Covertrue Group acquires Australian OOH and taxi advertising company Adflow
Australian out of home company and leading taxi advertising agency Adflow has been acquired by the Covertrue Group.
Coverture incorporates fleet branding company Liberty Signs, which has been in operation for over 20 years and will partner with Adflow for branding strategies.
Adflow Taxi Advertising
CEO David Cross said Adflow is a perfect fit for Covertrue Group. “With our vast knowledge around fleet branding and desire to grow the business into new verticals, Adflow perfectly fits our expertise and passion for exceptional vehicle branding and communication,” he said.
The agreement will also see Adflow become an exclusive sales partner of Black and White cabs (previously owned by P2P Transport).
Adflow general manager Luke O’Connor said the acquisition will help advertisers create a larger national footprint in the OOH sector.
“Highly cost-effective vehicle advertising such as taxi backs and vehicle wraps represents an essential part of the Out Of Home sector and act as a great attention multiplier for brands or campaigns,” he said.
“This acquisition will streamline production times and create a larger national footprint for advertisers.”
Adflow boasts advertising across 3,000 taxis and rideshare vehicles across capital cities and regional NSW, boasting advertising that captures “hard to reach CBD commuters and premium high dwell locations such as airports, hotel lobbies and shopping precincts”.
O’Connor said a new audience strategy will soon be rolled out off the back of the deal.
“We are committed to rolling out our audience strategy with the help of Black and White Cabs,” he said.
“We will soon be launching a sophisticated audience strategy merging vehicle location data with audience metrics.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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topics
Adflow
Black and White Cabs
Coverture
David Cross
Liberty Signs
Luke O'Connor
oOh
out of home
P2P Transport
