How does Taxi Advertising work?
The Ubiquitous team loves Taxi Advertising. However, we’ll admit that it can be a bit confusing for those outside the industry. Luckily, as a team with 100+ years of experience between us in black cabs, we’d love to explain how it works!
Simply put, Taxi advertising works as a mobile advertising format that exposes urban audiences to your messaging. However, there’s some steps we have to cover first.
The brief
This is an opportunity to share your goals, budget, and timeline. From here, we’ll use our professional experience to guide you with a suitable plan of attack. It’s worth having a think about the following…
The duration
How long do you want to run your campaign for? This will depend on the goals of your campaign, and how they align with what your brand wants to achieve. Think about whether this is for a product launch, or a brand-building effort. Answering these questions for us in advance will help you get the most out of your campaign.
Please be aware that Ubiquitous has a four-week minimum campaign duration as standard. Our team is more than happy to discuss this in regards to the specific needs of your campaign.
Where?
Ubiquitous is often asked if our campaigns can drive to certain areas of London. The beauty of a taxi advertising campaign is the fact that it visits so many different and diverse areas in London. Ubiquitous drivers will spend the majority of their time in busy, affluent central London zones.
Do I have to book a whole fleet of taxis?
Of course not! This will entirely depend on the goals and aims of your campaign. While we’ve had plenty of success in the past with 200+ taxi swarms for brands like Vodafone, we’ve also seen some impactful results for boutique campaigns with two taxis. Taxi Advertising truly is what you make of it.
Who uses Taxi Advertising?
While Taxi Advertising is a niche format in an already specialist industry, plenty of diverse clients have made the most out of Ubiquitous:
· Tourism boards have used black cabs to capture global visitors travelling into Heathrow, City Airport, and King’s Cross.
· Retail and FMCG brands have used black cabs to launch exciting new products.
· Finance and tech brands have engaged with the premium audiences that work and commute from Canary Wharf through to Liverpool Street and the City.
· Events and PR stunts create eye-catching mobile activations for product launches, all thanks to the practicality of taxis.
It’s clear from the examples above that plenty of industries can benefit from the impressive reach and coverage of Taxi Advertising.
Advertising formats
When you book a campaign with Ubiquitous, you can choose from two ways to display your ads:
Full Wraps
A complete vehicle wrap that turns the entire taxi (from the bonnet to the roof, and the boot, including the sides) into a mobile advertisement.
Supersides
These are large advertisements placed on the sides of the taxi (the doors and fenders), targeting pedestrians and traffic.
Tip seats
These are the ads on the inside of your taxi, placed on the tip seats where the passengers sit. These are complimentary for every Ubiquitous campaign.
Production
Now for the exciting part! This is where our team of fitters at our operations centre will apply the vinyl wrapping with your campaign artwork to the taxis. The time that this takes will depend on whether your campaign is using Supersides or Liveries. Supersides can take on average 15 minutes to wrap, while Liveries are much more time consuming. These can take up to 3 hours to apply the vinyl artwork to the whole cab!
Measuring results from your campaign
Ubiquitous works with major industry measurement tools to provide credible data. Here’s what Ubiquitous uses to keep track of your campaign:
· Route: Route is the OOH industry benchmark tool for measuring impacts pre-campaign. It provides an idea of how many people will see your campaign during its lifecycle. Of course, this can be tweaked by how many cabs you’ll use and how long the campaign will run for.
· Attest: Post-campaign reporting is an effective way to understand the impact of your campaign, while providing learnings for next time. Attest is a survey platform that samples a relevant audience to offer a picture of the cut-through of your campaign. It can ask audiences qualifying questions based on which region they were in recently (e.g Manchester or Liverpool), and can even filter the same audience by income, age, gender, or even how many pets they have!
So, what’s next?
There’s still plenty of exciting work that needs to be done behind the scenes. However, that’s why we love Taxi Advertising. As the UK’s leading Taxi Advertiser, we’re always looking out for the latest innovations. We’re dedicated to working with our parent company Firefly to bring exciting new opportunities to life. If you have any questions in the meantime, feel free to send them through to your Ubiquitous representative.
If you’re interested in putting your brand on taxis, fill out the contact form here or contact us on our phone 020 7291 3700. We’re also easy to contact via email, at info@ubiqtaxis.com. Don’t forget to wave us down (but only if the light is on!).