Popular ride-hailing app Uber has partnered with out-of-home advertising technology company Adomni to put ad displays on vehicles.
It marks a bit of a turning point for Uber as it ventures into ad publishing. Yes, Uber previously featured third-party ad integrations with vehicles from its drivers. But the Adomni partnership is a revenue sharing deal.
According to Adweek, Uber even launched a brand new division called Uber OOH Powered by Adomni to support its endeavours.
Displays will be provided by Cargo. Drivers who take part in a pilot programme in Atlanta, Dallas and Phoenix are paid $300 to install the display units.
They will earn an additional $100 for every week they drive with the display units for more than 20 hours.
Following the initial trials, compensation will move to a model that will be based on the hours driven.