Major industry events are a cornerstone of B2B marketing, and for the technology sector, Big Data LDN is a key date in the calendar. On the 24th and 25th of September, the UK’s leading data and AI event drew thousands of specialists to Olympia London. In such a concentrated environment, the competition for attention is immense.
For technology brands exhibiting at the event, a key strategic challenge is cutting through the noise. This case study explores how three leading tech companies, Quest, Collibra, and Dell, successfully used lamppost banner advertising around Olympia London to capture their target audience before they even reached the entrance.
A Dell lamppost banner advertisement outside the Olympia during Big Data LDN 2025
The Challenge: Advertising at Olympia London
Olympia is one of London’s busiest exhibition centres, with a constant flow of high-value audiences. Its location on major thoroughfares like Hammersmith Road presents a unique advertising environment.
Effective advertising at Olympia London requires a format that is not only highly visible but also geographically targeted to the key attendee travel routes. Lamppost banners are the ideal solution, lining the pedestrian and vehicle approaches to create an unmissable “welcome” and guide visitors directly to the venue.
Quest banner in Hammersmith during Big Data London 2025
A Triple Showcase of B2B Tech Advertising
This year’s Big Data LDN saw a combined total of 26 banners from three different tech brands dominate the area.
Quest
- Partner: Evolve OOH
- Campaign: 13 lamppost banners
- Locations: Hammersmith Road, Blythe Road, Maclise Road
IT management company Quest executed a high-coverage campaign designed to surround the venue. By placing 13 banners across three key approach roads, they created a powerful brand presence that was unavoidable for a large portion of event attendees.
This is a prime example of how B2B tech advertising can leverage Out-of-Home formats to achieve mass awareness within a highly specific professional audience.
Collibra
- Partner: RX Global
- Campaign: 10 Lamppost Banners
- Location: Hammersmith Road
Data intelligence platform Collibra focused its entire 10-banner campaign on Hammersmith Road. As the primary artery leading past Olympia’s main entrance, this strategy ensured direct engagement with attendees arriving from the west.
This targeted approach is a powerful tactic for tech event marketing, ensuring brand visibility at the most critical point of the attendee journey.
Dell Technologies
- Partner: RX Global
- Campaign: 3 Lamppost Banners
- Location: Hammersmith Road
Global tech giant Dell Technologies also focussed its campaign on Hammersmith Road. Having run a successful campaign for the same event last year, their return demonstrates the format’s proven ROI.
A smaller, highly-targeted campaign can still be highly effective for reinforcing brand leadership and serves as a powerful endorsement of this tech advertising strategy.
Collibra banner near the Olympia during Big Data London 2025
Your Partner for Tech and Event Advertising
The success of these three distinct campaigns at a single event underscores why lamppost banners are a go-to advertising format for the technology industry and for any brand exhibiting at major venues. They offer:
- Guaranteed Visibility: Raised above street-level clutter, they’re hard to miss.
- Geographic Targeting: Placed on the specific routes your audience travels.
- Brand Stature: Dressing the streets around an event positions your brand as a key player.
We provide expert guidance on planning and executing advertising campaigns at Olympia London and other major UK venues.
If you are looking to elevate your brand’s presence at your next tech event, contact our team to explore your options.