Programmatic for taxis just got interesting!
A new digital unit #UberOOH brings location-targeted ads to car-top screens:
- Uber is bringing digital screens to its drivers in three pilot cities: Atlanta, Dallas, and Phoenix
- Initial trial will run through April, then the program will likely expand to more cities
- Drivers won’t receive a cut of ad revenue, but will receive $300 to install the display units and then $100 per week when driving for more than 20 hours with the displays installed
- Uber OOH promises 1,000 cars, 180 million monthly impressions and “millions of miles” of ad exposures
- Promises precise geotargeting by neighborhood and to offer a “performance reports”
- Ads can be purchased programmatically and will dynamically change based on the location and time of day – a big difference from traditional OOH
- There are plans to expand the program to demand-side partners Zeta Global and Amobee in Q3.
Uber partened with Adomni who, it is reported, will lead ad sales and marketing on the project – https://www.adomni.com/uber