500 screens will be deployed on taxi tops across London beginning in January 2015.
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. 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. "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. "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. Dynamically reaching viewers in locations such as financial hubs, shopping centers and London's theatre district, MDM empowers brands to inform, entertain and engage with the right audience, alone or integrated with other media channels. "The United Kingdom is notable in that the segment of BroadSign's network in the region greatly contributes to setting the stage for trends in the global digital signage market," said Skip Beloff, Vice President of Sales at BroadSign. "The addition of Metropolis Digital Media strengthens this reality and BroadSign is pleased to act as a key element in its value-added turnkey proposition." The moving digital taxi top offering is viewed as a new, powerful medium that assists creative agencies and clients wanting exposure to attractive central London consumers. As MDM rolls out its network, the company will work closely with out-of-home agencies like Posterscope, Kinetic, Talon, Open Outdoor and Rapport, as well as directly with key clients.
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