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 recent 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 potential to concurrently run or synchronize mobile and TaxiTV ads,” Liz Tamam, Curb’s marketing and media director, told MarTech. “This progressive technology now enables brands to have interaction with their audiences through a two-way sync, offering robust addressable targeting capabilities on each 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 within the vehicle. Ad solutions at the moment are 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 inside licensed taxis supported by Curb. Curb includes over 100,000 taxis overall in greater than 40 U.S. markets.
Mobile ads. Mobile ad units appear in-app when users book rides on Curb. Ads will also be served to riders post-ride through mobile receipts.
Integrated touchpoints. This implies 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 construct an integrated campaign that’s addressable and measurable.
Ads may be targeted around points of interest and demographics, like geo-targeting and day-parting, for example.
Reach and performance. The combined channels on mobile and in-vehicle add as much as 2.3 billion impressions annually. Thus far, the corporate has measured a 2.4% click-through rate on ads.
“It’s now not nearly getting your message on the market; it’s about getting [the advertiser’s] message to the proper audiences and obtaining measurable data to drive motion,” said Taman.
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