Riders benefit by getting relevant ads; drivers have new ways to earn
Riders check their phones nearly 9 times on average during a typical Lyft ride – looking at their route, drop-off info, ETAs, and tipping options. With today’s launch, riders will be able to explore something new in-app: advertising from some of their favorite brands. This new feature is being added to Lyft Media’s growing network of advertising products, where brands can engage with hundreds of millions of Lyft rides every year.
"By being customer obsessed, Lyft is building an advertising network that's attractive to brands,” said Zach Greenberger, Lyft’s Chief Business Officer. “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.”
Lyft Media has designed an ad flow where riders will see ads on their ETA screen, when they match with a driver, and during their trip. Advertisers will get 100% share of voice to reach riders in relevant and contextual ways as they head out to eat, shop, and run errands with ads that are dynamically rendered to form fit the app. 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. 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.
Current advertising partners include Bilt Rewards, Audible, Universal Pictures, and others. To help brands like these understand their impact across Lyft’s advertising products, Lyft is also partnering with Kantar Brand Lift Insights to help them understand metrics like awareness, purchase intent and brand association. Lyft 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. They can easily request an in-car tablet to boost their earnings with advertising revenue and higher tips. We’ve found that 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.
Brands and agencies can now partner with Lyft across a broad range of digital and out-of-home advertising options, including in-app ads, in-car tablets, on-car digital screens, and on-street bikeshare stations. Lyft Media’s products are available in the app nationally, across in-car tablets in 12 markets, on-car digital screens in 5 markets, and across 4 bikeshare markets.
New In-App Ads
Lyft Media’s Portfolio
In-car: 6,000 Lyft tablets in 12+ markets, reaching more than 1 million rides per month.
On-car: 1,000+ live halo screens across 5 markets, reaching more than 1B monthly impressions. Now available on all major digital out of home programmatic ad exchanges.
Bikeshare: We have 3,250+ stations and 47,000+ bikes throughout NYC, Chicago, and the Bay Area alone.
What Our Partners Are Saying about Lyft Media
Bilt Rewards: “We’re excited to expand our existing partnership with Lyft as a launch partner in this new channel. Bilt is all about contextual marketing and meeting people where they already are. So while most of our marketing is in rental buildings via our real estate partnerships, a Lyft ride to and from someone’s home is another great way to target relevant messages to customers in their daily lives.” - Zoe Oz, CMO at Bilt Rewards
Learn more about Lyft Media here.
Learn more about Lyft In-app ads here.