'Massive coverage and great impact'

‘Massive coverage and great impact’

The availability and legality of taxi-advertising varies wildly in Europe. From a complete ban to a completely wrapped taxi.

Some cities’ regulators ban taxis as an advertising medium, just like some taxi radio circuits do. In both cases the reasoning is that advertising detracts from the image of the taxi. Others welcome the extra income for and visibility of the local taxi fleet. We show two specialists at work.

In most areas where taxi-advertising is not only legal and allowed, some taxi-ads can be downright brilliant. “Taxi-advertising is a great medium”, says Daemon Brown, Sales & Marketing Manager of Verifone Media UK. “The coverage is massive and the impact is great – especially if you’re talking about ‘taxi liveries’, the cabs completely wrapped in advertising. The frequency with which such a ‘liveried’ brand is noticed, is enormous. You cover every street, you’re in every shopping area. The brand really gets attention.”

Europe next? Or not?

In 2011 Verifone Media UK, which has American roots and also works in the main cities in the US with its various taxi-advertising formats, bought London’s Taxi Media which was well known for its long …