NY10: Taxi Entertainment Network – A Unique, “Captive” Medium

The NY10: Taxi Entertainment Network is a unique out-of-home network that involves the use of video screens in…you guessed it…New York taxis. Edison worked with Clear Channel and NBC Universal last year to test the NY10 payment system, and to investigate passenger advertising recall in NYC taxi cabs. To learn more about NY10, we connected with Vice President and General Manager, Tom Haymond.
According to Haymond, the primary goals of NY10 are “to provide relevant news, entertainment, information and advertising in a captive environment.” 5,400 New York City taxis have screens installed in the backseat playing the NY10 network. Along with the time and updated news, weather and sports headlines, passengers have access to GPS tracking of their taxi trip. News and entertainment content are accompanied by full-motion or animated advertisements. Passengers also have the ability to pay for their taxi ride, including a tip calculator, with a credit or debit card.
In the summer of 2008, Edison conducted a unique study in which pedestrians were approached randomly and asked to take a brief ride in a taxi containing the NY10 video screen. After a simulated taxi fare, they were asked questions about their experience.
According to Haymond, “The high ad recall and the fact that people watch and use the video screens helps assure advertisers they are reaching consumers with this unique, captive medium. The complete measurability of the medium and ability to target by geographic locations further provides assurance that ad dollars are delivering the right message to the right people.”
When Haymond came on as Vice President and General Manager of NY10, he wanted “to develop a powerful passenger program in taxis, one that makes people want to watch and interact, built on an advertising platform to yield powerful, measurable results for advertisers.” Developing a successful taxi network has not come without its issues, however. Dealing with city regulations and bridging the gap between the Out of Home, Broadcast and Digital departments at ad agencies have been challenges. NY10 has been able to overcome those obstacles and has many clients that continue to advertise after their initial campaign, including Hilton, Panasonic and Panama Tourism.
Ideally, the future for Clear Channel and the NY10 network includes expansion to other high-volume taxi markets. We at Edison our proud of our association with this unique out-of-home media channel, and of the innovative research methodology we designed to capture consumer opinions about the service. Want to learn more? Visit our Consumer Exit Polling page, here.

Edison Place-Based Media Survey Quoted in AdAge

Microtargeting Business Travelers Through Out of Home,” in the December 14, 2009 issue of AdAge, cites a recent Edison Research out-of-home media survey on behalf of SeeSaw Networks and Delta Airlines.

Delta Air Lines and Digitas Take Placed-Based Digital Media to New Heights

Edison Research Verifies Solid Results of New York City-based Advertising Campaign Using SeeSaw Networks’ National Network of Placed-Based Digital Screens
SAN FRANCISCO, December 8, 2009 – Delta Air Lines (NYSE: DAL), the world’s No. 1 airline, and Digitas, a leading global digital agency, today announced the results of a place-based digital advertising campaign aimed at raising awareness among business travelers in the New York area for Delta as a preferred international carrier. Edison Research, an independent research firm, conducted market research to gauge the effectiveness of the campaign, which also included traditional media. Using SeeSaw Networks’ national network of placed-based digital advertising screens, the campaign ran in locations that Delta’s target audience of business travelers visits throughout a busy week, such as ferry terminals, health clubs, gas stations and cafes. The results indicate that the campaign increased awareness and drove stronger consideration for Delta’s international travel routes among the target audience.
Delta Air Lines and Digitas, which planned and ran the campaign between late February and mid June 2009, chose placed-based digital media as a component of their advertising strategy. SeeSaw’s comprehensive network provides the scale and context national advertisers need to intercept the “life patterns” of their target audience and deliver contextually relevant messages in multiple places throughout a busy week. In addition, SeeSaw’s precision targeting also enables highly targeted regional campaigns such as Delta’s four-month campaign in New York City.
“SeeSaw Networks allowed us to extend the reach of our place-based out-of-home program into key areas that provided us with the ability to target messages to specific places at certain day parts, and surround our target with relevant messaging at every point in their day,” said Pat Connolly, Vice President/Group Director, Digitas. “Momentum for place-based digital video advertising has been building for quite some time, and as this Delta campaign on SeeSaw’s network demonstrates, this new medium continues to grow, providing advertisers the impact of out of home, with the flexibility of digital.”
Edison Research surveyed consumers prior to the launch of the place-based advertising campaign and again during the campaign to measure how effectively the messages reached Delta’s target audience and whether awareness was increased. The results indicate that Delta accomplished its goals. Place-based digital advertising successfully reached the target audience and increased awareness of Delta as a preferred international carrier. Specifically:

  • * Awareness of Delta as an international carrier increased by more than 28%.
  • * Among business travelers, the perception that Delta “flies to the international destinations you want to go to” increased 26%.
  • * The percentage of people “very likely” to recommend Delta to friends, family or colleagues increased by 61 percent.
  • * 32% of those who noticed the screens (index of 695 against U.S. national average) fit Delta’s income demo.
  • * Those who noticed the screens were frequent travelers who had an average of 5.2 business trips a year.
  • * Overall awareness of Delta increased by 15%.

 
“The Delta campaign on SeeSaw’s national network demonstrates the power of place and how place-based digital advertising delivers business results by intercepting a specific audience across multiple touch points during their daily routines,” said Suzanne La Forgia, President of the Out-of-Home Video Advertising Bureau (OVAB).
During the campaign, multiple versions of creative rotated over five digital networks including on RMG Networks screens at cafes, on large plasmas on the WHEN network of health clubs, on cardio machines on the NetPulse network in health clubs, in ferry terminals through the Affinity Network, and on PumpTop TV at gas stations. Digitas created four separate sets of creative, promoting Delta’s service to Asia, Africa, Europe and the Americas. These rotated on a weekly basis over the course of the campaign. Additionally, SeeSaw provided timely integrated proof of performance reports across multiple networks, enabling Delta Air Lines and Digitas to get regular feedback on the campaign’s performance.
“Like so many advertisers and agencies, Delta Air Lines and Digitas found that SeeSaw Networks combines scale, flexibility and sophisticated tools to make it easy to plan, manage and measure national place-based digital video advertising campaigns. This media offers a very cost effective way for advertisers to reach their target audience and is a perfect complement to a digital media campaign,” said Peter Bowen, CEO at SeeSaw Networks.
About Delta
Delta Air Lines is the world’s No. 1 airline. From its hubs in Atlanta, Cincinnati, Detroit, Memphis, Minneapolis-St. Paul, New York-JFK, Salt Lake City, Paris-Charles de Gaulle, Amsterdam and Tokyo-Narita, Delta, its Northwest subsidiary and Delta Connection carriers offer service to 355 destinations in 64 countries and serve more than 170 million passengers each year. Delta’s marketing alliances allow customers to earn and redeem either SkyMiles or WorldPerks on more than 16,000 daily flights offered by SkyTeam and other partners. Delta’s more than 70,000 employees worldwide are reshaping the aviation industry as the only U.S. airline to offer a full global network. Customers can check in for flights, print boarding passes, check bags and flight status at delta.com.
About Digitas
Digitas is a leading digital marketing agency, helping the world’s biggest brands develop, engage and profit from building profitable relationships with their customers. The Agency pairs media, marketing, technology, creativity, imagination and analytics to ignite emotional bonds between people and brands. Digitas also operates the brand content platform, The Third Act, the independent healthcare marketing brand, Digitas Health, as well as Prodigious Worldwide, the world’s only standalone, global digital productions company. With sister agencies Starcom MediaVest, ZenithOptimedia and Denuo, Digitas is a member of Publicis Groupe’s VivaKi–a global digital knowledge and resource center that leverages the combined scale of the autonomous operations of its members to develop new services, new tools, and new partnerships.
Paris-based Publicis Groupe S.A. is the world’s fourth largest communications group, the world’s second largest media counsel and buying group, and a global leader in digital and healthcare communications. With around the world activities spanning more than 104 countries on five continents, the Groupe employs as many as 44,000 professionals.
About Edison Research
Edison Research conducts market research and exit polling, providing strategic information for businesses and media organizations worldwide with an expertise in both quantitative and qualitative research. Edison has been the sole provider of exit poll information to the six major news organizations – ABC, CBS, CNN, FOX, NBC and the Associated Press – since 2003. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. Edison’s network of more than 10,000 experienced interviewers allows for research to be conducted in almost any location.
About SeeSaw Networks
SeeSaw Networks provides unparalleled media planning and buying technology for place-based digital video advertising. Through its national network, SeeSaw delivers advertising in places where people go in their daily lives – places like gas stations, coffee shops, grocery stores and health clubs. SeeSaw reaches more people in more places than any other digital video network. Combining over 70 digital signage networks across 30 different types of locations, SeeSaw is the most extensive national digital video network currently in 21,000 venues nationally and growing. SeeSaw delivers over 50 million weekly gross impressions – more than primetime TV spots at a fraction of the cost. SeeSaw’s campaign planning and optimization platform, SeeSawAds.com, enables agencies to easily plan, buy and measure place-based digital video advertising. Using SeeSawAds.com, agencies and networks can customize campaigns across different venues, markets and demographics with unprecedented precision. With SeeSaw, advertisers can intercept people in their daily life patterns where they work, play and socialize.

Catch Up While Filling Up

Putting gas in the car is one of those things that’s kind of a pain, but you have to do it. Thanks to another out of home media option, however, going to the pump now may actually not be wasted time after all. NBC Everywhere, the OOH division of NBC Universal, has partnered with Gas Station TV to bring NBC content to gas stations across the land.
Gas Station TV had been at the pump prior to this partnership, offering sports from ESPN and local weather from Accuweather in all the major markets including New York, Los Angeles and Chicago. But as of August 31, 2009, NBC Universal content was added to the network. Drivers and passengers alike can now see NBC clips on entertainment and news.
So while consumers are waiting for the tank to fill, which takes a reported 4 to 5 minutes, they can watch TV and catch up on the latest news, weather and sports. When I pump gas, I typically find myself either people watching or just watching the gas ticker as it clicks along totaling up how much I’ll have to owe on this trip. Wouldn’t watching TV be so much better? Heck yeah, and then maybe I wouldn’t be so conscious of how low I’d let the tank get before refueling!
As much as I love this idea as a consumer, I love it all the same from an advertising perspective. For those 4 1/2 minutes you have a captive audience with nothing to do but wait…and watch. As a bonus, the consumer is already in the car and on the go– a prime opportunity for fast food and quick service restaurants that have drive-thrus, like McDonalds and Starbucks.
Since Gas Station TV can program each station individually, advertisers can target their demographic audience at specified times throughout the day. Many people stop to fill up on the way to or from work, which gives a big boost to advertisers trying to reach consumers on their way home who may be stopping at the grocery store or looking for something to pick up for dinner.
The potential for all kinds of advertising on Gas Station TV is tremendous. This is yet another creative way to reach key audiences in transition, and a sign that out of home marketing and advertising is the inevitable future with new media as the enabler. And though I live in New Jersey (where all gas stations are full service by law), I’d love to see Gas Station TV at one of my stations. It would save me from wondering why in the world guys feel the need to get out of the car, even when the attendant is pumping the gas…

A Carousel of Ads

39CA5525-F0AB-4E12-A593-5AE57F816B53.jpgMediaweek reports that Clear Channel and DoubleTake Marketing are bringing advertising to baggage carousels. Ads range from 20-foot segments to gigantic wraparound graphics that cover the entire belt. It will be interesting to see what brands go for this–travelers are certainly a potentially attractive advertising target, but nothing is more infuriating than waiting for your luggage to arrive, especially after a long international flight carrying thousands of bags! The image at right shows an example of brand advertising, but there are loads of possibilities to use a little humor and maybe even a contextually relevant call to action for travelers stuck waiting for their luggage. I’d love to see some efficacy measures for carousel marketing (consumer exit polls, perhaps?) because the physical movement of the belt opens up loads of creative ideas for narrative and engagement. Hope to see one next time I fly!