A Liverpool company is set to launch a new advertising format on top of Black Cabs.

Open Messenger is a two-sided LCD screen fixed to the roof of Hackney taxis and is the first of its kind outside of London.

OPEN_MESSENGERAccording to the Baltic Triangle-based firm, it will enable advertisers to tailor their promotional message to real-time conditions, such as the weather, location and time.

“The launch of this platform will benefit media buyers and advertisers alike, giving them access to thousands of consumers on a daily basis. We’ve seen this advertising medium work exceptionally well in London – it’s now time to unveil it to the rest of the UK,” explained Michael Smith, director of Open Messenger.

“We’ve already been approached by a number of household names, all of which are looking to take advantage of this new outdoor medium. Open Messenger is working closely with these consumer-facing brands to develop stand-out campaigns that make the most of the design functions we’ve included as standard.”

The Broadsign software interacts with 4G to download cloud-based content to the screens.

Cabs will start appearing in Liverpool with the system later this month, with 50 expected by the end of the year. Further cities are expected to licence them by the summer.