Adrian J Cotterill, Editor-in-Chief
This Week Lyft unveiled Lyft Media, its very own media and advertising business.
Their vision is to build the world’s largest transportation media network, delivering value to advertisers while also elevating the platform experience for riders and drivers. Over the past two years, they’ve been growing their media business and now seem ready to reveal more products, new partnerships, and some of their future plans.
Let’s take a look at their suite of (new) products to allow advertisers to engage with this growing audience throughout their transportation journeys.
- Lyft Halo. Lyft Halos are smart digital rooftop screens that capture attention with engaging videos targeted to the vehicle’s exact location and time. Brands can reach mass audiences at the specific times and places most relevant to their business, and track the performance of their campaigns through our attribution partners. In 2019 Lyft acquired rooftop advertising startup Halo Cars to start their media business. Since then, they’ve scaled to one of the largest rooftop advertising networks in the country. These rooftop screens are available in New York City, Los Angeles, and Washington D.C., with more cities coming soon.
- Lyft Tablets. Lyft’s in-car tablets are seamlessly integrated with the rideshare experience. Riders can track progress along their route, rate and tip drivers, and control the music of their ride through their partnership with iHeartRadio. Brands can serve dynamic content to a highly engaged rideshare audience for the duration of the ride. They’ve been piloting this product in Los Angeles over the past year, and we are told have seen great results. For advertisers, CPAs (cost-per-acquisitions) were 60% lower on average than those of leading digital and social media platforms in 2022. For riders, one in four engaged with the tablet during their ride, and 98% rated the experience as positive or neutral. Drivers also saw their tips increased by an average of 28% per ride while using the tablet in Q4 2021. They’re currently expanding in-car tablets in Los Angeles, Chicago, San Francisco, and Washington D.C. and have plans to have tablets present in 25% of all rides on the Lyft platform in these markets, reaching millions of riders by the end of the year.
- Lyft Bikes. Lyft claims to operate the largest bikeshare network in the country, including Citi Bike (New York City), Divvy (Chicago), Bay Wheels (San Francisco Bay area), and Nice Ride (Minneapolis) with over 3,000 stations, 45,000 bikes, and 36 million rides annually in those markets. With stations located throughout major cities, the bikeshare station ad panels and docks provide incredible street-level media opportunities at highly-trafficked locations in each city. They have said that as they continue to roll out our next-gen e-bikes, they will also be upgrading their stations to include digital ad panels.
- Lyft Skins. Lyft Skins allows advertisers to engage the rideshare audience with the Lyft App itself. Brands can reach almost 20 million active riders with a customizable branded icon and banner. They initially partnered with Cardi B for an immersive Lyft Skins campaign that went viral – generating over 2.6 million social media impressions, 50,000 code redemptions, and 2,000 tweets.
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