Captivate has expanded its network of video screens with the launch Captivate Ride — an ad sales partnership with in-car entertainment company Portl Media.

Portl operates 1,000 digital screens in Uber and Lyft ridesharing vehicles in Toronto and Vancouver. The screens are mounted on the back of the passenger headrest and riders can access news, sports, entertainment and local information through direct interaction or by using their mobile device. Portl says approximately 80% of riders in Portl-equipped cars engage with content on the screens daily.

Brands have three ad executions to choose from: first-play full-screen ads on the homepage; pre-roll creative that rotates through 15-minute loops; and custom experiences such as quizzes and retargeting via QR codes.

Advertisers can also target audiences by time, day and location.

Captivate is known primarily for its more than 11,000 screens installed in office elevators, which the company says draws 100 million monthly impressions.