This year, unsurprisingly, brands are putting more attention on digital initiatives that tap into social media. For the advertising and media worlds, the Vancouver Winter Olympics, which open Feb. 12, are a needed shot in the arm. Think of it as a market B12 injection.

Shifting budgets

They’re plowing money that in previous Olympiads would have been spent in TV into digital channels that barely existed during prior games, using athlete blogs, tweets and mobile to drum up buzz before and during the games. Continue reading »