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Road rage doesn’t often lead to great ideas, but it has spawned an exciting development in cab-top advertising.
After first mulling an idea for an electronic bumper sticker that drivers could use to compose nasty messages on the fly, the founders of a company called Vert turned their attention to less aggressive messaging—equipping taxis with an ad system that can be tailored to individual neighborhoods, even particular streets.
It works like this: A device in the cab uses GPS technology to pinpoint the car’s location, then links via wireless modem to an archive and displays an ad appropriate to the area on a three-screen video terminal.
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