Transport for London Gives TaxiCast the Green Light
LONDON, June 11th, 2013 – BrightMove Media, innovators in digital
advertising, today announced it has received official authorisation from Transport for London to launch TaxiCast on the first fleet of 25 London black taxis with digital taxi-top advertising. This is the world’s first regulated and approved commercial roll out of digital roof top advertising on London black cabs.
Being the first to market, BrightMove Media has worked very closely with both TfL and Transport Research Laboratory to set the standard for roof mounted digital advertising.
The London licensed taxi cab market is a highly regulated sector. The company has had to pass a number of stringent, comprehensive tests to demonstrate complete safety and compliance for the vehicle, pedestrians and other road users.
Brightmove Media’s TaxiCast technology offers a first for drivers and operators of London Black Taxis. The taxi can be quickly fitted out with the roof-mounted panel which is then centrally controlled to offer advertisers geo and time targeted digital advertising on the streets of London.
Piers Mummery, Chief Executive of BrightMove Media, commented “Today marks an important day in the progress of digital outdoor advertising.” Digital advertising on taxi roofs not only changes the London skyline, but also offers advertisers and brands tailored advertising at street level.
Mummery continues, “Out fleet is signed up and ready to go, we have committed advertisers and the equipment is being fitted to the fleet right now.”
Over the course of 3 months their ‘First Fleet’ will be responsible for delivering over 2 million bright, vibrant and arresting ads to London’s unique cityscape, day and night.
The launch of TaxiCast is confirmed for Monday June 24 2013, reinforcing London’s profile as a leader in innovation and pioneering technology.
For further information about BrightMove Media please contact Kirsty Leighton on 020 7796 4133
For London: BrightMove Media is a hot new entrepreneurial company started in 2012. Innovators in taxi advertising for London, TaxiCast is a new digital advertising service from BrightMove Media. It is the first commercial roll out of digital taxi top advertising which is fully approved by Transport for London and Transport Research Laboratory for black taxis. It broadcasts digital real time messages from a dual-sided LED screen mounted on the roof of a licensed black taxi. All advertising has the ability to deliver time and geo targeted messaging to ensure greater relevancy and impact.
For Taxis: For drivers and taxi operators, BrightMove Media’s TaxiCast offers a slick design which complements London’s black cabs iconic shape. This new taxi based digital advertising service offers a new source of revenue and a further incentive to join the licensed taxi network. It is a carbon neutral service that is power efficient as well as London Clean Air Act compliant.
For Advertisers: TaxiCast offers a unique opportunity to provide a measurable digital outdoor advertising service, visible day and night and with the ability to use geo-fencing technology to deliver ads at a certain time, in a specific location and to the right audience. TaxiCast delivers the ultimate in delivering the right message, to the right person at the right time and in the right place; the Holy Grail of advertising!
Taxi Facts
· The audience is active shoppers, city workers and leisure visitors
· Exterior taxi advertising is seen by over 30,000,000 people each week in London
· 89% of ABC1 consumers find taxi advertising informative,
· 40% of business commuters use taxis for travelling to meetings during the day.
· 98% of London adults see the black taxi as an iconic part of the city landscape
· 89% of London pedestrians say taxis are easy to spot on the street
· 84% agree that they are a vital service for busy people
· 59% of Londoners have seen black taxi advertising in the past week.
· 10.5 million adults saw a taxi advert within the last week
· In one year a single black cab in London will be seen 75 million times
· A single black cab will over 12,000 passengers in a year.
· There are 30% more black taxis than buses in London
· A average black taxi travels 126 miles every day in London
· 30% of consumers recall a taxi ad more than a TV ad
· 22,500 black taxis dominate the London consumer landscape
· A taxi spends 95% of its’ time in a city centre
· 38million black taxi journeys are taken every year
· 89% – of ABC1s believe that taxi advertising is effective
· 57% – of people say that taxi advertising makes them consider a product or service over any other type of advertising
· 77% – of ABC1s often notice new taxi advertising campaigns
· 77% of people agree that advertising on black taxis is an eye catching place for brands to be
· 70% of people who live or commute into London agree that black taxis are the most iconic form of London transport
· Source: GB TGI, Kinetic, Dipsticks, London Authority.
