Lyft Inc's Venture into Digital Advertising / Arpita Agnihotri, Saurabh Bhattacharya.

Format:

Book

Author/Creator:

Agnihotri, Arpita, author.

Contributor:

Bhattacharya, Saurabh, contributor.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Internet advertising.

Physical Description:

1 online resource

Other Title:

Lyft Incorporated's venture into digital advertising

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

The case is about the challenges faced by Zach Greenberger, Chief Business Officer at Lyft Inc (Lyft), a provider of online ridesharing services. Greenberger intended to create the world's largest transportation media network through Lyft's online media platform, thus creating a competitive advantage while also combatting losses incurred by Lyft's ride-hailing company. Lyft diversified into the media business through Lyft Media, a pioneering media platform designed to allow advertisers to display digital banners on Lyft's car drivers' rooftops. Advertisers could also engage travelers by advertising within the Lyft app. The company expanded its revenue model with Lyft Media and ventured into an advertisement-based revenue model. However, Lyft Media faced controversies related to digital billboards, as such billboards had the potential to distract other drivers and pedestrians and could potentially cause accidents. In-app advertising also raised privacy concerns among travelers. Would Greenberger be able to generate revenue from the advertising model? Could the advertisement-based revenue model become a source of competitive advantage for Lyft? How could digital advertising enhance Lyft's revenue?.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071968826

1071968823

OCLC:

1483993311