Uber plans to expand its cartop advertising network, Uber OOH powered by Adomni, to Chicago and Los Angeles in Q4, Uber Cartops Lead Garrett Spitzer said Thursday on a virtual panel during the DPAA Digital Place-based Advertising Association’s video summit. 

In addition, video and art platform Niio partnered last month with Uber OOH to place artwork between ads, letting artists exhibit and get paid for their work, Adomni said. Uber also will look to roll out the program, which places screens atop ride-hailing vehicles, to up to 20 additional cities, with demand for international locations such as London and Sydney.

The revenue-sharing deal, which makes Uber a digital out-of-home (DOOH) ad publisher, started in February to connect brands and passersby through video on vehicle displays. One thousand Uber drivers in Atlanta, Phoenix and Dallas currently are compensated based on hours driven with the displays in place.

While programmatic OOH is relatively new, it’s forecast to one day be a key part of the U.S. digital ad makeup, per VIOOH’s new State of the Nation report. Nearly all (99%) respondents plan to increase their spending on programmatic OOH in 2021, with 32% set to at least double spending, the report notes.