Taxi Driver Online

12 Feb 2008

New TV ad platform in London cabs

A new ‘In Cab TV’ platform that allows marketers to advertise on a
flatscreen behind drivers’ heads in London cabs is set to launch in 2,000 vehicles.

Linked to a central server via satellite, the service aims to allow
instantaneous updates to the broadcast system’s regional content and advertising.

Demographics and journey research is being used to create tailormade
content such as movie trailers, short films, music videos, online news and
regional weather forecasts, within which advertisers,can run sponsorship
or embedded advertising.

The broadcast is on a 20 a minute loop, with five minutes dedicated to
advertising. The loops are changed during the day to ensure that there is
no ‘boredom factor’ for frequent users.

The LCDs in each cab are centrally connected to a player, which is unified
via satellite/Internet to the content manager.

Satellite links have the capability to show certain content when passing a
specific location. For example, a welcome advert when picking a
passenger up from an airport, a film trailer when passing a cinema, or
shopping ads while passing a certain department store.

Cabtivate aims to eventually have their service operating in 10,000 cabs
in London.

The company claims that independent research has shown that 92% of
passengers watched the screen for the whole or most of their journey and
74% of passengers found the inclusion of the screen showing advertising
an enjoyable addition to the taxi journey.

Only 8% found the system irritating, they added. Of that 8% a mere 1%
turned the system off.

Source: Utalkmarketing

I thought they went tits up financialy? Is this yet another e-launch?

There's no way I'd lay a penny out on any advertising media, they pay me from day one.

The 'Cabvision' system based in London does just that.