Boutique OOH company Statements Media has exclusively licensed the hardware and software from data-first ad network Firefly to deploy 100 digital screens on the rooftops of Toronto taxicabs by Nov. 30, with additional units scheduled to come online in 2023.

The units will allow for targeted advertising, delivering audience-based campaigns depending on the taxicab’s exact location and time of day. The targeting will be based on neighbourhood demographic information. 

Adam Watson, managing partner of Statements Media, said that the deployment of the displays will give clients the ability to reach every neighborhood in the city and target impressions to specific audiences for better efficiency.

The new displays, the companies claim, will deliver millions of impressions weekly across Toronto and will be available for programmatic campaigns on leading SSPs, including Hivestack. Meanwhile, precise campaign reporting including heat maps will show advertisers exactly where their targeted impressions are being delivered.