Kiwibot acquires Nickelytics for $25M, turning delivery robots into mobile billboards

Image Credits-Kiwibots

Kiwibot, known for its fleet of semi-autonomous delivery robots, has made a strategic move to tap into the advertising market by acquiring Nickelytics, a Tampa-based ad startup, for $25 million. The acquisition allows Kiwibot to transform its delivery robots into mobile billboards, capitalizing on the untapped potential of high-traffic areas where its robots operate.

Since Kiwibot’s robots began making food deliveries on the University of California, Berkeley campus in 2017, they have become a familiar sight, often attracting attention from onlookers. Recognizing the advertising opportunities in these busy public spaces, Kiwibot’s leadership is now determined to monetize the visibility of its robots through targeted ads.

Founded in 2019, Nickelytics specializes in car wrap advertising and has since expanded into truck ads and digital advertising through platforms like in-car tablets. The company’s expertise in outdoor and digital advertising complements Kiwibot’s delivery network, allowing the tech firm to reach audiences in new ways.

Earlier this year, Nickelytics partnered with Kiwibot’s competitor, Starship Technologies, to launch a pilot program that placed wraparound ads on delivery robots at the University of Utah and UCLA. The initiative, which promoted mental health awareness through the Huntsman Mental Health Institute’s “Love, Your Mind” campaign, demonstrated the potential for robot-based advertising.

The $25 million acquisition marks Kiwibot’s most significant push into advertising, further blurring the lines between technology and media. With Nickelytics’ capabilities, Kiwibot is positioned to revolutionize the advertising landscape by transforming its delivery robots into eye-catching mobile billboards, potentially driving new revenue streams while continuing to innovate in the last-mile delivery space.

The move underscores the growing trend of multi-functional autonomous robots, offering both practical services and commercial advertising solutions in urban environments.