Programmatic Lunch

American Airlines links up with MediaCom to target people with digital ads via taxis

Tyrone Stewart

American Airlines Mediacom geofenced taxiAmerican Airlines has teamed up with MediaCom for its latest campaign – where the pair have geofenced moving objects in the form of London’s famous black cabs.

The campaign, which is due to run until the start of November, sees the taxis present consumers with digital ads as they pass people on the street.

“American Airlines is all about innovation,” said Brady Byrnes, director of global marketing at American Airlines. “Our flights from London give travellers the most connected experience, with on-board wi-fi being at the very heart of this offering. That’s why we’re proud to work with MediaCom to push digital innovation and offer this exciting media first.”

MediaCom has worked with taxi advertising company Ubiquitous to upgrade on-board taxi technology, and with location tech business Mobsta to build the API connections that connect the two together.

“We are always looking at how new technology can help our clients innovate in delivering their business needs,” said Catherine Pronzato, managing partner at MediaCom UK. “We’re excited to partner with American Airlines to launch this ground breaking technical solution.”

In addition to the taxis, the London-based media agency has bought OOH advertising on office digital panels, Canary Wharf shopping centre and a domination at Canary Wharf, as well as online advertising.