Lyft shared something really interesting with the Ridesharing Forum. This platform may be a ridesharing brand, but it’s also venturing into advertising solutions that ensure its vision is at the forefront. This vision is to connect brands with riders in the most innovative and tailored ways via data-driven marketing on the move.
Thus, the growth of Lyft Media.
Simply put, it’s like Lyft being an advertising agency that brands can partner with. These companies can partner with Lyft across a wide range of digital and out-of-home advertising solutions, which include in-app ads and on-street bikeshare stations.
The media’s digital offerings are accessible via the app all over the country in formats such as videos, posters, and first and third-party targeting and measurement capabilities.
“It is exciting to see how quickly the product and technical teams have moved to develop ad formats that are custom to the Lyft platform and so thoughtful about the mindset of the rider. Lyft Media has about 24 minutes on average with the rider on the ‘curb’ and in the car, and Sponsored Map Vehicles, Sponsored Rides by Mode, and Vertical Video are all designed to drive true engagement and make a lasting impression during those rides. We’re just getting started with data-driven marketing on the move - and unlocking real business outcomes for advertisers,” Lyft stated in its official statement.
You just got the idea of the features of the Lyft’s media arm. Here’s a closer look:
Launch buzz with the Sponsored Map Vehicles feature
The first feature of Lyft Media is the Sponsored Map Vehicles feature. Exclusively available nationwide, this also encompasses brand messaging and custom-designed car icons. Available also for all brands, built to maximize visibility and drive the love for the brand.
Surprise and tickle your audience with the Sponsored Rides by Mode feature
Riders get their credit toward rides with this feature. This allows brands to sponsor discounts on rides on Standard and Priority modes, displayed prominently on the homepage of Lyft and across surfaces throughout the journey of riders.
Tell your brand’s story with the Vertical Video feature
Lastly, there’s the Vertical Video feature that allows riders to engage via impactful and non-skippable video formats that can allow brands to showcase theirmselves while the riders wait for their Lyft to arrive.
Basically, these are like billboards for your brand on Lyft rides, or screens on New York City’s Times Square, or those you see behind seats on plantes.
These innovative ad formats are evidence of this ridesharing app tapping into the mindset and location of a rider to understand the context before serving the ad.