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Your Ad Here?Uber Moves Into Car-Top Digital Billboards


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The New York Times
SOURCE: https://www.wired.com/story/your-ad-here-uber-car-top-digital-billboards/
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Summary

This April, starting in Atlanta, Uber will introduce what it calls a “new omni-present advertising network that cuts through clutter with street-level engagement.” In other words, it plans to blast ads at passers-by with digital screens atop its drivers' cars.With the move—dubbed Uber OOH, for out-of-home, the term for advertising that includes billboards and the like—the company is jumping into a market pioneered by a handful of startups. A Lyft representative declined to provide details on how it might use Halo’s technology.Taxis, trucks, buses, and other vehicles have shown ads for decades, but the proliferation of gig economy workers driving for companies like Uber, Lyft, and Grubhub has turned millions of passenger cars into commercial vehicles—and potential mobile advertising platforms. Uber has to reward drivers for participating (and Adomni will take its cut), but otherwise, the cost of displaying ads on digital screens is minimal. Because Halo’s and Firefly’s screens display ads based on the car’s location and time, a driver could haul an ad for a neighborhood coffee shop in the morning and for the restaurant across town in the evening, Halo founder Kenan Saleh told WIRED last year (before Lyft acquired the company).

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