Gran Pantalla, Screensor Tech, and DENEVA have introduced DigiTaxi, a pioneering project in Madrid. This initiative integrates digital screens inside taxis to deliver personalized and geolocated advertising, making Madrid the first city in Europe to adopt such advanced advertising technology in its taxi fleet.
Gran Pantalla specializes in managing advertising spaces, Screensor Tech is an integrator of technological solutions, and DENEVA provides software for content management and audience measurement. This collaboration combines expertise in advertising, technology, and data analytics to deliver a state-of-the-art advertising platform.
DigiTaxi aims to revolutionize urban transportation advertising by offering dynamic, location-based content tailored to passengers’ profiles. Utilizing advanced artificial intelligence (AI) and Big Data technologies, the system allows advertisers to deliver highly relevant and engaging ads, maximizing campaign effectiveness.
The project began in June, with digital screens installed in select taxis across Madrid. These screens, equipped with DENEVA-developed software, manage content and audience measurement. This setup enables precise data collection to better understand and target the audience while respecting passenger privacy.
Marta RodrÃguez, General Manager of Gran Pantalla, emphasized the project’s potential, stating, “This new model in a premium environment like taxis allows us to personalize content and reach customers more effectively than traditional methods.”
Miguel Grañena, CEO of Screensor Tech, highlighted the strategic importance of digitalizing taxis in Madrid. “Digitalizing taxis offers a unique opportunity to enhance urban transportation advertising, providing more effective and targeted campaigns,” Grañena noted. He also mentioned plans to expand this innovative solution to other major cities in Spain.
DigiTaxi is designed to offer a new experience for passengers. The digital screens are expected to keep passengers engaged during their rides, potentially transforming the commuting experience. Additionally, by using geolocated content, DigiTaxi ensures that advertisements are relevant to passengers’ immediate surroundings, enhancing their effectiveness.
After the successful deployment phase of DigiTaxi, the project is paving the way for broader implementation. In the coming months, it aims to install over 600 digital screens in taxis nationwide, increasing the visibility and reach of targeted advertising campaigns.
