CMT-ABC Deal For Taxi Content And Ad Sales
Gail Chiasson, North American Editor
Creative Mobile Technologies LLC, offering in-vehicle technology solutions, and its media subsidiary, Creative Mobile Media LLC, has signed an exclusive deal with American Broadcasting Companies Inc. and ABC National Television Sales to provide premium content and advertising through ABC’s local stations and sales forces in major U.S. media markets, including its flagship station, WABC-TV in New York City, where CMT’s equipment is installed in some 6,600 yellow medallion taxis.
CMT and CMM together comprise one of the largest in-taxi mobile media network in the country with nearly 10,000 fully interactive media screens. The deal will become effective January 1, 2012.
VeriFone Media has been handling the advertising sales for CMT cabs until now. Jason Gross, director of strategy and marketing for VeriFone Media, says, “We chose to switch from ABC to another partner a few months ago, as part of a larger arrangement including our Gas Pumps and other potential networks.
“As we are parting ways with CMT on its taxi platform as of Jan. 1, as well, CMT has decided to partner with ABC for content and ad sales, so we will not be selling for CMT taxis as of Jan 1/2012. We will be announcing our own new partnership next week,”
(In 2006, when CMT launched in NYC, its advertising partner was Clear Channel Taxi Media and content provider was NBC. When Clear Channel Taxi Media was bought by Verifone in Jan., 2010, it took over advertising for CMT taxis. However, NBC remained the content provider. With the new deal, for the first time, one entity, ABC, will provide both advertising sales and content for all CMT taxis.)
ABC, part of The Walt Disney Company, is a global broadcast media content and advertising sales leader, with some of the most recognizable assets in news, sports, and entertainment programming, including ESPN and ABC News. The 140-person sales force of ABC National Television Sales and its ABC Regional Sports and Entertainment Sales unit leverage the market leadership of the ABC-owned and affiliate stations across the country to deliver advertising alongside its premium ABC content. In New York City, ABC’s substantial and growing presence in Times Square will afford myriad synergistic opportunities with CMT’s in-taxi media.
WABC-TV has already built a strong content presence in New York City taxicabs and now looks to further strengthen that presence in association with CMT. The deal with CMT/CMM, pre-eminent national pioneer in the rapidly growing in-taxi advertising space, will allow ABC to broaden its content and advertising reach within this unique media space in almost 10,000 taxicabs across the country – with thousands of additional taxicabs expected in 2012 – capitalizing on the rise in popularity of in-taxi media and advertising solutions.
“ABC’s exclusive new pact with Creative Mobile Technologies and Creative Mobile Media significantly expands the growth opportunities ahead for our taxi TV programming and advertising business,” says Dave Davis, president and general manager of WABC-TV in New York. “This new combination of CMT’s superior technology and the market-leading content from ABC stations promises a better passenger experience in taxis in New York and other cities.”
John Watkins, president of ABC National Television Sales, says that the new relationship with CMT and CMM reflects the companies’ shared commitment to take programming and advertising to the next level in the fast-growing taxi TV segment. He says, “We look forward to working closely with CMT and CMM to further enhance the value of this important out-of-home market for both riders and advertisers.”
Ron Sherman, CEO of Creative Mobile Technologies, says, “We are extremely impressed with the entire ABC team and its commitment to CMT’s expanding vision, and believe this to be the absolute right fit for our company as we continue to expand our unique technology solutions, which include a full suite of web-based management tools and the highest level of security for the processing of credit cards throughout the United States.”
Jason Poliner, president of CMM says that the new association was born in the shared vision and wherewithal to create a truly national mobile media network.
The 6,600 CMT taxicabs in New York City will begin running ABC local and national content, which features local news and weather updated 4 times a day as well as ‘news you can use’ features that all run within a ‘rotation loop’ shortly after the passenger enters the taxi.
Over 3,000 additional CMT taxicabs in Chicago, San Francisco, Boston, Anaheim, Kansas City, Denver, Columbus, and Charlotte will begin delivering ABC content and advertising.
The deal is expected to lay the groundwork for additional expansion into new markets by CMT/CMM and ABC in the coming months.
In addition to its 10,000 in-vehicle media screens throughout the United States, CMT has more than 20,000 vehicles in which it provides credit card processing.
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