Lyft Media has expanded advertising solutions through collaboration with Nielsen to measure advertisements on the company’s mobile app. The ride-hailing company announced in August 2023 that it will display ads on its app for a more stable source of revenue.
Brands can reach riders with a high-impact format of in-app video ads on iOS and Android devices. This reflects Lyft’s dedication to building a full-funnel marketing solution that drives impact for brands.
Lyft said the in-app video ads offer brands the opportunity to reach an audience of up to 22.4 million active Lyft riders in contextually relevant moments in their day. “Advertisers will have 100 percent share of voice in the app during the rider’s journey to their destination. Video apps can run between 15 seconds to 4 minutes, and will appear the moment someone requests a Lyft until they are dropped off at their final location. The ads will appear directly within the Lyft app where a rider checks the app 9x, on average.”
Ameneh Atai, GM, Audience Measurement at Nielsen, said leveraging Nielsen One Ads in conjunction with Nielsen Brand Impact solutions unlocks comprehensive insights for advertisers previously not available in the marketplace. “Lyft Media advertisers will see in real-time how reach and frequency metrics can influence brand KPIs, powering actionable insights to guide more informed campaign strategy going forward.”
As such, brands and agencies can now leverage Lyft’s broad range of digital and out-of-home advertising solutions, including in-app ads, in-car tablets, on-car digital screens, and on-street bikeshare stations.
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