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Trulia TaxiCab Advertising in New York City

January 2, 2008

Trulia NYC Taxi Cabs from rudy bachraty on Vimeo.

Last month I wrote a guest post on the Inman News Blog covering Trulia’s Taxicab advertising campaign in New York City titled Because Paying Rent Sucks. After seeing those sexy Trulia cabs everywhere, I finally decided to go out and capture them on video. As luck would have it, I found a few people who were willing to share their thoughts with me about taxicab advertising. The results were mixed.

I asked Trulia if they could measure the ROI of the campaign. According to Pete Flint, the Founder and CEO of Trulia:

To your question about measuring the ROI of the campaign. It is of course less accountable than most online advertising, but I think that many readers would be surprised at the amount of measurement that we can do to figure out what is working and not. We relentlessly monitor both our geographic searches, types of search, on site activity and location of searchers. By comparing trends, we can get a fairly accurate picture of what is working or not.

This data is very useful for our own evaluation of marketing initiatives and also extremely important and valuable for our advertisers to enable us to offer geographic and behavioral targeting.

No matter what the ROI is, this campaign is about building brand awareness offline. Sure it costs money, but it’s something others should consider if they have the means to do so. Believe it or not, your average consumer isn’t as hip to all the online home searching choices available today as we geeks are. In order to get serious traction, these types of campaigns are necessary. I’m looking forward to getting some feedback about the campaign. I’m sure we’ll all learn something from it. The good, the bad and the ugly.

What do you think of the ads?

Posted by Rudolph D. Bachraty III | Filed Under Advertising, NYC Video