Place-based media company Motio has announced an exclusive sales partnership with Adonix, the Australian digital transit media company behind a fleet of high-definition digital taxitop screens, marking Motio's expansion into premium urban transit media.
The partnership will see Motio launch Motio Drive, powered by Adonix, a new digital format designed to bring dynamic, geo-enabled creative to the streets of Sydney and key metropolitan markets.
As part of the agreement, Motio has taken a 13.33% minority equity position in Adonix.
Adonix has developed a digital taxitop solution, integrating high-brightness LED displays with real-time content delivery, GPS-enabled targeting and campaign management technology.
The platform enables dynamic creative optimisation by location, time of day and contextual triggers, transforming traditional taxi advertising into a data-led, measurable digital format.
Motio will act as the exclusive sales partner for Adonix, integrating the network into its broader location-based ecosystem spanning medical centres, cafés, indoor sports venues and hospitality environments.
Motio chief executive Adam Cadwallader said the format reflects the evolution of urban out-of-home.
"Taxi and transit advertising is not new. It's a globally accepted part of major city landscapes, similar to what you might see in San Francisco or New York,” he said.
“What Adonix has built is an evolved version of that format. It brings a sense of Manhattan to the streets of Sydney's CBD, but with the added sophistication of digital flexibility, geographic responsiveness and campaign agility.
"The evolution of digital taxitops isn't about interruption. It's about intelligent proximity. Vehicles operate in high-demand locations where people naturally congregate — events, retail precincts, airports and the CBD. The media reflects the energy of the city in motion."
Adonix managing partner Zahar Martin said the business has been years in development.
"Adonix is not an overnight concept,” he said.
“The technology, engineering and compliance work behind our digital taxitop platform has taken thousands of hours of development and refinement. We were deliberate about selecting a sales partner who understands premium media environments and long-term brand building.
"Motio shares our vision for raising the standard of transit media in Australia. Together, we can accelerate adoption while maintaining quality and integrity."
Motio Drive enables advertisers to extend campaigns beyond fixed place-based screens into high-frequency, high-visibility urban environments. The format offers high-definition digital creative; daypart and geo-targeted messaging; rapid creative swaps for tactical campaigns; and integration with broader digital place-based executions.
Motio Drive is currently in pre-launch phase, with rollout underway across premium metropolitan vehicles and foundation partners engaged ahead of broader commercial release.
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