GOING FOR GOLD in sydney: Olympic Ad Buys
Who can make a buy on the official site? Web-based companies and brick and mortars alike are being offered the opportunity to participate on the site.
What are the different kinds of ad buys available on olympics.com? Advertising/sponsorships packages include banner presence, sponsorship/affiliation with site content. There are also e-commerce opportunities and research support.
How are the advertisers measuring the ROI and effectiveness of the olympics.com online buys? Phase2Media has entered into a strategic partnership with Millward Brown Interactive to offer brand impact studies to advertisers and prove that online branding works; a state of the art online advertising system will measure brand and ad awareness; creative and copy messaging; increase in brand perception and purchase consideration.
Is there still space available? What kinds of buys are Phase2 recommending to advertisers? Yes, there is still space available. As they get closer to the opening, Phase2 anticipates that many additional advertisers will finalize their commitments because of their desire to target the increased traffic that will occur. As mentioned before, the focus is advertising sponsorships.
Do the prices go up closer to the event? No. Phase2 is maintaining their pricing as they continue to sell integrated (e.g., “Brought to you by”) sponsorships on olympics.com.
Does Phase2 have a department handling buyers and planners from primary advertisers on the Sydney site? Yes, the company has an entire sales staff dedicated to this event. Overseeing the Olympic sales is John Trimble, vice president of advertising sales, men’s sports. Trimble is the former senior director of corporate sponsorships for the National Football League Properties, Inc. He can be reached at 212-883-4793 or firstname.lastname@example.org.
When did most advertisers sign up? Was it mostly recent past, in a hurry, or last year, progressively? Progressively, and Phase2 is seeing a heightened interest in the site as Games time approaches. Broadcast Number of hours of Sydney Games on-air programming: 441.5
Number of events that will be seen live in primetime: 0 Because Sydney is 12 hours ahead, all events shown in primetime in the U.S. will be on tape. This means that while you may learn the results from other media, you won’t see an event until the next day—unless you go online to nbcolympics.com. Thus, many more people will likely be getting their Olympics fix from the Internet than ever before. Sites Official www.olympics.com www.nbcolympics.com www.usoc.org
Main Unofficial (can do reporting but no video) www.cnnsi.com www.sportsline.com www.espn.com www.smh.com.au/olympics
Broadcast rights site www.nbcolympics.com
How much NBC paid to be the exclusive broadcaster on air and of all video online (in the US) for the next five Olympic Games: $3.5 billion Number of hours of embargo on video footage of live events: 15
Expected page views on IBM-developed olympics.com site for life of site (thru Dec. 31, 2000): 1.4 billion
Number of Other Unofficial Sites being sued for using the copyrighted names “olympic” or “olympiad” in their domain names:
Major Online Sponsors IBM – The Official Sydney 2000 Olympic Games Web site is a collaboration between the Sydney Organizing Committee for the Olympic Games (SOCOG) and IBM, Worldwide Information Technology Partner and the Official Provider of Internet Technologies for the Sydney 2000 Olympic Games.
Visa – includes Visa banner ads on the site as well as Visa-sponsored content
Lifeminders.com – provider of the Sydney 2000 Olympic Games Electronic Daily Newsletter
Looksmart – the Official Search Engine and Directory Provider
Mizuno – sponsor of the baseball section of the site
Cadbury – banner advertisements
Boral – sponsor of the area on the site where users/individuals can sponsor online commemorative bricks
Clipclop.com – sponsor of the equestrian section of the site