T-Mobile has acquired Octopus Interactive, the largest national network of interactive video screens inside Uber and Lyft vehicles.

Octopus Interactive is now part of T-Mobile’s fast-growing advertising technology business — Marketing Solutions — that will connect T-Mobile with existing Octopus clients including Audible, Fox Entertainment, and Philo.

“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 stated in a press release. “Our rideshare technology will unlock massive opportunities for brands working with Marketing Solutions.”

Matt Stein, Head of Brand & Creative Strategy at Philo, highlights how Octopus allows them to highlight their "library of rich media content and drive awareness amongst a younger and tech savvy demographic."

"We’ve seen engagement rates over 3.5% and QR codes convert extremely well given the captive rideshare environment,” Stein added,

According to the release, 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.

"It enhances the riders’ experience too — delivering interactive games, prizes, premium video and infotainment curated specifically for Uber and Lyft audiences," the press release stated.