2. Facts
There are 18,300* licensed Taxi’s in Istanbul
Compare to 13,000 licensed Yellow Cabs in New York City
Compare to 21,000 licensed Black Cabs in London
Average number of customer is 40-50 per day per taxi
Average travel time is around 5-10 minutes
Average Taxi is operated approx. 20 Hours/Day
Professional people account for 47% of all taxi trips **
AGE: Most taxi users are aged 25-44 years but after 6pm the 17-24 age group are much more strongly represented and those over 60 tend not to travel after 6pm **
SEX: Users of taxis are split 55% male / 45% female **
One third of taxi rides are journeys relating to either people’s travel to work or in the course of their work **
*There are estimated 30,000 additional unlicensed Taxi’s in Istanbul
** UK Statistic
3. Mobile Advertisement Platform
Mobile Advertisement Display; Device as a Service [DAAS]
Central management, distribution, operation
Unique, secure, efficient, dynamic, alternative advertisement medium with critical mass reach
Self service web interface option for advertiser
Smart advertisement based on location, time, weather, news, etc.
Coupled advertisement option; advertisement content can be synchronized with alternative mediums; such as radio advertisement, sign advertisement, etc.
Sticky advertisement, i.e. follow me
4. Deployment Places
Stationary and non stationary locations
Public and private transportation
Taxis, buses, ferries, trains, subways, corporate personnel carriers
Elevator entrances in shopping malls, business centers
Bus stop stations, ferry and train station waiting areas
5. Traffic Data Construction
Decentralized traffic data collection
Auto generated traffic information based on GPS data; referenced according to vehicle speed
Near real time data collection and processing
Centralized traffic data collection and alternative route calculations
Route calculations are destination based or per area [area defined by x km2]
Destination route request via SMS*
Near landmark advertisement
Product and services advertisement with close by reseller locations
Product/brand reseller location finder –reverse look up via SMS*
* Paid service –per SMS charge
6. Location and Time Specific Advertisement
Geo proximity based advertisement
Advertisement based on specific location such as shopping malls, landmarks, areas
Smart advertisement based on location and time mapped to consumer profiles
Geo based infotainment; facts, figures, history*
Nation wide portable tourist guide; roadmaps, artifact guide history, shop, restaurant locations**
* Istanbul 2010 –European Capital of Culture campaign
** Spin off portable device version
7. Location Specific Ads
Business
Center
Shopping Center, Area
Historical
Building
Ad
Management
Center
GPS
Data
Ad Signal
8. Geo, Environment Specific Ad Push
Smart advertisement based on multiple inputs
Ad triggers can be based on inputs from multiple situational and environmental events
Traffic situation; jams, rush hours, accidents, road blocks, maintenance, decentralized data sources
Weather
News and stock market
Geographic locations
Specific time(s) of the day
Transportation medium of choices
Option to sync with other media source; tv, radio, press
10. Media Effectivenes ComparisonReach
Target Accuracy
10.000
100.000
1.000.000
10.000.000Magazine (3-5)
Newspaper(3-20) Outdoor Signage (1-90)
TV (5-120) Radio (15-30)
MAP
(15-300)
Approximate Captivity expressed in paranthesis (seconds)
MAP Target Audience Figures:
2000 Devices: 100.000 (daily)
5000 Devices: 250.000 (daily)
11. Media Effectivenes Comparison -II
Viewer’s Distraction
Proximity to Purchase
Magazine (3-5)
Newspaper(3-20)Outdoor Signage (1-90)
TV (5-120) Radio (15-30)
MAP
(15-300)
Approximate Captivity expressed in paranthesis (seconds)
far
near
low
high
Cinema(~600)
MAP Target Audience Figures:
2000 Devices: 100.000 (daily)
5000 Devices: 250.000 (daily)
12. Comparison
Medium
CPM
MAP1
$11.25
MSN TR2
$12.35
News Paper3
$27.77
TV4
$19-$37
AverageMagazine5
$18-$60
Radio6
$7-$21
Typical runtime of 1 month
1 installed in 2,000 taxis
2 85,000,000 views, $35,000 24 hours
3 900,000 viewers per day, $25,000 qtr page ad
4 30 secs AM network vs Primetime (US data)
5 50,000 viewers per month, $3,000 per ad–highly dependant on the popularity of the magazine
6 many sources
14. Web v1.0
•Content Management (Upload/Download)
•Advertisement Scheduling
•System Diagnostic
•RSS Proxy Server (Weather, News,…)
15. Web v2.0
•Advertisement Scheduling
•Location Based
•External Information (Weather, Time of Day, Traffic Speed)
•Reporting Tools
•Advertisement Analysis
•Taxi Route Analysis
16. Web v3.0
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
21
22
23
00Self Service GUI based Advertisement Scheduling
•Region Selection
•Primetime Selection
•Free/Allocated time display
21. Supplemental Data to Drivers* (personal and commercial)
GPS Location and Routing
Traffic Heat Map
Consolidated data from all MAP devices
Heat Map (Red/Green/Yellow)
Direction (Average Speed, Estimated Time of Arrival to Nearby Landmarks**)
Remote Security Monitoring***
Dynamic destination rerouting based on traffic info for delivery and pickup for carrier and logistics companies (UPS, DHL, food/retail good distributors)
* Byproduct of decentralized vehicle management
** Landmarks can be advertised locations
*** Taxi security alerts via rules engine; out of ordinary durations, security alerts based on destination predictions (embassies, government buildings, etc.)
22. Support for Multiple Languages
SMS initiated default language change on request
Viewer sends an SMS to change ad language when/if provided by advertiser
Usage information via display when such a feature is available
i.e. send SMS; include Device ID [SPACE] Preferred language
Optional support for both voice and text*
Simultaneous switch instead of start over
* Dependency on content delivered by advertiser
23. Entertainment Options(v3 and above)
Basic Gaming / Infotainment
Advanced Gaming via Dual Screens
Advertisement themed games via touchscreen or pads
Direct Media Streaming with 3G/4G
TV Series
Football Games
Internet / social networksconnection