# Targeted Smart Outdoor Marketing Uber Revolutionizes the Way It Reaches Its Consumer Base By Kalin Ned | Published 2018-08-23 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/outdoor-marketing References: [behance.net](https://www.behance.net/gallery/65715995/Uber-Smart-Outdoor) & [uber](https://www.uber.com/en-CA/cities/moscow/?state=fBDhHb4F1h9Iw-mEfAiMR5GLpsUAn39khn2Oc5ji0as=&_csid=KMbqMNPjT4lmYzFqC1LMqw) In 2017 [Uber](https://www.trendhunter.com/trends/go-get) 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](https://www.trendhunter.com/trends/3d-billboards) that draws on big data from mobile operators, uses an algorithm to target frequent taxi users and implements a patented [programmatic system](https://www.trendhunter.com/trends/rayban-meta-smart-glasses) 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. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 46% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **Smart Outdoor Marketing:** Disruptive innovation opportunity in using big data and digital technology to target specific audience segments with real-time advertising. - **Data-driven Advertising:** Disruptive innovation opportunity in using mobile operators' data and algorithms to target frequent taxi users with personalized ads. - **Programmatic Advertising:** Disruptive innovation opportunity in implementing a patented programmatic system that can dynamically display relevant ads based on real-time audience presence. ### Industries Being Reshaped - **Ridesharing:** Disruptive innovation opportunity for ridesharing companies to leverage smart outdoor marketing techniques to reach target customer segments. - **Outdoor Advertising:** Disruptive innovation opportunity for the outdoor advertising industry to adapt to the digital era by incorporating data-driven and programmatic advertising solutions. - **Mobile Operators:** Disruptive innovation opportunity for mobile operators to monetize their data by partnering with companies to deliver targeted advertising to specific audience segments. ## Related on Trend Hunter - [Food Truck Billboards](https://www.trendhunter.com/trends/food-truck-billboard.md) - [Global Product Launch Events](https://www.trendhunter.com/trends/go-get.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md) - [Retail Marketing Advancements](https://www.trendhunter.com/trends/programmatic-targeting-solution.md) - [Groundbreaking AR Posters](https://www.trendhunter.com/trends/windooh.md) - [Perks-Filled Activations](https://www.trendhunter.com/trends/really-good-mood-machine.md) - [Lyrics-Inspired OOH Campaigns](https://www.trendhunter.com/trends/lyricsinspired-ooh-campaign.md)