The City of Buenos Aires It was the scene of the launch of a new proposal for the advertising market. In it Innovation Parkin the Buenos Aires neighborhood of Núñez, the company doohdrive officially presented its network of digital screens installed in taxis, an initiative that seeks to incorporate technology into the outdoor advertising ecosystem. The project is part of the growth of the Digital Out Of Home.
The event brought together a significant number of guests from the sector and included the exhibition of the vehicles that will begin to circulate with this format, as well as a networking space for advertisers, agencies and actors in the advertising ecosystem.
Digital advertising in taxis: how the new DOOH model works
Within the framework of an agreement between Profile and doohdrivethe director of the company, Sergio Ballarinispoke in an interview about the origin of the project, the challenges for its implementation and growth expectations.
“The reference we have for this type of mobile advertising is New York. The main cities already use this type of advertising device and that was where we were inspired to think about the project in Buenos Aires”he explained. Ballarini also pointed out that his career of more than three decades in the outdoor and digital advertising industry led him to analyze the possibility of transferring that format to the local market. In that sense, he commented that the growth of technology on public roads and in transportation opened an opportunity to develop a proposal of this type in the Argentine capital.
In this first stage, the network will have 100 screens installed in taxis that will circulate around the cityintegrating a mobile advertising system that combines urban visibility with digital segmentation tools.
One of the central challenges of the project was the development of a regulatory framework that would allow this type of advertising to be implemented in public spaces. Ballarini maintained that the format was not previously contemplated in local regulation, so the company presented a private initiative and worked together with the City Government to advance its regulation. “The biggest challenge was the regulations. This type of advertising was not contemplated in the city and we had to work a lot to be able to develop it”he pointed out.
Geographic segmentation and campaign certification
The system allows advertisers to contract campaigns through different formats. The first is the scheme traditional rotarywhere several brands share an advertising loop on the network screens. In this model, each screen can include up to twelve advertisers and guarantees a certain volume of daily broadcasts.
Added to this modality are proposals with greater visual impact. One of them is the Taxi Takeoverwhich allows a brand to occupy the entire fleet for a certain period to promote a product or launch. There is also the option of Taxi Caravana more limited activation that allows you to hire between five and ten vehicles to make strategic tours of the city defined by the advertiser.
Another peculiarity of the system is the sale by geolocated spots. Through this format, brands can schedule campaigns in specific areas of the city and pay only for the emissions that occur within that perimeter when the taxi circulates through that area. In this way, a campaign can be activated, for example, only in neighborhoods like Palermo or in sectors where the target audience is concentrated.
The project also incorporates tools to verify the effectiveness of the campaigns. At this point, the company established a technological alliance with Scopesi, led by Mariano Tejero, which developed a monitoring system capable of certifying the 100% of advertising emissions.
“For us, certification was key. If an advertiser invests in a spot in a certain area, they need to know that it was really broadcast there”Ballarini explained.
The system combines cameras installed in vehicles, GPS geolocation and data analysis tools that allow recording when, where and how many times each advertisement was broadcast. In this way, the model seeks to solve one of the historical challenges of outdoor advertising: the traceability and precise measurement of campaigns.
A new income for taxi drivers and expansion plans
Beyond its impact on the advertising sector, the project also seeks to generate economic benefits for drivers. According to Ballarini, taxi drivers will receive income from renting the advertising space installed on the roof of the vehicle.
The manager highlighted that the reception of the project within the sector was positive from the beginning. According to his explanation, the system does not interfere with the driver’s daily activity and, in addition to paying for the space, opens the possibility of generating additional income through promotional actions.
In that sense, the platform also allows you to organize brand activationssuch as caravans of taxis identified with the same campaign during certain periods of time. This format, used in other markets, seeks to generate high visual impact and presence on public roads.
Ballarini maintained that expectations for this first stage are high and that the objective is to consolidate the model in the Argentine capital before advancing to other cities. “Today we have 100 screens installed in the city of Buenos Aires and we want to continue growing”he stated. And he added: “The idea is to expand the project nationally in the main cities and we are even already receiving proposals from other countries”.
With his landing in Buenos Aires, doohdrive introduces a new format into the digital outdoor advertising market. The combination of urban mobility, geographic segmentation and technological certification positions the project as an innovative proposal within the DOOH universe, with expansion potential both in Argentina and in other markets in the region.
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