Harmelin Digital Contributor: Eve Vitale
Capitalizing on a captive audience in its back seats, Uber has announced that it will allow third-party apps the ability to serve up notifications, content, or ads to its users during their trips via “Trip Experiences”. Essentially, this will allow an app, with the user’s permission, to serve up a variety of content during that user’s Uber trip, based on the specific details of each ride. For example – “A student on the way to school could get a playlist of songs from their favorite music app that conforms to the length of their trip. A couple on a date could receive recommendations for the restaurant they’re about to visit.”
What this means for marketers: Traditionally, the media mindset has always been to get a message out to as many people as possible for the lowest possible cost. However, times are changing. With increased accessibility to personal data such as location, purchase behavior, and interests & preferences via mobile devices particularly, we, as marketers, know more about our consumers than ever before. By understanding consumers’ interests, Harmelin has the ability to tailor advertising and messaging directly to an individual user’s needs in order to create a more personalized and memorable experience. Uber is certainly not the first nor the last app to leverage this type of data; however, it is telling that large platforms such as this, Facebook, Yelp, and OpenTable continue to explore ways to connect real people with real needs to brands. Whether it be by utilizing various creative messaging based on time of day, location, interests etc. or aligning with relevant content, we should always continue to think of ways to stay top of mind to a user in a specific environment and/or mindset.