Taxi advertising
The term taxi advertising comes from the field of marketing and includes all forms of advertising in, on and around taxis. It belongs to outdoor advertising (or out-of-home), the versatile taxi advertising forms can each be assigned to the sub-forms of transport advertising (alt .: transport media , transport advertising, mobile outdoor advertising) and ambient media (advertising in the living environment of the target group). Around 55,000 taxis are in use in Germany, an average of 18 hours a day.
Some taxi companies use and taxi companies or market their advertising space itself In general, however, the marketing take on regional or national providers and rent the advertising space -. For individual taxis to nationwide campaigns - directly or through media agencies to advertising companies or organizations .
Development in Germany
The oldest and most widespread form of advertising since the 1970s are adhesive or magnetic foils attached to the side doors. Originally only allowed as self-promotion for taxi companies, taxi sites now advertise for all industries as well as non-commercial campaigns. Political and religious advertising on taxis is prohibited according to Section 26 , Paragraph 2 of the Ordinance on the Operation of Motor Vehicles in Passenger Transport (BOKraft).
Since around the turn of the millennium, the range of media for taxis has been expanding rapidly and new areas of application are opening up.
Most noticeable are the roof-top advertisements that dominate the streets, especially in major German cities. For a long time known from other countries such as the USA, taxi roof structures are z. B. with flexibly interchangeable posters allowed in Germany since 2001.
It is more complicated when it comes to color approval for the purpose of total branding or complete wrapping, i.e. the free design of the entire exterior of the taxi. The color shade 'light ivory' ( RAL 1015 ) is stipulated as a taxi color nationwide by Section 26 , Paragraph 1 BOKraft . By § 43 BOKraft country-specific exemptions are possible, which have so far issued six federal states ( Baden-Württemberg , Lower Saxony , Rhineland-Palatinate , Saarland , Saxony-Anhalt , Schleswig-Holstein ). All attempts by taxi companies, associations and special providers to overturn the compulsory color legally or politically nationwide have so far failed. This is not only about lucrative and creative marketing opportunities, but also, for example, about profiling in the regional competition of taxi companies or centers and on the other hand the general recognition value of taxis.
The case is even clearer when it comes to the lighting of the roof advertising. The market potential here is at least as high as with total branding, since the established advertising form of roof advertising would extend its reach to the low-light times of the day. Technical solutions are also available, a six-month field test by the Light Technology Institute in Karlsruhe found no measurable impairment of moving traffic, and other countries such as Poland, Denmark or the USA have had good experiences with illuminated roof advertising signs. However, apart from the aforementioned investigation from Baden-Württemberg in Germany, approval has not yet been granted.
Taxi forms of advertising
- Side advertising: Side advertising on taxis in the classic, rectangular format has approximately the visible dimensions of 1600 × 300 mm. Mostly self-adhesive non-perm film is used here. Alternative, mostly larger formats, for example, cover the entire four side door surfaces below the window or, in combination with window advertising (see below), the entire rear side doors.
- Roof advertising: Different models depending on the provider. Usually two-dimensional advertising or alternating posters, attached to passers-by with side visual effect. From simple cardboard structures to a permanent structure of well-engineered constructions, the poster of which only needs to be inserted or exchanged when booking. (see also special forms)
- Indoor advertising: Flyer dispensers in various designs. Design of the backrests. Versatile, also three-dimensional headrest covers. Digital headrest advertising, loose display of advertising and information material.
- Window advertising: Perforated films printed on one side are used here, which, thanks to their special structure, allow a safe view from the inside. These foils are usually stuck to the rear side windows, as a single motif or part of a full-door advertisement with a motif transition to the door surface (see above: side advertisement).
- Total branding: Complete design (or branding) of all advertising space on and in taxis according to the wishes and design of the advertising customer. First and foremost: Free design of the entire visible outer surface of the taxi. Technology and material as in side advertising. Combined with other forms of advertising such as roof and indoor advertising, depending on customer requirements. At certain campaign times such as trade fairs or events, the 'normal' service of fully wrapped taxis is often also booked as a shuttle service for certain target groups of the customer.
- Special forms: Other conceivable forms of advertising have so far not been widely accepted for various reasons. Custom-made roof structures such as dolls or other representational advertising media, for example, must be checked by TÜV or DEKRA in individual cases and approved by the authorities. This causes additional costs and often does not allow quick implementation with the necessary planning security. Other special forms: rear advertising (foiling the vehicle tailgate), rear window advertising (replaceable perforated fabric inserts for the rear windows), static wheel disks, ceiling advertising or decorative elements in the interior.
literature
- Klaus G. Hofe, Monika Rost (ed.): Outdoor advertising. 3. Edition. Creative Collection Verlag GmbH, Freiburg 2005, ISBN 3-929709-17-1 .
- Stephanie Schloßbauer: Handbook of outdoor advertising. 2nd Edition. Publishing house MD Mediendienste, Frankfurt a. M. 1998, ISBN 3-9801157-4-7 .
- Central Association of the German Advertising Industry eV (Ed.): Advertising in Germany 2006. Publisher edition ZAW, Berlin 2006, ISBN 3-931937-39-9 .
Individual evidence
- ↑ Klaus G. Hofe, Monika Rost (ed.): Transportation advertising. In: Outdoor Advertising. 3rd edition. Creative Collection Verlag GmbH, Freiburg 2005, p. 148.
- ^ Out-of-home media: Taxi. Fachverband Aussenwerbung eV Archived copy ( memento of the original from June 19, 2009 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. (Accessed August 4, 2009)
- ↑ Taxi with total branding. ( Memento of the original from July 14, 2012 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. In: Planusblog. Published on August 18, 2008. Accessed November 5, 2011.
- ↑ Article Creativity versus Norm. In: PLAKATIV, edition 03/2008. Archived copy ( memento of the original from March 4, 2016 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. (Accessed August 4, 2009)
- ↑ Article Advance for illuminated taxi advertising: taxi rides must remain affordable. In: Stuttgarter Nachrichten, September 5, 2008. online ( Memento from January 8, 2009 in the Internet Archive )
