The yellow cabs get Hallier, chief executive of Show Media, all fired up because his outdoorad company sells backlit ad displays on top of 3, 000 New York cabs--25% of all those on the street.
But in the case of Brazil, the removal of outdoor advertising may well have helped catalyze brands and the Brazilian ad industry to make a giant leap into digital.
For Titan, making its inventory available through an exchange allows it to reach ad buyers who control digital budgets in addition to buyers confined to outdoor, said Dave Etherington, Titan's executive vice president of marketing.