In 2014 Posterscope Brazil was appointed by the Organizing Committee of the Rio 2016 Olympic Games, to manage the Rio 2016 out of home (OOH) programme prior and during the Games. Posterscope’s role was to support Rio 2016, Olympics and Paralympics, and the Olympics sponsors in all aspects relating to out of home media. Posterscope’s role including advising on advertising placement restrictions in specific locations, preserving the intellectual property of the Games and ensuring advertisers convey the correct brand identity of the event in all their advertising communication. The role was involved satisfying the OOH requirements of all the sponsoring brands in equal measures.
The OOH media of the sponsors and partner brands occupied the surrounding areas of the sports facilities, located in the regions of Barra, Maracanã, Copacabana and Deodoro, areas of Rio de Janeiro along with OOH media in the airports of the five cities where football will be taking place.