TaxiTop Media's collaboration with Uber India to drive reinventions in OOH
Harsh Vardhan Mahipal, the founder of TaxiTop Media, tells us how their distinguished approach has helped in boosting the growth of the company
Advertising on billboards, malls are passé now, Taxitop, a Kolkata based startup for cab branding opportunities is leveraging the growing transit segment of the OOH advertising. In the past, the start-up has tied up with Uber to install smart digital screens on top of their cabs. Harsh Vardhan Mahipal, founder of the company tells us how their distinguished approach has helped them in boosting their company.
TaxiTop Media, India's first street-level digital media, is looking to bring advancement in the way India defines and executes advertising. "Our smart screens with smarter media will create an even smarter city through advertising," said Mahipal.
“TaxiTop Media is in the process of reinventing the outdoor advertising industry by providing a unique platform to companies to promote themselves in the most cost-effective and efficient manner. Taxitop Media has collaboration with Uber India, which gives us access to a huge network on cars that we can turn into moving billboards,” Mahipal told us.
In a cluttered OOH sector, how is Taxitop differentiating itself from other OOH players in the industry? “Traditionally the industry has been cluttered, but digital evolution has been taking centre stage to create a national real-time DOOH network. Our platform is highly scalable, giving us an edge to partner with existing digital outdoor media owners where they could increase monetisation on their digital out of home inventory. The agency partners/brand managers could see their DOOH campaign on a single dashboard,” he added.
Taxitop Media has over 40 digital screens mounted on top of Uber cabs and they have been live for over three months. The few campaigns that Taxitop has done on digital are mainly of large events happening in the city. “Few campaigns that we have done in the past are of Hoichoi TV (OTT platform), the Mad Mansion Party (NYE biggest party in Kolkata), Tiecon Kolkata and Arijit Singh Live In Concert and Style Smith (readymade garment showroom),” said Mahipal.
In the agency's recent campaign, Taxitop partnered with Arijit Singh Live In Concert as a DOOH partner. Event organisers were overwhelmed by the response with the ticket inquiries and call to action on Taxitop's platform going up despite its small-screen presence. "We are confident that once we have more digital and end-points (screens) on our network, our campaign effectiveness will go up significantly," He said.
So, how was the year-gone-by for the company? “2019 was the year for us to get our POC to market, now that we have had our screen live for over three months and our tech, which has been built in association with Xelpmoc Design & tech Ltd performing. We plan to have another 200 screens added to our network by March 2020. We also look to start our Mumbai operations in the same time. Our target for 2020 is to have 5000+ screens on our network where we look to have at least half of it on Taxitop screens," Mahipal revealed.
When asked what will be the biggest trends for 2020, Mahipal told us that location, data, integration and automation are the key component that would drive growth in DOOH space in 2020.
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