Learn how to effectively plan and execute rideshare advertising campaigns with targeted strategies and design tips for optimal results.
Rideshare ads are changing how brands meet city folks. Ads on cars that move, such as rideshare cars and taxis, find people where they work, live, and buy - giving many good things like being seen easy, being able to change, and not costing too much. Here's what folks who sell need to know to start strong ad runs:
This guide makes it easy to plan, do, and fix your rideshare ad runs to make sure they work well.
Before you start a rideshare ad campaign, you should know what you want and how you'll know if it's working. Set clear goals to make sure you use your sources right and get good results. Good campaigns start with clear aims and knowing which numbers will tell you if you're doing well.
Your campaign goal should guide every choice you make. For example, if you want to get more people to know your brand, rideshare ads are a good way to show your business to many city folk - great for new companies or new products.
If you want more leads, your ads should get people to sign up for news, download apps, or ask for more info. This is a good move for local services that want more customers.
For direct buys or signs-up, the aim is quick action. These drives work best for online shops, food sends, or stores, especially with deals to get fast buys.
Make sure your ad goals match your bigger selling plan. For example, if you're launching a big product on many ways, your rideshare ads should share the same story to keep things clear. Also, think about your money and time. Brand-knowing drives might take longer to work, while buy-focused drives can work quicker.
To check if your campaign works, pick the right KPIs. Here are some simple numbers to look at:
Look at how places affect your ad too, as rideshare ads move through different areas. Check which places like your ad more to fine-tune your focus and do better.
Set real goals that fit your field and what you want to do, and look at your numbers often - every week if you can. This helps you change things as needed and keep your campaign going well.
Putting your ads where the right people will see them at the right time is key to using your money well. By knowing who your audience is and choosing the right place and time, you can make sure your ads do their job.
First, think about who you want to see your ads. Think about groups like city workers, college kids, people who visit, or people who don't have cars. Look at your current customer info - check things like their age, where they live, and what jobs they have - to get a clearer picture of your audience.
But, don't just look at simple facts. Watch how they act and what they do. For example, people who go to work in the morning might see coffee shop ads, while places that show plays might target those who go out at night. A fitness app? Aim for those going to the gym at busy times.
Also, think about how long their rides are and how they spend money. Long rides, like to the airport, might be good for longer ads, while short trips might fit quick, catchy ads better. Remember, people who use rideshare often have extra money for things they really want, making them a great group for more expensive offers.
Putting place and time together helps you reach your audience when they're ready to hear from you. This is what makes rideshare ads really stand out.
You can target a big area - like downtown Chicago - or a small spot, like around your shop. For instance, a food place might show ads to people close by at lunchtime, while a shop might target those shopping near other big stores.
The time is just as key. Morning commuters, people eating out at night, those going to concerts, or those at events are all different chances to show them something. You can even shift what you do based on the weather. A rainy day means more people using rideshare and could shift how they act, letting you change your ads to fit.
The best part is when you mix these targeting ways. Instead of just going for "people in Manhattan", you can aim for "people going through Manhattan's Financial District on weekdays between 8:00 AM and 10:00 AM." This kind of detailed target makes sure your ads reach the right people for your business.
Use up-to-date data to tweak what you do. If lunch deals do good with people in the business area, spend more there. Meanwhile, ads at night might do better in home areas. By staying open to change and based on data, you can make sure your ads work as hard as they can.
Once you have set your goals and know who you want to reach, the next move is to shape your ad design to catch eyes and get good results on vehicle screens. Crafting ads for vehicle displays is not the same as making ads for big road signs or web use. To make a mark, your way must fit the special features of this medium. Here is how to make ads that look great, work well, and blend smoothly into your plan.
Rooftop LED screens do well with clear, bold designs. Keep your words short, use colors that stand out (like bright text on a dark base), and make sure your logo is big and clear for people to know your brand.
In-taxi tablets let you put in more information. You can add long text, top-notch pictures, and even short video clips. Keep videos short and use still pictures to point out key things, like where your store is or special deals.
Movement and animations can make your ads feel alive, but use them with care. Gentle moves, like slow fades, up the appeal without making it too much for drivers or riders.
Before you start your campaign, always test your designs in full size. What looks good on a computer may not look as good on a moving vehicle display. Test in real conditions to make sure your message stays clear and catchy.
Use tech that senses movement to make interactive calls to action that start when someone walks near the vehicle. This makes your ad more engaging.
Add local touches to make your ads feel closer to the viewer. Put in details about the area, like a known spot or a busy road, and maybe add content that changes with the weather.
Timing counts, too. Match your message with local happenings, the time of year, or holidays to connect better with viewers. For instance, talking about a local event or a time-based deal can make your ad feel right and easy to relate to.
Make sure your interactive parts are easy to use. Use big, easy-to-tap call-to-action buttons, show clear phone numbers, and put big QR codes that link to sites that work well on phones. These parts make the user’s next steps simple and push quick action.
Lastly, think about different languages when reaching out to many people. While English is common in U.S. ads, adding Spanish or other fitting languages can help you reach more communities. Keep translations simple and right for the culture to make sure your message hits home.
Picking the right ad format is vital to hit your campaign goals. For instance, rooftop screens with simple, striking designs are best for making people know your brand, while interactive tablet ads are great for direct response efforts, giving clear actions and engaging looks.
After you've made sure your ad designs are just right, it's time to get things moving. This step is about making your plan come to life. By setting up your campaign in the right way, you can kick it off without a hitch and make sure it works well.
Begin by choosing which ad types you'll use. If using rooftop LED screens, check that your designs fit the needed pixel size. If focusing on touch-screen tablets in taxis, make interactive bits that have easy-to-see buttons and QR codes. The platform lets you mix different ad types in one go, which helps grab the attention of both people inside and outside the vehicles.
Then, sort out when your ads will run to match when your audience is likely out and about. For example, you might run ads in the early morning and late afternoon to catch people when they're most likely paying attention.
Pick specific vehicles for your ads depending on where they go. For ads aiming at companies, choose vehicles that move through busy office areas. For retail ads, opt for vehicles near malls. Use data about the fleet to pick vehicles that match your audience well.
Put a cap on your daily spending to keep costs in check while still reaching a lot of people. The platform can estimate how many people will see your ads based on your settings, helping you find a good balance between being seen and sticking to your budget.
To keep your ads fresh, limit them to three views per person each day. This prevents people from getting tired of your ad.
Once set up, you can make things more efficient by using automated ad buying.
Programmatic buying makes placing ads easier and more streamlined. Start by setting your CPM (cost per thousand views) rate in dollars. Change these rates depending on things like location and time. For instance, busy spots might need higher bids.
Turn on real-time bidding to snatch up the best ad slots. You can set higher bids for busy times and lower ones for quieter times, letting the system adjust on the fly based on demand.
Using data on who rides and how they behave helps you make your campaign even sharper. This allows you to tailor your bids for different groups. You might decide to go harder for young workers on weekday mornings.
Adding location tweaks can fine-tune your strategy more. Busy places like airports might need higher bids for their concentrated crowds, while residential spots might offer a wider reach for less money. Setting geo-fences around popular malls or events can also target audiences right when it counts.
Broaden your campaign's reach by connecting with platforms that handle ad demand. This lets your ads show up on vehicles from various operators, growing your possible audience. With the programmatic system taking care of details, you can focus on perfecting your creative work and overall approach.
Keep a keen watch on how bids do in the first days of your ad run. Busy slots may need more cash to book spots, while slow times can give you more for less. Use real data on how things are going to tweak your top bids, making sure your ads work well and save money.
Once you put your rideshare ad out, watching how it does is key. The info you gather will show what is good and where you need to make changes, making your ad work better as time goes on.
Your ad dashboard gives you quick looks at important numbers. Numbers like how many saw your ad and how many did something with it are key to see how your ad is doing during the day.
Watch the cost for every thousand people seeing your ad to control what you spend. For instance, if you see higher costs in busy places versus quiet places, think about changing your plan. Also, if not many people are responding as hoped, maybe try new ways in your ad.
Use tools like special codes or pixels to check sales. Studying how your ads do in different places can help you change where you place them. Also, change how often people see the same ad to stop them from getting tired of it.
This info is great for making your target plans and bid plans better.
Live data is good if you use it. Change your ad settings to keep your results matching your first aims and important measures. If some places aren't doing well, move your money to better places.
When your ads work best is key. Put more money in during busy times. Put less in during slow times to use your money better.
If your ad is not hitting right, try new pictures or words that get people going. Trying new ways can show what your crowd likes most.
Pay attention to your bid plans, mainly early on. Start low with bids and change them as you watch how they do when many are trying to get spots. This way, you can get good spots without spending too much.
Picking who sees your ads is just as important. If your info shows some types of people like your ads more, focus more on them. This can make more people buy and use your money better.
Check how you split your money often. Move money from bad ads to good ones to make sure you're using what you have well.
Watch how often you win bids, too. A drop might mean more are coming in, showing you need to either change how much you bid or try new targets.
To make things easier, use auto tools. Set rules to stop ads that aren't doing well after so many have seen it or to add money to ads that are doing great at bringing in goals. Auto helps your ad get better all the time, even when you aren't looking right at it.
When making a good plan, keeping it simple and refining as you go is key. The steps we've talked about give you a clear path - from starting plans to making your ads better for the biggest effect.
Here are the main points: It all begins with clear aims. Whether you want more people to know your brand, get more visitors, or increase sales, your goals are the base for all choices. From choosing who you want to reach to creating your ads, your aims should lead the way. Keep track of things like cost per sale or how often you show your ad to guide your work.
Where and when are important. The success of your ad depends on reaching the right people at the right time. For example, an ad for a store will hit differently in a busy shopping area than in a quiet home area. Both timing and place can lift or drop your efforts.
Good design is vital. Ads on screens need to be clear and bold to catch eyes. They should look good in different lights, like strong sunlight, and get attention fast. Using interactive bits and local info can draw in more looks, but keep them true to your main message and not take away from it.
Watching the tech setup matters a lot too. Whether it's automatic buying or setting up your campaign, getting details right makes sure your targeting is sharp and saves money. Knowing tech can turn your setup into a strong point.
Lastly, data is your hidden tool for long success. Seeing live data helps you know what works right now, while always making things better keeps your ads doing well for a long time. Being able to change fast based on what data shows can put you ahead.
To check if your rideshare ad works well, look at key things like Return on Investment (ROI), Return on Ad Spend (ROAS), and conversion rate. These numbers show if your ad is making money and how well it grabs your viewers. Plus, watch impressions, click-through rates (CTR), and viewability rates to see how often people see your ads and how much they care.
For ads made for the rideshare field, live data can give more info on things like brand awareness, recall, and favorability. These details let you see the big effect of your ad and tweak your plans for even better outcomes later.
When you make ads for all kinds of car screens, try for strong and eye-catching work that pops out, even from far away. Keep words brief and clear, and pick colors that stand out and simple designs to grab eyes fast.
It’s key to fit your work to the right size and tech details of each screen. Bits like logos or action calls need to show well and not get cutoff or twisted. Try your ads on many screen sizes to make sure they look good and work right on every screen.
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EnrouteViewMedia is a Canadian technology company based in Edmonton, Alberta, Canada. The company was founded by a group of media entrepreneurs and engineering executives. Our mission is developing leading-edge digital media display technologies for taxicab rooftops and taxicab interiors advertising market. Through our easy to use ad delivery and management system, we assist our clients in reaching their customers with targeted exposure. EnRouteViewMedia continuously strives to be the global leader in digital geo-time targeted advertising media systems for modern taxi fleets.