We knew it was coming but it doesn’t make it right and like every other “let’s stick a screen on a roof rack on a ride-share vehicle great idea” it is not something that we think will work.
Uber has been testing the idea of rooftop ads on its ride sharing fleet with Cargo for a little while now but this latest announcement at least sees them (Uber) do a deal with a business that actually knows something about digital out of home and indeed AdTECH.
We are told that during the three-city pilot program in Atlanta, Dallas and Phoenix, Uber will offer drivers USD 300 to install the vehicle-topper and an additional USD 100 each week they drive more than 20 hours.
Once the program is up and running, drivers will be paid based on how many hours they drive. The displays will show eight-second still or video ads, based on location and time of day.
Advertising will be overseen by a new Uber business unit called Uber OOH Powered by Adomni.
We repeat what we have written elsewhere. There may be hundreds of thousands of ride share drivers but you cannot build a business when the driver pool churns every few months and the drivers who do stick with it don’t actually spend a ton of time on the road (20 hours is nothing compared to the average licensed taxi cab).