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Uber Signs Deal With Adomni To Place Ads On The Roof Of Its Vehicles

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Uber has signed a deal to place ads on the roof of some of its vehicles. This is a move likely to generate some new revenue for the company, drawing comparisons to the old-school taxi industry.


The deal with out-of-home ad-tech company Adomni will introduce advertorial displays on top of a thousand vehicles in three cities by 1st April 2020.


Uber to place ads on vehicles
Uber is aiming to generate new revenue with their latest venture. Photo: Ooh Today


Uber drivers working as independent contractors could previously install ad displays on top of their vehicles from third-party operators like Firefly. However, this is the first time Uber has unveiled a company-sponsored ad platform of its own.


The partnership also opens up a new business unit for Uber, called Uber OOH Powered by Adomni. It also provides an additional revenue stream for the company, which has never made a profit.

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Uber and Uber Eats drivers in Atlanta, Dallas, Texas, and Phoenix will receive compensation to participate in the pilot program. For the initial pilot period, the drivers will get paid $300 to install the vehicle-topper. They’ll also get an additional $100 every week they drive more than 20 hours with the display.  After 1st April 2020, Uber will pay the drivers according to the number of hours they drive.


According to an Uber spokesperson the company is hoping to expand to other cities in April 2020.


“After exploring this idea for over a year now, we realized that the timing is perfect to launch this new ad network and we couldn’t ask for a better partner than Adomni. Their expertise with mobile vehicle digital out-of-home networks and programmatic ad sales is compelling,” Uber OOH lead, Brett Baker said in a statement.


In an interview with Adweek, Jonathan Gudai, CEO, Adomni, said that the deal was completed and signed in January 2020.


Gudai says the goal of Uber OOH is to “unlock a new ad network and medium at the street level, in many cases with video, and have advertisers be able to reach the consumers audiences in a very engaging way.”


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