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London Bus Ads Change as Locations Do

GPS Technology Powers Dynamic Geo-Targeted Out-of-home Ads

By Published on .

LONDON (AdAge.com) -- For the first time London buses can change their advertising messages according to their location, thanks to GPS technology being pioneered by U.K. directory service Yell.com.
Digital is becoming the fastest-growing sector in out of home, says Hyperspace's James Davies, as shown by bus ads in London.
Digital is becoming the fastest-growing sector in out of home, says Hyperspace's James Davies, as shown by bus ads in London.

Find a gym in Marble Arch
The location-specific advertising is making its debut in London in September with a campaign created by digital agency AKQA, London. As a bus travels its route, the advertising message will change. For example, it might suggest "Find a gym in Marble Arch" and later "Discover a restaurant in Charing Cross." Marketers will now be able to highlight product promotions near their stores or drive sales of slow-moving products in individual areas.

"Taking the simple proposition that Yell.com gives you results for real life and using media channels that allow us to target messages geographically, the advertising effectively demonstrates Yell.com's local expertise and the breadth of information the site offers," said Barbara Newman, Yell.com's head of communications and brand development.

As well as the changing bus messages, Yell.com (part of Yell Group, which also owns Yellow Book in the U.S.) will be first to make use of digital six-sheets at bus shelters.

Out of home goes interactive
These include interactive screens highlighting local stores, restaurants and bars. Each execution is customized for the location and pedestrians can interact with the poster to reveal a local map showing the shops, restaurants and bars within walking distance.

James Davies, board director at Hyperspace, the digital arm of outdoor-media agency Posterscope, which worked on the campaign, said, "Digital is the fastest-growing sector within out-of-home advertising due to its ability to add new levels of flexibility both from a media-planning and a creative perspective."
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