TOYOTA Mobility Solutions Philippines Corp. (TMSPH) launched in May a demonstration project of a mobility service to optimize advertising revenues by measuring the effectiveness of wrap advertisement of fleet vehicles. Generated information is based on vehicle location statistics using the GPS data sent from a mobile app.

This demonstration project is led by TMSPH, with the cooperation of Flare Inc. (Flare), a company that develops and operates mobility-related businesses such as wrap advertising, Toyota Financial Services Philippines Corp. (TFSPH), Toyota's automobile sales finance company, and Toyota Daihatsu Engineering & Manufacturing Co., Ltd., Toyota's regional office in Asia. The project will be promoted using 10 fleet vehicles throughout Metro Manila, Laguna, and other bordering cities for six months. During the demonstration, TMSPH will serve as an advertiser by promoting TFSPH's Kinto One full-service lease product.

Unlike outdoor advertising in fixed locations, such as billboards, the demonstration project enables collection of a broad range of data and knowledge relating to advertising effectiveness by using cars that move in wide areas for advertising. It can also measure advertising effectiveness more accurately by using and checking GPS-based vehicle position information sent from drivers' smartphones and real-time traffic data collected at each location, instead of using data obtained from a periodic traffic census.

In the future, it could be considered that the advertising area and time is optimized to meet advertisers' individual needs by, for example, an intensive allocation of advertising vehicles in specific areas during a sale. The project also has the potential of creating a variety of new mobility businesses, including flexible and meticulous advertising campaigns using digital advertising vehicles and operational management of fleet vehicles through an effective use of apps and GPS.

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"We are always excited to try new technologies, and Flare has given us the opportunity to do so. We are looking forward to working closely with Flare in testing their system and application to improve our internal marketing studies," TMSPH President Cristina Arevalo said during the launch.