LONDON: The UK capital's buses, which have mushroomed in number since the introduction of the vehicle congestion charge, will soon be able to display advertising appropriate to their exact location in the city's streets.
GPS technology pioneered by directory service Yell.com will enable buses to automatically change their ad displays as they travel their routes, for example advertising a store in the West End and later a restaurant in Chelsea.
Yell.com, part of the Yell Group, is also to pioneer the use of digital six-sheets at bus shelters which include interactive screens highlighting local stores, restaurants and bars with location maps.
Hypes James Davies, director at digital outdoor agency Hyperspace which has worked on the project: "Digital is the fastest-growing sector within out-of-home advertising due to its ability to add new levels of flexibility both from a media-planning and a creative perspective."
Data sourced from AdAge.com; additional content by WARC staff