Factors that affect pricing are markets and length and quantity of buy. Prices vary dramatically by city and what the client s buying, DiToro says. Specific pricing information for each market is available on the Taxi Tops web site under Inventory. For instance, in Detroit two-sided tops, extensions and trunks are available. Exclusivity comes with tops.
Advertisers automatically get both sides, though they can run different messages on each side.
If an advertiser doesn t buy both top and trunk when available, approval from both is necessary to run two advertisers on the same cab. Half of the 10,000 cab fleet has the capability to run trunk ads. Medallion Taxi Media offers contracts ranging from one month to a year. Lead time after art is submitted is ten days, but also depends on the number of cabs an advertiser is buying. Factors that affect pricing include number of cabs and length of contract.