Why Adidas Chooses Outdoor Advertising for Major Events

Adidas is well known for its innovative advertising campaigns that not only engage consumers but also make a significant impact on audiences. The Paris 2024 Olympics and Paralympics campaign is a prime example of how outdoor advertising can leverage high-visibility platforms like billboards, DOOH (Digital Out of Home), and other outdoor media to create immersive and interactive experiences.

Key Benefits of Adidas’s Outdoor Advertising Campaigns

1. Real-time Updates and Engagement By utilizing Rush Reactionary technology, Adidas was able to feature live, real-time updates of its athlete ambassadors’ performances. This innovative approach kept fans engaged and provided a dynamic viewing experience that traditional media could not replicate. The billboards and DOOH screens across the UK showcased key moments as they happened, allowing audiences to feel connected to the events.

2. Massive Reach and Visibility The use of large billboards and DOOH displays in prominent locations around major cities ensured that Adidas’s messaging reached a wide audience. These platforms are ideal for outdoor advertising as they can be strategically placed in high-traffic areas where people are likely to see the ads multiple times. This widespread exposure is crucial for building brand awareness and reinforcing Adidas’s association with major sporting events like the Olympics.

3. Enhanced Brand Experience Outdoor advertising allows brands to create immersive experiences that go beyond simple ads. In Adidas’s campaign, the integration of athlete stories and live updates transformed the billboards into storytelling platforms. This not only strengthened the Adidas brand but also deepened consumer engagement by offering a more personal connection with the athletes.

How Much Does a Billboard Cost?

Understanding the billboard advertising prices is essential for companies looking to invest in outdoor advertising. The cost of a billboard ad can vary widely depending on several factors, including location, size, duration of the campaign, and the technology used (e.g., DOOH vs. static billboards).

Billboard Advertising Rates and Costs

• Urban vs. Rural Locations: Ads in urban areas typically cost more due to higher visibility and traffic. Urban billboard advertising rates are influenced by the density of the area and the competition for space.
• Ad Duration: Longer campaigns generally offer better rates, as advertisers can secure discounts for extended placements.
• Technology: DOOH ads tend to be more expensive than traditional billboards due to their interactive and real-time capabilities.

Outdoor Media and Billboard Rental

For brands like Adidas, renting highway billboard advertising space and bus shelter ads can be a strategic move. These outdoor media formats provide excellent visibility to a broader audience, especially commuters and travelers. This approach not only helps in reaching target demographics but also ensures that the Adidas brand is present in locations that are conducive to repeated exposure.

By strategically utilizing billboards and DOOH ads, Adidas effectively capitalized on the power of out of home advertising (OOH). This approach not only boosted brand visibility but also facilitated a deeper connection with its audience, making it a leader in leveraging outdoor advertising for major events.

In conclusion, Adidas’s Paris Olympics 2024 Ambassadors Campaign exemplifies how innovative DOOH and billboard advertising can be integrated into large-scale events to maximize impact. By understanding the billboard advertising costs and strategically placing ads, brands can create compelling campaigns that resonate with consumers and enhance their overall marketing strategy.