GPO Vallas, a leading Latin American \u201cout-of-home\u201d (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.<\/p>\n
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.<\/p>\n
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.<\/p>\n
\u201cNYC\u2019s taxi top advertising displays may be the most iconic and ubiquitous DOOH product in the United States,\u201d said Gabriel Cedrone, CEO of GPO Vallas. \u201cThrough 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.\u201d<\/p>\n
Unlike traditional OOH advertising displays which have fixed locations, Ara\u2019s car top digital car top displays are the industry benchmark for a new class of \u201cmoving out-of-home media\u201d (MOOH) that empower advertisers\u2019 to meet their target audience where they are with real time day-part and hyper-local targeting.<\/p>\n
\u201cMOOH is experiencing a breakout moment,\u201d said Jeff Cripe, CEO of Ara Labs. \u201cWe are excited to partner with GPO Vallas, whose 24+ years of OOH experience and leadership will be instrumental in growing Ara\u2019s car top network from the largest in NYC to the largest in the world.\u201d Ara\u2019s 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\u2019s US sales efforts will be led by Chief Revenue Officer and digital-out-of-home industry veteran Jamie Lowe.<\/p>\n
\u201cI am honored to be working alongside Ara Labs, MTBOT, and the tremendous team we have at GPO Vallas.\u201d said Jamie Lowe, CRO of SOMO. \u201cDelivering valuable content to consumers, dynamic advertising to brands, and improving lives in cities is something I am passionate about and have deep experience with. NYC\u2019s car top displays are one of the most famous and recognizable formats in the world, and mobile media is one of the most effective and efficient media forms to target consumers where they live, work, shop, dine, and play.\u201d<\/p>\n
\u201cCar top advertising displays are a tried and tested media format which provide tremendous reach, frequency, and value.\u201d added Jamie Lowe, CRO of SOMO. \u201cNow 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.\u201d<\/p>\n
\u201cThe partnership between MTBOT, CMM, Ara Labs, and GPO Vallas represents a major investment in the future of yellow taxicabs and the broader advertising landscape. By combining our extensive experience in the taxi industry with cutting-edge technology and global reach, we are delivering an unparalleled offering for advertisers. This collaboration not only enhances the visibility and impact of yellow cabs in NYC but also reinforces their enduring value as an integral part of the city\u2019s vibrant transportation ecosystem,\u201d said Ron Sherman, President of the Metropolitan Taxi Board of Trade (MTBOT).<\/p>\n
The companies were advised by Sheldon Silverman and Stephen Freitas of OOH Capital, the leading global OOH consultancy. \u201cThis is a very exciting evolution of the MOOH Media vertical\u201d, says Sheldon Silverman. \u201cBoth GPO Vallas and Ara are leaders in their fields and their shared desire to drive sustainability and responsible corporate culture for social good is highly synergistic and a cornerstone to the partnership\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
GPO Vallas, a leading Latin American \u201cout-of-home\u201d (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…<\/p>\n","protected":false},"author":1,"featured_media":705,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":["post-815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ooh-vi"],"_links":{"self":[{"href":"https:\/\/oohinvestment.com\/vi\/wp-json\/wp\/v2\/posts\/815","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/oohinvestment.com\/vi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/oohinvestment.com\/vi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/oohinvestment.com\/vi\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/oohinvestment.com\/vi\/wp-json\/wp\/v2\/comments?post=815"}],"version-history":[{"count":1,"href":"https:\/\/oohinvestment.com\/vi\/wp-json\/wp\/v2\/posts\/815\/revisions"}],"predecessor-version":[{"id":816,"href":"https:\/\/oohinvestment.com\/vi\/wp-json\/wp\/v2\/posts\/815\/revisions\/816"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/oohinvestment.com\/vi\/wp-json\/wp\/v2\/media\/705"}],"wp:attachment":[{"href":"https:\/\/oohinvestment.com\/vi\/wp-json\/wp\/v2\/media?parent=815"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/oohinvestment.com\/vi\/wp-json\/wp\/v2\/categories?post=815"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/oohinvestment.com\/vi\/wp-json\/wp\/v2\/tags?post=815"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}