Curb Taxi Media, the leading provider of mobility-centric media in the United States, has announced a new partnership with Place Exchange, the leading SSP for programmatic out-of-home and place-based media.
Chris Polos, Head of Curb Taxi Media told us “The first half of 2020 was a learning curve for OOH advertisers with social distancing guidelines in effect and fewer people taking public transportation. At Curb, we always want to ensure our clients have the opportunity to try out new channels, and many of them are having great success utilizing programmatic taxi top campaigns. Place Exchange provides our partners with another valuable resource to execute their media investments as they choose.”
Together, the two companies plan to expand Curb’s programmatic network and enable more agencies and brands to launch large-scale digital out-of-home campaigns on Curb’s HD LCD digital taxi tops.
Curb Taxi Media brought programmatic capabilities to digital taxi tops for the first time last year, opening the door for agencies, brands, and programmatic buyers to create and launch dynamic, audience centric campaigns atop New York City’s iconic yellow taxis. Now, through the Place Exchange platform, advertisers can seamlessly access Curb’s digital taxi top inventory and make programmatic buys via open auction and private marketplace deals to amplify their media campaigns and efficiently reach their target audience.
According to a 2020 Nielsen report, digital taxi tops offer more value per performance experience than any other out of home media in the New York market. 59 percent of consumers have engaged in at least one action in the past year after seeing digital taxi top ads, and 25 percent of those who noticed digital taxi top ads in the past 30 days visited an advertiser’s website or searched for them online.
In addition to moving media, Place Exchange provides full coverage of U.S. DMAs across premium OOH inventory, spanning every major format including billboards, street furniture, transit, airports, gyms, restaurants, grocery stores, malls, gas stations, elevators, doctors’ offices, and more. Integrated with leading omnichannel DSPs such as The Trade Desk, Amobee, and MediaMath, Place Exchange’s patented technology unifies the buying and measurement of OOH media with other channels, leveraging the same workflow, creatives, reporting, and attribution as for online and mobile advertising.
Nick Bennett, Vice President of Partnerships at Place Exchange said “Our partnership with Curb Media enables programmatic buyers to further expand their reach to valuable audiences with high-impact taxi top inventory. We’re excited to give marketers access to the entire OOH consumer journey, from billboards and street furniture to moving assets throughout cities, to engage with consumers wherever they are.”
Curb’s partnership with Place Exchange comes as the company experiences a full rebound in digital taxi top sales. While the city’s shelter-in-place orders issued last March caused a significant drop in out-of-home advertising, advertisers are revisiting digital taxi tops as the industry looks for creative new ways to reach street level audiences. As a result, Curb sold out its entire available digital taxi top inventory in Q4 2020, a first since the start of the pandemic.
To ensure advertisers get the most out of their campaigns, Curb’s programmatic taxi tops are equipped with the largest high-definition screens in the industry. These LCD screens display full-motion graphics and video and offer a rich viewing experience much sharper than the LED alternatives in the market. Curb’s enhanced digital tops also offer smart, internet-enabled features that enable dynamic capabilities like street-level geotargeting, real-time RSS data integration, dayparting, POI targeting, and live weather triggers.