympics advertisers
February 18th, 2010
Digital Signage Today
When it came time to buy advertising for sponsors, the Vancouver Olympics Organizing Committee (VANOC) put all of its eggs in one mainstream basket. The committee grabbed nearly all of the static out-of-home space in the Vancouver-Richmond area — a reported $38 million worth — but seemed to give only a passing glance to digital out-of-home.
That effort to protect sponsors from ambush marketing tightened mainstream inventories for non-sponsors looking to cut through the blanket messaging of the big boys and made DOOH an attractive option, said Rob Gorrie, founder and CEO of Adcentricity, an aggregator and strategist for DOOH media.
