Big Apple taxis improve their DooH network with 44” MRI screens

The advertising agency VeriFone Media has selected the digital signage specialist Manufacturing Resources International (MRI) to supply two hundred 44” BoldVu screens, that have been installed in New York taxis, replacing those left in your network with the traditional static business icon.

With close commercial management 10.000 taxis in New York, VeriFone Media continues to increase its DooH network in New York with the installation of two hundred 44” BoldVu LCD screens MRI in the taxi toppers of the Big Apple that until now maintained the static commercial element.

One of the novelties of these screens is that MRI has modified the standard size of the LCD screens carried by taxis. 47 inches to 45” diagonal size to meet the height restrictions required by each taxi topper.

These mobile digital MRI screens offer full HD resolution with a brightness of 2.000 nits per second, an element that has also been improved to display contracted commercial messages, HD videos, animations or a multimedia combination without losing its luminosity, even in full sunlight conditions.

Besides, This company has integrated the new SideVu function into the screens, which thanks to its magnetic resonance technology provides optimal brightness to this double-sided system, exposed to sunlight most of the day, while reducing power consumption and extending the life cycle of displays.

In this regard, MRI's engineering team has also custom-designed an energy-efficient solution for this project that is powered by the taxi's alternator., without draining the car battery or affecting other emissions reduction aspects required in taxis.

According to the company, The general design of the new taxi topper screens is adequate to withstand vibrations, stops and starts that vehicles have, taking into account that they are circulating for many hours. Besides, The system has been fully sealed and protected to withstand outdoor conditions, which in New York are usually extreme with extreme temperatures of -30º C to 50º C; as well as dust, the rain, etc.

The integrated media player supports standard content management software platforms and allows segmentation of content and commercial campaigns by geographic objectives, as the taxi moves through different areas of the city, and at different times of the day. Contents can be updated remotely in near real time, in addition to offering the possibility of integrating them with the main social networks.

The new MRI digital screen system will be replaced in the VeriFone Media fleet in different implementation phases. The system offers advertisers (The first to hire him was the beer manufacturer Heineken) eight advertising spaces, each with frequencies of fifteen seconds.