Firefly Launches in the UK with Acquisition of Ubiquitous - Automobility
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Firefly Launches in the UK with Acquisition of Ubiquitous

On Jul 14, Firefly, a mobility based digital advertising and data platform for rideshare drivers, declared that it has officially expanded into international markets with the acquisition of London-based out-of-home company Ubiquitous, a leading provider of UK taxi advertising throughout the main cities in the UK.

Ubiquitous is the UK market leader in taxi advertising with a 40-year history and has experienced strong growth post pandemic as commuter and tourist travel has returned. OOH advertising remains as popular as ever and can be seen in the quality of Ubiquitous’ customer base. “Ubiquitous has historically focused on using data analytics and technology to help improve customer advertising effectiveness and so the opportunity to accelerate digital transformation in partnership with Firefly makes sense on multiple levels,” said Andrew Barnett, Founder and CEO of Ubiquitous.

Kaan Gunay, Co-Founder and CEO of Firefly said: “We are very pleased to expand our international footprint. We have been a disruptor since our launch in 2017, and we expect to continue that trajectory going forward.” Firefly acquired Strong Outdoor in 2020 and Curb Taxi Media in 2021 and now operates in twelve U.S. markets, as well as ad hoc pop-up markets for specific client needs or campaigns.

In addition to digital car tops, the company has expanded its suite of products and solutions for advertisers in the last year, including experiential marketing, vehicle wraps, and programmatic opportunities, as well as Firefly En Route™, an in-car tablet. Firefly also declared a partnership with Hyundai in April 2022, which encouraged EV adoption among rideshare fleets and drivers.

Automobility Ltd  is excited that its EXCELerate portfolio company Firefly has expanded into international markets with the acquisition of UK’s leading taxi out-of-home (OOH) advertising company Ubiquitous Ltd.

Please contact us at [email protected] if you would like further information on this startup or to learn more about other Auto & Mobility investment opportunities from our EXCELerate opportunity pipeline.

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