Taxi accelerates popularity of transit advertising

In-taxi advertising is driving a lot of interest across brand categories due to its focussed, sophisticated and cost effective nature

e4m by Priyanka Nair
Updated: Sep 26, 2012 12:28 AM
Taxi accelerates popularity of transit advertising

Indian brands are looking forward to creating a ‘wow’ factor in every bit of marketing exercise to break the clutter. One of the biggest challenges that brands are facing in the current advertising climate is achieving innovative and engaging means of advertising that are cost-effective at the same time.

Because of this shift, businesses are increasingly finding that delivering their sales message via outdoor advertising to today's highly mobile consumer who is driving more and spending more time out-of-home, is the key to gaining wide reach and obtaining the best value advertising possible. One such way is in-taxi advertising, which is not only a burgeoning global business, but also experiencing remarkable traction locally. Here is a look at three reasons why brands are vrooming to advertise in-taxi...

It attracts focussed bunch of people...
Predominantly, there was a notion that the fleet cab commuters are only from SEC A/A+ category, young professionals, businessmen and housewives, and the preferred content are brands from travel and food, and lifestyle category. But the recent logs collated by En Route, India's first in-taxi entertainment and advertising company, states the most popular type of content is infotainment. The research that En Route Media conducted covered over 500,000 passengers and collected more than 65 million logs of screen interactions.

The popular categories are those with content about films and celebrity interviews, which is quite a stark contrast from the earlier observation. It, nonetheless, demonstrates that in this Bollywood fanatic society there’s always place for some gossip and celebrity news even with the intellectual. This is primarily why brands from entertainment, auto and BSFI sectors have used in-taxi advertising as an interesting medium in their advertising campaigns.

Star Plus recently launched an extensive in-taxi advertising campaign to promote the launch of ‘Arjun’, the latest Hindi drama that the channel added to its kitty. Tab Cab has advertised more than 10 brands within last four months which include campaigns for Regus, Maharashtra Tourism, Ultratech Seal and Dry, Union Bank, Tata Salt, Tata I Shakti, Lovable, Live-In, ICICI Securities and Tata Docomo.

Easy Cabs was the first fleet cab service provider that explored En Route’s in-taxi service. Commenting on the success of this service, Sakshi Vij, Vice President, Corporate Marketing and Business Development, Carzonrent India, “We were the first fleet cab service provider that started offering in-taxi advertising to brands in the country. The response has been highly positive. The interactive screens have been designed in such a manner that we can share data that can help brands analyse their campaign’s success. This not only creates sophistication but also develops trust in brands while leveraging our medium.”

It creates a ‘sit back and watch’ experience...

Digital in-taxi advertising is a very flexible medium. The screens in taxis can support various formats – be it static banner, a TVC or an interactive piece.

“It began with vanilla advertising, where brands used TVCs and call-to-action messages, but as passenger interactions with the screen increased, it was realised that interested passengers really do want to know more on our in-taxi medium,” observed Varun Jain, Founder, En Route Media.

Quizzes, digital catalogues, polls, branded channels and clickable banners are newly introduced attractions provided by En Route Media on the in-taxi screens. Prasenjeet Bagchi, Chief Marketing Officer, Tab Cab, is of the option that taxi advertising is a medium for high visibility as well as engagement. “External vinyl pasted ads deliver 60,000 impressions per month per cab, while 360 captive audience is engaged with in-cab medium such as leaflets, pocket flaps, sun visor covers, etc. in each cab per month, for an average travel time of 1.2 hours per person.”

It is an affordable and budget friendly advertising option...

The companies offering in-taxi branding and advertising are providing services with affordable set-up fees and budget-friendly monthly rates. “Out of the Rs 12 cr – Rs 15 cr advertising revenue that we generate, around 40 per cent comes from the in-taxi advertising services that we provide to brands. It has the potential to grow at least four-fold in the coming year,” said Vij.

In today’s day and age, the audience expects an experience that is tailored to their interests and technology can enable this. The next step that fleet cabs companies are looking to lead is providing a customised experience to customers.

“One of the reasons why in-taxi advertising is gaining attraction is because there is an assured return on investment because of high reach and frequency across the streets, where conventional outdoor mediums or other transit mediums do not reach,” added Bagchi.

Cab services aim to converge into a technologically advanced platform that meets the advertisers’ and passengers’ wants, ushering in the age of personalisation in public communication.



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