Rideshare company Lyft today announced the launch of Lyft Media that will provide more out-of-home advertising opportunities throughout its portfolio of properties, including its car-ride share and bike share businesses.
The news was released via a company blog on its website.
Ads aren’t new to the company—its launched its media business in 2019 with the acquisition of startup rooftop display company Halo Cars. But as the blog post states, “Our vision is to build the world’s largest transportation media network,” now that more people are resuming daily travel post-pandemic.
The Lyft media network includes smart digital rooftop screens that can display video targeted to a vehicle’s location and time. The ad network will also include in-car tablets.
The rooftop screens are available in New York City, Los Angeles, and Washington D.C., with more cities on the drawing board, per the firm.
In-car tablets are being expanded in Los Angeles, Chicago, San Francisco, and Washington D.C., with a plan to have tablets in 25% of all rides on the Lyft platform in these markets by the end of the year.
Lyft’s bikeshare operation spans New York City, Chicago, San Francisco and Minneapolis with over 3,000 stations and 45,000 bikes combined providing 36 million rides annually.
And the Lyft app itself is a key channel for the network. Advertisers can reach nearly 20 million active riders via ads on the app.
Lyft has already worked with advertisers like DoorDash, Starbucks, HBO Max, Marriott, and Google.