Firefly

Firefly is a digital out-of-home (DOOH) advertising network built around vehicle-based media. Its core product is a network of GPS-enabled digital screens mounted on the roofs of taxis and rideshare vehicles, complemented by static taxi tops and vehicle wraps offered in full (360-degree), partial (270-degree) and door (180-degree) formats, available on vehicles with or without digital tops.

Beyond on-car media, Firefly sells in-car inventory including TaxiTV, an in-vehicle screen product that has run since 2007 and carries local NBC news and entertainment programming, and HD touchscreen golf screens with GPS yardage, sports tickers, music streaming and scorecards alongside advertising. Around-car and experiential offerings include coordinated multi-vehicle "swarms" on custom routes, complimentary branded rides, 3D animated hologram projection, brand ambassador programs, mobile retargeting tied to OOH exposure, custom vehicle build-outs, LED digital trucks, 3D hologram trucks with transparent displays, laser "velocity projection" onto buildings along a route, branded food trucks, and the Vegas Miracle, a synchronized set of three large-format digital displays spanning eight faces and more than 20,000 square feet, plus an interior network of nine large-format LED displays and 23 interior kiosks.

Firefly positions itself as a data-first network, emphasizing tracking, measurement and campaign optimization. Advertisers can target by geofence, zip code, DMA and day-part, serve dynamic creative triggered by real-time signals such as weather, vehicle location, time of day and sports scores, and measure results through foot traffic, brand recall, and web and app conversion research.

Business model

Firefly sells advertising campaigns on vehicle-mounted and vehicle-adjacent media it operates, including digital and static taxi tops, wraps, in-car screens, LED and hologram trucks, and large-format displays. Supply comes from taxi and rideshare drivers, who are recruited through a Firefly driver app and paid additional income for carrying the media on their vehicles.

Latest developments

In April 2026 Firefly announced an integration with VIOOH to expand its programmatic capabilities. In May 2026 it published a joint study with Reveal reporting that moving out-of-home can unlock up to 2.8x greater reach and optimize frequency in OOH campaigns. In August 2026 it announced a launch in Colombia, expanding its Latin American footprint.