Uber is testing the display of advertisements on high-quality dashboards installed on the roof of cars in its United States fleet. Advertisements can be static images or videos of up to eight seconds, and will be chosen to be displayed in real time, based on the geographic location of the cars and circulation times. The experiment is being carried out in partnership with the Las Vegas-based advertising technology company Adomni, and the expectation that the ads will begin to be definitively implemented in the second quarter of this year.
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The test signs will be installed by the end of March in a thousand vehicles that circulate in the cities of Atlanta, in the state of Gergia, Phoenix, capital of Arizona, and in Dallas, Texas. The tests are expected to continue until April 1, when only advertisements financed by the US government will be shown. After that, commercial advertisers will be able to place their advertisements in cars, buying space over the phone or on the project's website in a similar way to how advertising in ordinary taxis works.
Advertising display signs will be installed on the roof of Uber cars in the United States Photo: Divulgao / Adomni
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Uber and Uber Eats drivers who participate in the tests will be rewarded with US $ 300 (about RS 1,330, in direct conversion) to install the display on their vehicle, in addition to US $ 100 (R $ 443) per week, with the condition to work for at least 20 hours a week. Rumors indicate that, after the experiment period, partner drivers will start to receive according to the number of hours they drive through the app.
Although this is Uber's first experience with this type of media, common taxis that circulate in Las Vegas have been displaying these signs with advertisements since 2016, in a format developed by Adomni itself. Uber guarantees that it will expand the service to other cities starting in April.
The initiative was developed under the name Uber OOH Powered by Adomni. In the acronym in English, OOH stands for Out of home and refers to the advertising carried out in outdoor media, broadcast in urban environments. According to Jonathan Gudai, Adomni's CEO, the goal is to start a new advertising network on the streets: We want to make advertisers reach consumers in a very engaging way, he said in an interview with Adweek.
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