NEW YORK CITY – GPO Vallas, a leading Latin American “out-of-home” (OOH) advertising company announces the U.S. launch of SOMO, a new business line built by partnering with Ara Labs, for the operation of 4,000 screens in 2,000 digital car top advertising displays in NYC, which generate over 3 billion monthly impressions. The companies entered into an exclusive multi-year partnership with Ara and with the Metropolitan Taxicab Board of Trade (MTBOT) and Creative Mobile Media (CMM), a division of Creative Mobile Technologies (CMT). MTBOT is the largest yellow taxicab association in New York City. Through this partnership, SOMO will have access to up to 5,500 taxicabs to display advertising on top, currently representing over 65% market share of the total taxi tops in the city.
Through their partnership, the companies will jointly scale the digital car top ad network to the top U.S., Latin American and European markets with the goal of reaching more than 20,000 globally active displays. In addition to growing the size of the network, the companies are collaborating on next-generation car top display technology with a focus on sustainability and richer real time data for advertisers and city partners.
“NYC’s taxi top advertising displays may be the most iconic and ubiquitous DOOH product in the United States,” said Gabriel Cedrone, CEO of GPO Vallas. “Through our partnership with Ara and the MTBOT, we are thrilled to bring our expertise together with our DNA of sustainability to create SOMO, the new branding for our car top network.”
Unlike traditional OOH advertising displays which have fixed locations, Ara’s car top digital car top displays are the industry benchmark for a new class of “moving out-of-home media” (MOOH) that empower advertisers’ to meet their target audience where they are with real time day-part and hyper-local targeting.
Car top advertising displays are a tried and tested media format which provide tremendous reach, frequency, and value.” added Jamie Lowe, CRO of SOMO. “Now having the ability to layer in GPS, geo-targeting, dynamic capabilities, and the ability to be contextually relevant in neighborhoods and cities allows marketers to further bring digital experiences to the physical world.”
Ara’s car top network is already utilized by brands such as WalMart, Starbucks, FanDuel, Chase, and Louis Vuitton. GPO Vallas will double-down on sales efforts to U.S. based clients across all sectors as well as introduce the car top platform to its client base of international advertisers. The companies today announce that GPO Vallas’s US sales efforts will be led by Chief Revenue Officer and digital-out-of-home industry veteran Jamie Lowe.
Post time: Sep-23-2024
