Uber riders may quickly have video advertisements taking part in of their face after they’re touring from A to B.

The ridesharing big mentioned on Wednesday it’s trialing in-car advertisements performed on tablets as a part of broader plans to rake in further money via promoting.

In-car advertisements are already taking part in on tablets in some Uber automobiles in Los Angeles and San Francisco, and if the pilot goes nicely we are able to anticipate to see it rolled out throughout the nation and presumably past.

“Journey Ads,” as Uber’s in-car advertisements initiative is known as, has to this point partnered with 40 manufacturers that embrace NBCUniversal, Heineken, and United Artists.

Uber describes the in-car advertisements as “an engaging way for brands to connect with consumers throughout the entire ride process,” although how riders really feel about having advertisements performed throughout their journey stays to be seen.

Uber lately arrange a devoted advertisements workforce underneath former Amazon advert govt Dr. Mark Grethe. Besides in-car advertisements, Uber additionally plans to place extra advertisements within the Uber and Uber Eats apps — together with advertisements inside menus — and in addition launch sponsored emails by which companies can promote unique gives for Uber and Uber Eats clients. Digital billboards that drivers stick on the roof of their automotive throughout working hours are additionally a part of Uber’s plans.

“Through our advertising division, we can help leading brands grow their relationships with consumers by connecting them at a moment when a customer is uniquely attentive,” Grethe mentioned in a launch.

Uber’s push into advertisements comes simply a few months after ridesharing rival Lyft created a brand new workforce to double down on efforts to tug in income via promoting. It’s already using in-car tablets after launching a pilot program in Los Angeles final 12 months. It’s now being expanded to Chicago, San Francisco, and Washington D.C.

Besides advertisements, Lyft’s tablets additionally permit riders to trace journey progress, charge and tip drivers, and management the music of their journey via its partnership with iHeartRadio.

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