A Practical Taxi-Screen Ad Brief for Nairobi Shops and Restaurants
Use this brief to turn a crowded poster into a clear screen advert, then choose the airtime that fits your budget.
Plan your campaign
A taxi-screen advert has a different job from a menu, brochure or product catalogue. People may encounter it briefly while the vehicle or its surroundings move. Your first creative decision is what to leave out. This is a practical planning guide from Active Vision Media for a shop or restaurant promoting one clear message.
Write the brief in one sentence
Use this structure: We want [customer] to take [action] because [specific offer], at [location or destination], during [relevant dates]. For example, a hypothetical cafe could promote a weekend brunch at its named branch and direct people to a short booking address. This is an example of a brief, not a claim about results from a real customer campaign.
Give each element a clear job
Headline: one offer or one useful reason to visit. Visual: a single product, dish or scene that supports the headline. Identity: a business name and logo that remain readable at a glance. Location: a short branch or neighbourhood reference when it matters. Action: one booking destination, offer code or simple instruction. Avoid competing calls to action such as asking people to call, scan, follow, message and visit at the same time. A cluttered advert can contain every detail of your business while failing to communicate the one detail a customer needs. Keep the full menu, itinerary or catalogue on the destination page.
Design for the display you are booking
Ask for the required pixel dimensions and preview the creative on the actual screen format. The physical dimensions of a screen do not determine the correct export resolution. A wide taxi-top display and a 1920 × 1080 digital display may need different layouts rather than a stretched copy of one file. Confirm the file type, pixel size, duration and any safe areas before producing the final artwork. Check text contrast, spelling, prices, dates and location details. View the advert at a reduced size to see which elements remain legible. Keep essential information visible long enough to read and avoid relying on sound. A familiar logo is useful, but a large logo alone does not explain a new product or offer.
Make the destination match the promise
A customer who follows the advert should land on the product, menu, event or booking information it describes. Check the page on a phone. Make the offer easy to find and ensure the relevant action works. Sending every visitor to a general homepage can make them search again for the promotion that caught their attention.
Choose a campaign you can assess
If you are testing the format, compare the one-screen, one-day trial with the weekly or monthly packages. The trial includes a report but not dashboard access. A longer run can provide more delivery over time, though it does not guarantee more sales. Choose the duration and maximum budget yourself rather than treating a suggested package as a commitment.
Keep a simple learning record
Save the exact creative version and the dates it ran. Check the play log for that creative and its assigned screens. Record relevant enquiries and purchases through a dedicated response path where practical. Note stock, opening hours or other factors that could affect response. Change one major message at a time so that the next test is easier to interpret. You can begin planning before the artwork is ready. Compare the published packages, review the booking total and arrange the final creative and run dates with our team. For a time-sensitive promotion, clarify the delivery arrangements first. A useful campaign brief gives both the business and the media team a shared definition of what will run and how it will be assessed.
Can I use one design for every digital screen?
Confirm the pixel dimensions and aspect ratio for each display. A very wide taxi-top layout may require a different design from a 1920 × 1080 screen.
Do I need finished artwork to compare packages?
No. You can compare packages first and arrange the artwork afterward. Confirm creative requirements and start dates with the team before the campaign runs.