Non-sponsors buy majority of Olympic outdoor sites
Non-sponsors are understood to have taken the majority of the outdoor media sites within the vicinity of the Olympic venues since rules restricting them to Games sponsors were loosened in January.
More than half of CBS Outdoor's sites near the Olympic venues (categorised as "vicinity") have been sold to non-sponsors in categories approved by the London Organising Committee of the Olympic Games (Locog), such as the arts and tourism boards.
Industry sources said this means that in terms of numbers, the majority of the vicinity sites sold anywhere in the country have been taken by advertisers who have not invested in sponsorship of the Games.
Agencies known to have bought advertising close to Olympic sites on behalf of non-sponsors include AKA and Dewynters.
CBS Outdoor has a far higher proportion of unsold sites classified as "vicinity" than other operators, because whole stations in the London Underground were restricted under the initial rules, whereas many of the other operators’ "vicinity" sites were premium offerings.
However, in value terms, the circa £30m spent by sponsors is thought to outweigh money spent by non-sponsors. Sponsors have invested in premium sites in, for example, Westfield Stratford City shopping centre and Stratford's rail stations.
Gideon Adey, business development director at Kinetic, which buys outdoor media for sponsors such as BA, said: "As a member of the public, you will not think 'where are the sponsors?' The sponsors have done big stuff such as station dominations.
"The non-sponsors have done normal advertising. Although in numbers terms, more 'vicinity' sites might have been sold to non-sponsors, they won't look as though they are standing out."
Although the amount spent by the sponsors on outdoor advertising is far from the £250m bonanza many people hoped for, the sector is expecting ad revenue to rise by well into double digits in Q3 2012.
The deals JCDecaux has done with sponsors include a domination of Stratford regional station, sold to McDonald's, and activity in Stratford International station, sold to Deloitte and a second unknown sponsor.
Among the sponsors advertising on CBS Outdoor's portfolio are Lloyds TSB, which has taken a wrap at Stratford Underground Station, and Coca-Cola, which has wrapped the escalators at Hyde Park Corner.
Media Week’s sister title Marketing revealed in January that non-sponsors in non-competing categories, such as public bodies, film, theatre, tourist boards and other organising committees, were going to be allowed to buy unsold outdoor space near to the Olympic venues.
Originally, only official sponsors of the London 2012 Olympic and Paralympic Games were allowed to advertise on outdoor media close to the Olympic Park, but this has been expanded to include some other sectors.
Follow Maisie McCabe on Twitter @MaisieMcCabe
This article was first published on mediaweek.co.uk
- Turkey hunts agencies for 2013 international ad campaign
- JCDecaux warns Olympic bounce will be offset by European declines
- Brazil capitalises on budding host-city status in tactical marketing drive
- London 2012 organisers forced to withdraw 500,000 tickets due to poor sales
- JCDecaux hires ex-BAA ad chief Juan Perez as director of retail
- Westfield pits East against West for Olympics campaign
- Mother creates Coca-Cola torch relay ad in run-up to Games
- Think BR: How the Olympic sponsors are lining up
- McDonald's launches £10m 'We All Make The Games' campaign
- Locog to open Olympic outdoor auction to non-sponsors
- London 2012 sites prove a tough sell
- Locog launches auction for 2012 online advertising opps
- Clients cautious over Olympic outdoor bids
- £250m Olympic auction prepares for bidders
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Brand Strategist - Maternity Cover at Trends, Innovation & Brand Strategy Consultancy Emma & Rachael & You £35 - £40k pro rata, Central London
- Marketing Manager Michael Page Digital GBP35000 - GBP40000 per annum, Reading
- Digital Analyst Michael Page Digital GBP25000 - GBP30000 per annum, Manchester
The console is dead: The Socialisation of Gaming
The games console as we know it is dead. When Microsoft unveiled the Xbox One earlier this week, it was clear that this was more than a device that would enable you to play Call of Duty or FIFA – this was, in Microsoft’s own words, “an all-in-one home entertainment system”.