What does your service do?
BrightMove deliver digital advertising on dual sided LED screens from the roofs of London Black Taxis. Our service is a new and innovative entrant into the out-of-home market. Think of it as a cross between online digital and out of home that moves around London! Messaging can be changed dynamically and in real-time in response to various, automatic activation triggers, including time/date, the location of the taxi, and ambient temperature and light conditions.
This means we can target your brand messages more precisely than other out of home media, reducing wastage and improving ROI.
How does it work?
We take creative assets from our clients/agencies, then reformat them to optimise the display screens. We can also create bespoke advertising specifically formatted for our screens if required.
Once approved, assets are uploaded onto our central management system and deployed to the network of screens. Generally each advert is displayed for 5 seconds every 30second loop, though the length of advert and share of voice can be adjusted if required.
Every digital display unit polls the home system every 2 seconds to check for updates. Assuming any criteria informed by the ‘intelligence triggers’ (such as time of day, geo-location etc. are met), the advert is displayed.
Our dual-sided LED screens are 24cm x 80cms, mounted into a secure and ergonomically designed chassis and display housing and meet all relevant electrical and environmental standards.
How is the BrightMove Media service different from other digital advertising products?
The primary difference is the "mobility" of our digital advertising and the "relevancy" that this brings to an advertiser. Static poster sites have limited reach and are un-targeted, whereas our service takes the message to the people – wherever they are. Further, our taxis go into areas where there other OOH options are very limited – the City of London for example.
Because it's digital and real-time, messaging on our displays can be changed frequently, making it ideal for things such as ‘count-downs’, share prices, sporting events, betting odds and so on.
Where is BrightMove Media’s advertising service available?
BrightMove Media is the first media operator in the UK to launch this innovative service and the only regulator approved product on UK roads today. We operate in the greater London area, loosely bounded by the M25. We use iconic London taxis to host our displays, but are exploring other UK conurbations and some international options as well.
How targeted can my campaign be?
Our media platform offers a number of clever ways in which to target your audience more precisely than you can with other media. Your campaign can use any of our ‘intelligence triggers’ to target your message: Date/time; geographic location; temperature; ambient light. We also have various pre-defined demographic packages as follows:
– West End Shoppers
– Business People
– Early Commuters
– Late Commuters
How can this integrate with the rest of my marketing mix?
Our service is primarily a brand amplification tool, and like most OOH media it works best as part of a broader, integrated campaign. Outdoor adds additional reach and frequency to campaigns, and catches people when they are en route to the shops, cinemas/theatres, leisure /sports venues, restaurants and pubs.
What type of media can I present on your displays?
Although a digital LED display is capable of supporting a wide range of promotional approaches, for safety reasons we are not able to show moving video. We are able to use a technique called ‘storyboarding’ to get across more complex messaging.
You can use a variety of digital media formats, including JPEG, GIF, BMP or PNG images. For a full copy of our creative guidelines, please click here
What type of display system do you use?
We use dual sided, custom-built LED display screen (24cms x 80cms), optimizing the latest in pixilation and screen resolution for its size. LED technology is a light emitting display technology and therefore optimizes the vibrancy and impact of the displayed message. It is ideally suited to outside broadcast and is the preferred technology adopted by the majority of Out Of Home advertisers. The use of LED screens also enables advertising messages to be readable across long distances, with an optimal viewing distance of 5-8 metres from the screen and a maximum viewing distance of over 35 metres. The alternative screen technology is LCD, which is a light blocking technology and whilst offering greater resolution is better suited to narrowcast advertising such as smartphones, TV and indoor screens, where the recipient is in very close proximity. It is also not a screen technology suitable or durable enough for all ambient light conditions. LED display is the superior technology.
How will I know that my ads are appearing?
Our service is built on our proprietary in-house management platform which date, time and location stamps every advert displayed. These can be collated into reports, which can be sent to you on demand or at pre-agreed intervals and at a detailed or summary level.
At the end of each period we report to you on how many times your ad was streamed, on which vehicles, when and where. This can be used as an ROI tool as well as a management planning and campaign tool. BrightMove Media is accountable and transparent, and gives you a depth of reporting that other OOH media only dream of.
How secure is your service?
Security has been built in to the structure of our systems from the outset, based on a proprietary system with the most secure data and systems protocols available on the market today. Our core system is also hosted within a secure datacenter with a 100% uptime service level agreement. Our security protocols apply across the complete system/platform from our primary servers down to each specific vehicle.
Did you know?
Glossary of Terms
The below glossary documents frequently used terms as interpreted by BrightMove Media.
- Cost per 1000 (CPM)
- Creative Visualisation
- Geo-Aware Messaging
- Geo-Demographic Mapping
- OTS - Opportunity to See
- Posting cycle or period
- Real Time Bidding [RTB]
- Share of Voice (SoV)
An advertising panel can have different 'aspects' such as Angled, Parallel and Head On. However, a single panel may have multiple aspects depending on the road it is seen from: one panel may be parallel to road 'A' and at the same time angled to road 'B'. BrightMove Media’s panels can be seen from a 140 degree angle.
Increasingly used within the media industry. Advertisers create value with barter companies by trading excess stock/services and create media value. This value is used to negotiate by barter companies with media owners.
Cost per 1000 (CPM)
Used to compare the relative cost for that format against other formats and media. Can be used to compare relative effectiveness against a specific audience.
The percentage of people within a target audience that will see an outdoor campaign at least once. Maximum cover in outdoor normally reaches 80%.
Used to mock up creative concepts in situ on a OOH format to provide a guide of relative visibility of creative , copy and branding.
A television term that has now entered the OOH language with the development of digital formats. BrightMove can sell set periods of the day to optimise audience delivery, increase ROI and reduce wastage.
The number of times someone sees/ hears an ad during a campaign.
Dynamically changing the creative message when a taxi moves into or out of a pre-defined area. EG, for a campaign we did for Zoopla, the number of properties for sale or rent changed depending on which post-code the taxi was in.
Most Specialists and media owners will have a mapping system that allows precise targeting of environments, outlets and audiences. BrighMove has two geo-demographic packages pre-defined – West End Shoppers & Business People.
Only showing your message in specific geographic areas of London – EG: The West End.
The number of people on average who will see one ad show on our display units.
BrighMove Media uses a 30 second loop on which to show up to six, 5 second advert.
OTS - Opportunity to See
The total number of opportunities that people passing a panel in an average week have to see that panel. Note: any individual may have several opportunities to see a given panel in a week.
Not to be confused with SAB. This is totally unplanned and happens when the Media Owner has unsold inventory and extends existing campaigns at no extra cost.
Posting cycle or period
A hangover from the days of posters that had to be pasted to a billboard. Whilst campaigns officially start on a set date the posting logistics mean that static poster campaigns will post over a period of up to 5 days around the in charge date. This is longer for transport formats such as buses and taxis but with BrightMove the Posting date is the minute the client demands the camapign begins.
Real Time Bidding [RTB]
Potentially the future for Digital OOH . Agencies will use a Demand Side Platform to bid for inventory that is available and delivers the relevant audience.
SAB [Space available bonus] are often added to campaigns to reflect a significant commitment by an advertiser and promise additional, free ad-shows if there is space available.
One 5 second advert shown in a 30 second loop.
Share of Voice (SoV)
Reflects how many adverts for the same client that are shown in a single 30 second loop.
A database that looks at the propensity of media to deliver a specific audience type eg what proportion of Telegraph readers travel use the underground . Used to compare format types.
Taxis have been around in London since 1621, when the first documented ‘Hackney Coach’ appeared. The name Hackney is commonly thought to derive from the (then) small collection of hamlets to the east of LondonRead More
- Winter furniture & bed sales on @Harrods until 15th of January, make sure to check it out! #DOOH https://t.co/UeF9LtzeB7
- RT @jonsnowC4: Ahead of World Refugee Day tomorrow 20th June: This film, an agonising insight to their plight: https://t.co/vZbtdpUN7O
- RT @wobblyclark: The Daily Wobble is out: https://t.co/vMDe7lOxec Stories via @iburrell @BrightmoveMedia #euro2016 #meltdownfest