TfL (Transport for London) has greenlit BrightMove Medias TaxiCast cab-mounted digital advertising.

TaxiCast, which features both time- and location-based advertising, will initially be deployed on a fleet of 25 London black taxis starting 24 June.

Because the London licensed taxi cab market is so highly regulated, the technology had to pass a number of stringent tests to demonstrate safety and compliance, and BrightMove has worked closely with TfL and the Transport Research Laboratory.

“Today marks an important day in the progress of digital outdoor advertising. Digital advertising on taxi roofs not only changes the London skyline, but also offers advertisers and brands tailored advertising at street level,” said Piers Mummery, Chief Executive of BrightMove Media. “Out fleet is signed up and ready to go, we have committed advertisers and the equipment is being fitted right now.”

Mobile Marketing met with Mummery to see the ads in action at the start of the year. You can watch the full video report below.