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Rideshare advertising

Advertising pamphlets in a taxi, 2007. Rideshare advertising is a form of digital, out-of-home advertising that uses in-car advertisements in ridesharing vehicles. [ 1 ] [ 2 ] [...

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Advertising pamphlets in a taxi, 2007.

Rideshare advertising is a form of digital, out-of-home advertising that uses in-car advertisements in ridesharing vehicles.[1][2][3]

Technology

Rideshare advertising can refer to digital display screens placed in the back of vehicles, as well as exterior car wraps and displays, snack boxes, and more. Drivers contract with rideshare advertising companies, and ad displays are controlled by the rideshare advertising company.[2] James Bellefeuille, founder of Vugo, coined the term "Rideshare Advertising."[2] As independent contractors, rideshare drivers have full control over the display of games, advertisements, and decorations inside their cars, paving the way for companies to purchase this ad inventory. In-car rideshare advertising companies serve ad impressions to a group of consumers that is typically younger and maintains a higher disposable income.[4] Rideshare advertising companies such as Halo and Firefly have also found success focusing on exterior advertisements, drumming up support from investors and touting increased earnings for drivers.[5][6] Most rideshare advertising companies use geotargeting to display relevant ads to the riders in the cars.[7]

Reception

Some rideshare companies, such as Uber, initially disapproved of rideshare advertising of companies, claiming that it did not add to the value of passenger experience.[8][9] More recently, however, Uber has partnered with rideshare advertising brand, Cargo, a company that provides both free samples and items for purchase to rideshare drivers, who then distribute these products to their passengers.[10] This partnership signals a shift towards the growing advertising industry, which comes in the wake of growing discontentment from drivers whose rising complaints of lower wages and job security reached a fever pitch as Uber and Lyft announced and completed their respective IPOs.[11] Drivers have expressed support for the opportunity to earn additional income from a variety of sources, with some drivers even going so far as to manipulate surge pricing.[12][13]

See also

References

  1. ↑ Johnson, Lauren (14 de abril de 2015). "Esta empresa emergente planea vender publicidad en los autos de Uber y Lyft" . Adweek.com . Consultado el 16 de julio de 2015 .
  2. 1 2 3 Caompbell, Harry (31 de marzo de 2015). "Los anuncios de vídeo llegarán a la parte trasera de tu Uber" . Forbes . Recuperado el 16 de julio de 2015 .
  3. ↑ "Una startup está colocando anuncios dentro de Uber y Lyft - Digiday" . digiday.com . Abril de 2019. Consultado el 5 de junio de 2019 .
  4. ↑ "Panorama general: ¿Quiénes utilizan los servicios de transporte compartido en EE. UU.?" . Gallup.com . 25 de julio de 2018 . Consultado el 5 de junio de 2019 .
  5. ↑ "Estas 2 empresas emergentes de publicidad ofrecen a los conductores de Uber aún más oportunidades de obtener ingresos extra" . 13 de abril de 2018.
  6. ↑ "Firefly recauda 21,5 millones de dólares para anuncios digitales en los coches de los conductores de servicios de transporte compartido" . VentureBeat . 6 de diciembre de 2018. Consultado el 5 de junio de 2019 .
  7. ↑ "VUGO - Publicidad y marketing de viajes compartidos" . VUGO - Publicidad y marketing de viajes compartidos . Consultado el 16 de julio de 2020 .
  8. ↑ Woodward, Curt (1 de junio de 2015). "Las empresas emergentes buscan colocar anuncios de video en los autos de transporte compartido" . Boston Globe . Recuperado el 16 de julio de 2015 .
  9. ↑ O'Reilly, Lara (11 de mayo de 2015). "Uber dice que 'desincentivará' a sus conductores a ganar dinero extra colocando anuncios en sus autos" . Business Insider . Consultado el 16 de julio de 2015 .
  10. ↑ "Uber se asocia con Cargo para ayudar a los conductores a ganar dinero vendiendo cosas a los pasajeros" . TechCrunch . Consultado el 5 de junio de 2019 .
  11. ↑ Wamsley, Laurel (8 de mayo de 2019). "Los conductores de Uber y Lyft están en huelga y piden a los pasajeros que los boicoteen" . NPR.org . Consultado el 5 de junio de 2019 .
  12. ↑ "Conductores de Uber: Cómo vender espacio publicitario alrededor de su coche" . Blog y podcast de The Rideshare Guy . 12 de diciembre de 2018. Consultado el 5 de junio de 2019 .
  13. ↑ WJLA, Sam Sweeney (16 de mayo de 2019). "Los conductores de Uber y Lyft manipulan las tarifas en el Aeropuerto Nacional Reagan, provocando aumentos artificiales de precios" . WJLA . Consultado el 5 de junio de 2019 .
  • Rush Hour Media (empresa)