Taxi Media and @HuqIndustries Partner For Moving #OOH Audience Measurement
Adrian J Cotterill, Editor-in-Chief
Leading out-of-home taxi advertising network Taxi Media has partnered with geo-behavioural consumer data specialist Huq Industries to offer a new means to track taxis and measure audiences in an taxi-advertising-exclusive deal that present clients with greater insight and accountability in taxi advertising than ever before.
Taxi Media’s ‘Array’ platform invests heavily in advancing the amount of data and detail available to advertising clients. It combines audience measurement, taxi tracking, online search and social opportunities. Array’s real-world audience measurement component is provided by geo-behavioural research specialist Huq Industries, drawing on their first-party panel of millions of consumers across the UK.
Conrad Poulson, CEO and Co-founder of Huq Industries told us “We are pleased to partner with Taxi Media on this powerful proposition. Using fine-grained movement data from Taxi Media’s GPS-enabled cabs we’re able to join our geo-behavioural data and provide qualitative insights relating to the audiences they reach. This allows Taxi Media to analyse their reach in new ways, and find what makes their audiences special.”
David Sore, Director of Marketing and Insight at Taxi Media explains the improvements in Taxi Media’s vehicle tracking, developed in house, by saying “We now track any and all of our taxis, minute by minute, anywhere they travel. This data rationalises our planning at the front end of a campaign and helps us provide accountability post campaign.”
From this point forward, campaigns bought on Taxi Media’s out-of-home network will have the opportunity to take advantage of this new audience insight and accountability product. Campaigns will also benefit from Array’s existing social and search features, offering the ability for the first time to demonstrate that this advertising drives search.
Huq is an on-demand consumer research platform that equips analysts and marketers with powerful market insights into real-world trends, based on its network of millions of mobile panellists worldwide. Huq provides access to offline trends as they emerge via its suite of online tools built specifically for customers in outdoor media, retail, property and financial services. Taken together, Huq’s platform empowers its customers to make faster and more effective business decisions in a broad range of consumer-focused domains.
For more information on Huq Industries, please contact:
Alexander Fairfax – e: alexander@huq.io
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