Lyft is testing a prominent new home masthead ad unit that gives brands full ownership of the ride-share screen users see before booking a trip, Adweek Feed reported on Wednesday.
Brands already utilize sponsored vehicle designs on the embedded map and splash screens that display animations over the map.
“Escape to Pluto TV” serves as one of the initial brand campaigns for the new masthead, promoting a recent user experience redesign for Pluto TV.
- Lyft introduced an alpha-stage home masthead ad unit granting brands full ownership of the pre-booking screen.
- The new placement runs alongside existing map-based splash screens and sponsored vehicle designs.
- Streaming service Pluto TV is partnering with the ride-share platform as an initial sponsor for the campaign.
The home masthead ad unit appears on the primary screen before users request a ride. Adweek Feed reported that the ride-share company launched the alpha test recently.
Current advertising options on the platform include animated splash screens over the map and sponsored vehicle designs embedded directly into navigation views.
Pluto TV joined the initial rollout as part of its promotional strategy. The brand campaign highlights a recent interface redesign for the streaming platform.
Adweek Feed said that the partnership utilizes the full ownership capabilities of the new home screen placement. Neither company disclosed financial terms or the broader timeline for a full commercial launch beyond the current alpha test.
Disclaimer: The information provided in this article is for educational and informational purposes only and does not constitute financial advice.
