Insight of Uber Out of Home and Programmatic Taxi Screen Advertising
By: Phu Cuong Pham
Tags: Marketing, Dooh, Advertising, Uber, Programmatic

Video is taken from https://www.adomni.com/

How has the world’s largest ride-sharing company Uber revolutionized a business model throughout the new Ad Network?

Uber formed an out-of-home ad division in early 2020 in partnership with Adomni, a programmatic advertising platform to launch the project that the ride-hailing brand has inked a contract with the Metropolitan Taxicab Board of Trade (Yellow Taxicab) and Creative Mobile Media.

By creating the cartop digital ad screens are connected to the internet, allowing advertisers to make programmatic buys that can run ads based on the time of day or geographic location of the ads. Therefore, Uber vehicles and taxis are everywhere wherever the audience is standing and we can geo-target advertising content based on the audience composition of a specific geographical location, like around tourist attractions areas, near the shopping mall,… The advertisements can target and only show when and where deemed necessary for maximum impact on people viewing the ads and increasing your advertisement’s exposure.

Photo on Tastyad.com

As a result, this collaboration was helping the brand run similar messages as well as digital set out on the subway system, or in Times Square, or any Kiosks. Advertisers via a DSP placed a bid. In general, if there is a match in the request coming to the demand of the demand-side platform (DSP), the auction starts in the ad server and an ad is delivered following the criteria of your campaign. Specifically, Advertisers can launch self-service ad campaigns on adomni.com or through their omnichannel (DSP) of choice via the Adomni NeonX ad exchange. In reality, this strategy could bring to you a billion impressions thanks to thousands of cars passing every corner of the city every day by the end of the year.

Furthermore, Resume step by step how it works:

Browses available inventory and creates the details of your campaign using DSP

Taxi cabs that are equipped with wireless internet received the data sent from the DSP

The digital screen is automatically programmed your advertisement

Collecting the data analytics and sent back to the advertiser for your review.

As a marketing digital role, with the platform Adomni (in the US), we can filter our screens by choosing digital media types, video support, or proximity to points of interest, creating schedules, it notably helps us choose which audience we are trying to reach and the algorithms optimally place ads on screens. Moreover, we can retarget consumers on mobile devices after they are exposed to the DOOH screen and it significantly improved brand opinion and purchase intent.

However, Programmatic Taxi Screen Advertising encountered some obstacles. Viewers had a difficult vision through your ads if the Taxi runs so fast. Secondly, the display screen is small, it required high quality and creative ads and also the capability to play video ads as well as image ads. Additionally, there was having a potential that the taxi to reach a wider range of views if the cab is always driving around.

On the whole, the programmatic-enabled taxi was giving brands creative new ways to reach their audiences also cutting through the digital noise and device burnout by using real-world screens, and helped your company raise brand awareness in key markets…