Have you noticed car wrap ads driving TONS of audience attention?

1. Introduction to Car Wrap Advertising

In today’s fast-paced world, the advertising landscape is constantly evolving, with innovative methods emerging to engage consumers in a more personal, memorable way. Rideshare advertising, sometimes known as car wrap advertising, is a relatively novel concept in the marketing realm. Year after year, it has gained momentum as a powerful and dynamic platform for reaching a diverse and captive audience. According to Nielsen Norman Group and OAAA’s joint report, an astounding 92% of business, owners who have tried vehicle wrap advertisements find them the most effective form of local advertising. Wrapped vehicles take the cake as the most noticed moving out-of-home (OOH) advertising format.

Welcome to “The Ultimate Guide to Rideshare Advertising,” a comprehensive resource tailored to small business owners, local businesses, marketing and buyers, out-of-home ad agencies, and marketing and brand managers seeking to effectively leverage this unique advertising channel.

Why Rideshare Advertising Matters:

• Targeted Reach: Rideshare advertising allows you to precisely target your audience based on location, helping you learn about audience demographics, affinities, and behavior. This precision ensures your message reaches the right people at the right time.
• High Visibility: With a presence on high-mileage vehicles proven to drive where you want them to, your brand becomes highly visible where it matters most.
• Consumer Engagement: Rideshare advertising offers a unique opportunity to engage people while out and about. People exposed to brands from out-of-home advertising, like car wraps and car decals, are more likely to engage with digital marketing efforts.
• Scales with you: Whether you have a $10,000 or $1,000,000 advertising budget, a car wrap and decal campaign will scale with you. You can start small and add vehicles in target locations as you grow.
• Campaigns in hard-to-reach places: Traditional out-of-home advertising only serves certain locations and verticals. If you sell in a low-population area or advertise products that aren’t allowed on billboards, car wrap advertising can get your message in front of people where and when you need it most.
• Retargeting: Unlike some traditional out-of-home advertising options, with Nickelytics car wraps, you can retarget, and showing digital ads to consumers already exposed to your messaging, making sure they are well on their way in the customer journey.

Understanding the Concept of Rideshare Advertising

Rideshare advertising thrives on the intersection of technology, mobility, and consumer behavior. As passengers increasingly rely on rideshare services for their daily transportation needs, as rideshare vehicles grow in numbers, exposing audiences to ads, car wrap advertising taps into the frequency and location-specificity of these journeys. It’s not just about placing an ad; it’s about creating an immersive and memorable experience that resonates with your target audience in the right place at the right time.

In this guide, we will delve deep into the intricacies of rideshare advertising, offering valuable insights, strategies, and best practices to help you harness the full potential of this innovative marketing channel. Whether you’re a seasoned marketing executive or a brand representative looking to explore new horizons, “The Ultimate Guide to Rideshare Advertising,” will equip you with the knowledge and tools to navigate this emerging landscape.

Car wrap ads are an out-of-home marketing solution where ad creative, mobility, and tech innovation brings messaging to your target audience, so your brand(s) can make a lasting impression, leading to increased brand awareness and loyalty. Let’s explore the world of rideshare advertising together to see how it can place your ideal customers into the customer journey pipeline.

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2. The Rideshare Industry: An Overview

To navigate the world of rideshare advertising effectively, it’s crucial to understand the industry it operates within. This chapter provides an in-depth overview of the rideshare industry, its growth, key players, and how it has become a transformative force in modern transportation and commerce. This knowledge will help you grasp the unique opportunities and challenges rideshare advertising presents.

The Rise of Rideshare Services

According to Zippia’s piece, “20+ Riveting Ridesharing Industry Statistics [2023]: Average Ridesharing Revenue, Market Share And More”, the rideshare industry has brought in a collective $117 billion in sales in the US alone.** That is a 50% increase from 2020, demonstrating rideshare services’ enormous growth and growth potential. When surveyed in 2015, only 15% of Americans had used rideshare services; as of 2023, 36% have. And perhaps the most staggering statistic, in 2015, 33% of US residents surveyed had yet to hear of rideshare services like Uber and Lyft, which dropped to just 3% in 2021. Uber and Lyft share a total of 151.3 million monthly active users, with Uber taking the lion’s share with 131 million monthly users.

The Rideshare Passenger Experience

With Uber alone making over 5 billion trips per year with passengers and an additional 5 billion delivering packages and food, people are more used to rideshare vehicles as part of their everyday lives. Urban-residing Americans are much more likely to enjoy the benefits of riding in a rideshare car.

As the prices of both new and used cars continue to rise and fuel costs fluctuate unpredictably, many Americans are finding rideshare services to be a more comfortable and cost-effective solution for their transportation needs. This shift in consumer behavior has significant implications for businesses and marketers, making rideshare advertising an even more appealing channel for reaching a broad and engaged audience.

According to Ryan Brinkman, U.S. Autos & Auto Parts Research at J.P. Morgan,

“Auto sales are being hampered by record new vehicle pricing, declining used vehicle trade-in values, and higher interest rates, which negatively impact affordability.”

This trend has increased demand for used cars, with average prices approximately 30% higher than pre-pandemic levels.

With car prices showing no signs of decreasing and rideshare services becoming increasingly ingrained in daily routines, the advertising opportunities presented by rideshare vehicles have never been more attractive or relevant.

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Benefits for Advertisers

Advertisers stand to gain substantial benefits from rideshare advertising, leveraging the unique advantages of the Nickelytics platform for their marketing campaigns:

1. Local Trips, Hyper-Local Impact: Rideshare advertising allows businesses to capitalize on local trips, promoting their messages, products, and services in hyper-local campaigns. National brands can run multiple targeted campaigns simultaneously, ensuring maximum exposure in key markets.
2. Effective Branding: Car wrap advertisements have proven to be one of the most effective ways of introducing brands to consumers. They can create a significant impact, building brand recognition and credibility among the target audience.
3. Brand Awareness and Loyalty: Car wraps can help foster brand loyalty by embedding a brand’s imagery and message in the minds of consumers. For instance, imagine a rideshare vehicle with images of an energy drink prominently displayed as it transports professionals around a business district. The next time these potential customers need an energy boost, they will likely choose that specific brand. With continued exposure to the branding, they are more likely to become loyal, reaching for that specific energy drink each time they want one.
4. Engagement and Memorability: Car wrap ads are novel, exciting, and memorable, making them more likely to leave a lasting impression on viewers. Passengers are more inclined to remember the branding and engage with the brand through future interactions.
5. Standing Out from the Crowd: In a world filled with advertising noise, car wraps provide a unique opportunity to stand out. They capture attention in places where your audience already frequents.
6. Driving Actions: Car wraps can include QR codes and compelling calls-to-action, prompting passengers to take immediate steps such as visiting a website, downloading an app, or purchasing.
7. Exposure Multiplier: Car wrap advertisements can serve as an initial touchpoint with your audience. There is a consensus that consumers must see a brand multiple times (typically between 7 and 17 exposures) before making a purchase decision. Car wraps offer a memorable, innovative first touchpoint. These wraps can also be a middle or bottom-of-the-funnel marketing strategy, moving your audience from awareness to interest to ready-to-act.
8. Hyper-Local Targeting: Car wrap campaigns can be tailored to specific zip codes, cities, neighborhoods, or counties, allowing advertisers to allocate their budgets strategically and effectively, reaching their ideal customers where they live, work, and play.
9. Perfect for Timely Campaigns: If you’re promoting a grand opening, a new product, a time-sensitive campaign, or location-specific sales, car wraps are an excellent way to capture the attention of your target audience.
10. Build Credibility: Rideshare advertising can make your brand seem bigger than it is, building credibility with your audience.

Advertisers can also harness the power of data analytics to track consumer behavior, allowing for retargeting with future digital ads. Car wraps provide a comprehensive advertising solution that combines creativity, mobility, and tech innovation to engage your audience effectively and move them along the customer journey.

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