Uber puts billboards on drivers' roofs
The U.S. ride-hailing company Uber plans to place illuminated advertising displays on the roofs of its drivers' cars in the United States. To this end, the company is partnering with the agency Adomni. The program will initially be tested in the United States and will pay participants $300 each.
The new "Uber OOH Powered by Adomni" division is testing the ads in the cities of Atlanta, Dallas and Phoenix. Every driver who participates in the program will be rewarded with 300 dollars.
"Rolling poster"
"This is a very interesting and innovative concept. It often happens that cars are lettered and thus become billboards on wheels, but illuminated advertising on the roof is even more eye-catching. The concept can also work in Europe, especially in large cities. Traditional cab companies will also look at this with great interest," says marketing expert Felix Murbach in an interview with the news portal Pressetext.
After the test phase, the Uber drivers participating in the program will be paid weekly according to the number of hours driven. For example, they currently receive 100 dollars if they have driven more than 20 hours in a week with the advertisement on the roof.
The goal is profitability
The displays will each show advertising images or videos for eight seconds before changing again. The ads will also be adapted to the time of day and the location of the Uber vehicle. Uber wants to finally become profitable in the fourth quarter of 2020 after the company continued to lose money in 2019. Advertising is intended to help Uber achieve this goal. However, Uber is not alone with this concept. Rival Lyft also recently announced that it will soon be offering its drivers similar advertising deals. (pte/swi)
