Taxis ride into future with GPS-linked digital ads

25 Jun 2009

Start-up firm Mantise Media has launched a campaign that equips Hong Kong taxi fleets with GPS-linked digital ads on their roofs.

The system that will operate on the GPS and 3G mobile networks offers location, time and even temperature-specific advertising packages.

Fast-food chain Fairwood and Sa Sa Cosmetics are the first clients to sign up.

Mantise Media\'s system is the first outdoor mobile digital advertising platform in Hong Kong as other companies sell indoor digital media in buses and at fixed locations such as lift lobbies.

The system will broadcast digital advertising messages as well as real-time traffic and weather information through the 3.5G mobile network.

With an initial 30 units, the firm plans to bring the number of taxis with roof-installed LCDs to 200 by yearend and 500 next year.

Mantise vice-president Douglas Khoo said that with the system, advertisers can ensure their advertisements are broadcast at specific locations and times.

"There will be 160 spots per taxi per day and they can request their advertisements to be aired in specific locations such as Causeway Bay and Central," Khoo explained.

He added that the delivery platform is flexible and can be tailored to meet advertisers\' requests.

For example, a company selling cold drinks or ice-cream could request their messages be displayed when the temperature reaches 32 degrees Celsius.

Mantise CEO Barry Ma said the company will also work with advertisers to provide more interactive features like coupons that can be downloaded from people\'s mobiles to raise passenger and public awareness of their advertisements.

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