2025 MARKET ANALYSIS

Mobile DOOH Advertising:
Vehicle-Mounted Display Networks

Complete market analysis of rideshare rooftop, taxi-top, and fleet-mounted digital advertising in the U.S.

$9.1B

U.S. OOH Market 2024

34%

DOOH Growth YoY

97%

Mobile Ad Recall

10K+

Firefly Fleet Size

Mobile DOOH Advertising
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Market Overview: Size, Growth & Key Players

The U.S. out-of-home (OOH) advertising market reached a record high of $9.1 billion in 2024, with digital out-of-home (DOOH) making up about 34% of that spend (≈$3.1B). DOOH is growing faster than traditional static OOH – U.S. programmatic DOOH ad spend grew 34% in 2024 and is projected to grow another 23% in 2025.

$10B+

Projected by 2028

+10.6%

Transit Segment Growth

8-12%

Global CAGR Forecast

The transit advertising segment (which includes ads on vehicles and transit screens) led OOH growth with a 10.6% increase in 2024, reflecting surging interest in mobility-based advertising.

Key Players in Mobile DOOH

🔥 Firefly

Largest independent network with 10,000+ smart LED tops nationwide. Cities: Chicago, Dallas, LA, Miami, NYC, SF. ~3,000 on NYC taxis. Billions of impressions/month.

🚗 Uber OOH

Launched 2020 via Adomni partnership. Started with 1,000 screens in Atlanta, Dallas, Phoenix. Now available on programmatic exchanges.

💜 Lyft Halo

Acquired Halo Cars in 2019. Rooftop screens deployed in NYC, LA, Washington D.C. and other markets.

🚕 Other Players

Curb (taxi media), Lumos, Adflow (independent car-top/in-car networks). Competitive and growing arena.

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Common Business Models

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Media Network Ownership

Companies own/operate screen fleets OR partner with third parties. Uber/Lyft leverage drivers' cars while controlling the media platform. Firefly provides hardware + ad platform.

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Revenue Sharing with Drivers

Drivers earn supplemental income:

  • Firefly: ~$300/month (40+ hrs/week)
  • Uber: $300 upfront + $100/week
  • Lyft Halo: ~$400/month
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Programmatic Sales

Networks integrate with DSPs (Adomni, Vistar, Place Exchange). Self-service buying by location/time. Dynamic pricing. Omni-channel ad buys where mobile DOOH is one component.

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Performance Comparison

How does mobile DOOH stack up against static billboards and in-store media?

Metric Mobile DOOH Static Billboards In-Store Media
Reach Multiple neighborhoods/day Fixed corridor In-store only
Ad Recall 94-97% 43% +55% vs printed
Attention 2.5× more than static Baseline High (captive)
CPM Premium (targeting) Lowest (24/7) High (limited)
Flexibility Real-time triggers Static Dynamic

📊 RECALL STUDY

94% recalled a moving billboard ad vs only 43% for roadside billboard. 80% recalled the specific ad message – more than 2× memory retention for mobile ads.

📊 ACTION RATES

76% of U.S. consumers have taken action after seeing OOH ad. 74% of in-store digital signs influence purchase decisions.

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Operational Challenges

Implementing vehicle-mounted LED advertising faces unique operational and technical challenges.

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Hardware Durability & Power

Units must be shockproof, moisture/wind-proof, frost-proof. Power from vehicle's electrical system raises battery drain concerns. Some drivers reported lowered fuel economy and radio static from early units.

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Regulatory Constraints

NYC TLC banned ads on Uber/Lyft in 2019 – only licensed taxis allowed. LA argued digital moving ads are "distracting to drivers." Common rules: no video/flashing, 8-sec min between changes, brightness limits.

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Measurement & Attribution

Unlike fixed billboards, impressions depend on where/when car drives. Firms use GPS tracking + audience data overlay. Firefly offers "OOH retargeting" via device IDs – reaching exposed users on mobile within seconds.

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Route Optimization & Fleet Ops

Gig drivers won't alter routines for ads. Networks may bonus drivers for high-demand zones. Logistics: recruiting drivers, installing units, syncing content over cellular networks in real time.

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Content Management & Targeting

CMS must use GPS to trigger ads via geofencing. Dynamic content based on location, time, weather. "Morning coffee ads or lunch specials" at appropriate times. Hyper-local targeting on a level static billboards cannot match.

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Attribution Results

Multi-venue DOOH campaign (including taxi-top ads) led to +13% rise in awareness and +26% rise in purchase intent for a film release, measured via brand lift study with location-targeted audiences.

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Omnichannel Integration

Mobile DOOH is increasingly blending into omnichannel marketing strategies as buyers and platforms treat it as another digital touchpoint.

📡 Programmatic Buying & DSP Integration

Mobile DOOH inventory accessible on same DSPs as online/mobile ads. Advertisers allocate budget to "digital out-of-home" and serve creative on taxi tops alongside web, app, or CTV ads. Real-time buying with audience data and retargeting rules.

📊 Cross-Channel Measurement

Advertisers expect unified reporting. Tools allow attribution: tying exposed audience to store visitation (footfall uplift) or website traffic. Mobile data providers (PlaceIQ, Foursquare) connect the dots.

🎯 Integrated Campaigns

Brands run promotions on rideshare car-tops, bus shelter displays, and in-store screens concurrently. QSR example: breakfast menu ads on car-tops during morning commute + mobile app notification for discount. Consistent message in right context.

🔄 Data & Tech Integrations

Location data companies supply audience movement insights. Telematics integrations: rideshare APIs, vehicle sensors. Firefly screens collect city data like air quality and traffic conditions while on the road.

📈 Social Amplification Stats

47%

Search brand's social media after seeing OOH

40%

Share photo of OOH ad on social

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Future Scenarios (5-7 Year Outlook)

The next 5-7 years could see mobile DOOH evolve under different possible scenarios.

OPTIMISTIC

Mainstream Expansion & Smart City Integration

Mobile DOOH becomes mainstream urban advertising. Screen networks vastly expand – common to see dynamic LED ads on rideshare cars, delivery vans, even autonomous shuttles by 2030.

  • Regulatory frameworks set clear guidelines, allowing responsible use
  • Cities partner with ad networks for public messaging (emergency alerts, Amber alerts)
  • Screens lighter, more energy-efficient (EV batteries, solar)
  • Higher resolution or even 3D holographic effects (Firefly already prototyped)
  • Hyper-targeting via AI: neighborhood-specific creatives
  • Mobile DOOH = staple for urban marketing, like social media
MODERATE

Niche Utilization with Regulatory Checks

Mobile DOOH grows but remains a niche/supplementary medium. Strict regulations in many cities limit spread.

  • More cities imitate NYC stance (only official taxis/buses)
  • Networks focus on high-value use cases: LA, Miami, Las Vegas strongholds
  • Primarily used for short-term brand activations and events
  • Growth tied to gig economy trajectory
  • Specialized channel: hyper-local reach, engaging young mobile audiences
  • Revenue grows steadily but not explosively
TECH LEAP

Technological Leap & Convergence

Technology changes the game in surprising ways.

  • Autonomous vehicles (AVs) incorporate display panels by design – robo-taxis as full ad platforms
  • AR glasses show location-based ads superimposed, complementing vehicle panels
  • Programmatic creative optimization: ads change based on nearby viewer demographics
  • Context-aware AI: car-top knows it's passing Starbucks → coffee ad; near gym → sports drink
  • Smart city kiosks, bus displays, car-top screens all on one platform, selling audiences not units
  • Lines between mobile and static DOOH blur completely
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Strategic Recommendations for Operators

Based on our analysis, here are strategic recommendations for organizations entering or scaling in the mobile DOOH space.

👥 Target Customer Segments

🚗 Gig Economy Drivers

Uber/Lyft drivers, UberEats/DoorDash. Already on roads extensively. Motivated by extra income (~$300/mo).

🏢 Fleet Owners & Transit

Taxi companies, limo services, municipal fleets, transit agencies. Smart city signage positioning.

📢 Brand Advertisers

Ad agencies, DOOH media buyers. Top verticals: QSR, entertainment, retail, tech, DTC brands.

📍 Recommended Launch Markets

Los Angeles, CA

Car-centric, heavy rideshare usage, entertainment advertisers, sprawling geography.

Miami/Orlando, FL

Permissive environment, tourism, nightlife, year-round urban audience.

Chicago, IL

Top ad market, Firefly presence, dense downtown with high pedestrian traffic.

SF Bay Area / NYC

Tech-forward. NYC requires taxi partnerships (TLC ban on rideshare). Premium rates.

⚙️ Integration Features to Prioritize

📍 GPS Sync & Geofencing

Location-based content rules, geofence triggers, real-time 4G/5G connectivity.

🔄 Telematics Integration

Vehicle data, rideshare API status, engine on/off, night mode auto-dimming.

📊 Programmatic-Ready

OpenRTB for DOOH, DSP partnerships (Vistar, Adomni), audience data providers.

🎨 Dynamic Creative

Weather triggers, live data feeds (sports, events), QR codes, contextual optimization.

💡 PRODUCT POSITIONING

For Advertisers: "Addressable digital billboards on wheels – a new addition to your omnichannel arsenal." Emphasize reach, digital flexibility, measurability.

For Fleet Owners: "Transform your fleet into dynamic rolling advertisements." Digital panels let businesses change messages easily and earn extra through ad-share revenue.

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Frequently Asked Questions

What is mobile DOOH advertising?

Mobile DOOH (Digital Out-of-Home) refers to digital advertising displays mounted on vehicles – including rideshare rooftop screens, taxi-top LEDs, delivery van displays, and transit vehicle panels. Unlike static billboards fixed in one location, these screens "go to where the crowds are," moving through multiple neighborhoods and delivering ads to diverse audiences throughout the day.

How effective is mobile DOOH compared to static billboards?

Mobile DOOH significantly outperforms static billboards on recall metrics. Studies show 94-97% recall rates for mobile billboard ads compared to just 43% for static roadside billboards. Mobile advertising generates 2.5× more attention than static billboards due to novelty and movement. However, static billboards typically offer lower CPMs and 24/7 exposure.

How much do drivers earn from rooftop advertising?

Earnings vary by network: Firefly drivers earn approximately $300/month for driving 40+ hours/week. Uber's initial pilot paid $300 upfront plus $100/week for 20+ driving hours. Lyft Halo offered around $400/month. These payments provide supplemental income without requiring extra work from drivers.

Are there regulations on vehicle-mounted digital ads?

Yes, regulations vary significantly by city. NYC's Taxi & Limousine Commission banned advertising on rideshare vehicles (Uber/Lyft) in 2019 – only licensed taxis are allowed. Los Angeles initially opposed digital moving ads as "distracting to drivers." Common rules include bans on video/flashing content, 8-second minimum between changes, and brightness limits. Operators must navigate a patchwork of local ordinances.

How is audience measurement done for moving screens?

Mobile DOOH networks use GPS tracking and telematics to log routes, then overlay those with audience data from mobile device location data or traffic databases. Advanced networks like Firefly can "remessage" mobile devices of exposed users within seconds through device ID matching. Attribution studies have shown measurable results: +13% awareness and +26% purchase intent for campaigns using taxi-top ads.

Ready to Launch Your Mobile DOOH Network?

SeenLabs offers military-grade rooftop LED panels with GPS sync, programmatic integration, and weather-proof durability designed for rideshare and fleet deployment.

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