Life360 introduces an advertising platform
Location sharing app to stay connected with family and friends Life360 announced the launch of its advertising platform in the US. The new platform leverages Life360’s family insights and location data to deliver privacy-first targeting for advertising, connecting millions of engaged families with brands, products, and services that are relevant to their needs.
“By active user counts, Life360 is a behemoth, making us an invaluable partner for brands. Our new advertising platform offers a unique opportunity for brands to seamlessly integrate into the daily lives of their target audiences without disrupting the user experience. We’re proud of how we’ve been able to make Life360 even more engaging, and we remain committed to delivering essential safety and connectivity services for our highly engaged community while safeguarding our members’ personal information.” – James Selby, Chief Product Officer at Life360.
One of the first brand partners to join Life360’s new advertising platform is Uber. Uber will integrate its ads into Life360’s Landing Notifications, directing members to book an Uber when they land at their destinations. Additionally, Uber will be launching a targeted ad campaign within Life360 to promote Uber teen accounts. These specialized Uber accounts allow teens to request their own rides and order their own meals, all with the ability for parents to track activity in real-time and with safety features automatically turned on. Teens using this feature will always be matched with highly rated and experienced Uber drivers and couriers who have undergone a thorough background check. As part of this campaign, Life360 members can invite their teen to create an Uber teen account and their teen will receive six free rides and six free orders in September, with a value of up to $20 per ride or order.
“Safety is our north star, which is why we’re thrilled to partner with Life360 and provide their members with tailored Uber offers. This collaboration allows us to connect with even more families, helping them go anywhere and get anything, with safety built into the experience.” – Cait O’Donovan, Interim US and Canada Consumer Operations & New Verticals Lead at Uber.
To help bolster the growth of the Life360 Advertising Platform, the company has appointed Google veteran Brian McDevitt as its first-ever Vice President of Ad Sales and Strategy. McDevitt will focus on building, scaling, and running Life360’s ad business globally. “I’m excited to join Life360 at such a pivotal moment. The combination of Life360’s rich user data, privacy-first approach, and strong family connections presents a unique opportunity for brands. I’m looking forward to scaling this platform to deliver real value to both our brand partners and our members.” – Brian McDevitt, Vice President of Ad Sales and Strategy at Life360.
