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Nickelytics enters adtech partnership on delivery robots

Veronica Brezina



The Smokey Bear messaging wrapped around a Serve robot. Image provided by Nickelytics.

Tampa-based startup Nickelytics, the advertising tech firm initially known as The Nickel Ride, has entered a partnership that will allow advertisers to have messaging wrapped around food-delivering robots. 

Nickelytics announced this month it has entered a partnership with Serve Robotics, which is a spinoff from Uber that’s developed autonomous food-delivering robots. 

The self-driving robots have completed tens of thousands of deliveries across Los Angeles for Uber Eats and other partners.


The first campaign launching through the new advertising partnership is with Smokey Bear, the advertising icon of the U.S. Forest Service, in the Wildfire Prevention Campaign that’s powered by the Ad Council.

Select Serve delivery robots, which are Level 4 all-electric autonomous robots, are now wrapped with wildfire prevention awareness messaging.  

“We are thrilled to partner with Serve Robotics to pioneer an exciting new form of out-of-home advertising,” Judah Longgrear, co-founder and CEO of Nickelytics, said in a statement. “Launching this campaign with Smokey Bear is a significant milestone for our team and only the beginning of our expansion in the Los Angeles market. We look forward to amplifying Smokey’s message and measuring the expected increase in campaign engagement using our real-time digital measurement capabilities.”

Serve approached Nickelytics about the partnership several months ago, perceiving it as an opportunity to generate revenue through ad campaigns, Longgrear said. 

“We are delighted to increase public awareness of wildfire prevention, while helping reduce emissions and traffic congestion in Los Angeles with our friendly sidewalk robots,” Touraj Parang, COO of Serve Robotics, said in the announcement. “Nickelytics’ proprietary technology and advertiser relationships made them the perfect partner to help us bring out-of-home advertising to our growing autonomous delivery platform.”

Longgrear said the robots have also attracted advertising messaging from insurer AmTrust and will soon include advertising from Beverly and Company, an LA-based real estate firm, and the Los Angeles Times

The campaigns can run from two months or more. 

“On the advertisers’ side, we can also provide our analytics for our vehicle campaigns,” Longgrear added. 

Nickelytics works with advertisers on marketing messaging placements for e-scooters and traditional vehicles. 

The group recently received a six-figure investment from venture capital group BDev Ventures. It is also endorsed by The Angels and Entrepreneurs Network, which is backed by serial entrepreneurs such as marketing giant Neil Patel and Shark Tank’s Daymond John.

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