The company’s drivers aren’t compelled to participate in these tests.
This article cites a story by Adweek which reported Uber’s partnership with Adomni to develop Uber OOH. This entails bringing digital OOH screens to Uber drivers across Atlanta, Phoenix and Dallas. A trial for the same is scheduled for April and the program could eventually include more cities.
However, Uber cannot compel its drivers to participate since they are not “employees”. Alternatively, Uber is providing a financial sign-up incentive for drivers who complete more than 20 hours per week. These drivers would be eligible for additional fees.
Uber OOH ads can be bought on a programmatic basis and dynamically change based on location and time of day. Uber OOH promises 1,000 cars, 180 million monthly impressions and “millions of miles” of ad exposures.
[2 minute read]