[24 July] Taxis are part of the fabric of cities around the globe, vital transport for many. The industry took a major hit during the peak of lockdown, but as people movement returns to normal levels, and social distancing on public transport remains a necessity, we would expect the number of journeys by taxi to increase in coming months. Additionally, the reopening of bars and nightlife will always boost the taxi trade.
Passenger numbers in taxis have been reduced and drivers undertake additional sanitization procedures to ensure the safety of those on board. Additionally, many taxis have now been fitted with Perspex partitions between the driver and passengers, who are now limited to the rear seats only. This adaptation has been undertaken in the Value Cabs fleet by a new media owner in the market, Alfi, which has also seen the installation of tablet style screens, delivering highly targeted Digital OOH campaigns.
Face recognition to deliver targeted campaigns
Alfi combines the strongest elements of above, and below the line advertising – the broad reach and impact of above the line and the highly targeted and granular nature of BTL. The key element of the Alfi platform is an ability to detect and interpret faces, delivering bespoke campaigns on a screen that is capable of two-way engagement. Location data, age, gender and ethnicity are just a few of the demographic targeting methods available to planners who wish to deliver targeted advertising.
This advance in the DOOH sector will have 400+ screens in taxis across Belfast by the end of July, allowing brands to get closer to their audience than ever before. Additionally, units will be installed at Belfast International Airport, Victoria Square and the Culloden Hotel, amongst other locations, bringing the brand and technology to a wider audience and building familiarity.