Zoopla has launched a smart search OOH property campaign that uses digital taxi tops with geo-targeting of postcodes to advertise available homes.

Taxicast, provided by BrightMove Media, will use the location of taxis in London and live data from Zooplas website to show how many houses there are to rent or buy in each of the citys 127 postcodes.

The campaign will deliver more than 3m ad plays over nine weeks in the run up to Christmas. Since the Taxicast platform launched four months ago, BrightMove has displayed more than 18m ads for a range of different companies.

“We’re pleased to be trialling this new form of geo targeting technology with BrightMove Media’s TaxiCast,” said Charlotte Harper, marketing director of Zoopla, said. “It’s an innovative approach in the digital advertising market space and allows us to show the range in property availability across London.”

BrightMove got the green light for TaxiCast from Transport for London back in June. We spoke to the company about its plans before the launch, see the video here.