American Express plans to run ads on top of 125 taxis in New York City that will change messaging depending on the location of the cabs.
Whenever a cab passes the location of an American Express merchant in the city, the technology will tap into the cab’s GPS system and serve the correct ad for that company on top of the cab. This provides another line of revenue for American Express, which can charge these AmEx-accepting stores for these highly targeted ads. American Express is currently starting up negotiations with selected partners so there are no examples of companies onboard yet, said Joe Bihlmier, vp of global media at American Express. The ads are meant to send the message that American Express is connected with those businesses, he added. American Express doesn’t break down how many partners it has in New York, but the company has 18 million worldwide.
Read more: source by Ilyse Liffreing at Digiday