Curb Wants Brand Enthusiasm for DOOH

Generating more than two billion impressions annually across 25,000 in-taxi media screens in most major DMAs, Curb (formerly Verifone Taxi Systems), a DOOH advertising and payment platform for car services, reaches “captive” audiences of millions. Its Taxi TV screens offer geotargeting, real-time RSS data integration, dayparting, and POI targeting to clients. Curb has been a pioneer in programmatic advertising for the past five years.

Jason Gross, Chief Mobility Officer at Curb, sat down with StreetFight to discuss the company’s unique capabilities in the rideshare space.

What does Curb do differently or better in terms of its advertising platform?

We provide advertisers with a range of Taxi TV and mobile app solutions to deliver curated, hyper-local content, including real-time weather and news from trusted partners like NBCUniversal Owned Television Stations, as well as other leading brands and agencies. With a focus on a fraud-free environment, we capture audiences’ attention precisely when it matters most.

Curb collaborates with out-of-home exchanges like Vistar Media and Place Exchange, and we plan to expand to markets including Chicago, Washington DC, Philadelphia, Los Angeles, San Francisco, Dallas, Miami, Fort Lauderdale, and Las Vegas.

Our Curb Creators program engages audiences with local, relevant content through partnerships with influencers.

Would you say Curb is a combination rideshare/advertising app?

Curb distinguishes itself from other app rideshare providers by leveraging its taxi origins and extensive experience of over 30 years in the industry. While we offer dynamic advertising platforms like Taxi TV and mobile ads, our focus goes beyond advertising. We enhance the rider experience by providing engaging and curated content, driving organic exposure for brands and advertisers. Because we are integrated with the meter and payment system, Taxi TV content plays automatically only when there is a rider on board, providing a unique experience for clients especially in the payments/FinTech space around the point of payment.

Does Curb deploy screens inside the car-service vehicles? Tablets? Or something else?

Curb integrates its Taxi TV screens seamlessly with its payment systems, making the media experience a part of the payment terminal itself, a comprehensive solution for passengers, advertisers, drivers, and fleets.

These screens showcase engaging and interactive advertising content tailored to the specific city or region of operation. Additionally, riders can scan QR codes on the screens, driving increased click-throughs and traffic to our advertising and brand partners’ content.

Which brands advertise on Curb’s network?

Our partnerships include major broadcast networks like NBC Universal, as well as leading brands, agencies, and influencers. The campaigns span the retail, healthcare, entertainment, and business sectors, showcasing brick-and-mortar/online stores, sports teams, influencers, hospitals, and more.

What types of marketers are investing in DOOH and why?

While online and mobile platforms are saturated, Taxi TV provides the ability to capture consumers on the go, making it an attractive option for brands seeking to break through the noise. Marketers across various industries are investing in DOOH to benefit from its interactive nature, audience targeting capabilities, and ability to cut through the clutter of online and mobile advertising.

Which content formats appeal to riders?

Short-format videos have emerged as a highly appealing content format for riders. In the age of social media, this format has transformed the way audiences consume and engage with content. Compared to static or long-form content, short-form videos have a greater potential to capture attention.

How can advertisers execute hyperlocal campaigns?

Here are some key steps to consider:

• Immerse yourself in the specific location where the Taxi TV or Mobile App screens will be displayed. Study the demographics, consumer behavior, and local trends. This knowledge will inform your campaign strategy and content choices.
• Create content that resonates with the local audience. Incorporate elements that reflect the unique characteristics and culture of the area. Highlight local landmarks, events, or influencers to establish a strong connection with viewers.
• Identify the optimal times to display your ads. Consider peak traffic hours, commuting patterns, and popular events or activities in the area.
• Encourage riders to engage with your campaign by including a clear call to action. Whether it’s visiting a website, making a purchase, or visiting a local store, it provides a compelling incentive for viewers to take the desired action.
• Regularly update the content to stay relevant and capture the attention of riders. Incorporate real-time information, such as local news, weather updates, or time-sensitive promotions, to enhance engagement.
• Monitor the performance of your hyperlocal campaign. Track key metrics like reach, engagement, and conversions.

How can advertisers integrate points of contact into their overall omnichannel strategy?

By leveraging timing and engagement opportunities, including social media engagement. Curb App mobile ads send e-receipts to riders after they complete their ride. These additional touchpoints provide advertisers with opportunities to engage with riders at multiple stages throughout their Curb transportation journey.

Are QR Codes an effective form of engagement?

QR codes provide a clear call to action and an exclusive touchpoint for riders. By scanning the QR codes, riders can access additional content or offers, extending the interaction beyond the taxi ride.