Curb and TikTok team up to deliver creator content across US taxi network
- Perry Richardson
- Jul 30
- 2 min read
Curb, the US-based licensed taxi media and ride-hailing platform, has partnered with TikTok to stream full-screen, sound-on video content through its national Taxi TV network. The deal falls under TikTok’s Out of Phone programme, which extends platform content beyond mobile devices into real-world environments.
The rollout will reach more than 15,000 taxis across over 65 US cities, connecting with millions of passengers annually. It will showcase curated TikTok videos during journeys, offering brands access to captive audiences.
According to Curb, the partnership responds to growing demand in the advertising sector for high-impact digital out-of-home formats. The company’s Director of Media, Lizclaire Tamam, described it as a “new frontier” in audience engagement, combining creator-led content with targeted delivery and guaranteed impressions.
Taxi TV offers advertisers a full-screen, non-skippable format supported by Curb Journey Connect (CJC), a mobile ad solution launched earlier this year. CJC uses factors like location, time of day, and journey length to deliver content in context. It currently generates over 2.3 billion impressions annually and achieves an average 3% click-through rate.
TikTok’s involvement through its Out of Phone initiative reflects a wider shift towards hybrid media models. The programme places TikTok content in locations such as taxis, cinemas and billboards, and aims to bring digital media into physical spaces where attention levels remain high.
The Curb-TikTok integration will also support Curb Creators, a programme that promotes influencer content within taxis. Campaigns built around this model have shown stronger engagement and return on investment, aligning with broader industry trends. According to CreatorIQ, influencer-driven campaigns produce an 18% higher ROI than traditional branded content.
Dan Page, TikTok’s Global Head of Partnerships for New Screens, said the collaboration gives brands new ways to meet audiences in everyday moments. Page said: “Our Out of Phone program offers brands fresh, immersive ways to meet audiences in their everyday journeys.
“Through our partnership with Curb, we’re bringing TikTok into one of the most impactful and engaging media environments available today—bridging digital and physical spaces to connect with viewers in high-attention, real-world moments.”
Lizclaire Tamam added: “As the advertising industry seeks greater impact through digital-out-of-home media, our TikTok partnership offers a high-value channel with unmatched viewability and scale.
“This partnership represents a new frontier for real-world storytelling—by combining the power of creator-led content with advanced addressability and guaranteed impressions, advertisers can connect meaningfully with riders in moments of undivided attention with smarter, context-aware delivery.”
