VNET creates in taxi advertising platform with Sky News access

VeriFone Systems has announced an agreement with Sky News to broadcast news bulletins in London’s iconic licensed taxis. With the launch of the service expected this month, VeriFone Digital Network (VNET) will deliver Sky’s breaking news to passengers as they travel around the capital.

VNET’s TaxiTV now spans more than ten major media markets. Last year VeriFone reached an agreement with NBC owned television stations to deliver NBC Universal’s award-winning content to more than 12,000 taxis in markets throughout the US, including New York City, Boston, Chicago, and Las Vegas. In addition to TaxiTV, VNET’s expanding footprint includes thousands of petrol forecourts and convenience stores throughout the US.

“In addition to providing passengers with access to entertainment and news, VNET provides advertisers with a unique opportunity to engage directly with their audience through targeted promotions and information, reaching affluent business professionals and consumers inside the London black cab when they are at their most receptive and least distracted,” said VeriFone vice chairman Bud Waller.

Andrew Hawken, editorial director, Sky News Digital, commented: “Sky News aims to provide breaking news to users in an as many places as possible. This deal allows us to bring news directly to a large market across London, providing an innovative service in a new location. We are delighted to have the opportunity to allow people to enjoy our news on a high quality screen in the comfort of a black cab.”

Passengers can watch Sky News as soon as the taximeter is activated, controlling settings with a remote just as they would their own TV. Delivered on a 14-minute loop cycle that matches the length of an average London taxi journey, the Sky News content is refreshed between six to eight times daily.

“Advertising on VNET between Sky programming is a compelling and cost-effective way to extend video brand campaigns. VeriFone Media creates a powerful platform for marketers seeking innovative, dynamic campaigns that resonate with an increasingly ‘on-the-go’ urban consumer,” said Waller.

VeriFone has been active in the London taxi market since 2010, combining card payments with in-taxi media screens and enabling taxi drivers to securely take debit, credit and contactless cards via integrated payment devices for improved passenger convenience.