Big Apple taxis enhance their DooH network with 44" MRI screens

The advertising agency VeriFone Media has selected the specialist in digital signage Manufacturing Resources International (Mri) to supply two hundred 44" BoldVu displays, that have been installed in new york taxis, replacing those left on its network with the traditional static trading icon.

With close commercial management of 10.000 taxis in New York, VeriFone Media continues to increase its DooH network in New York with the installation of two hundred BoldVu 44" 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 displays 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 their brightness, even in full sunlight.

In addition, this company has integrated in the screens the new function of SideVu, that thanks to its magnetic resonance technology provides an optimal brightness to this double-sided system, exposed most of the day to sunlight, while reducing power consumption and prolonging the life cycle of displays.

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

According to the company, the overall design of the new screens for taxi topper is suitable for withstanding vibrations, stops and starts that vehicles have, taking into account that they are many hours circulating. In addition, the system has been fully sealed and protected to withstand outside conditions, that in New York are usually extreme with extreme temperatures of -30º C to 50º C; as well as dust, rain, Etc.

The integrated media player supports standard content management software platforms and enables segmentation of content and commercial campaigns by geographic objectives, as the taxi travels 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 system of digital MRI screens will be replaced in the VeriFone Media fleet in different phases of implementation. The system offers advertisers (the first to hire it has been the beer manufacturer Heineken) eight advertising spaces, each with frequencies of fifteen seconds.

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