There are several ride-hailing apps in South Africa. You might even use this one. InDrive covers a limited number of cities in South Africa, but even that coverage needs to be funded. There are several ways this could happen, but the company has settled on in-app advertising.
The addition is a new one that is rolling out to several countries where InDrive’s services are available. South Africa has joined the list, ostensibly to “cover operating costs without increasing driver commission rates or pushing higher fares onto passengers.”
Ads InDrive
This means users of the app (and the ride service it summons) will see advertising “across multiple in-app screens in animated banner formats” as part of the change. It’s being pitched as beneficial to users and drivers, since it’s a way to “support driver earnings, keep fares competitive and build a stronger long-term business.” Of course, InDrive will also make extra money without providing anything new to its customer base.
The ads have been constructed to avoid interfering with users making a booking, “appearing only at natural transition points within the app rather than interrupting core ride functionality.” Whether that’ll be off-putting enough to convince users to opt for an Uber or Bolt ride remains to be seen. It’ll be a fun experiment to watch from the outside, at least.
The ride-hailing company’s pitch focuses mostly on the benefit to advertisers. This group, including “brands in retail, e-commerce, fashion, and financial services,” has apparently seen results from the advertising drive. There’s little mention of how customers feel. Instead, InDrive repeats that it’s this, or rides get more expensive. There is a secret third option, though. Those customers could download a different, less intrusive app.
In a further bid to soften the ‘we’re putting advertising in the thing you’re already paying money to’ blow, the company will make a percentage of its ad space available to South African “non-profits, community organisations and social programmes.” It’s part of InDrive’s “broader mission to support social equity and expand access to economic opportunity through its platform.” So you’re not allowed to complain about the new ads. Because that would be taking opportunities away from the less fortunate. Got it?
