Where to, Buddy? Branding is the primary objective of taxi
exterior advertising,
though some advertisers also use it for promotions and
impulse shopping. For example, promotions
for Broadway shows are often advertised on top of taxis in
New York City.
Taxi! Taxi!
By Kathy Prentice
Fast Facts:
What:
Ads on cab exteriors including tops, trunks, windows and
wraps.
Traditional tops are 14 inches high and 48 inches wide,
with
dimensions roughly the same ratio as billboards which run
14
feet by 48 feet. Some advertisers use the same
creative for both types of signage. Traditional, static
taxi-top
signage is
printed in four-color.
Numbers: How measured? Cabs are on the road an average
of 20
hours a day;
their mileage can be measured and their destinations and
routes
tracked.
Cabs average 2,000 miles weekly, compared to about
500 miles for a bus and 200 miles for a (wrapped) auto.
Estimate is 50 million daily
viewers of their signs in 12 cities. Medallion Taxi Media
has
commissioned
studies for their major markets to measure impressions and
effectiveness.
For
instance, in Los Angeles studies were conducted for traffic
from
the airport to
downtown (31,908 impressions per taxi per day including
30,822
vehicles and 1,086 pedestrians), local runs (35,960
impressions
per taxi per day including 27,770vehicles and 8,260
pedestrians)
and downtown (19,747 impressions per taxi per day
including tourists and downtown workers).
Wraps and partial wraps are available in some markets.
Availability
is related to local restrictions. Wraps have been huge in
San
Francisco and Boston and are just becoming available in
other
cities like D.C., DiToro says. Window stickers
are available in some markets and are usually coordinated
with
tops.
Three-dimensional signs are also available. During the
last
Super Bowl down here in New Orleans, what we did for
Miller Lite
was to bolt ice chests with lights inside to the top of
our cabs
with
their logo on the side and then drive down the street. They
looked
as if someone
had left an ice chest on top the cab and people would run
down
the street after
them yelling! Then they had a trunk sign saying Follow me
to
the Mardi party. says Medallion Taxi Media COO Mary Pat
Holt.
Yahoo looked great simply wrapped in their logo while
Air Jamaica's
wrap made the cab look like an airplane and
CoolSavings.com put
sunglasses on the cab.ou want to capture peoples
attention and
communicate a message quickly.
Taxi Tops are available in San Francisco, Los
Angeles, Detroit, Atlanta,
Washington D.C., New York City, Boston, Philadelphia,
Miami/Ft.
Lauderdale, Las
Vegas, Orlando, Dallas, Phoenix, Tucson, San Diego, Reno
and
Newport, R.I.
Medallion Taxi Media has cabs in New York City, New
Orleans,
Boston, Los Angeles,
San Francisco, San Diego, Philadelphia, Atlanta, Atlantic
City,
Austin,
Baltimore, Buffalo, Biloxi, Cincinnati, Cleveland,
Colorado Springs,
Columbus,
Dallas, Denver, Hartford, Houston, Indianapolis, Memphis,
Miami,
Minneapolis,
Newark, Phoenix, Pittsburgh, Salt Lake City, San Antonio,
Toledo,
Kansas City,
Missouri, Washington D.C. and Clearwater, Jacksonville
and Pensacola,
Florida.
Advertising opportunities on cab exteriors vary with local ordinances.
For instance, theres not much out-of-home opportunity in Washington,
D.C.
according to Ellers DiToro, so taxi wraps and other signage is prominent.
In New Orleans, French Quarter billboards are virtually non-existent. But
we
can
go in with our lights lit and horns blowing, Holt says. Some cities,
like
Boston, license taxis within a home community where they pick up their
fares.
This practice is an asset when targeting demographic groups. You can
zone
advertising in 13 areas in Boston and in eight areas of Los Angeles,
DiToro
says. You can carve the geography in most cities and select your cabs.
Taxis frequent business, commercial and residential areas within a
market.
The logistics of each market also depend on whether taxis pick up their
fares
at
cab stands or by radio. You have to determine which type of cab works
best for
which advertiser, Holt says.
Please call 407-900-9157 direct or email
us at info@OrlandoTaxiAdvertising.com
Compare this to any other marketing
campaign and you will find.
Compare to Direct
Mail:
Advertise on Taxis for less than
printing costs alone.
No postage costs!
No throw a ways!
Compare to Radio:
Low production
costs !
No time slot
costs!
No multiple
station demographic purchases!
Compare to TV:
Low
production costs !
No time slot
costs!
No multiple
station demographic purchases!
Download
this study by Arbitron and see why outdoor
advertising
is the most cost effective advertising seen
by more people, across more demographics, than
any other
media.
Call us Now! 407-900-9157. We can
jumpstart your business!!
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some of the best Search Engine Optimization (SEO) and SEM gurus around, after all isn't that how you
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