i-Taxi ads hit the road

Hong Kong - Research and development company MTM Media has invented an interactive i-Taxi platform to entertain on-road passengers with ad-supported video content and is expected to expand its i-family platform.

MTM, a newly launched company of 22 staff, said i-taxi is the first project of the group and first member of i-family, in which more ad platforms such as i-Station will be added to.

"'I' stands for information, interaction and innovation," Darren Ng, sales and marketing director, explained.

I-taxi in the form of a touch screen monitor has been installed in 400 taxis across Hong Kong, providing video contents ranging from news, lifestyle, entertainment, sports, property and traffic.

On.cc became one of the content providers for the news and entertainment channels on i-Taxi in July, when the platform was launched.

Synovate Research Company reported in 2007 that 61% of cab passengers had a high monthly income, ranging from $40,000 to $60,000. MTM saw this fact as an opportunity to invest in i-Taxi medium for marketing projects, catering advertisers from various sectors in HK.

The group also offers full-body advertisements on taxi exteriors and rear banners.