Delivery motorcyclists become mobile billboards to earn extra cash

By Georgina Crouth

15 Jul 2024

MotionAds’ partnership with Uber Eats gives drivers another revenue stream — and advertisers more eyeballs to land on.

Road users in South Africa are accustomed to seeing electronic out-of-home displays mounted on trucks or trailers, vehicles wrapped in branding, and large-format signs mounted on the sides of trailers or delivery trucks.

In recent years, delivery drivers in major centres have started brandishing brightly coloured third-party advertising on their bikes’ delivery boxes, which has become an additional revenue stream for the drivers.

Since 2019, on-demand delivery drivers have been paid more than R10-million through advertising deals facilitated by MotionAds, a Sandton-based ad agency which connects businesses with motorbike advertising through branded bikes and scooters.

‘Big help’

Drivers involved in the partnership were unwilling to disclose their earnings but confirmed it had been a significant benefit.

Kudzai Chidowore, from Johannesburg, says the programme is flexible and doesn’t require any additional work.

“Having an advert on my box helps me feel safer, especially at night. I know that other motorists can see me because of the reflective branding of the box lid. Also, it makes the bike look nice, clean and tidy.”

Chidowore says MotionAds also runs competitions for biker jackets, phone holders or power banks, which they need on the road, which provides an incentive to perform well.

Steven Chidowore, who has been an Uber Eats driver for about a decade, joined the MotionAds programme four years ago after his brother Kudzai signed up. The income that he derives from the partnership is a big help: it covers half his data and fuel costs for the month.

He says the wrapping looks good (which is important to him), protects drivers from criminality and makes them more visible at night.

Once a driver is accepted into the programme, they meet with MotionAds once a month to check on the wrap. They also send the company a WhatsApp video of their bikes once a week.

Amani Kabongo, from Cape Town, says he learnt about the programme by word of mouth and appreciates its ability to foster communication and support within the delivery industry.

“It’s a stress-free income for me and helps connect me to drivers from similar backgrounds. It treats us drivers as equals, no matter where we come from.”

In the public eye

The advertising is cost-effective, targeted and hyperlocal, which also means that drivers are in the public eye, so their behaviour — in the suburbs and the city streets — is closely monitored.

Brands can track driver movement and average “eyeballs” (impressions) per bike per month via an app.

With high-profile clients like Pick n Pay, Vodacom, Yoco, Avo and Sorbet Man, MotionAds co-founder Jon Berkowitz says they have strict standards. Their behavioural incentive programme motivates drivers to do better by adhering to the rules of the road and keeping up standards.

Earnings vary, depending on how many deliveries they do and how often, although drivers can supplement their income by up to 10% extra every month for “really not doing very much more work”.

“They continue to make the deliveries, they continue to do what they’re already doing; this time just carrying the advertising and that extra income.”

Two years ago, MotionAds teamed up with Uber Eats in South Africa. Drivers say the partnership has helped them cover their running costs, connected them with a community of drivers and taken financial pressure off them.

As the market leader, most branded delivery bikes on the road in urban centres are already MotionAds partners.

“With over 1,000 bikes (signed up) we have a culture that has developed among the drivers, who just know what is expected… they know what our standard is.”

On top of that, if the drivers know they can earn the optimal amount of money and have their income supplemented by up to 10%, they are less stressed and less likely to drive recklessly to hit their targets.

Business growth has profited from the sharp ascent of the online retail sector. In the most recent World Wide Worx report on online retail in South Africa, compiled in partnership with Mastercard, Peach Payments and AskAfrica, 2023 saw a record R71-billion in sales – up by 29% compared with R55-billion in 2022.

Online retail now accounts for a 6% share of the total retail sector, which generated more than R1.1-trillion in sales last year.

At the current growth rate, e-commerce is expected to comprise 10% of total retail in 2025, noted Arthur Goldstuck, CEO of World Wide Worx, at the report’s launch.

“When that level was reached in more mature markets, it resulted in more investment and a massive boost for the sector, which then fed further growth in the years that followed.”

Read more: SA consumers become more tech-savvy, but payment security concerns remain

Berkowitz, who set up MotionAds with business partner Elan Band, says their model, as a social impact business, is a “win-win” for everyone.

“You know, creating a business, the clients are getting the good branding, the drivers are earning income. They’re safer because they’re not so stressed. After all, the branding on the bike offers them illumination at night and also gives them credibility on the road.”

That street cred goes a long way for drivers too, because if they’re stuck on the side of the road with a puncture or another issue and their bike is branded with a leading company, people are more likely to come to their aid as they’re seen to be more trusted and credible. DM

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‘Big help’

In the public eye