Know-How Exchange : Research/Metrics

A few options:

1. Just make them up.

2. Ask the media rep who is trying to sell you on taxi-top advertising to make them up. (Push for some logic or rationale, but don't be surprised if there isn't much.)

3. See what numbers others have used and adjust for the population difference between their markets and yours. Maybe there will be some rough convergence, and you can gather some comfort from that.

4. Wait and see if anyone on this forum can do better.


Sorry I couldn't be more helpful. When I have been challenged with a similar task for non-traditional media, I've chosen option #2 above. In each case I was so underwhelmed I opted to forego the medium altogether.

You could estimate how many people could possibly see the ad by calculating how many miles the taxi would drive and estimating how many vehicles/people that the taxi goes by. Probably would adjust for different hours of the day and different days of the week.

That would be how many people the ad went by. You would then reduce that y some factor to cover how many people actually looked at the ad, as not everyone the taxi goes by will look at the ad.

Not directly what you are looking for, but similar, is a study on billboard viewing from 2009:
https://www.arbitron.com/downloads/InCarStudy2009.pdf

If you search for "reach of ads on taxis" on Google (click here for search https://www.google.com/search?q=reach+of+ads+on+taxi&ie=utf-8&oe=ut...), you will get links to companies that promote taxi ads. They talk about the reach they expect one to see, so this could be starting points.

Some info:
https://www.clearvisionad.com/taxi-top-facts-and-frequently-asked-questions...
https://www.streetlook.eu
https://www.marketingprofs.com/ea/qst_question.asp?qstid=45800 (from Peter above)