Why ads move in the fast lane

I would like to congratulate TDI on bringing quality advertising to the “long-derided” bus medium (MW June 5) in terms of both products and advertisers. It has undoubtedly proved that the persona of the outside advertising opportunity upon a vehicle is totally distinct from the market (CD2E) within it: “If you can have an advertiser like Christian Lacroix using buses any snobbery debate must be over.”

The same is true of our media where it is now accepted as appropriate for the exterior of taxis to display the broadest possible range of advertisers, which can be at odds with the largely business and AB passengers (who enjoy their focused messages within the taxi).

The two media have many similarities: a commitment to quality, creative innovation, increasingly national distribution, and assertive selling, generating new revenue into the outdoor medium.

There are, however, some statistics that should be considered when booking transport advertising in central London which shows taxis delivering enhanced penetration of the critical business, retail and entertainment markets. Buses spend just 14 per cent of their time in central London, as compared with taxis, which stay in the centre 97 per cent of the time. In fact, only 31 per cent of buses ever even enter the prestigious central London area, and those that do only service ten per cent of roads covered by taxis. TDI should prepare: while it may be improving regional delivery it is the London taxi which gets to the heart of the matter.

Mike Tocknell

Managing director

Taxi Media

London SW7

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