Cabvision Drives Multimedia Advertising On The Move

Advertisers will soon be able to target taxi passengers with high-impact multimedia campaigns, thanks to new technology from taxi advertising specialists, Cabvision.

Cabvision claims to be the first media owner to offer “broadcast style” in-cab TV, delivered via DAB technology, to provide up-to-date content to a network of TV screens installed in some the capital’s black cabs.

The system can be managed remotely via GPRS mobile technology, provided by O2, enabling Cabvision to keep tabs on each screen, monitoring its performance and collecting passenger viewing data.

The new product’s launch is backed by an independent research study conducted by Continental Research, showing that 63% of cab users in London use a taxi more than once a month, and that the majority are young affluent ABC1s.

The new system, the only one of its kind to be approved by the Public Carriage Office, is specifically designed to hit the highly lucrative ABC1 audience, providing around 1.4 million individuals per month, according to its makers. According to Cabvision, the system enables advertisers to engage in a one to one dialogue through spot advertising, programme sponsorship, supplier funded programming and scrolling or passive text messaging.

Once inside the taxi, passengers can select to view a range of TV channels such as CNBC News, Travel and BBC Comedy. Cabvision’s programming schedule is designed specifically to appeal to a young, affluent and educated audience.

Explaining the product’s unique appeal, Tom Paton, sales and marketing director at Cabvision, said: “Until now, the on the move under 35, ABC1 audience has been notoriously difficult to reach. Cabvision is a reliable, quantifiable and cost-effective way of maximising the impact of an advertising campaign using existing TV commercials out of home, within the premium-priced London market. It is the ideal platform for advertisers to deliver live text or promotional messages, instigating an instant response from the consumer.”

The Cabvision system uses a computer housed in the boot of the taxi and a high resolution flat screen between the rear facing seats. As the passenger enters the cab, the system powers up automatically and, after a short safety message and introduction, presents the passenger with a menu system offering a range of channels.

Advertising messages are played within the first twenty minutes of any journey for maximum reach, with control buttons either side of the cab allowing passengers to change the channel and control the volume of the unit.

Cabvision: 020 7655 6970 www.cabvision.com

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