A digital taxi media company has hit a trifecta in Las Vegas.
SOMO, which operates the largest digital taxi advertising network in New York City, recently expanded to Las Vegas, where it has launched the first triple-screen digital taxi platform in the United States.
The company will deploy 1,200 new digital displays across 400 taxi vehicles, introducing both dual exterior taxi top screens and its first-ever digital taxi back display powered by patented transparent screen technology from Bumpr.
The 400 taxi back displays installed in the rear windows of vehicles will transform the back of each taxi into a digital screen while maintaining full driver visibility and safety compliance.
“It’s a really cool video screen in the back window. It’s transparent and translucent so it does not impact the driver at all,” SOMO Chief Revenue Officer Jamie Lowe said. “It will be the first time in the U.S. that a three-screen exterior car solution is available, and what better market than Las Vegas?”
Lowe said that 90 screens on 30 taxis are already in the market and he expects all 400 vehicles and 1,200 screens to be deployed within 90 days. Upon completion, SOMO will operate the largest digital taxi advertising network in Las Vegas.
The deployment is made possible by SOMO’s new partnership with zTrip, the largest taxi fleet operator in the country. ARA Labs is SOMO’s digital taxi top technology partner, powering the network in New York City and Las Vegas.
This marks SOMO’s first major market outside of New York City, where it operates 4,000 digital taxi top displays and 5,500 in-car Taxi TV screens in partnership with Creative Mobile Media, accounting for approximately 65 percent of the city’s digital taxi top footprint.
“We’re really excited. We had Las Vegas targeted as our second market behind New York,” Lowe said. “It’s one of the most visually competitive advertising environments in the world.”
Lowe noted that, with all the taxis being GPS-enabled, SOMO can deliver ads based on where the vehicle is located.
“If you only want to be around the airport or The Venetian or the convention center,” he said. “We can run ads by time of day or day of week. Things like that. It’s a cool opportunity.
“Hopefully, we get off to a good start and it’s a long, successful run in Las Vegas.”
Contact reporter Todd Dewey at tdewey@reviewjournal.com. Follow @tdewey33 on X.
