Out-of-home media platform VeriFone Systems has struck a new deal with NBC's owned TV stations group.
The deal continues to include news, information, as well as entertainment programming seen in taxi cabs, gas stations and other digital OOH platforms. VeriFone has access to some 1 million retail installations and over 60,000 gas stations. The deal will also include interactive advertising opportunities through e-commerce, couponing and microsites.
Bud Waller, vice chairman of VeriFone, lauded NBC's sales performance and programming, stating that the "new consumer experiences will benefit advertisers and consumers.”
Initially, the deal will cover taxis in nine markets, including New York, Chicago, Boston, Las Vegas, San Francisco, Washington, D.C. and Miami.
For example, in New York, taxi customers can see local news and weather updates from WNBC New York and content from NBC Sports Group, NBC News, NBC’s prime-time and late-night offerings, as well as several of its cable networks and Universal Pictures. VeriFone recently upgraded its technology to its entire fleet of 6,800 New York taxis.
The companies say advertisers will also have the ability to integrate both mobile and social features into their campaigns, track user engagement and enable riders to select from a range of coupons.