Riyadh, with its vibrant cityscape and tech-savvy population, is experiencing exponential growth in food delivery services, riding the wave of e-commerce and digital consumption. Companies like Jahez, HungerStation, Careem, ToYou, Noon, Keeta and others have rapidly expanded their operations, generating impressive returns and making food delivery an everyday convenience. Their distinctive fleets of bikes and branded delivery bags are now an integral part of the urban landscape, creating an untapped opportunity: these fleets are not just vehicles; they are mobile billboards, offering a unique and powerful media channel to brands.

The Untapped Potential: A Moving Media Landscape

As marketers, we are always looking for unconventional, high-impact channels that capture attention and reinforce brand messaging. The idea of utilizing food delivery fleets as a media platform is straightforward: thousands of delivery bikes circulate every hour across every neighborhood in Riyadh. These bikes are constantly in view — on streets, at stoplights, and parked at popular establishments. Imagine the impact of turning each of these bikes into a moving advertisement for both the delivery company itself and external brands.

This “fleet media” could be a game-changer in several ways:

1. Unprecedented Reach: The visibility of these bikes allows for unique, high-frequency touchpoints across the city, capturing the attention of pedestrians, drivers, and public transit users alike. This is not something Al-Arabia can achieve with conventional OOH placements.

2. Hyper-Local Targeting: Unlike static billboards or digital ads, fleet media offers granular, neighborhood-level reach. Companies could rotate branding based on demand in specific areas, promoting local businesses or services that align with certain neighborhoods.

3. Affordable Exposure for Emerging Brands: Riyadh’s food delivery fleets could provide valuable ad space to small businesses looking for cost-effective brand awareness campaigns without committing to the higher costs of traditional billboards or digital screens.

Fleet Media in Practice: Conceptualizing the Execution

To implement this concept, food delivery companies would first need to consider logistical, branding, and partnership frameworks. Below are some key steps that can bring fleet media from concept to reality:

1. Standardize Design and Branding: To avoid clutter and maintain brand identity, delivery companies would need to design sleek, attractive ad placements that don’t compromise their core branding. This could involve custom wraps or panels on bikes, box stickers, or branded delivery bags.

2. Data-Driven Advertiser Selection: Delivery companies have significant user and order data at their disposal. They can leverage insights on peak areas, preferred delivery times, and popular routes to offer advertisers targeted exposure opportunities. For instance, a local coffee shop could target ads to morning delivery bikes, while a luxury retailer might focus on neighborhoods with higher income demographics.

3. Flexible Ad Packages for Brands: By offering flexible ad packages — daily, weekly, or monthly placements — delivery companies could cater to a range of budgets. Seasonal businesses or those launching short-term promotions could benefit from this adaptability.

4. Digital Tracking and Reporting: Integrating GPS tracking to offer real-time metrics on brand impressions, exposure time, and areas of reach could add a data-driven edge. This would elevate fleet media beyond traditional out-of-home advertising, providing brands with metrics similar to digital ads.

5. Revenue-Sharing Model: To incentivize delivery drivers, a revenue-sharing model could be implemented where drivers receive a percentage of ad revenue. This not only aligns with fair labor practices but also motivates drivers to keep their bikes in good condition and maximize ad visibility.

Why Riyadh is Ripe for Fleet Media

Growing Appetite for Advertising Innovation: With a young population that’s highly active on social media, Riyadh is fertile ground for innovative advertising. Branded bikes would generate additional buzz, especially if companies use clever visuals or humor in their ad designs.

Expansion of Urban Mobility and Cycling Culture: The government’s Vision 2030 includes promoting alternative modes of transportation, including cycling infrastructure. As bike culture grows, so does the visibility and viability of bike-based advertising.

Green Marketing Opportunity: With sustainability becoming a more significant focus, delivery companies could position their fleet media as a green alternative to traditional ads. By aligning with eco-friendly or community-focused brands, they can enhance brand goodwill while generating ad revenue.

Challenges and Considerations

While the potential is vast, several challenges must be addressed:

• Brand Dilution: Delivery companies must balance external ads with their own branding, ensuring they don’t dilute their identity.

• Driver Compliance: Ensuring drivers maintain a professional appearance for bikes and bags with external branding may require monitoring and incentivization.

• Ad Guidelines: Regulations on mobile advertisements need to be established, including restrictions on content, color schemes, and visibility standards to ensure safety.

Building the Future of Fleet Media

Riyadh’s food delivery fleet media could become a viable and lucrative advertising platform, a fresh avenue in the world of marketing communications. In the highly competitive delivery market, monetizing fleets in this way would diversify revenue streams, providing companies with a competitive advantage. If major players such as Jahez and HungerStation spearhead this initiative, Riyadh could pioneer a unique model for urban advertising that other cities might emulate.

The time is ripe for food delivery companies to see beyond their immediate service and recognize the media power within their fleets. By innovatively integrating advertising into their operational model, they stand to transform their businesses, enhance their market impact, and provide a valuable platform for brands seeking visibility in Saudi Arabia’s dynamic and evolving urban landscape.