Deliveroo is turning its riders into moving billboards with the launch of a digital out-of-home (DOOH) advertising platform that sits on the back of delivery vehicles.
Brands will be able to advertise on HD digital displays fitted to e-scooters, which can be hired out by riders. These screens, introduced in partnership with Ad-MOTO, can show up to six ads per minute.
The e-scooters from Ad-MOTO are available to rent, fully-charged and serviced, at a reduced rate for Deliveroo riders, according to the online food delivery service.
The partnership will initially run for a four-month pilot with 200 vehicles available to rent in London.
“With London being one of the busiest and most exciting culinary cities in the world, our advertising partners are always on the lookout for new and creative ways to showcase their products to our customers, both in-app and off-platform,” said Devesh Mishra, Chief Product & Technology Officer at Deliveroo.
“The partnership with Ad-MOTO also creates exciting opportunities for our riders to boost their earning potential, increase the number of environmentally friendly e-bikes and e-scooters in our network and strengthens our advertising revenue stream.”
The introduction of the DOOH e-scooter displays is the latest partnership to come out of Deliveroo Media and Ecommerce, the advertising arm launched by the company last year. It follows notable in-app partnerships with ITVX and Sky Glass.