T-Mobile (NASDAQ: TMUS) yesterday announced the acquisition of Octopus Interactive, the largest national network of interactive video screens inside Uber and Lyft vehicles. Octopus Interactive helps brands reach audiences through video ads presented on screens inside rideshare vehicles and execute geo-targeted campaigns across a range of consumers. The service will be powered by T-Mobile’s network.
“With this move, we’re expanding our toolkit for marketers, meeting the needs of advertisers and empowering brands to better connect with consumers, beyond linear and traditional digital channels,” said Mike Peralta, VP and GM of Marketing Solutions, a division of T-Mobile. “As the Un-carrier, we’re committed to disrupting the ad tech space. We’re making good on that commitment through innovative solutions, like Octopus.”
The service is designed to enhance the riders’ experience by delivering interactive games, prizes, premium video and infotainment curated specifically for Uber and Lyft audiences.
The demographic for Octopus’s rideshare audience is as follows:
- Nearly 80 percent of riders are between the ages of 18 and 49.
- Riders have an average household income of more than $130K.
- 45 percent live in urban areas.
- Nearly 40 percent of riders are travelling – to the airport or on business – and more than 50 percent are going to and from social outings.
- 72 percent are cord cutters.
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