Screen Advertising To Hit UK Taxis
Taxi passengers are to be targeted by a stream of adverts from video screens inserted into headrests, under a new system developed by Claremont Screen Media.
The new advertising network has been successfully piloted in Glasgow and both advertisers and passengers have expressed high levels of satisfaction with the service.
If further trials prove successful, Claremont plans to extend the network across the UK. Advertisers already secured to use the service include: British Telecom, The Evening Times and the Sunday Herald.
Commenting on the initiative, Douglas Robertson, sales director of Claremont Screen Media, said: “This brand new advertising medium offers advertisers a prime opportunity to expose their messages to a truly national and international audience.”
He added: “As the screens are positioned at eye level, directly in front of passengers, they provide a unique and fresh opportunity for any advertiser, particularly those operating within the corporate and financial sectors, to expose their brand, services and products to a captive audience of affluent ABC1s.”
The first screens will be installed in council licensed taxis in Glasgow and will target passengers travelling to and from the city’s airport.
In the US advertising via video-screens is common place and in New York taxi passengers are targeted with special ad-focused programmes, which are scattered between news bulletins, weather updates and city programming.
In-taxi screen advertising is the latest in a long line of initiatives designed to help brands cut through the increasing amount of advertising clutter. Earlier this year FHM persuaded students wishing to ease the pressure of mounting debts to use their heads as walking billboards (see Students To Become Human Billboards).
Dogs also recently became walking adverts when ambient advertising group, Dogvertise, launched its first pan-European campaign to promote the new Sony Ericsson T300 mobile phone on specially designed dog coats (see Advertising Goes To The Dogs With New Campaign).
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