Gran Pantalla, Screensor Tech and DENEVA launch AI and Big Data powered taxi advertising pilot in Madrid

Gran Pantalla and Screensor Tech have announced a project involving the digitalisation of urban transport with DigiTaxi. This has seen the implementation of digital screens with ads inside the latter’s taxi fleet.

Equipped with DENEVA software, these devices offer segmented and geolocated advertising thanks to artificial intelligence and Big Data technologies.

“The implementation of our digital signage software in taxis not only enhances the passenger experience but also opens new opportunities for advertisers,” says Juan Carlos Martín, Sales Manager at DENEVA.

“This is another step forward in the transport sector, where we already have extensive experience, and the trend is the unification of multimodal transport in a single content management platform like DENEVA.”

“Therefore, we are moving towards a more fluid and efficient integration of different transport modes under a single technological solution.”

An initial deployment began during June in Madrid, where the first units have been installed in strategically selected taxi fleets. Plans are afoot to expand the system to major cities in Spain, aiming for more than 600 screens in the coming months.

“For Gran Pantalla, this represents an evolution in our advertising offering, where a large part of our assets are digital. With this new model in a premium location like taxis and the ability to personalise content, we go beyond in reaching clients for advertisers, offering a personalised experience according to the type of audience,” says Marta Rodríguez, General Director at Gran Pantalla.

Miguel Grañena, CEO at Screensor, says “The digitalisation of taxis in Madrid represents a unique opportunity to maximise the potential of advertising spaces in urban transport.”

“Additionally, thanks to precise audience measurement and optimised ad segmentation, we can offer our clients more effective and targeted campaigns. The pilot project in Madrid is just the first step, and we are eager to expand this innovative solution to other cities in the near future.”