Adomni powered Uber OOH expands digital cartop advertising network to New York City
By Rajiv Raghunath - March 31, 2021
The first wave of newly digitised taxicabs is expected to begin roll out in May 2021, with an estimated 1,500 digitised taxicabs by fall.
Cartop advertising network Uber OOH, powered by Adomni, a programmatic advertising platform that easily connects brands and agencies with on-the-go consumers via real-world digital screens, is extending the markets it serves to include New York City. Recently, Uber signed an exclusive multi-year partnership deal with the Metropolitan Taxicab Board of Trade (MTBOT) and Creative Mobile Media (CMM), a division of Creative Mobile Technologies. MTBOT is the largest yellow taxicab association in New York City. Through this partnership, pending TLC approval of the taxi top displays, Uber OOH will have access to up to 3,500 taxicabs to display advertising on top, representing over 25% of the total taxicabs in the city.
Uber OOH's screens (DOOH network features two-sided, internet-connected screens on the tops of participating Uber drivers’ vehicles), furnished by Cargo Systems Inc. via a multi-year strategic partnership launched in 2018, will be installed on MTBOT taxicabs. By the fall of 2021, Uber OOH expects to be the largest digital cartop display operation in NYC. The first wave of newly digitised taxicabs is expected to begin roll out in May 2021, with an estimated 1,500 digitised taxicabs by fall. The transition to digital screens is estimated to continue into 2022.
“We are excited to extend our digital cartop advertising network to New York City and expand our partnership with Adomni and Cargo,” said Guy Peterson, Senior Business Development Manager at Uber. “Adomni has built one of the top digital marketing platforms in the country while Cargo has developed a state-of-the-art operations and logistics organisation. We are also looking forward to working with Creative Mobile Media to leverage their operational expertise in the New York advertising market."
We are forecasted to cross one billion monthly ad impressions in New York City by the end of the year; all of which will be programmatically purchasable by advertisers. Adomni, a leading programmatic DOOH ad platform, will continue to serve as the exclusive ad sales and programmatic technology partner for Uber OOH. Advertisers are able to launch self-service ad campaigns on adomni.com or through their omni-channel demand-side platform (DSP) of choice via the Adomni NeonX ad exchange.
“As the media capital of the world, New York City has been on our mind since day one of the Uber OOH partnership,” said Jonathan Gudai, CEO of Adomni. “We are inspired by the powerful capabilities that Uber OOH unlocks for brand-marketers: the ability to tell a captivating story to a large audience with performance-based reporting. Digital cartop ads are a big part of the next chapter in digital out-of-home advertising and we are thrilled to be a part of it.”
The latest mobility data is showing that people are taking to the streets to move about town, at levels that are even higher than before the pandemic.
Ron Sherman, president of the MTBOT added, “The combination of MTBOT, CMM, Uber, Adomni, and Cargo yields a best-in-class offering for advertisers, both in scale and in operational reliability. We have been in the taxi top advertising business for over 28 years now. This is an exciting partnership and a great investment in the future of the yellow taxicab industry.”
New York City will be the sixth Uber OOH U.S. market to launch, after Atlanta, Boston, Dallas, Los Angeles and Phoenix. Many more US markets are expected to go live by the end of the year.
Uber OOH is the official Uber out of home car top advertising network.