Effective Jan. 1, 2012, the new partnership will give audiences across the U.S. access to NBCUniversal’s award-winning news, information and entertainment programming in more than 12,000 taxi cabs as well as at thousands of gas stations and other digital out-of-home platforms in the future. The agreement will also provide advertisers capabilities to engage consumers interactively through e-commerce, couponing and microsites.
“NBCUniversal is the perfect strategic fit for us as we extend our payment-enabled media platform beyond TaxiTV into other verticals, including our existing client base of over 60,000 gas stations and more than one million retail installations,” says Bud Waller, vice- chairman of VeriFone. “We have worked with the NBC-owned stations for the last two years and believe their superior sales performance and innovative programming of new consumer experiences will benefit advertisers and consumers.”
Greg Scholl, president of local integrated media for NBC Owned Television Stations, says, “With VeriFone, we have chosen to partner with the industry leader to deliver best-in-class content and our strong sales capabilities to one of the nation’s largest collection of taxis and gas stations. We are excited about future growth prospects as VeriFone continues to innovate its products and push into new digital out-of-home sectors.”
At launch, the collaboration will cover taxis in nine markets, including New York, Chicago, Boston, Las Vegas, San Francisco, Washington, D.C. and Miami, and some gas stations, with additional expansion planned. In New York, riders will be able to watch a vast array of NBCUniversal programming on high-resolution screens, including regularly refreshed local news and weather updates from NBC 4 New York and content from NBC Sports Group, NBC News, NBC’s primetime and late night offerings as well as several of its cable networks and Universal Pictures. An interactive ticker will deliver breaking news updates and headlines throughout the day, enabling riders to choose to access more information right from the interactive television screen. In the future, consumers will be able to download content directly to their smart phones!
With VeriFone’s recent upgrade to its entire fleet of 6,800 NFC-enabled New York taxis – New York’s largest taxi fleet under one digital out-of-home provider – NBC Owned Stations will be able to offer advertisers new and interactive functionality, including the ability for riders to make purchases directly from the taxi screen, simply by swiping their credit card through the system or tapping NFC mobile phones on the system already in place for fare payments.
Advertisers will also have the ability to integrate both mobile and social features into their campaigns, track user engagement and enable riders to select from a range of coupons and print them out on new, wider receipts for future redemption. Additionally, they will be able to select the specific daypart or geography they are interested in targeting. Even more future enhancements are planned.
The NBC Owned Stations partnership with VeriFone represents a major commitment to its digital out-of-home business, which has been steadily growing over the last several years as advertisers increasingly turn to the NBC Owned Stations division for multi-platform solutions that build on traditional television buys to encompass their strong online and digital out-of-home platforms.
NBC Owned Television Stations is the division of NBCUniversal that includes 10 local television stations and their digital channels and websites, as well as a group of out-of-home properties and a production company. The 10 stations produce and deliver local news, information and entertainment programming to viewers in the communities they serve, which include New York, Los Angeles, Chicago, Philadelphia, San Francisco Bay Area, Dallas-Fort Worth, Washington, D.C., Miami, San Diego and Connecticut, with a goal of connecting to their audiences anytime and anywhere.
VeriFone Systems Inc. is a global provider of technology that enables electronic payment transactions and value-added services at the point of sale. VeriFone is one of the leading electronic payment solutions brands and is one of the largest providers of electronic payment systems worldwide.