Ride-sharing platform Lyft Media has announced it is targeting riders with new in-app advertising from some of their favourite brands. Riders reportedly check their phones nearly 9 times on average during a typical Lyft ride looking at their route, drop-off info, ETAs, and tipping options.
Through the ad flow riders will see ads on their ETA screen, when they match with a driver, and during their trip. Advertisers will be able to reach riders as they head out to eat, shop, and run errands with ads that are dynamically rendered to form fit the app, the company said. For example, a rider might see an ad for a new movie if their destination is near a movie theater. They could also receive an advertisement with a discount when headed to an area with shops
“By being customer obsessed, Lyft is building an advertising network that’s attractive to brands. Lyft has a captive audience throughout their entire ride journey – waiting for their car, matching with their driver, and in ride – and brands can now reach riders in relevant and tailored ways across our suite of Lyft Media products” said Zach Greenberger, Lyft’s Chief Business Officer.
In addition to in-app and rooftop, advertisers also have the opportunity to promote their brands at prominent street corners by advertising on bikeshare stations. Lyft is also partnering with Kantar Brand Lift Insights to help advertising partners understand metrics like awareness, purchase intent and brand association. Meanwhile, its in-app advertising will be partnering with Rokt’s ad serving technology and programmatic solutions.
Drivers can also benefit from having an in-car tablet from Lyft Media in their ride. According to the firm, drivers who give at least 60 rides per week and have an ad-enabled tablet in their car can increase their tips by more than 10% on average, compared to drivers who don’t have a tablet.
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Image source: Lyft Media
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