What Is Modern Advertising?
Modern advertising takes so many forms. Digital advertising, TV, radio, billboards and print advertising. Other fast-rising ones include Ride-share advertising, which Uber advertising is a major part of. Businesses are continually looking for creative ways to push their brand. They want to keep existing customers happy and get new paying ones.
Today, rideshare advertising is gaining prominence because of its uniqueness and effectiveness. Advertising is all about positioning your brand right before your target audience. You can do this by using a medium that delivers the highest RoI. This article will discuss Uber advertising and its different types and forms.
Rideshare Advertising, What Is It?
Rideshare advertising is leading a bold disruption in the advertising space. Ride-share advertising is a method of digital advertising. It leverages the peer-to-peer transportation system to engage riders.
What is unique about this model of advertising?
Ride-sharing companies make use of vehicles to transport passengers from one place to another. They have quickly become the de facto mode of transportation for a lot of people in major cities. Users tend to stress less using ride-sharing platforms, at least than they would with other modes of public transportation. Also, it is usually a cheaper way of moving around, especially in cities that are congested. It gives riders that feel of being in a private car, like your own car, but without actually being the one driving.
Imagine the number of people that ride-hailing companies carry around the world? Millions! These cars drive through the busiest roads in those cities. They ferry passengers to and from important destinations. This makes these ride-share vehicles uniquely placed for advertising. They receive a large number of riders in the cars themselves. Not to talk of the larger number of people that get to see or interact with the cars in some way outside.
Advertising using the ride-sharing platform is a win-win for all parties involved. Drivers get to earn extra passive income for driving. Businesses gain exposure for their brand, and in the process attract new customers. Even the riders get value. Rideshare ads are specifically targeted to offer them solutions to their problems.
Uber Advertising, How Does It Work?
Uber has been a consistent super power in the transportation sector worldwide since it was founded in 2009. The founders, Travis Kalanick and Garrett Camp envisioned building a robust company. One that solved many people’s transportation needs using technology. They have managed to do this in the few years that they have been at the helm of Uber.
Uber had recorded up to 10 billion rides as of June 2018. Yes, that is a lot of rides for one ride-sharing platform. The company also has about 3 million drivers using the Uber platform in 858 cities globally. You can now imagine the kind of reach Uber has worldwide. You can also see why advertising companies have found value in them.
There are likely tens of millions of people interacting with Uber rides daily all over the world. These are people that are a prime target for advertising. Business owners are waking up to the massive potential this market offers. They are coming up with strategies to uniquely position their brand in the eyes and minds of their target audience. One of the ways to do this is via Uber Advertising. This form of advertising is simple, unique and unobtrusive. It is also very effective, it can be targeted with laser precision. It is guaranteed that the target audience will view it and not just scroll past like they do on Social Media.
A good point to note is that the ride-sharing advertising space does not have as many players as other forms of advertising. It is a relatively new and emerging market and it has not yet been congested. This gives the opportunity for companies in this space to provide top-notch service. Most of them do. Uber ads are deployed in different, easy to access formats. These formats provide the target audience with a more interactive experience. The ads are also quite flexible and could be deployed in several ways.
The method of deployment varies but the goal is always the same, reaching as many people as possible. There are ads that are targeted at people outside Uber cars. There are also those that focus on Uber riders themselves. Either way, it works. Here are the types of Uber advertising available.
Types Of Uber Advertising
Uber advertising exists to take advantage of the massive number of people that interact with Uber cars every day. These people could either be Uber riders who go in the car or those that see Uber cars every day across different cities around the world. This fact is what has influenced the types of Uber advertising that is available, and the formats in which they can be deployed.
Here are some of them:
– In-Car Entertainment Format
This kind of Uber advertising is deployed inside Uber cars. They are specifically targeted at Uber riders. They are more flexible as they can be made interactive. Riders can be required to perform some kind of action to enrich their experience. It can also serve as a great way to entertain riders while on their ride.
Here are some of the ways this is deployed:
Back Seat Video Screens
This is one of the most popular formats of Uber advertising. These consist of video screens placed in the interior of a vehicle where the rider can interact with them. They are placed on the headrest of the passenger and driver’s seats. Uber riders can view these screens during their ride. They are unobtrusive and designed to not have a negative impact on their ride experience if they do not want to engage.
These Uber ads are usually interactive as mentioned before. Some ask the rider to perform some simple actions like tapping or swiping. There are some companies that offer entertainment like music and videos. These have ads playing between them. Others offer a gaming experience. The rider gets to play a fun game, while still showing them adverts, of course.
There is another plus to this type of Uber advertising. The ads are being displayed on a controlled device. This gives some form of flexibility to the form in which these ads are displayed. There is a wider range of options available since the ads are not constrained by the platform as is the case of online advertising. The ads could be pictures, gifs, animation, games, whatever the advertiser wants. It makes the experience more worthwhile for the rider.
There is also an interesting targeting option for in-car Uber ads. The screens can usually tell the location of the car while it’s moving. It then shows ads that are relevant to whatever area the car is passing through. This is a more effective method of advertising as it kind of hits the rider in the right spot. It tends to be more memorable and effective.
This format is mostly the same as the back seat video screen, only the placement differs. In this instance, instead of placing the screen on the front seat headrest, the screens can be placed anywhere, mostly on the dashboard. All that is needed is a tablet device and the driver is good to go. So far the rider can see the tablet easily, then putting it anywhere in the car is fine.
This is another format that is very easy and does not cost much. Drivers can go around with flyers in their cars. All they have to do is hand these flyers out to riders and that’s it. This type has the advantage of a physical souvenir that riders can carry with them. An obvious disadvantage is that there is no flexibility in the way the ads are displayed since they are printed on a piece of paper.
– Outside Car Advertising Format
This format is targeted at the people that interact with Uber cars on the outside. These ads are not for Uber riders. They are for the many people that are on the streets, in buildings looking out on the street, basically, any person that can view an Uber car. There are some options here too.
Cartop Video Screens
This form of Uber advertising involves placing relatively big screens on the roofs of Uber cars. These screens, much like the ones inside the car are smart and can tell the location of the car. They can then display ads that people in that area or street are more likely to find relevant. It is also possible for these screens to be fitted with other equipment. Such equipment can capture environmental data or traffic data, for example.
The car top screens are a great way for Uber drivers to earn extra income. They are usually fitted by the advertising company, at no cost to the driver. They do not damage the car or need any special equipment to be functional.
Car wrapping involves covering your Uber car with vinyl decals. These are created to advertise a particular brand. This is very effective as a lot of people get to see it as your car moves about. You can also decide to what extent you want your car covered. There has been a lot of debate about if Uber allows its drivers to advertise on their cars. One of the Uber vehicle requirements is that drivers are not allowed to have commercial branding on their cars.
This is all good, but then Uber also considers its drivers as independent contractors. This means that they are not actually employed by Uber. In the same vein, it stands to reason that they can do whatever they want with their cars. Although it might not be technically allowed. But, there has been no recorded case of firing a driver because they had their car wrapped.
It is important to find out about the car advertising laws in your city though. Some cities do not allow it or restrict the kind of advertising you can have on your car or where you can park it. Most airports also do not allow wrapped cars to enter. You need to do your research and make sure it is okay for you to go ahead with this.
These are stickers that can be placed anywhere on your car. They are also an effective way of advertising. Some are even made to be reflective at night. Lots of people get to see these stickers, especially if they are catchy.
Top Rideshare Advertising Platforms For Uber Drivers
These are some of the major companies that run ride-share advertising in the United States. They make use of at least one of the advertising formats mentioned above.
– Tappin X
Tappin X is one of the best platforms that you can use for in-car ride-share advertising. It is very easy and simple to set up. As an Uber driver, all you need to do is download the Tappin X app on your tablet device. You then sign up on the platform and you can start earning on the platform. It is also the perfect way to keep your passengers entertained during their ride. There are several engaging ads and videos for them to play around with. The Tappin X platform believes in giving riders the best experience possible. This is why their ads are usually passive (no sound) which gives the rider a better experience.
Earning with Tappin X is also quite straightforward. There are no killer metrics that can affect your earnings. As you are driving, something you would do anyway, you keep earning. Uber drivers on the Tappin X platform are paid in tokens. These tokens keep accumulating as more and more riders view and interact with the ads. You as a driver have a driver dashboard on the Tappin X platform where you can view your earnings every day. You can even earn from other Uber drivers if they were referred to the platform by you. Tappin X is a great way for Uber drivers to earn more if they want to try out ride-share advertising.
Vugo also offers the same services as Tappin X. They provide in-car entertainment services. The driver installs the app on their tablet and fastens it anywhere in the car. Vugo also plays videos and music between adverts.
As the Uber rider interacts with the ads on the Vugo platform, more money is being made by the driver. The ads are location specific and can be tailored to suit the rider. Vugo is available in New York, San Francisco, Los Angeles, and Las Vegas.
Firefly is a ride-share advertising company that specializes in outside car advertising. They help the Uber drivers fit screens on their roofs at no extra cost. The screens then start displaying targeted ads as long as the Uber driver is working.
Firefly also does some community service. They have set aside 10% of advertising time to show public service announcements.
Co-founder and CEO, Kaan Gunay, described Firefly’s approach to ride-share advertising as a win-win-win. He said that drivers earn more money driving, while advertisers get more eyeballs on their brand for a fraction of the normal cost. The government, local businesses, and non-profit organizations also win. This is because the company has set aside 10% of their screen time for these organizations. Firefly operates in some major cities. These include San Francisco, Los Angeles, and New York.
Uber advertising is an effective rideshare advertising model. It works for everyone. Advertisers get their ads shown to a demographic of laser-targeted audience. Uber drivers earn extra passive income by simply showing ads to their riders. Riders get value and entertainment on their way to their destination.
Table of Contents
With Scrollable Navigation
Chapter 1 –What Is Modern Advertising?
Chapter 2 – Rideshare Advertising, What Is It?
Chapter 3 – Uber Advertising, How Does It Work?
Chapter 4 – Types Of Uber Advertising
Chapter 6 – Conclusion