Taxis are a format that shine!
OOH is a powerful channel with a storied reputation for delivering impact. However, the format doesn’t rest on its laurels. It’s always hard at work creating memorable moments that put campaigns in the spotlight. Outsmart’s ‘Superpowers of OOH’ series provides another interesting opportunity to dig deeper into the proven effects of OOH. This time, they’re using JCDecaux’s ‘2+2=5’ study as a springboard. Outsmart highlighted a key finding from the JCDecaux research: Out-of-Home drives 52% more attention to your mobile phone ads. As advertisers are investing more into their social and digital strategy, the research suggests that an equal investment in OOH formats can prompt action in curious audiences.
The Ubiquitous team would argue that it’s in the very nature of the format to appeal to a wide-ranging audience. From the social media obsessed to the more traditional media users among us, Taxi Advertising relies on its credibility and influence to make campaign messaging cut through the noise. Internal research completed for Ubiquitous found that 98% of people agreed that the black cab is an iconic part of the London landscape. The affection that many have for the black cab creates effortless engagement for the brands that choose to advertise with Taxis.
The Ubiquitous team has seen plenty of success for brands who have used OOH formats like Taxis to complement their digital strategy. A recent campaign for trading and brokerage platform eToro comes to mind. They used Lionesses legend Jill Scott for a series of mobile ads and paid advertorials to promote their ‘Loud Investing’ campaign, alongside a strategic broadcast campaign in central London using Taxis. Our Ubiquitous black cab in an eToro livery was used for free rides around London during last year’s tube strikes, with an added bonus for commute-weary passengers – the ride was free if they showed proof that they signed up to the eToro app.
The eToro activity highlights that a comprehensive advertising strategy that utilises a variety of channels is a tactical way to guarantee that audiences will see your mobile ads and act. We can learn from the eToro activity that Taxi Advertising is an integral part of any multi-format campaign. Here’s why:
Eye-catching exposure and frequency: Formats like Taxi Advertising have maintained their relevance thanks to an eye-catching combination of exposure and frequency. Because they maintain a noticeable presence in central locations, your brand is being seen at the moments that matter.
Taxis are a tangible format: The eToro activity showed that the tangible nature of the Taxi makes it an attractive option for audiences craving something different.
Taxis complement social strategy: The Taxi Advertising activity for eToro used the same creative across social, digital, and OOH. Plus, the footage of Jill Scott in our Taxi was easy to share online too!
A special thank you again to Outsmart for their ‘Superpowers of OOH’ initiative. It’s given the Ubiquitous team a brilliant opportunity to dissect some of the reasons we love Taxi Advertising. When talking about the ability of OOH formats like Taxis to make brands shine, it’s clear from the JCDecaux research that its ability to bring attention to mobile ads makes it an easy choice when building the foundations of a campaign.
Interested in learning more? Contact the team today here.
Sources: Internal research for Ubiquitous