Media Initiatives Group Sells Ads On The Buses
Media Initiatives Group (MIG) has been awarded the contract to sell advertising on TV screens on London’s buses.
MIG fought off competition from Viacom Outdoor to be awarded the contract from CrystalEyes Public Transport TV, which is launching a new TV channel broadcasting to 175,000 passengers on Routemaster buses everyday.
The contract commences immediately and 25 buses have already been fitted with the system. This number will increase to a further 200 buses by the end of September and the bus operators are researching the reaction of passengers with view to extending the system to the rest of London’s 600 Routemaster fleet.
The system uses 20″ TFT/LCD screens located at the front of both the upper and lower decks to broadcast a mix of news, entertainment, information and advertising. Each screen is linked via wireless and mobile telephony to the CrystalEyes studio.
The system will offer advertisers a range of options allowing them to target passengers on specific routes at specific times. There will also be a link to an on board GPS system enabling advertisers to broadcast to chosen stops.
MIG director, John Scorah, said: “For several years now we have been convinced that the future of the outdoor industry holds much more than just backlit revolving billboards. Advances in digital technology are permitting the oldest advertising medium to become the most flexible, targeted and efficient of all.”
CrystalEyes marketing director, Russell Macdonald, added: “CrystalEyes has recognised that content is the key as in so many forms of media and hence is providing professionally produced, highly visible editorial to enhance the effect of the advertising.”
As part of the contract MIG will also fit each bus with 6 digital CCTV cameras to improve passenger safety.
Media Initiatives Group: 020 7436 5255 www.initgroup.com
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