Advertising during the Paris 2024 Olympics

The 2024 Olympic Games, scheduled from July 26, 2024, to August 11, 2024, in Paris, represent a not-to-be-missed opportunity for the advertising industry in France. Projections indicate a significant growth in advertising investments, reinforcing France's position as the third-largest advertising market in Europe and the sixth globally, according to Capital.

The anticipated figures for the 2024 Olympics are also impressive, with billions of viewers worldwide, 350,000 hours of TV broadcast, millions of on-site spectators, 41 venues, 10,500 athletes, 20,000 accredited journalists, and 31,500 volunteers.

Article summary: advertising during the 2024 Paris Olympics

1. Advertising devices
2. Why advertise
3. Cost of advertising
4. Regulations and exceptions
5. Known advertisers: France TV

To seize this opportunity for communication, several advertising devices are available, each offering coverage and fulfilling specific objectives. Among them:

OOH (Out-Of-Home)

Ideal for giving visibility to your product or service, outdoor advertising is highly appreciated by advertisers. It consistently records a very good ROI and satisfies advertisers. Net receipts from OOH, according to BUMP 3Q 2023, are 852 million euros, 5.1% more than in 2022. Outdoor advertising offers many advantages, such as the diversity of its formats, the use of 2m2, or the exclusivity of a privatized showcase in high-traffic locations. To learn about all the advantages of outdoor advertising, click here.

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DOOH (Digital Out-Of-Home)

DOOH has been skyrocketing in recent years. The digital format of OOH has won over many advertisers (+2,595 advertisers and +14.9% net receipts in 3Q 2023). Its dynamism with its video format allows great freedom in campaign creation. Its strategic positioning also offers a certain advantage.

Advertising buses

Buses are a very interesting device for advertising during the 2024 Olympics in Paris. They offer broad coverage to a very large audience targeted locally. Depending on the chosen side, you can decide to target pedestrians or motorists. Featuring your ads on a bus during the Olympics is a good way to cover the city of Paris and its surroundings and reach a tourist and local audience, perfect for making yourself known to the target audience or for building loyalty.

Periphery banners of Paris

The event banner can be an asset in your advertising strategy for the 2024 Olympics in Paris. This device can allow you to stand out and attract the attention of pedestrians and motorists in Paris and its surroundings. You can thus reach millions of people to gain visibility and brand image.

Advertising during the 2024 Olympics in Paris offers exceptional visibility. There are several advantages not to be overlooked:

• You gain global visibility through this event. The Olympic Games are followed by millions, if not billions, of people worldwide. It is a unique opportunity to promote a brand and reach a diverse audience.

• The Olympics captivate the public's attention for several weeks, creating a particularly engaged and attentive audience. Viewers are often more receptive to advertising messages during this event.

• Advertising during the 2024 Paris Olympics is a good way to improve your brand image. Indeed, the Olympics are often associated with values such as excellence, performance, determination, and diversity. Brands that associate themselves with these events can benefit from the positive image associated with these values.

• The Olympics are also an opportunity to use storytelling to tell inspiring stories, highlighting athletes, teams, or values that match the brand.

• Some brands associate with the Olympics to show their support for athletes by sponsoring teams or individuals, reinforcing their brand image by associating with sports personalities. A clever way to use the athlete's image and audience to communicate.

• Given the intense competition, the Olympics offer an opportunity for companies to stand out from the competition and strengthen their market share.

• With the evolution of media and the rise of digital platforms, the Olympics also offer opportunities for online advertising. This diversification of channels allows reaching a broader but high-quality audience. Among these channels, we find social networks and live streaming platforms.

• Furthermore, advertising at the 2024 Paris Olympics is a superb opportunity to expand your brand, product, or service internationally by reaching a more diversified and global audience. You can gain visibility, brand image, and loyalty with original campaigns and a strong storytelling.