Just a few weeks ago, we were talking about Lyft teaming up with StackAdapt to bring hyper-localized advertising into the backseat experience. At the time, it looked like they were setting the pace. But now, Uber has officially stepped back into the spotlight; launching in-car video ads across New York City through their JourneyTV network.
If that name sounds familiar, it should. JourneyTV has already clocked in over 150 brand campaigns across major cities. Now, thanks to a key policy reversal in NYC, Uber is turning up the volume on its media ambitions, quite literally.
The Ban That (Almost) Killed the Backseat Screen
For years, New York City held a firm stance against in-car advertising in rideshare vehicles. While traditional yellow cabs sported those flashing seatback screens, Uber and Lyft were restricted by a 2018 ruling that banned digital advertising inside ride-hailing vehicles.
But in June, that changed. The NYC Council overturned the ban, citing both economic opportunities and shifting consumer behavior. For Uber, it was a green light. And just like that, JourneyTV began popping up in cars across the five boroughs, a move that’s expected to scale rapidly.
What Exactly Is JourneyTV?
JourneyTV is Uber’s owned ad network, powered through a partnership with Octopus Interactive (now part of T-Mobile). The network delivers short, engaging video content to screens installed in rideshare vehicles. Think weather updates, real-time ride info, and targeted product recommendations, with ad spots layered in between.
According to Uber, over 98% of ads are watched to completion, with riders typically spending around two minutes of uninterrupted attention per screen session. Brands across beauty, finance, CPG, and entertainment have already jumped on board. And while it’s still early days in NYC, the network has seen active campaigns in cities like LA, Chicago, and Washington, D.C.
What Does This Mean for Marketers?
In short: the rideshare ad economy is heating up.
The return of in-car advertising isn’t just about flashy screens, it’s about what those screens represent. First-party data, geo-targeted messaging, and high engagement potential in an environment where your audience is literally buckled in. According to research from MAGNA and Uber, nearly 70% of riders said these ads actually enhanced their in-car experience.
While the future of attention spans may be debated, this moment inside the backseat is becoming increasingly valuable real estate.
Our Thoughts
With Uber re-upping its JourneyTV ambitions and Lyft testing its own localized approach, we’re watching the emergence of a new battleground for brand engagement. The potential? Huge. But as with all things in digital media, it’ll depend on how well these platforms balance relevance with user experience.
Next up: will DoorDash do delivery screen ads? Will in-car commerce go beyond QR codes? We'll be watching, probably from the back seat.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
