Crimtan has signed a partnership deal with digital taxi advertising company BrightMove, which will allow advertisers to target audiences online and from taxi rooftops based on their location.
By assigning audience profiles to each London postcode, the hyperlocal agreement will make it possible to change the ads displayed on the top of a taxi as it moves between different audience groups.
The news follows a similar deal made with Primesight earlier this year, which allows Primesight clients to “amplify” out-of-home campaigns with location-based digital display ads by targeting web and app users in the same locations.
Both deals form part of Crimtan’s ‘connected audience’ strategy, which looks to better connect online and offline media.
“This partnership shows Crimtan’s commitment to drive advertising efficiency through improved audience targeting both on- and offline,” said company CEO Neil Alldritt. “Crimtan believes the focus should be on the audience not the media and, by using our proprietary technology, advertisers can reduce waste and amplify online activity more efficiently by targeting audiences offline.”
Jamie Lindsay, CEO at BrightMove, added: “In a digital world, advertisers should be looking at ways of making both their online and their out-of-home activity more efficient. By giving Crimtan the ability to sell our inventory as part of its location-based online campaigns, advertisers will be able to target defined audiences with connected media campaigns.”
This story first appeared on Mediatel