CREATIVE - FEATURED STORY

Creative Content in Ridesharing Services is New Frontier


December 21, 2016

Producing creative content marketing is a skill so hot right now people who have a natural flair for it are unlikely to be unemployed in the future. Creating the content, however, is only half the challenge. The other is knowing where and when to deliver it. It doesn’t count if you’ve got a great message but nobody sees it when it’s relevant to them.

Real-time creative content marketing is where companies hoping to stand out in a crowd need to succeed. This means supplying the target audience with relevant messages at the time they may be considering a purchase, or at least forming an impression of goods or services. This may mean seeking out new places to deliver content.

For companies hoping to reach a young, affluent audience, this could mean turning to shared mobility services such as Uber or Lyft, according to a recent article by Chuck Martin writing for Media Post, who noted that marketers may be more interested in rideshare advertising, since millennials are less likely (78 percent) to own a car compared to 91 percent of older generations. The idea isn’t brand new to anyone who rides in New York City taxis, but for the rest of the country, it’s somewhat novel.

“Some of what in-car marketing might look like in the future already is in motion in ridesharing vehicles like Uber and Lyft,” wrote Martin. “This version of in-car advertising is in play in more than 11,000 ridesharing vehicles in Los Angeles and Minneapolis, expanding to four more markets next year. The difference in these TV screens -- tablets rideshare drivers install onto the backs of front seats -- is that the content involves estimated trip intent, age and user profile of the passenger seeing the screens.”

There is already a ridesharing advertising system called Vugo that was launched by an advertising agency employee who moonlighted as an Uber driver. The company features something called Tripintent technology, which targets messages to drivers using data gathered from where the passenger is going. (A passenger headed to a nightclub district, for example, will probably have different wants and needs in the moment than a patient heading to a convalescent home.)

                      Image via Bigstock

The goal of these ridesharing advertising systems is to share useful and creative content as well as advertising with passengers while they are in mid-trip. Potentially, the messaging could be tied into an app on the user’s smart phone to offer suggestions, reviews and discounts, for example.

The technology and the content are being created for a time in the near future when driverless cars make their debut. It may also turn the way rides are paid for around: imagine a day when passengers could ride for free, or at a steep discount, for agreeing to view content or marketing messages during their ride. 




Edited by Maurice Nagle

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