New York City Locks In Space for Ads in Preparation for 2012 Summer Olympic Games. The bookings are part of an unprecedented marketing plan that includes roving squads of "brand enforcement agents" to prevent others from profiting from unauthorized ads tied to the Olympics.
The 6,000 signs include static billboards and digital signs at subway entrances, billboards, times square LED advertising signs and more.
The steps are intended to convince the International Olympic Committee and its corporate sponsors that New York, which has played up its reputation as the world's media capital in its bid to hold the 2012 Games, can adequately police its sprawling and unruly advertising landscape.
Outdoor Digital Signage Does Make Money!
Advertising on billboards and electronic signs in Midtown Manhattan is the most expensive in the world, marketing executives say. Monthly rates for outdoor displays in Times Square range from $30,000 to $250,000, and a single panel on the side of a telephone kiosk runs from $1,000 to $2,000.
New York's bid documents say that organizers expect "a record $822 million in local and domestic sponsorships" for the 2012 Summer Games, and they assure the committee that the city will use "all of its resources to protect the value of Olympic sponsors and the rights of Olympic marketing partners."
The New York Times article is located here (free registration required). Webpavement is the underlying technology driving a large portion of Manhattan's digital signage.