Telecommunications giant Telstra has taken another step into the outdoor advertising sector through a new partnership with a Sydney-based start-up.
Telstra’s deal with Cab Digital Media will see the telco play its part in almost 1,000 digital billboards being fitted on the rear of taxis across Australia, according to Fairfax.
Cab Digital Media’s TaxiLive technology – which was developed with the help of Telstra – allows brands to target consumers using metrics such as time and location.
The digital billboards are managed through an Internet of Things platform created by the two companies, with Telstra and Network Ten the first two advertisers.
Cab Digital Media expects more than 300 taxis to have the TaxiLive technology by April, and 945 to have it by November, Fairfax reported.
Telstra recently teamed up with JCDecaux to create digital payphone kiosks in Perth, and is also rumoured to be making a joint bid with the outdoor advertising giant for the highly sought-after City of Sydney contract.