News

500 London taxis getting digital signage toppers

500 screens will be deployed on taxi tops across London beginning in January 2015.

December 4, 2014

Digital out-of-home media owner, manufacturer and service supplier of vehicular-based digital advertising solutions Metropolis Digital Media Ltd. will be using BroadSign International LLC's cloud-based software platform to power screens atop the iconic London taxis, BroadSign announced today.

Designed to fit the proportions of the classic black cab roof, 500 screens will be deployed on licensed taxis across London in 2015 — a number that will double within the first year and continue to increase as the company enters global markets.

The Evolution 2 TXi Media Pod is composed of two 93 x 21.4 cm HD LCD panels providing a resolution of 1920 x 440 pixels and a brightness of up to 2,000 nits. Six slots of 10 seconds each comprise a 60-second loop, each ad reaching 3.36 million people in a four-week period, according to the announcement.

"We manufacture our product and sell our own network, allowing us to respond quickly to special requirements and offer optimal value to our clients," said Danny Faughnan, founder and CEO at Metropolis Digital Media, in the announcement. "BroadSign is the digital out-of-home market leader in scheduling and reporting and was an obvious choice for us, as its platform complements our solution perfectly."

When running a campaign through MDM, BroadSign's features allow advertisers to take advantage of combinations of dayparting, geotargeting and flexible packages including category exclusivity.

As MDM rolls out its network, the company will work closely with out-of-home agencies such as Posterscope, Kinetic, Talon, Open Outdoor and Rapport, as well as directly with key clients, the announcement said.