Digital Out-of-Home Advertising
in New York City

Taxi top LEDs, car wraps, digital billboards, and mobile retargeting — put your brand in front of millions on the streets of NYC, 24/7.

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8,878 Yellow Cabs on the Road, Average Day NYC TLC monthly indicators, May 2026

8.26M NYC Residents U.S. Census, 2024

64.3M Annual Visitors NYC Tourism + Conventions, 2024

+44% Ad Recall Lift, Measured Firefly campaign, measured by LoopMe

Campaigns that actually ran in New York

Not stock photography. These are documented frames from the Firefly campaign archive — 935 catalogued New York shots across 237 brands. Each one is captioned with the brand, the format and the year it ran.

Shopify advertisement on a digital taxi top display on a New York City street — **Shopify** · New York · Digital taxi top · 2026

Nike advertisement on a digital taxi top display in New York City — **Nike** · New York · Digital taxi top · 2025

Samsung advertisement on a digital taxi top display in New York City — **Samsung** · New York · Digital taxi top · 2025

Yves Saint Laurent campaign on a 360-degree vehicle wrap in New York City — **YSL** · New York · 360° vehicle wrap · 2025

Stripe Free Rides activation in New York City: a wrapped blue vehicle with a Stripe creative on its digital taxi top, and a street team member holding a Free Rides sign — **Stripe** · New York · Wrap, digital top and street activation · 2025

FIFA campaign combining a hologram display, vehicle wrap and vehicle swarm in New York City — **FIFA** · New York · Hologram, wrap and swarm · 2025

Sephora advertisement on a static taxi top display in New York City — **Sephora** · New York · Static taxi top · 2025

Discover advertisement on a digital taxi top display in New York City — **Discover** · New York · Digital taxi top · 2024

Netflix You People advertisement on a digital taxi top display at night under the Times Square marquee lights — **Netflix** · New York · Digital taxi top, night · 2023

Photographs from fireflyon.com.

Advertising Formats

The three formats planners ask about most. All nine, with their rules and measurement, are in the table below.

A digital taxi top screen running a gym advertisement on a yellow cab at Herald Square, New York

Taxi Top LED

GPS-tracked digital screens on the NYC yellow fleet — 8,878 cabs on the road on an average day (NYC TLC monthly indicators, May 2026). Target by neighborhood, time of day, and weather, with verified impression reporting.

A white sedan in a British Airways 360-degree wrap crossing a Manhattan intersection

Car Wraps

Any vehicle becomes a rolling billboard. Full and partial vinyl wraps are a one-time production cost spread over a five-to-seven year material life, which is why fleet operators treat them as the cheapest impression in outdoor.

Stacked LED advertising screens on the building faces above Times Square, New York

Digital Billboards

LED spectaculars in Times Square, at major intersections and along transit corridors. Programmatic buying is available through DSPs.

Every OOH format you can buy in New York City

Where each format runs, how its audience gets counted, and which city agency sets the rules for it. No rates here: all of these are priced per campaign and per flight, so a number on a page is not a quote.

Scroll the table sideways to see every column.

Format	Where it runs	How the audience is counted	Who regulates it	How precisely you can target
Digital taxi top	Yellow and green cabs, all five boroughs	Each screen logs its own plays, with GPS	NYC Taxi & Limousine Commission	Neighbourhood, time of day, weather, creative rotation
Static taxi top	Yellow and green cabs, all five boroughs	Estimated from how far the vehicles drive	NYC Taxi & Limousine Commission	None. One creative, wherever the vehicle goes
Vehicle wrap (full / partial)	Rideshare, delivery and commercial fleets	Estimated from the routes driven	NYC TLC for licensed vehicles; NYC DOT for street use	Fleet and route only
Subway car cards & platform	MTA subway network	Rider counts plus Geopath audience data	MTA (media sold under one exclusive contract)	Subway line and group of stations
Bus exterior (king / queen / full)	MTA bus routes	Geopath count of people passing daily	MTA	Bus route and depot
Bus shelters & street furniture	Sidewalk network citywide	Geopath count of people passing daily	NYC DOT coordinated franchise	Down to the individual panel, block by block
Billboards, wallscapes, spectaculars	Fixed sites. Times Square has its own rules	Geopath count of people passing daily	NYC Dept of Buildings plus zoning; arterial-highway advertising is restricted	One site at a time
LinkNYC kiosks	Sidewalk kiosks across the boroughs	Each screen logs its own plays	NYC Office of Technology and Innovation franchise	Group of kiosks, by time of day
Mobile billboard trucks	Heavily restricted in NYC — read the note below	Estimated from the routes driven	NYC DOT; NYC Traffic Rules §4-08(n)(3)	Route only

The mobile billboard truck exception. New York City is not an open market for advertising trucks the way most U.S. metros are. Under NYC Traffic Rules §4-08(n)(3), no vehicle may stand or park on a street or roadway for the purpose of commercial advertising, using the definition in §4-12(j)(1) — so the stationary placements this format relies on are off the table, and enforcement is real. Plans that work in Dallas or Phoenix do not transfer here without checking the rules first. This is the single most common thing out-of-town media planners get wrong about New York.

Why the measurement column matters more than the rate. Two formats quoting the same cost per thousand are not comparable if one counts served impressions off a logged screen and the other models them from vehicle mileage. Ask any vendor which of the two they are selling you before you compare anything.

Plan Your NYC Campaign

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Ready to Advertise in New York City?

Explore our in-depth guides and start planning a campaign that puts your brand in front of millions — every single day.

Taxi Advertising Guide Car Advertising Guide

Digital Out-of-Home Advertising
in New York City

Campaigns that actually ran in New York