Telstra wins $12.3m outdoor advertising contract

Australian operator Telstra has secured an A$17 million ($12.3 million) contract with fleet operator P2P Transport to provide connectivity for a mobile digital advertising solution.

Telstra will provide access to its mobile and IoT network and its digital media capabilities to support the project to provide advertising on 900 P2P vehicles as they travel throughout the nation, starting with an initial 300 taxis.

P2P Transport leases vehicles including taxis and limousines to individual taxi drivers, ride-sharing drivers and limousine operators.

The advertising solution will allow advertisers to deliver specific messaging for particular times and locations, such as by pushing out messages advertising food options during lunchtime.

It uses Australian-developed GPS-enabled screens purpose built for the taxi industry, that use integrated power to prevent the need to drain the vehicle’s battery.

“It’s getting more difficult for organizations to cut through the noise in the market today and P2P Transport’s solution is a fantastic example of forward-thinking that capitalizes on technology to create a smarter, more targeted way of reaching potential customers,” Telstra Enterprise chief customer officer John Ieraci said.

“We’re really excited to work with P2P Transport to support this next generation mobile advertising solution using our comprehensive IoT offering and business-grade mobile network.”