BrightMove's TaxiCast Set to Revolutionise Taxi Advertising
London cab advertising is a medium which has suffered in comparison to the plethora of new options available to media buyers. The creative options remain limited and although there's an element of geotargeting (London - as long as you're not trying to reach an audience south of the river) and audience targeting (people who use cabs are more likely to be affluent), it's not a precise or flexible tool. But a new product introduced by startup BrightMove Media looks set to change all that.In 2 weeks time, BrightMove will be launching TaxiCast on 25 cabs in London. TaxiCast is a 2-sided, 400×48 resolution digital advertising screen mounted on the roof of a London cab. It's bright and more eye-catching than a liveried taxi - especially at night - but what makes it so interesting is that BrightMove's screens are internet-enabled via the 3G network and can monitor location, time, temperature and humidity. That allows ads to be served dynamically, depending on the time of day and the location of the cab. So advertisers will be able to choose when and where their ads are displayed.From a timing perspective, drinks brands might want their ads to feature on Friday and Saturday nights. Fashion brands might want their ads to run on Saturdays and Sundays in peak shopping hours. The location targeting can be as precise as the advertiser requires too - from an area (e.g. The City) to a single street or as precise as a postal address. So brands could use TaxiCast to target shoppers in close proximity to one of their shops, for example.And, of course, location and daypart can be combined for very precise targeting - for a fashion brand Saturday shoppers on Oxford Street, for a travel brand City commuters heading home on a dark Winter's night.In future, advertising by temperature and humidity may well be offered, which makes things even more interesting - imagine being able to promote trenchcoats on a rainy day in Autumn to shoppers on Regent Street?TaxiCast does have one major drawback though - its size. There's not much 'real estate' for visual impact and the format is such that messages will need to be simple, especially considering the medium will be moving (albeit not at breakneck speed in the London traffic.)Nonetheless, BrightMove's TaxiCast is an interesting addition to the media agency's armoury and yet another example of how outdoor is proving that there's ' life in the old dog' yet.