Local entrepreneur launches in-taxi advertising in Newcastle


Richard Baker, a young entrepreneur from Newcastle and director of Adhesive Media, has just launched a sophisticated in-taxi advertising platform in the city.

Labelled The City Portal, the service combines innovative in-taxi screen advertising with a free to use smartphone app and website.

The service, developed by Richard and fellow directors Sal Sinawi, Jonathan Lawrence and John Roberts, utilizes state of the art multimedia advertising display screens in taxis, which enable local businesses to promote their brands and messages to captive audiences as they travel in and around the city.

The app provides users with local discounts and includes an option to automatically call of The City Portal’s registered taxi firms. Running alongside the app, the website offers a more comprehensive service with downloadable discount vouchers, free online codes, a venue finder function, events calendar and booking options.

The in-taxi adverts will be displayed on 8-inch screens mounted into specially designed headrests. Utilising 3g technology the screens are set to scheduled playlists so advertisers can target specific audiences such as early morning shoppers, the lunchtime trade and those heading out to bars and restaurants in the evening.

Inspired by the screens inside the New York’s famous cabs, The City Portal is expected to reach at least 110,000 people per month by combining in-taxi advertising with both the website and app.

With smartphone integration becoming more common-place within the taxi industry it seems in-taxi advertising, the likes of which The City Portal are offering, will become standard before too long with drivers particularly open to embracing the new technology as a means of increasing their business to combat ongoing costs such as taxi insurance and vehicle maintenance.

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