With most outdoor advertising spaces, your asset is stationary. That means you have a very clear demographic of the people viewing the ad. With taxis, the whole game is turned upside down because you don’t know where the taxi will go or who will see the ad. Hopefully the taxi spends most of its time in the desired location, but more likely than not, the cab will be meandering into areas where your ad is going to feel contextually out of place.
How effective is showing the same advertisement at Wall Street, in Midtown, and in Harlem? These locations throughout New York City all have different demographics, yet the advertisers are giving them all the same content. This is an aged approach that can be greatly improved with the right technology.