F.A.Q.S

1. Do we have to buy the entire network? No, you can buy as few as 500 screens.

2. What’s the minimum buy? One day, 500 screens.

3. How many Taxis are in NYC?  Approximately 13,000. The NY10 network will play in over 40% of New York City  taxis, mostly in fleet taxis that have the most fares and passengers.

4. What is the average length of a taxi ride? 13.4 minutes

5. Can the driver switch the monitor off? How often do passengers turn the screen off? No, the driver cannot urn off the monitor. Less than 9% of passengers turn the screen off. If they turn off an NY10 screen, the program stops playing so your ad cannot run. This feature is different in NY10 than other systems who continue to run ads and program sight unseen.

6. What controls do you have that the screen is working? If the NY10 monitor is not functioning, the taxi meter will cease to work within 24 hours, meaning the taxi driver cannot pick up passengers. NY10 is the only system that has this advertiser safeguard built into the program.

7. How much lead time do you need for artwork, and can I change creative during the campaign? We prefer  at least 5 days prior to start, but can have new ad creative in Taxis the day after it’s received…and as soon  as 3 hours in emergencies. Yes, you can change creative content during the campaign. We allow two changes a month free of upload charges. Additional changes require a fee of $0.95 per screen.

8. Do I have to have video to use NY10? No. We’ve found some of the most effective ads are slides of still images that are put into a slideshow format with audio.

9. Can NY10 create these slideshow ads? Yes. Productions fees are generally $500 for a 15-second ad.

10. Can advertisers have their ads only run in select parts of the city or at certain times of day?
  Yes. The NY10 GPS and Time-of-Day functions allow advertisers to target consumers where they want and when they want.

11. What are your reporting capabilities? NY10 provides the exact number of times an ad plays each day; the ad must play to completion and be visible on screen to be counted. These totals are shown for each different piece of creative used in the flight. Clients can get reports to show time of day the ads played and the geographic location of the taxi when the ad played. Soon, clients will have on-line access to view daily updates of their ad count.

12. How often during the day is your content updated?  News & Weather headlines are updated twice a day (morning & afternoon). Movie reviews, NBC network entertainment and other features are changed weekly.

13. How many ads run in a commercial break? We keep commercial breaks to 30-seconds; so there could be one or two ads (depending on length of ad). We limit the number of ads to 5 ½ minutes per 18 minute program, so NY10 delivers a content to ad ratio of 3.25:1.

14. What are your sponsorship opportunities? Clients can sponsor special NBC features plus any of the six “real-time” ticker topics. Special features integrating sponsors products are also available.

15. Can I just purchase banners? Yes; “content banners” are adjacent to NBC features.

16. Is this in-taxi video media available in other cities? Not in 2008, but plans are to expand to Boston, Las Vegas and San Francisco in 2009.