Taxi Media hails 'game changing' move to shorter campaigns after operations rejig

Barney Cox
Tuesday, July 27, 2010

Taxi Media has increased the competitiveness of taxi advertising by reducing the shortest campaign duration to two weeks and by synching its cycle with the rest of the out-of-home advertising market's lunar posting cycle.

It has also added independent media monitoring to provide evidence that its fleet is carrying the right ads at the right time.

"This move to two-week posting is potentially game-changing for taxi advertising," said Taxi media commercial director Richard Blackburn. "Taxis can now be considered for product launches, film releases and short-term promotions."

The move to synch with other advertising media follows investment in the firm’s operations centre in Bethnal Green, east London, to double print capacity and expand the number of fitting bays to 12, thereby increasing the number of full wraps and supersides that it can fit.

At the time, head of marketing Mike Goldwater said supersides were particularly suitable for high-intensity, short-duration campaigns.

"We’ve broken the old cycle and reconfigured all our logistics, production and fitting processes and have introduced new contracts for our drivers and owners," he added.

Monitoring will be carried out by MMG, who will post four inspectors during three-hour rush hour periods at two key London locations to monitor taxis by advert and registration number. They will then cross-check the results with data provided by Taxi Media.

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