Yell to use GPS advertising on London buses

location based services


LONDON - Yell.com will use a new GPS advertising system on digital advertising panels on London buses as part of an integrated campaign for its local search facility.

The technology, which is located within Viacom Outdoor's digital LED bus panels, will allow Yell.com to advertise specific services situated in specific locations, for instance "Find gyms in Marble Arch".
Yell.com will use the GPS panel system as part of a five-month campaign to raise awareness of its local search facility. It is the first advertiser to use the GPS advertising system, which enables each digital bus to automatically change its advertising message to match its location across the city.
The GPS panels go live on September 1 and will run in two- and four-week bursts.
Sarah Shirley, client director on Yell.com at Posterscope said: "Using GPS technology on LED SuperScreens is an exciting development as this has given us the opportunity to tailor the copy according to the location of the buses, enabling us to reach the consumer in a way that is highly relevant to them."
The digital LED screens form part of a larger online, radio and press campaign, created by PHD media, which launched on August 14.
The GPS technology was provided by Hive Associates, with the LED creative by AKQA and media by Posterscope.
Jon Lewen, account director digital at Viacom Outdoor, said: "With this new dynamic format we can deliver even greater relevance of messaging and tighter targeting capabilities. The creative and communication opportunities are endless."
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