The Rise of OOH Advertising During Major Sporting Events in 2024

2024 has proven to be a transformative year for sports and out-of-home (OOH) advertising. With events like the UEFA Euros in Germany and the Summer Olympics in France captivating global audiences, brands have seized the opportunity to make a powerful impact. LBB’s Olivia Atkins explores how OOH has become a standout medium during these landmark moments.

A Summer of Record Engagement

This summer marked a turning point for both sports and OOH advertising. Events like the UEFA Euros and the Olympics brought together millions of fans—2.7 million attendees in stadiums and an additional seven million in fan zones during the Euros alone. This surge in engagement has been a golden opportunity for advertisers, with over €313 million spent on OOH campaigns during the European Football Championship, as reported by WallDecaux & Co.

Why OOH Stands Out

OOH advertising has witnessed a renaissance, blending traditional billboards with cutting-edge digital displays and interactive formats. Its visibility in public spaces, coupled with creative storytelling, allows brands to:

• Reflect the culture of host cities.
• Leverage the spirit of the event.
• Deliver highly engaging and memorable brand experiences.

Alex Marks, head of marketing at Posterscope, emphasizes the medium’s ability to resonate emotionally:

“OOH delivers event-related messages using dynamic triggers like live scores or social media. It’s integral to the experience, influencing behavior and tackling difficult subjects, like our campaign with EE against online abuse.”

Harnessing the Power of Sporting Moments

Sporting events offer a unique opportunity for brands to connect with audiences emotionally. According to Jan Wilhelm, account director at McCann Germany, the localized concentration of OOH ads during events heightens their impact. Wilhelm highlights Alibaba.com’s ‘Same Player, New Game’ campaign for the Paris Olympics as a standout example. By combining digital and static assets in high-traffic areas, the campaign:

• Boosted visibility with premium placements in airports and train stations.
• Leveraged the star power of Tony Parker to forge deeper connections with audiences.

The Authenticity of OOH Advertising

Pete Ioulianou and Allie Agius, senior creatives at Saatchi & Saatchi, underscore the importance of authenticity in OOH campaigns:

“Sport galvanizes us, uniting entire nations. Tapping into that emotion authentically is advertising gold dust.”

Their ‘Til I Died’ campaign for the British Heart Foundation exemplifies this, using hand-painted murals to honor young lives lost to heart disease. The murals connected deeply with audiences, reinforcing OOH’s unique power to evoke emotion.

Conclusion: OOH’s Golden Era

The rise of OOH advertising during major sporting events is a testament to its ability to combine innovation, emotion, and impact. As brands navigate the evolving advertising landscape, OOH remains a powerful medium to captivate audiences in the moment, proving its enduring relevance and effectiveness in 2024.