Today, Curb, a ride-hailing app for licensed taxis, announced Curb Journey Connect (CJC), which allows advertisers to execute cross-channel campaigns on mobile and in-cab screens.
The new ad solution taps into Curb TaxiTV — original content shown on in-vehicle screens — and mobile ad units that run before, during and after rides.
“Before CJC, advertisers lacked the capability to simultaneously run or synchronize mobile and TaxiTV ads,” Liz Tamam, Curb’s marketing and media director, told MarTech. “This innovative technology now enables brands to engage with their audiences through a two-way sync, offering robust addressable targeting capabilities on both Curb Taxi TV and mobile platforms.”
Why we care. Taxi apps and rideshare services are mobile-driven and offer sustained attention to ads when riders are in the vehicle. Ad solutions are now connecting mobile and in-vehicle screens for holistic cross-channel campaigns that last through the duration of the ride and extend to pre-ride ordering and post-ride touchpoints like digital receipts.
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TaxiTV. Curb TaxiTV is a growing network of over 15,000 in-vehicle taxi screens within licensed taxis supported by Curb. Curb includes over 100,000 taxis overall in more than 40 U.S. markets.
Mobile ads. Mobile ad units appear in-app when users book rides on Curb. Ads can also be served to riders post-ride through mobile receipts.
Integrated touchpoints. This means that the Curb audience is engaged on multiple channels throughout their ride, and reachable on mobile before the ride and after. Connecting this experience through Curb Journey Connect allows advertisers to build an integrated campaign that is addressable and measurable.
Ads can be targeted around points of interest and demographics, like geo-targeting and day-parting, for instance.
Reach and performance. The combined channels on mobile and in-vehicle add up to 2.3 billion impressions annually. Thus far, the company has measured a 2.4% click-through rate on ads.
“It’s no longer just about getting your message out there; it’s about getting [the advertiser’s] message to the right audiences and obtaining measurable data to drive action,” said Tamam.
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