TaxiTop takes data driven approach for cab branding
By Pray Jani - October 30, 2019
A Kolkata based start-up enters in the transit business offering DOOH with economical costing
Another start-up, TaxiTop Media accumulates digital media for cab branding opportunity in Kolkata, leveraging the growing transit segment of the OOH advertising. The start-up has tied up with Uber to install smart digital screens on the top of their cabs but with an added feature i.e. suitable data driven targeting approach. As of now, the company has 40 cabs in their network of digital and car wrap media running in Kolkata with an inbuilt software that records information such as the time and place where the ads are displayed. The software also identifies the location the ad displayed for instance residential zone, corporate zone or commercial zone.
Commenting about their distinguished approach, Harsh Vardhan Mahipal, the founder of the company says “OOH is going to be data driven and this is the right direction to move forward. At the same place, during a different time, the demographics would be different.” With the right kind of data and technology, DOOH can tap into the right audience at the right time, and this is exactly what TaxiTop Media is striving to achieve. For this reason, the company is developing technology to target more data points which give a more accurate understanding of the demographics”.
They also offer tracking and monitoring of the cabs remotely and even control ads to be displayed when cabs are traveling through a particular area. “A digital platform is flexible when it comes to offering packages as per the client’s requirements. DOOH is able to target the audience in a more organized manner that no traditional media can offer” shares Harsh Vardhan.
The company started with Uber, a cab hailing company which Harsh believes has helped them in gaining trust in the market. As of now, the company is running campaigns for some local brands based in Kolkata. However, inquiries from brands like Reliance Digital, Pantaloons, Westside and a few others, has shown some promising signs for the digital media.
By the month of January, the company is hoping to enter Mumbai and is aiming to have a network of 500 screens and wraps across Kolkata and Mumbai by March 2020.