A Q&A with Huge Media
What is taxi advertising?
Using Iconic British fully licensed hackney cabs to carry various formats of brand messaging inside and out whilst they are working in busy city centres and urban areas.
How effective can it be?
With the right creative it can be extremely effective, especially for branding campaigns. As taxis negotiate busy arterial routes and command city centres the advertising messages are highly visible amongst an upmarket and urban audience.
What formats are available?
Liveries (fully wrapped taxis), Supersides (panels beneath the windows running the entire length of both sides of the taxi), Tip Seats (the two interior panels on the underside of the flip down seats for additional passengers) rear windscreens and promotional receipt pads, product placement and brand ambassador drivers.
How does it fit into an OOH/overall media campaign?
It can work very well in conjunction with all other media formats used, acting as a prompt whenever seen in busy city centres and in the suburbs. It can be linked to client social media campaigns, using QR codes, taxi selfie and promotional contact numbers.
How do I know where my ad is going?
You buy in ranks in specific general geographical areas but due to the nature of the business, there can be no guarantees of routes taken as drivers have to go where the fares dictate, although it is possible to upweight certain areas of interest (train stations, airports, City or West End in London etc). Suffice to say, even though you may not know the exact route your message is following, it will be one that is highly visible as the driver wants to earn as much revenue as possible. We are currently working with partners to develop a telematics system that will give more precise information regarding opportunities to see and distance covered.
What’s a minimum campaign you would suggest?
There’s no stock answer for this as it depends on many factors such as city centre targeted, planned campaign duration, campaign objectives, the actual message itself and populations of particular towns and cities.
What tips do you have for great creative?
As with most OOH, keep it simple and bold – although use of celebrity, bright colours and striking images usually help with standout. Sometimes less is more!
If you are interested in finding out how Taxi advertising may fit into your out of home marketing mix – contact us on 01829 782671 or firstname.lastname@example.org