In 2017 Uber was targeting the market in Russia and brainstorming ways to reach a consumer base with innovative outdoor marketing strategies. Since the company is known as one of the most popular peer-to-peer ridesharing applications out there, traditional billboards were not sufficient enough to communicate Uber's philosophy.
Instead, the innovative company harnesses the power of the digital world to create a smart outdoor marketing technique that draws on big data from mobile operators, uses an algorithm to target frequent taxi users and implements a patented programmatic system that "can decide what to display in real-time mode."
As a result, when the target audience appears near the billboard, the smart outdoor marketing tool begins broadcasting the ride-sharing service's ads.
Targeted Smart Outdoor Marketing
Uber Revolutionizes the Way It Reaches Its Consumer Base
Trend Themes
1. Smart Outdoor Marketing - Disruptive innovation opportunity in using big data and digital technology to target specific audience segments with real-time advertising.
2. Data-driven Advertising - Disruptive innovation opportunity in using mobile operators' data and algorithms to target frequent taxi users with personalized ads.
3. Programmatic Advertising - Disruptive innovation opportunity in implementing a patented programmatic system that can dynamically display relevant ads based on real-time audience presence.
Industry Implications
1. Ridesharing - Disruptive innovation opportunity for ridesharing companies to leverage smart outdoor marketing techniques to reach target customer segments.
2. Outdoor Advertising - Disruptive innovation opportunity for the outdoor advertising industry to adapt to the digital era by incorporating data-driven and programmatic advertising solutions.
3. Mobile Operators - Disruptive innovation opportunity for mobile operators to monetize their data by partnering with companies to deliver targeted advertising to specific audience segments.