Testing taxis

Discusses advertising on taxi cabs: who uses it and why, the audience (75% ABC1 in London), the nature of the medium.

Testing taxis

Cabs are one of the reputedly effective, novel advertising media that we see each day but up until now no evidence of audience registration has been produced. Dave Phillips, Research International, reports on a promising opportunity

Dave Phillips

As advertisers seek increasingly novel media to reach their target audiences and break through the clutter, new and 'fringe' media have come under the spotlight. One thinks immediately of the lids on takeaway meals, the reverse side of transport tickets, banner ads on the Net and so on, but more mainstream opportunities for message display have still not perhaps been...

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