New We Ad app boosts drivers' income through advertising

On Wednesday January 18, media agency Adriver launched its We Ad application to offer VTC and cab drivers the chance to display advertisements on their vehicles, enabling them to "earn up to 230 euros ex VAT per month".

In France, 40,000 drivers will be operating on VTC platforms in 2021, according to data from the Observatoire national des transports publics particuliers des personnes. Carrying out an average of nine journeys per working day, often in particularly densely populated major cities, these drivers represent an attractive advertising format for brands.

With this in mind, OOH, a media agency based on mobile billboards (cars, buses, trucks...), decided to launch We Ad, an application designed to increase drivers' income by displaying advertising on their work tool, their vehicle. "Today, the only channel that is ubiquitous, flexible and on the move in every city is that of independent drivers. Our aim is to offer advertisers the ability to communicate wherever their audiences are," explains Hadrien de La Tour, CEO and founder of Adriver.

Available on iOS and Android, the app enables drivers to run contextualized campaigns and broadcast advertisements in a targeted, measurable way. The aim? Significantly increase their income, thanks to a surcharge of up to 230 euros per month, excluding tax. In concrete terms, to launch the advertising process, drivers have to register on the application, determine the city in which they work and apply for the various campaigns of their choice proposed by the brands. Finally, an appointment must be made to place the advertisement on the vehicle. Two formulas are then proposed: "Ambassador", covering the doors, both sides, the hood and the wings of the vehicle and requiring 1h30 of advertising time; and "Executive", decorating only the doors and requiring less than 30 minutes of advertising time. And... that's all! This particularly efficient and simplified procedure will enable drivers to receive, directly into their bank account, the appropriate payment for the advertising work carried out.

What's more, the French territory isn't the only one concerned by the application: "With a model that is easily scalable and soon to be present in England and Italy, We Ad will now enable them [drivers] to run campaigns outside France, thanks to dedicated fleets of cabs and VTCs", assures Adriver's founder.