Digital Billboards in Shanghai Feature Weibo Posts From Chinese Athletes

For Better Targeting, Marketers Can Place Ads Next to Posts From Specific Olympians

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An outdoor media company in Shanghai is making its digital billboards more eye-catching by broadcasting social media updates from popular Chinese Olympians.

Badminton athlete Lin Dan: Don't just chase the result, enjoy the process.
Badminton athlete Lin Dan: Don't just chase the result, enjoy the process.

Marketers can choose to place their ads next to posts from specific or multiple athletes, Solarvista Media said in a news release. Editors at the company select the most interesting posts and broadcast them on three billboards in Shanghai, updating the content throughout the day.The posts come from the 30-plus Olympic athletes who have deals with Tencent Weibo, a popular Twitter-like platform.

Athletes whose posts have been showcased include hurdler Liu Xiang, a huge celebrity in China who crashed out of his first-round heat and dramatically hopped across the finish line on one foot. Another is swimmer Ye Shiwen, who shocked the world with her record-setting performance in the 400 meter IM.

The Solarvista Media billboards also show up-to-date medal standings and event highlights.

The offerings are "a service for audiences who want more than just standard ads from outdoor billboards while allowing advertisers to target based on Weibo content or celebrity user," Solarvista Media President Brian Kam said in the statement.

The company said it plans to broadcast Weibo content on more of its billboards in the future, timed to correspond with major events such as auto shows.

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