Darren McKay, international and initiatives director at Clear Channel UK, has suggested that advertisers have clearly decided to take advantage of the increased audience in London.
Headline sponsor of the Creative Out of Home awards, Clear Channel told The Drum: “we're confident that we are best positioned to deliver practical media solutions to advertisers who wish to take advantage of the euphoric summer.”
McKay said: “Clearly the auction of sites back in April 2011 was unprecedented and a very exciting time for Clear Channel and the OoH industry. The level of demand post the auction was always going to be harder to predict but our expectations have been met; lots of interest from domestic and global advertisers who understand the status of an out-of-home presence and want to be part of the landscape during a period of heightened national pride and international interest.
“The legacy that has been so heavily quoted in respect to the Games is a good thing for the industry. Many of the areas hosting events have been transformed and will continue to attract investment, from business and communities. That is a good thing for an industry that is both national and local. The legacy will also continue to contribute to visitor numbers, especially for the capital. London has overtaken Paris as the most visited city in the world and also tops the charts for visitor spending.”
When asked if any brands or agencies had encountered problems from the marketing regulations, he replied: “The LOCOG/IOC regulations around content are understandably complex which is why we have been working closely with our partners to ensure that they are aware of and understand the do’s and don’ts. We're delighted that very few have had to make minor copy amends.”
McKay concluded: “This unprecedented summer will no doubt have helped boost our businesses in OoH but as an industry we are confident that advertisers will continue to see the benefit of using our medium for the long term. The future of OoH is a really exciting one.”