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.


UAE launches global tolerance initiative for youth

Updated 14 November 2019

UAE launches global tolerance initiative for youth

  • The initiative aims to create “tolerance rings” in the digital space
  • The minister unveiled a commemorative stamp issued by Emirates Post

DUBAI: A new online initiative that seeks to encourage tolerance through dialogue among youth in the UAE, the region and around the world was announced during the second day of the World Tolerance Summit in Dubai on Thursday.
The Tolerance without Borders initiative was announced by Sheikh Nahyan bin Mubarak Al-Nahyan, the UAE’s minister of tolerance, during his keynote speech.
The initiative aims to create “tolerance rings” in the digital space, giving youth a platform for peaceful dialogue that extends beyond religious, cultural, linguistic and spatial barriers.
“We hope to see the youth of the UAE at the forefront of this initiative, engaging in communication that’s based on tolerance and acceptance with their peers here at home and around the world,” said Al-Nahyan, who is also chairman of the board of trustees at the International Institute for Tolerance.
He added that the late Sheikh Zayed bin Sultan Al-Nahyan was the pioneer behind the UAE’s prosperity, and had built a “space for coexistence and tolerance” that has helped the country’s peaceful development.
“We’re proud that we, a country in which all human beings live, with real love and genuine tolerance, live and work together to build a future for children without fear of intolerance, hatred or discrimination … based on color, religion, sect or race,” said the minister.
He added that positive relations and tolerance between all cultures and beliefs is a pre-requisite to eradicating poverty, discrimination and disease.
“Our presence together at this World Tolerance Summit is a strong declaration that we all have a duty and a responsibility in the constant pursuit of building successful relationships and partnerships across cultural frontiers,” he said.
The minister unveiled a commemorative stamp issued by Emirates Post in collaboration with the Supreme National Committee for the Year of Tolerance.
The summit hosted more than 70 speakers and over 3,000 participants from more than 100 countries.