Authorities worldwide have continued to ban alcohol advertising. Unfortunately, the crackdowns don’t seem to be ending any time soon. Smart business owners are exploring unconventional channels to market their products. One effective way to promote a regulated product like alcohol is rideshare advertising.
In this article, you will learn how you can leverage rideshare advertising platforms to market your products. You can advertise to both prospective and current customers with relevant ads. This advertising model will not only increase brand awareness. It will also engage with your target audience and encourage more people to take relevant and desired actions.
Many brands and businesses are already increasing their revenue. They’re doing so by using this innovative and laser-targeted advertising method. Keep reading to understand the benefits of using Uber, Lyft, Carma, Sidecar and others to advertise your brand.
Alcohol Advertising Restrictions And Regulations
The alcohol advertising niche continues to see an increase in regulatory pressures. These come from authorities worldwide. They usually manifest in the form of restrictive laws and policies. They attempt to limit the circulation of alcohol promotional content in mainstream media. This includes television, radio, and newspaper, as well as on the internet.
Many EU countries have banned alcohol advertisements across different media channels. This includes both traditional and modern media. Russia, for example, banned alcohol advertising for the following:
- Public transportation
- All print media
According to the Russian authority, this was necessary to cut down on the country’s high level of alcohol consumption.
Following Russia’s footsteps are Norway and Sweden. They have also imposed total bans on alcohol TV commercials. Countries like Spain, Malta, the Netherlands and Romania only imposed time-based restriction on alcohol ads. For example, it’s illegal to show alcohol TV commercials at 8:30pm in Spain.
Content-based restrictions are fully in place in France, Finland, Poland and Bulgaria. In France, for example, TV advertising is limited to alcoholic drinks with a certification of quality and origin. They also have to be linked to the production region or to cultural gastronomic. They could be linked to regional heritage and subject to general content restrictions.
The United States’ Stance On Alcohol Advertising
For some years, The Los Angeles City Council banned alcohol advertising on municipal property. This was aimed at reducing the number of outdoor advertising locations available for alcohol brand owners. There are also serious restrictions on alcohol advertising on public transportation.
Ad bans have remained a tool in the hands of policymakers. Especially those who are seeking to reduce alcohol consumption in their communities.
Why The Restrictions?
Alcohol ad restrictions are linked to a wide range of factors. These include religious and cultural reasons. Especially in hyper-conservative countries like Saudi Arabia, Tunisia, and other Arab nations. In the West, alcohol advertising is heavily regulated to prevent abuse of the substance.
Alcohol ad restriction is anchored on the fear that a lack of strict regulation will increase the exposure of demographically-unfit groups. It’s also because of the public’s systematic alcohol consumption in everyday life.
Liquor ad bans don’t usually have much negative impact on alcoholic beverage sales. But, such policies seem to limit alcohol brands from reaching emerging markets.
There are still new grounds to plough if the alcohol industry truly wants to attract new markets. Alcohol brands should always try to reach underserved markets. They should do this while increasing efforts to keep their existing customer base.
You should be attracted to the economic development in emerging markets and to groups that have a high rate of alcohol abstention. This can be achieved with the innovative advertising model known as rideshare advertising. Your advert message should be free from false claims and unrealistic promises.
This is what rideshare advertising looks like:
The advent of the disruptive technology known as ridesharing means a lot to advertisers and business owners. It revolutionized intra-city land mobility by providing an easier, and more cost-effective transport option. Ridesharing has created a new platform for advertisers to serve their target audience with useful promotional content.
Rideshare advertising helps alcohol brands to leverage technology. This high end tech helps them to reach their prospective and current customers.
With more people opting for ride-hailing services, your business can benefit greatly by promoting in or on rideshare cars.
What Exactly Is Rideshare Advertising?
Rideshare advertising is an advertising model. It works by using rideshare vehicles to display targeted ads to riders and passers-by. A rideshare advertising agency can show your ads to members of the public who may need your product in two ways:
In-car Advertisement: This is a type of ad displayed within the rideshare vehicle. The advertising agency uses tablets to show your ads or promotional content.
Rideshare advertising uses high end technology like geo-fencing software. Once the tablet is on, the software can decode the drivers’ location and show targeted ads to passengers. This is a great platform for you to promote your brand and product.
On-car advertisement: On-car advertisements are displayed on the bodies of rideshare vehicles. You can have your promotional banners, or stickers displayed on a rideshare car. This content can cover part of the car or the entire body of the car.
Both ad placement options are very effective at reaching your target market. But, in-car advertisements seem more effective. In-car rideshare advertisements ensure that you reach the right people in a less obtrusive way. It’s also a more appropriate option. This is because your ads will be shown to passengers that fall within your target market. Some states in the U.S. don’t allow alcohol brands to be promoted on rideshare cars.
The rideshare advertising model is a win-win-win situation for all parties involved. Rideshare drivers get paid by the advertising agency for showing ads in or on their cars. The passengers are shown ads for your products or brands that most likely resonate with them. It’s important to state that in-car ads come in the form of entertainment and information. Then, it is a win too for you, as a business owner, as your ads will be delivered to the right people. This can significantly increase brand awareness, boost traffic and increase conversions.
What Are The Benefits Of Using Rideshare Advertising?
Your brand can benefit from rideshare advertising in the following ways:
It reaches more audiences: You can reach more customers by promoting your brand with ridesharing. This is because your ads are shown while they’re in the car (in the case of in-car advertising). Passengers can easily interact with your product messaging. This offers a viable platform to generate high engagement on your ad.
It’s a more targeted option: In-car advertisements ensure that the right group of people get your message. This is possible with the use of geofencing software. The more targeted the ads are, the higher the conversion rates. This is a good deal especially if your goal is to improve your bottom line.
It’s a good fit for your brand: Your brand can benefit more especially from in-car advertising options. The ads are usually less obtrusive and are displayed to the right people. Your message can help create a positive association with your target audience.
Advertising With Backseat Advert
Do you own an alcohol brand and are looking for an effective way to beat the strict regulations out there? Rideshare advertising offers you an opportunity to reach your target audience easily.
Are you thinking about exploring rideshare advertising to grow your business? If so, you definitely want to work with a reputable company with a track record of success. Backseat Advert is one of the best rideshare advertising companies out there.
Whether you want to increase your brand awareness or attract more qualified leads. Backseat Advert’s platform offers you a way to reach a concentrated group of consumers. Backseat Advert gets your message in the “backseat” of popular rideshare companies in the U.S.
Banking on their state-of-the art technology, Backseat Advert provides the latest marketing solution. It helps you promote your brand and sets you ahead of your competitors. They engage your target audience with relevant ads that resonate with their needs. Most important, the platform leverages its strong storytelling ability to promote your brand.
Backseat Advert is your access to advertising services. They know your audience. Then, they target them with useful promotional content when they’re most captive.
They create ads that are descriptive and flexible. The ads are also customized and unskippable. This ensures that your ad will be viewed in its entirety. This way, your ads are sure to generate more engagement and pull more of your target audience to your brand.
When you advertise with Backseat Advert, you’re working with a team of passionate and professional people who know what it takes to run a successful business.
There is no better platform to advertise your alcohol brand than Backseat Advert. Campaigns are easy to set up and are reasonably priced.