T-Mobile recently announced its acquisition with Octopus Interactive, which would place interactive video screens inside Uber and Lyft vehicles.

“Octopus allows us to highlight our library of rich media content and drive awareness amongst a younger and tech-savvy demographic," Head of Brand & Creative Strategy at Philo Matt Stein said, according to Business Wire. "We’ve seen engagement rates over 3.5% and QR codes convert extremely well given the captive rideshare environment." 

The new deal is part of T-Mobile's next move for Marketing Solutions, T-Mobile’s fast-growing advertising technology business, and will connect T-Mobil with Octopus clients Audible, Fox Entertainment, Philo and more, according to a Business Wire press release.

“With this move, we’re expanding our toolkit for marketers, meeting the needs of advertisers and empowering brands to better connect with consumers, beyond linear and traditional digital channels” said Mike Peralta, vice president and general manager of Marketing Solutions, a division of T-Mobile, according to the release. “As the Un-carrier, we’re committed to disrupting the ad tech space. We’re making good on that commitment through innovative solutions, like Octopus.”

Octopus will allow T-Mobile to highlight its library of media content and drive awareness, Matt Stein, Head of Brand and Creative Strategy at Philo, said in the release.

The release states that out-of-home advertising increased 40% in the second quarter of 2021, and ad spending increased by 80% during the same time. Brands will also now be able to reach more than 5 million unique riders due to T-Mobile's acquisition.

“We’re thrilled to join the T-Mobile team on their mission to provide better results for marketers and better experiences for consumers,” Cherian Thomas, co-founder and CEO of Octopus Interactive, said in the release. “Our rideshare technology will unlock massive opportunities for brands working with Marketing Solutions.”