Today’s digitally interconnected world calls for brands to find new ways to reach consumers on the go; while traditional outdoor advertising still works, evolving strategies to more automated forms are changing the game for marketers. Modern outdoor media’s most effective advertising are taxi top advertising and programmatic DOOH (Digital Out-of-Home) advertising. When used together, they offer unrivaled advertising mobility, accuracy, and reach at scale for both city and suburban markets.
This article seeks to analyze the value of these advertising channels and the ways in which brands can utilize them to enhance their advertising efforts on both the local and national levels.
Taxi Top Advertising: Mobility That Never Sleeps
Taxi top advertising is an advertising medium that major metro areas have been utilizing for decades, but more recently, they’ve become more sophisticated digitally and experientially. A modern taxi is more than simply a vehicle; they are also a moving billboard. Taxis are able to circulate in high traffic areas including business, shopping, and entertainment districts and transport people leaving a brand in front of consumers.
1. High Exposure in Dense Urban Areas
Taxis operate in the busiest parts of any city. Be it in New York City, Miami, Chicago, Los Angeles, or any other big city, taxis service the busiest parts. They go to where people commute, shop, eat, and socialize. Because they transport people to and from these activities, they are able to expose advertising messages to a huge audience.
Digital taxi tops are able to capture advertising attention in a way a static ad could not through changing messages and bright LED screens. Digital ads can go beyond the standard taxi top advertising and creates even more advertising exposure.
2. Full-Time Visibility
Taxi tops ads are able to operate 24/7. Even on holidays they are on the road. During the daytime, they are in traffic and on busy streets. Even more so, at night their illuminated ads really stand out, especially in entertainment districts like movie theaters, theaters, and concert venues. They can not be skipped or blocked like online ads.
Cost-Effective Urban Marketing
Taxi top advertising in major metropolitan areas is generally more cost-effective than traditional billboards or other outdoor advertising. Taxi tops continue to gain popularity in urban markets because they provide strong advertising reach at a reasonable cost. This advertising approach is especially beneficial to small or medium sized businesses because they are able to focus their advertising in certain areas of a city or to entire cities, depending on the size of the fleet.
Programmatic DOOH Advertising: The Future of Outdoor Media
Programmatic DOOH advertising brings a new level of sophistication to outdoor advertising. The automation of real time targeting and data analytics is a game changer when it comes to billboards, screens, and other digital displays. Rather than having to commit to a single placement for weeks or months, advertisers can purchase digital out- of-home (DOOH) advertising more flexibly, much like programmatic online ads.
Real-Time Targeting and Automation
Programmatic DOOH advertising allows brands to schedule and display ads based on real time conditions like the time of day, traffic patterns, and the weather. Other targeting parameters can include things like consumer behaviors, location of live events, and the audience density in a certain location.
Consider a rideshare company activating ads during rush hour or a coffee company targeting morning commute hours to display their ads. Winter jacket ads can be displayed by clothing brands during cold snaps. With thoughtful parameters, ads can be sure to present relevant offerings and messages to consumers.
2. Large Volume, Great Influence
Digital billboards, airport kiosks, gas station screens, shopping mall displays, and transit screens make up part of the DOOH network. When ad buying is automated, brands can activate campaigns simultaneously across hundreds of screens in dozens of locations. This capability allows national brands to reach millions with the same message.
3. Improving with Analytical Insights
With the DOOH traditional outdoors media can’t provide these types of analytics.
Impressions delivered
Play counts
Audience metrics
Geographic performance
Time-based performance
With these metrics, marketers can mid-adjust campaigns, adapt copy in real time, and spend budget toward the screens that perform best.
4. The Ideal Combination: Mobility + Digital Accuracy
One of the biggest innovations in recent years is the inclusion of taxi top digital screens integrated into the programmatic DOOH exchanges. This means taxi top ads can now be purchased programmatically, and brands can now obtain the advantages of both mobility and automation.
Combined with DOOH programmatic advertising, taxi top advertising has an unprecedented level of freedom in a powerful outdoor strategy.
Flexible Creative Messaging
Programmatic digital taxi tops provide brands with the ability to:
- Show multiple creatives on a rotating schedule
- Update creatives in real-time
- Display messages based on geolocation or scheduled time
- Coordinate advertising campaigns in tandem with surrounding digital billboards or other screen advertising
For example, consider a restaurant promoting a menu item.
As a digital ad taxi would pass through midtown, it would show a rotating ad, but as it enters the nighttime entertainment district, the taxi top ad could shift to a message targeting the late-night restaurant crowd.
Hyper-Local Targeting
Taxi routing intersects with primary business hubs, tourist hotspots, neighborhoods, sports stadiums, and entertainment venues. Taking DOOH data triggers into account, brands can set advertising to when and where it is practically useful.
Improved Visibility and Brand Recognition
Tax advertising tops change position, and people notice moving visuals more than static ones. When people absently watch and engage with the moving visuals, it significantly increases message and brand recall.
Why Brands Should Embrace These Channels Now
The outdoor advertising industry has entered a new era, driven primarily by the collection and analysis of industry data. Brands should embrace taxi top advertising alongside programmatic DOOH advertising.
Consumers are spending more time outdoors and on the go, with increased opportunities for digital advertising.
Programmatic technology makes your marketing more efficient by improving targeting, meaning less money wasted on misplaced ads.
Taxi tops get your ad on every street and each ad space is visible with amazing frequency.
Programmatic ads switch on and off but taxi tops always get your ad the attention it deserves.
The Hybrid Out of Home Strategy is perfect for any business large and small.
Conclusion
There is no doubt taxi-top advertising and programmatic DOOH advertising are two of the most efficient marketing strategies in the industry today. One boasts exposure and mobility at a low cost, the other provides a marketing strategy made in heaven. Together, they allow businesses to compete with any big player in the game, and dominate the advertisement space of any big city.
With consumers spending more time out of the home, taxi tops and DOOH screens are made for advertisers.
Whether your goal is to boost visibility for your brand, enhance your local availability, or implement a large campaign, taxi tops and DOOH screens provide a solution for your marketing needs. The advertising combination is unprecedented and proves an impressive value.
