What is outdoor advertising?
Outdoor (or out-of-home) advertising is any form of advertising visible in the outdoor, such as roadside, transport and retail/style.
What are outdoor formats?
- Roadside consists of Taxi backs, bus and tram shelters, bus and tram externals, billboards, phone booths, and kiosks and free standing panels.
- Transport consists of railway/bus stations, airports, and bus and tram internals.
- Retail/lifestyle consists of shopping centres.
If you want a broadcast medium with a low cost per 1000, then outdoor is the answer. Unique attributes include:
- Active 24 hours per day, 7 days per week
- Cannot be switched off or turned over
- Quick and effective impact
- Is the point of sale before the point of sale
What is MOVE?
MOVE (Measurement of Outdoor Visibility and Exposure) is an audience measurement system for outdoor media in Australia. It measures the audiences of formats outside of the home including roadside, railway stations, airports, buses and trams, and shopping centres. MOVE provides accountability to the outdoor media industry by supplying advertisers and media buyers with current data on the precise reach of outdoor media campaigns across all formats. Unlike other media which report total potential audiences - that is those with the Opportunity to See - MOVE reports the probable audiences - that is only those with the Likelihood to See and advertising face.
Are taxis measured as a format in MOVE?
Taxis will be measured in MOVE under the banner Roadside Other as a format. Taxis are the hardest format to measure due to the sheer distance they travel and unpredictable routes they take. The methodology (i.e. 24 hour GPS systems) and volume of data required to measure this format would not fit into the timeline of MOVE's stage one release but will be included as a national broadcast format in stage two.
The power of the media is in the nature of the vehicle. Taxis are inseparable from the lifestyle of the population as they link business communities, shopping areas, tourist attractions, cultural and entertainment centres and transport hubs.
Visible everywhere, taxis offer advertisers mass market and targeted awareness at exceptional value. Communication is mobile and at eye level with pedestrians, public transport commuters and motorists, keeping your brand and message top of mind for longer. For more information, please see Why Taxis?
Are you affiliated with only specific taxi companies?
No, we deal with all major taxi companies as well as independently owned operators.
Who is your target audience?
A taxi's audience includes motorists, pedestrians and public transport commuters.
Can we advertise on the inside of a taxi?
Internal taxi advertising is prohibited in the state of NSW, and to our knowledge is not available in any other state.
Can we do taxi wraps?
Taxi wraps are only available on certain taxis in Queensland.
Is Bluetooth available?
It is currently unavailable; however, we are currently researching our options.
How to buy - including commonly used Weights, Duration and Rates
What's the minimum number of taxis I can buy?
There is no minimum to buy; instead we have recommended weights.
What is a recommended weight? How is it calculated?
A recommended weight is the amount of taxis required over a duration to achieve your desired result. Reach and frequency over a geographical area is used to calculate the amount.
What's the difference between light, medium and heavy weights?
The difference between the weights is the number of panels, which affects the reach and frequency.
Can I buy one taxi?
Excluding some regional towns, we generally do not recommend single taxis as to get enough presence in outdoor you need numbers. To get the reach and frequency so that people see your message multiple times, we have recommended weights depending on the location and duration.
What's the shortest/longest campaign duration?
In capital cities, we run campaigns from 2 to 52 weeks, and in regional towns from 4 to 52 weeks.
What are the rates/prices?
Rates depend on the quantity of panels, location/s and duration. We quote these when we create an option for you. Request a quote or call 02 9807 2644
When are the low and high periods?
Generally for all Outdoor, traditional low periods are in January, April and August; while high periods are in October, November and December.
What have clients used taxis for in the past?
How do people in my category buy?
To get an understanding of how people in your category use Rova taxi backs, please contact one of our friendly sales people.
Location & Targeting
What locations do you cover?
We operate taxi fleets in Sydney, Brisbane, Perth, Adelaide and Regional towns throughout NSW, QLD, SA and WA. For a full list please see Where We Are.
Can you choose specific locations to target (geo-targeting)?
While taxis naturally progress toward areas of high people activity throughout the day (such as the CBD, Airport and special events), they spend 70% of their time in their known geographic area, so we can target locations you wish to reach by loading up specific taxi bases within the area and surrounding suburbs.
Artwork, Design, Specifications, Print Production
What are the production/install costs?
Production and install costs depend on the quantity of panels being printed, the substrate used, and the number of creative designs. We itemise these details on the quote when we create an option for you.
What is the lead time?
Lead time is generally 8 to 10 weeks out from campaign start; however we can turnaround a campaign in 7 days flat (subject to availability). Artwork deadline is 10 working days out from campaign start.
What are the panels made out of?
We use 3.3mm standard corflute as it is waterproof and recyclable. Reflective vinyl sheeting is adhered to the corflute for both of our reflective stocks.
Are the panels illuminated?
No. Our high visibility reflective panels use the same technology as RTA road signs, giving Rova hi-vis panels night time visibility as well as a more vibrant, clearer panel during the day.
What is hi-vis reflective?
What is the panel size?
800mm wide x 400mm high
Do you design the artwork?
We have two in-house graphic designers specialising in outdoor who can design your artwork for a minimal fee, should you require their services. Otherwise, supply us with your artwork and we'll print it.
Can we have multiple designs running at the same time?
Yes, you can have as many designs as you require running at the same time.
Can we reuse the panels?
Yes the panels can be reused 2 to 3 times, depending on the condition of the panel due to wear and tear.
Who does your printing?
We have a preference to manage the print process due to the nature of the stock, and have 3 preferred print suppliers.
Posting Dates, Installation, Deadlines, Proof of Posting
How do I know all panels are posted?
Once all panels are posted, Rova deliver a proof of posting report which includes multiple shots of your campaign on the streets. We continue to send shots throughout the campaign, and deliver a final proof of posting report once the campaign has ended.
Measurement, Research, Client in your category
Can you measure the effectiveness of taxi advertising? Do you have any research?
For an estimate of reach, to obtain case studies, success stories and results please contact Rova
To view a GPS tracking study that plots the coverage of just 30 taxis every 4 minutes form midnight to midnight over a 24 hour period in Sydney, please see Why Taxis
To see what our clients say about us, please refer to Testimonials
For more information on MOVE, Outdoor's audience measurement system, please contact Rova
What other clients in my category have used taxi advertising?
Which research company do Rova use?
What is commissionable?
10% accredited agency commission is applicable on media only. All production is non-commissionable.
What are ROVA's green initiatives?
We recycle all our used panels. Standard panels are immediate, and we take a two-step process with our hi-vis panels by removing the vinyl sheeting.
We also recycle and refurbish our boot modules by stripping them down into parts, repainting and rebuilding to put back on the street.
Anything not covered?
Please send us your questions here