SOMO Expands Digital Taxi Advertising to Las Vegas

The company will deploy 1,200 new digital displays across 400 taxi vehicles in the city.

Published on Mar. 11, 2026

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SOMO, a leader in large-scale digital taxi media, announced its expansion into Las Vegas, beginning in March 2026. The company will deploy 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 transparent screen technology from Bumpr.

Why it matters

This expansion marks SOMO's first major market outside New York City, where it already operates a significant digital taxi advertising network. The Las Vegas launch extends SOMO's proven model into a city known for its visual spectacle and constant motion, providing brands with new opportunities to command attention through immersive, 360-degree advertising experiences.

The details

SOMO's new partnership with zTrip, the largest taxi fleet operator in the country, makes this large 1,200-screen deployment possible. The Digital Taxi Back Displays will transform the back of each taxi into a high-impact digital canvas while maintaining full driver visibility and safety compliance. Combined with SOMO's dominant Taxi Top presence, this creates the first triple-screen digital taxi platform in the U.S.

  • SOMO will begin deploying the 1,200 new digital displays across 400 taxi vehicles in Las Vegas in March 2026.
  • SOMO currently operates 4,000 digital taxi top displays and 5,500 in-car TaxiTV screens in New York City.

The players

SOMO

A division of GPO Vallas, SOMO 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

The largest taxi fleet operator in the United States, operating in more than 26 major U.S. markets.

Bumpr

An advertising technology company specializing in advanced vehicle-integrated digital display systems, including its patented transparent screen hardware that transforms rear windows of taxis into high-resolution digital advertising surfaces.

RIMS (Rearview InMotion Screens)

Bumpr's exclusive Nevada licensing partner, deploying TaxiBack digital displays across local vehicle fleets and managing fleet partnerships, local revenue generation, and market operations.

ARA Labs

SOMO's digital Taxi Top technology partner, powering the network in New York City and now Las Vegas by integrating the hardware and providing the supporting software infrastructure for content delivery, remote monitoring, and fleet-level performance management.

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What they’re saying

“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.”

— Bill George, CEO of zTrip

“Las Vegas represents exactly the kind of market where moving media can make an outsized impact. 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.”

— Jamie Lowe, Chief Revenue Officer at SOMO

“This partnership represents a major milestone for Bumpr as our first large-scale fleet deployment with a premier media operator like SOMO. 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.”

— Kaleb Janzen

What’s next

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.

The takeaway

SOMO's expansion into Las Vegas, combining its dominant Taxi Top presence with the introduction of innovative Digital Taxi Back Displays, creates a new multi-surface digital platform that allows brands to command attention and deliver immersive, 360-degree advertising experiences in one of the world's most visually competitive markets.