Behind every AdMOTO campaign sits a serious operational engine, one that’s tracking vehicles in real time, updating ads based on live location, and reporting on every single impression delivered across central London.
We sat down with our Head of Operations, Tom Stevenson, to break down how it all works, from managing multiple campaigns at once and handling creative changes, to measuring and verifying audiences, and why transparency and proof-of-play are central to everything AdMOTO delivers for advertisers who want real confidence in where their budget is going.
1. How do you manage multiple campaigns with different objectives, all running simultaneously across the network?
The key is having good systems. Every campaign has its own schedule, targeting parameters, and reporting requirements, so nothing runs on a one-size-fits-all basis.
What makes our network different is that it’s fully dynamic. The same fleet can deliver broad, citywide brand awareness one moment and then switch to hyper-targeted, proximity-driven creative the next, all without needing separate infrastructure. On any given day, we could have a citywide awareness campaign running alongside a retailer whose creative only triggers within a few streets of their store, complete with a CTA tailored to that exact location. Each of those has completely different objectives, so the way we schedule creative and report back on performance has to flex accordingly.
That flexibility is really the point. Brands aren’t choosing between mass reach and precision targeting, our network lets them run both at once, often with contextual or location-specific CTAs layered on top, depending on what’s going to move someone in that moment.
2. How do you handle targeting and scheduling when vehicles are moving unpredictably through London?
Every vehicle has live GPS tracking, so our platform knows exactly where it is at all times. By combining that live data with historical movement patterns, we’ve built highly accurate prediction models that let us plan campaigns with confidence, even in a city as busy as London.
Our technology also allows us to target down to individual streets. If a brand only wants to advertise around a specific location, our screens update automatically in real time as the bike enters that area. So we can target specific retailers, high streets, transport hubs or events with incredible precision.
Instead of showing the same advert everywhere, we’re delivering the right message in the right place at the right time, helping clients maximise their budgets and reach the audiences that matter most.
3. How do you handle last-minute creative changes or flight date shifts?
Honestly, it happens all the time.
One of the biggest advantages of digital media is flexibility. Because all of our screens are connected, we can update creative remotely within minutes.
Whether it’s a creative amendment or a change in campaign dates, our team can react incredibly quickly.
4. Audience measurement is a hot topic in OOH right now. How does AdMOTO approach impression counts, where does our 2.5 million daily impressions figure come from, and how do we stand behind it?
Everything starts with data. One of the biggest advantages of our platform is that we know where and when every single advert is played, every hour of every day.
Every AdBike is effectively a smart advertising platform. It’s constantly connected and reports back to us every five seconds, including its precise GPS location, which advert is currently playing, nearby Bluetooth devices detected within approximately 20 metres, and soon, additional environmental data such as weather and other contextual information.
We blend this first-party data with third-party socio-demographic datasets to build a much richer understanding of who is likely to have seen each campaign. That means our impression figures are based on verified vehicle movement and real campaign delivery, rather than broad assumptions.
Because every advert play is linked to live GPS data, we can evidence exactly where and when campaigns were delivered through detailed proof-of-play reporting.
Our 2.5 million daily impressions are derived from the scale of our network across central London, combined with our audience modelling methodology. It’s a figure we’re confident in because it’s built on verified movement data, continuous reporting and robust audience modelling, giving advertisers complete transparency into how their campaigns have been delivered.
