Meet the Dubai ad men who pay you to sit in traffic

A startup is test-running a blockchain-based technology that could help people turn their cars into mobile advertising vehicles. (Supplied)
Updated 20 August 2018

Meet the Dubai ad men who pay you to sit in traffic

  • Blockchain technology challenges traditional outdoor media
  • Adverts connect to driver mobile phone

LONDON: A new startup founded by UAE-based entrepreneurs is in the process of test-running a blockchain-based technology that could help people turn their cars into mobile advertising vehicles.
It could challenge the use of traditional advertising methods such as outdoor billboards, the founders of The Elo Network claim.
The platform — which has been set up by Mohammed Khammas and Mohammed Bafaqih and incorporated in the Cayman Islands — will enable people to be paid for displaying adverts on the side or back of their vehicles while they go about their daily routines of driving to work, the mall or doing the school run.
The adverts will feature low-frequency bluetooth ‘beacons’ that connect to the drivers' mobile phone which will be able to monitor when the driver is in the car and where the car is being driven.
There is a minimum threshold for the number of miles being driven a day, but the main prerequisite is that the driver is in the car. Drivers will still be paid even if stuck in a traffic jam.
Advertising clients will be able to put out requests that drivers head to a particular area — for instance to be close to a new brand launch — with drivers being paid up to 4 or 5 times more than their standard rate if they accept.
While the concept of paying people to use their cars for advertising is not new, it is the use of blockchain technology that will make The Elo Network particularly grounding-breaking in the advertising world, its founders said.
“Billboards are very expensive and static and don’t give you the KPIs and insightful information that brands want these days. You solve that by getting them that data,” Bafaqih said.
The Elo Network collates detailed data by tracking the movements of the drivers and their day-to-day activities. Data points such as a particular area’s population density can been collected.
The information will be encrypted ensuring that the brand will never know the identity of the driver, said Bafaqih.
“It creates data sets that didn’t exist before. You don’t have to worry about privacy but at the same time the brand can know about your patterns. They can know where you go in mornings, where you drive, what normal patterns are created in certain areas and countries,” he said.
This level of detail is increasingly important for brands looking to run targeted campaigns, and it is something that traditional billboards are unable to offer.
The technology will also be used to overcome the payment problems that other similar car advertising schemes have faced.
“Historically what happens, where there is a authority that is issuing payments, it causes a lot of problems. There can be disputes on how much they (the drivers) are owed or how many miles were driven or what campaign someone has done,” he said.
Under the Elo Network program, the blockchain technology allows you to create so-called “Smart Contracts” — which is a software protocol that enforces and verifies the performance of a contract.
“It says driver A is going to be paid — for example — a dollar per mile — so as the person drives he starts receives ‘IOUs’. Those IOUs are convertible at any time,” he said.
With no ‘middle man’ involved, the driver is able to redeem their IOUs and get paid as and when they want.
The network is currently at ‘proof of concept’ stage and is test-running the platform with a number of brands. It is anticipated that the network will be rolled out to the public toward the end of this year and early 2019.


US broadcast agency to stop renewing visas for foreign journalists

Updated 12 July 2020

US broadcast agency to stop renewing visas for foreign journalists

  • According to VOA, approximately 76 foreign journalists are facing the possibility that their visas may not be renewed
  • The move also affects employees at other USAGM entities

DUBAI: The US Agency for Global Media (USAGM) might not renew visas for foreign journalists working at Voice of America (VOA).
The decision comes after Michael Pack joined USAGM as CEO last month, and fired the heads of four organizations: Middle East Broadcasting, Radio Free Asia, Radio Free Europe/Radio Liberty, and the Open Technology Fund. 
According to VOA, approximately 76 foreign journalists working for the organization in Washington are facing the possibility that their visas, many of which expire this month, may not be renewed.
A VOA journalist, who asked not to be named, said it could lead to the departure of more than 100 staffers in the foreign language services, reported National Public Radio (NPR). 
The move also affects employees at other USAGM entities. Currently, there are 62 contractors and 14 full time employees at USAGM who are in the US on Exchange Visitor (J-1) visas. There are 15 categories under the J-1 visa, which is essentially a non-immigrant entry permit for individuals with skills who are approved to participate in work-and study-based exchange visitor programs. It is worth noting that the J-1 is among the visas that were banned by the administration of President Donald Trump in response to the coronavirus disease pandemic, with the administration suggesting holders take jobs away from US citizens.
A USAGM spokesperson told VOA that the agency was conducting a case-by-case assessment of J-1 renewal applications, and so far none of the journalists seeking J-1 extensions appears to have been rejected outright. The spokesperson added said the visa review is aimed at improving agency management, protecting US national security and ensuring that hiring authorities are not misused.
Media organizations have spoken out against the news. “This reported decision puts the lives of intrepid, free-thinking foreign journalists at risk. Many of these journalists have worked with VOA precisely because it offers them the opportunity to report stories that they cannot tell in their home countries without risk of severe punishment,” said PEN America CEO Suzanne Nossel. 
“If these journalists are forced to return home, some of them will be greeted with jail cells or worse. It is appalling that the VOA’s new boss could be so reckless about the safety of journalists who have given their talents and insights to help the US inform the global public. These journalists deserve protection, not betrayal,”
The National Press Club, which represents more than 3,000 reporters, editors and professional communicators worldwide, also spoke out. “We know of no sensible reason to deny VOA’s foreign journalists renewed visas. These men and women provide an essential service to VOA by reporting from the US and telling the American story to their audiences overseas. They have the language skills and cultural background to perform this work. They are not taking jobs away from American workers,” said its president, Michael Freedman.
At the time of publication USAGM had not responded to Arab News’ request for comment.