The loop can be any length and can contain any number of adverts. This illustration provides a 60 second example based on 6 ten second ad spots.
Given the screen’s viewing angle, the typical distance for a pedestrian from the screen and the average driving speed (7mph) in Central London, a 10 second spot optimises share of voice for the advertiser.
The loop starts to play as soon as the taxi’s ignition is switched on.
The system uses a 3G card to update content. Once content has been downloaded to the unit, any changes to the loop take effect once the current loop has completed – in the illustration, changes would occur within 1 minute.