Look up in the sky — it’s a bird, it’s a plane!
No, it’s a drone promoting Uber.
Companies are now vying for your money and attention through drone advertising — or “drone-vertising.”
What’s the current state of drone-vertising?
Part of the reason this is in the news right now is because of Uber.
Recently, Bloomberg reported on Uber’s push into Latin America, where it has been using drones to spread its message.
Uber is using drones to advertise in Mexico as the startup plans to double its presence in Latin America by 2018 https://t.co/bOcIWJy5HW pic.twitter.com/SUdlkDlfU5
Uber flew a number of small drones over a highway in Mexico City. The machines hovered above the cars carrying signs for UberPOOL, the company’s carpooling service. The ads chastised drivers who were in their cars alone and blamed them for Mexico City’s infamous smog problem,
Of course, flying advertisements have been around for decades. You can think of the Goodyear blimp, or small planes that tow banners.
But as drone technology gets smaller, cheaper and more accessible, it presents some significant safety and privacy concerns.
It also raises the question: Is this a sign of things to come?
Where else have we seen drone-vertising?
There are now a handful of very young companies that specialize in drone advertising.
Dronecast, based in Philadelphia, offers banner advertising similar to what Uber did in Mexico City.
Drone-vertising company Hoovy developed its own drone, an octocopter called “Advatar” that’s specifically designed to carry banner ads.
The company suggests that you could use it on “beaches, parks, festivals, college campuses, streets and freeways” — so it seems to be actively promoting the idea of flying drones above traffic.
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We’re seeing this in Canada, too. During the 2015 federal election campaign, drivers in Victoria saw a drone carrying a banner for a local candidate. Like the Uber ads in Mexico City, this drone flew over rush-hour traffic. That meant there was, as the Globe and Mail reported, a captive audience.
As an advertising strategy, drone-vertising is clever because you can get access to a lot of eyeballs for a relatively low cost.
What are the safety concerns?
Lee Mauro is a lawyer in Victoria who specializes in aviation law. He closely follows drone technology and regulation. (Linda Mackie Photography)
“I think particularly flying a drone near a roadway, especially a busy roadway, you run the risk not only of losing control of the drone and the drone hitting a vehicle, but you also might be distracting drivers,” said Lee Mauro, a Victoria lawyer who specializes in aviation law.
“That’s obviously going to be a concern for everybody.”
He also pointed out that unless you have the proper approval, flying a drone for these purposes is against the law.
Any time you fly a drone for commercial purposes, you need permission from Transport Canada. Flying without it is illegal.
What about privacy?
Privacy is another big issue when it comes to this technology, Mauro said, in part because of proximity. The drones can fly within camera range of buildings, people or cars.
“Most of these drones do have cameras attached to them, and you don’t know whether they’re filming, what’s going to be done with that footage, who’s going to use it, when,” he said. “And it’s really hard to know even who’s operating the drone.”
Are we likely to see more drone-vertising?
Part of why Uber’s campaign caught people’s attention is likely the sheer novelty of it. It’s unusual to look ahead on the highway and see a fleet of drones hovering there. In some sense, it’s a stunt designed to grab attention.
That said, drone advertising can be relatively inexpensive, and it’s a fast way for companies to get quick, direct access to people. The challenge is doing it in a safe way that respects privacy and the law.
Businesses that might be considering this need to comply with Transport Canada’s regulations, be familiar with Canadian aviation law and have insurance that covers drones.
Even so, we’re likely going to see more examples of this type of drone-vertising. As for whether the future means lots of little drones zipping around, trying to sell you stuff — let’s hope not.