Taxi backs are the pocket-rockets of transit OOH; use high frequency and ultra-simple creative to build mental availability and spark search.
Why taxi backs punch above their size
If you’re in a city, there is no doubt you will encounter a taxi multiple times every minute. They slowly crawl through the high-footfall areas and repeat routes creating frequent exposure.
That frequency matters. In OOH, more exposures correlate with better measured performance, so plan for repetition rather than one grand gesture
Strategy: buy for frequency, then pace for outcomes
It’s true, there is strength in numbers. Taxi backs have the lowest Production and Installation costs on the roster, as well as the lowest weekly media rate, so buy in large quantities to maximise your ROI. Let them see you everywhere!
When you begin planning your strategy, consider these four points:
1) High frequency beats “just being there.” Think fleets, not onesies. More taxi backs = more repeat encounters in the same corridors your audience travels.
2) Burst vs sustain setup
- Burst (2-4 weeks): Concentrate taxis in key zones (CBD, retail precincts, stadium routes) to spike awareness around launches, events or retail windows.
- Sustain (6-12 weeks): Dial back to a slimmer fleet to maintain mental availability over a longer period of time to increase the likelihood your brand is noticed or thought of in buying situations.
3) Awareness vs conversion
- Best for awareness & salience: Taxi backs shine at making more people think of you more often.
- Best Conversion: Let OOH ignite the search; your site/landing page and paid search do the closing. OOH broadens reach and bridges “out there” moments to purchase.
4) Plan and measure smartly
GoTransit use MOVE 1.5 and 2.0 to size reach/frequency in your city, including transit formats, and to align burst vs. sustain against real movement patterns.
Creative checklist for tiny canvases
With such a small canvas, we put together a few tips to make the most of every square inch! The bottom line? LESS IS MORE!
- Headline: 7 words max. Ultra‑short copy increases legibility at a glance.
- One message only. Adding elements hurts noticeability—ads with two elements were 21% more likely to be noticed than those with five. Keep it single‑minded.
- High‑contrast colours. Bold, contrasting palettes win in OOH; subtle tones underperform in motion.
- One image, one idea. A single strong visual with a single line of copy beats the “everything bagel” layout 10/10 times.
- Keep the call‑to‑action simple. Use a short website OR a phone number (not both); clutter kills. And remember: OOH often triggers search anyway.
- Production sanity check: Avoid large white areas! Rear panels live close to road grime; darker or saturated backgrounds keep your ad looking fresher, longer.
WARNING! Quick pitfalls to dodge
- Trying to say two “most important things” (which is secretly zero most important things).
- Over‑targeting with too few units. The lesson of the day: frequency, frequency, frequency!
- Dense contact details; let search do its job.
Sources
- OAAA, OOH Creative Best Practices (incl. 7‑word rule; “two vs five elements” stat). OAAA Thought Leadership+1
- OOHMAA (NZ), Creative Guidelines (bold colours, avoid thin fonts; website or phone—not both). OOHMAA
- Nielsen, Out‑of‑Home Advertising Study (taxi & wrapped‑vehicle notice). DigiKor+1
- OAAA, Frequency of Exposure: OOH’s Superpower (why frequency drives performance). OAAA
- Investopedia, Flighting vs Pulsing (defining bursts vs ongoing support). Investopedia
- Ehrenberg‑Bass Institute, Mental Availability definition. Ehrenberg-Bass Institute
- OMA MOVE (AU), Audience measurement for OOH. Move Outdoor
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