Brands line up bid to grab Olympics outdoor ad space

Coca-Cola, McDonalds and Adidas are among major brands that will be able to bid on an eBay-style platform to secure outdoor advertising space for the London 2012 Olympics from today (4 April).

/r/s/d/olympic160.jpg

London Organising Committee for the Olympic Games (Locog), the 2012 organisers, has kicked off an online auction today which will allow brands to bid for media space worth £250m. The media space will run across 10 cities where events are being held, including London, Cardiff and Birmingham.

Only the 18 global tier one sponsors, such as BP, Samsung and BMW, will be able to bid for the prime sites in the first two weeks. Tier two and tier three sponsors will be allowed to bid for advertising space ranging from billboards to posters after the third week. A total of about 4,000 packages of advertising, which will also be available to buy at a fixed price, will be offered through the site.

The launch of the eBay style auction comes just a month after the Department for Culture, Media and Sport launched rules to protect London 2012 venues from being hijacked by ambush marketers. Outdoor ads, giveaways, projected advertising and aerial advertising will all be covered.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here