Digital revolution finds its way into Zurich cabs

DIGITAL SIGNAGE In over 200 cabs in the greater Zurich area, the new and interactive advertising medium "TaxiScreen" offers passengers entertaining advertising, news and, last but not least, free Wi-Fi.As a new and interactive advertising medium, which can now be found in over 200 cabs in the greater Zurich area in the form of a specially developed multi-touch screen, TaxiScreen gives advertisers access to a form of advertising that was previously largely unknown in Switzerland. Thanks to TaxiScreen, passengers can also enjoy free Internet access. GPS positioning enables locally relevant advertising contentBehind TaxiScreen is Getaboo GmbH, a young IT company based in Effretikon. In a long-term development and optimization process, Getaboo has meticulously coordinated the hardware and software components and merged them into a complete system. This allows the interactive content to be updated in real time and controlled via GPS based on location. This means that advertising content from stores in the cab's immediate vicinity can be displayed. The screen displays not only advertising but also news and useful information on the weather, traffic and places of interest in the immediate vicinity. "There is no comparable integral system in the world," says Remo Girard, Marketing & Sales Manager at Getaboo GmbH. "The advertising content from local businesses is naturally more relevant for passengers. In addition, by combining advertising content alternating with news, we achieve greater passenger attention for the content," Girard continues, adding that the majority of passengers are business people with high purchasing power from the Zurich area and are therefore a particularly interesting target group for advertisers.Success of advertising campaigns is measured in real timeAll interactions (touching the touchscreen) and the number of times the commercials are broadcast are measured continuously. In the near future, advertising customers will also be able to track interactions live via a special tool and print out up-to-date evaluations if required. With over 200 cabs in the city of Zurich, Getaboo GmbH already operates the only digital out-of-home (DOOH) advertising network of its kind in Switzerland. By the end of this year, the service will be extended to other Swiss cities, enabling advertising customers to extend the reach of their campaigns nationwide if they wish.