Digital signage going for gold at Rio 2016 Olympic Games
With 306 events, featuring 206 countries, across 42 sporting disciplines, held at 37 venues, the Rio 2016 Olympic Games represent a huge opportunity for outdoor digital signage to reign supreme in Brazil this month. Here's why…
Around the world, outdoor digital signage is being used by nations to promote their attendance at the Rio 2016 Olympics. For instance, digital signage was put to use in Australia to reveal the Australian Olympic team's flagbearer.
Equally, hundreds of digital signage vendors are sending screens of all sizes and specifications that will feature at the 2016 Rio Olympics and Paralympic games. Displays will be used across stadiums and areas surrounding venues for the purposes of brand promotion and televising Olympic events.
It's anticipated that the use of digital signage outdoors will escalate beyond the levels seen at the London 2012 Olympics given that, in just four years, AV technologies have advanced. Meanwhile installing screens outdoors has become progressively easier, though still not without its challenges.
Outdoor digital signage use in Brazil
Digital signage use outdoors in Brazil has boomed, particularly in the last two years, which has everything to do with the "Samba Nation" hosting the 2014 FIFA World Cup. There's already a strong digital signage presence across the country, particularly across soccer stadiums, for obvious reasons.
For instance, the Arena da Baixada Stadium in Curitiba, which is the home of the Clube Atlético Paranaense soccer team, has a staggering 220 digital signage displays in use. They were used to televise games and featured menus for concession stands during the 2014 FIFA World Cup and they're likely to be in action again to screen Olympic soccer matches.
Outdoor digital signage in Brazil is already making waves and has played a key role in boosting Brazil's economy, especially during the FIFA World Cup, as brands promoted their products and services to soccer fans from around the world. It's a certainty that it will have an even bigger impact during the Rio 2016 Olympics.
Why? The International Olympic Committee expects nearly 500,000 tourists to descend on Rio for the Games, but that's just a conservative estimate. Following the success of the FIFA World Cup, tourist numbers will probably surpass the half million predicted to arrive.
At various points throughout the Games, tourists will come into contact with outdoor digital signage, and with digital out-of-home advertising already hitting 60 percent of Brazil's economically active population according to figures published by brasilsignage.com, DOOH already ranks as the second most viewed media behind free-to-air TV.
Sign of the times
Outdoor digital signage will reign supreme in Rio because of the versatility it gives vendors to reach tourists and locals alike. DOOH can be deployed in a variety of ways as, including menu boards, wayfinding points, self-service kiosks, information stands and interactive touchscreen displays.
For vendors, the versatility of DOOH attracts big name brands that will pay a premium to advertise content to mass audiences at a major event, hence the reason there's been fierce competition among vendors to win digital signage projects in Brazil ahead of the Olympics. The fact that competition is fierce highlights the significance of DOOH.
The beauty of DOOH at the Rio Olympics is that content can be displayed in multiple global languages and can be made specific to a particular event. For example brands advertising golfing equipment can develop content that appeals to golfing fans and stage the content to feature on digital displays at golfing venues in Rio.
The increasing number of outdoor digital signage deployments in Brazil is testament that it's establishing dominance as an advertising medium and, with an international audience set to descend on Rio for the second time in two years, digital signage will play a major part in making the Games a success for organizers, sponsors, advertisers and audiences.
Ultimately, while DOOH is still a growing market in Brazil, the Games provide an opportunity for digital signage to increase its influence and take center stage as the platform that connects audiences with advertisers.