NEW YORK, NY — February 28th, 2026 — SOMO, the leader in large-scale digital taxi media, today announced its expansion into Las Vegas, beginning in March 2026. The company willdeploy 1,200 new digital displays across 400 taxi vehicles, introducing both digital taxi top screens and its first-ever Digital Taxi Back Display format powered by patented transparentscreen technology from Bumpr. Upon completion, SOMO will operate the largest digital taxi advertising network in Las Vegas.
This marks SOMO’s first major market outside New York City, where it operates 4,000 digital taxi top displays and 5,500 in-car TaxiTV screens in partnership with Creative Mobile Media, representing approximately 65% of New York City’s digital Taxi Top footprint. ARA Labs is SOMO’s continued digital Taxi Top technology partner, powering the network in New York City and now Las Vegas. ARA integrates the hardware and provides the supporting software infrastructure for content delivery, remote monitoring, and fleet-level performance management, enabling reliable and scalable moving media operations. The Las Vegas launch extends that proven model into a city built on scale, spectacle, and constant motion.
SOMO will also introduce 400 Digital Taxi Back Displays installed in rear windows of taxis, transforming the back of each taxi into a high-impact digital canvas while maintaining full driver visibility and safety compliance. With Taxi Top and Taxi Back displays, SOMO is elevating and revolutionizing the traditional taxi ride-share network into a fully digitized ecosystem featuring a trifecta of screens: dual exterior top and rear-facing screens, creating the first triple-screen digital taxi platform in the U.S., launching in the Las Vegas market.
This large 1,200 screen deployment is made possible by SOMO’s new partnership with zTrip, the largest taxi fleet operator in the country. “We are incredibly excited about our new partnership with SOMO, a leader in moving media, and we believe that combining our strengths in a complex market like Las Vegas will pair industry expertise with operational excellence,” said Bill George, CEO of zTrip.
“Las Vegas represents exactly the kind of market where moving media can make an outsized impact,” said Jamie Lowe, Chief Revenue Officer at SOMO. “It’s one of the most visually competitive advertising environments in the world. By combining our dominant Taxi Top presence with the introduction of Digital Taxi Back Displays, powered by Bumpr’s transparent screen technology, we’re transforming the taxi into a dynamic, multi-surface digital platform. Clients can own multiple sightlines at once, from pedestrian corridors to the airport to downstream along the Strip, creating immersive, unmissable, 360-degrees brand moments.”
“This partnership represents a major milestone for Bumpr as our first large-scale fleet deployment with a premier media operator like SOMO,” said Kaleb Janzen of Bumpr. “Integrating 400 Digital Taxi Back Displays across SOMO’s network significantly expands the scale and visibility of our patented transparent screen technology. Together, we’re elevating vehicle-based digital media and helping brands command attention in one of the most competitive advertising environments in the world.”
The Las Vegas deployment reflects a broader shift in out-of-home toward scalable,technology-enabled moving media networks that deliver high-frequency exposure in premium urban environments.
About:
SOMO is a division of GPO Vallas, which consists of a large group of Latin American media companies headquartered in Mexico City. SOMO, based in New York City, is a digital out-of-home (DOOH) company specializing in digital taxi media and in-car video displays, delivering high-impact mobile advertising at scale.
zTrip is the largest taxi fleet operator in the United States, operating in more than 26 major U.S. markets. Through its app and booking platform, zTrip connects riders to professionally driven, company-owned vehicles and maintains one of the most established and scalable taxi networks in the country.
Ara Labs owns and operates networks of digital signage, including the largest network of car top advertising displays in New York City and ad-enabled EV charging displays through Ara’s partnership with ChargePoint, Inc and Destination Media, Inc.. The company is venture-backed by Founders Fund, Coatue, iHeart Media, Rosecliff Ventures, Techstars, and others.
Bumpr is an advertising technology company specializing in advanced vehicle-integrated digital display systems. Its patented transparent screen hardware transforms rear windows of taxis into high-resolution digital advertising surfaces while preserving full driver visibility and safety compliance. Bumpr’s proprietary software platform powers content delivery, remote device management, real-time diagnostics, and campaign optimization at scale, enabling seamless deployment of intelligent mobile digital media networks across major U.S. markets.
RIMS (Rearview InMotion Screens) is Bumpr’s exclusive Nevada licensing partner, deploying TaxiBack digital displays across local vehicle fleets. RIMS manages fleet partnerships, local revenue generation and market operations.
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