In recent years, many companies have begun to invest in digital signage for vehicles. In particular, one company directly provided digital signage to Uber and Lyft for marketing to restricted audiences.
May 14, 2021 | By Bradley Cooper — ATM Marketplace Editor
From the ring-shaped attracting screen on the kiosk to the bright LED display on the Las Vegas Strip, digital signage takes many forms. A less common one is vehicle digital signage, such as on taxis or buses. However, this situation is about to change.
In recent years, many companies have begun to invest in in-vehicle digital signage. For example, Road Runner Media has developed a solution that can play signs on the digital license plates of the company's fleet when the vehicle is moving.
Another company Octopus Interactive is providing screen networks for Uber and Lyft. The network provides video content to riders in these vehicles, attracting captured audiences.
Although COVID-19 has had a significant impact on all advertising, especially DOOH or taxi displays, as vaccine launches increase, the recovery is about to begin
To learn more about this network and how it recovered from the COVID-19 downturn, Digital Signage today spoke with Octopus Interactive CEO Cherian Thomas.
Q: What is your company's main solution?
A. Octopus is the largest nationwide screen network inside Uber and Lyft vehicles. Brands are able to activate through high-quality videos and unique custom content as well as a complete funnel to reach 18-49 hard-to-reach audiences in an unforgettable and attractive environment. Impression delivery is 100% verified, and our audience reach is measured by Nielsen.
Q: Do you provide any type of analysis?
A. Advertisers can use our real-time dashboard to fully understand the effectiveness of their campaigns in real time. They can access delivery metrics at the top of the channel, such as cadence, daily performance data, and geographic reports. They also have access to low-funnel analysis of participation performance, first-party opt-in rates, A/B optimization tests, and first-party leads that can be brought directly to the customer's CRM. In addition, customers conducting surveys or brand research can access instant response data to gain consumer insights faster and more effectively.
Q: How will COVID-19 affect your business?
A. In the early stages of the pandemic, our business was hit hard
National blockade. Since then, we have seen the network continue to grow and recover from month to month, and it will rebound across the board at the end of the second quarter. As the demand for carpooling hit a record high, our network growth has experienced significant growth.
Q: Are you beginning to see signs of recovery?
A: With the rapid growth in demand from ride-hailing companies Uber and Lyft, our ride-hailing audience indicators have also seen a simultaneous increase, with a quarter-on-quarter increase of more than 20%.
Q: What does this mean for the entire advertising industry?
A: As more people get vaccinated and travel and commuting begin to return, the DOOH industry as a whole has a huge opportunity to support brands in communicating their message to their target audience. This happens when other forms of advertising lose many identifiers that are critical to their validity. Coupled with the ability to remain fraud-free, brand safe, and easy to execute, DOOH is ready to enhance its image and importance in the media budgets of all types of brands.
The photo is from Octopus Interactive. The cover photo is from Istock.com.
Bradley Cooper has been the editor of Digital Signage Today since 2016. His background is in information technology, advertising and writing.
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