OOH connects brands with marathon audiences at key moments before, during, and beyond race day, capturing attention as the city moves with the event.
Sporting events are more than competitions: they reshape how people move through a city. On marathon day, streets fill with spectators and attention is fixed on the race in real time. OOH sits at the center of this shift, reaching audiences when they’re actively navigating, watching, and engaging with the event, not just passively consuming it.
Hoka - Digital City Information Panel
Research from the OAAA and The Harris Poll underscores OOH’s effectiveness during major sporting events like the Boston Marathon. 77% of adults say sports-related OOH ads are equally or more memorable than other advertising channels. In addition, 90% of consumers take action after seeing a sports-related OOH ad, whether by searching for event information, discussing the event with friends or family, or visiting official websites and social channels.
Hoka - Static Kiosk
Beyond awareness and engagement, OOH contributes to the local economy: 99% of attendees exposed to OOH advertising report spending money locally, and 66% say they spent a significant amount at nearby businesses. Together, these findings highlight OOH’s ability to build awareness, encourage action, and support economic activity around major sporting events.
WCVB - Digital City Information Panel
The Boston Marathon generates excitement well before the first runners cross the starting line. In the days leading up to the race, OOH keeps the event, its partners, and related coverage top of mind as audiences make plans and anticipate race day. As the marathon unfolds, OOH remains a consistent presence across high-traffic areas and key gathering points. This allows brands to stay visible as spectators move through the city, coordinate meetups, and engage with the event in real time.
Brooks - Static Kiosk
The marathon experience extends far beyond the route itself. Additional high-value touchpoints across Boston include pre-race events like the Boston 5K, post-race celebrations, transportation hubs, hotel clusters, tourist destinations, and sports retail locations. These environments provide opportunities to connect with both local spectators and out-of-town visitors throughout their marathon journey.
New Balance - Static Kiosk
The Boston Marathon isn’t confined to a start and finish. It’s experienced across commutes, neighborhoods, and shared city spaces. OOH ensures brands are present throughout that journey, from pre-race anticipation to post-race celebration. By embedding messaging into the flow of the city, OOH transforms the marathon from a single-day event into a continuous brand moment, connecting with audiences as they move, watch, and engage in real time.