GE: Olympics Will Be 'Most Digital' in History

Like in recent Olympics, General Electric promises an extensive advertising playbook for next month’s London Games. What makes this year different, suggested Linda Boff, digital and advertising director at GE, is a heightened focus on utilizing digital and social channels to augment traditional ad buys.

In fact, Boff said she “cannot see” a scenario unfolding where brands across the spectrum ignore spending resources on platforms that have come of age since the 2010 Winter Games. “Twitter was not what it is now,” she said of the 2012 media landspace versus the Winter Games in 2010. “Facebook was certainly not at 900 million users. There was no such thing as Pinterest or Viddy. Instagram was a twinkle in people’s eye…This will be the most digital and the most social Games in history.”