Dive Brief:

• Recently hired Lyft CMO Kira Wampler spoke to Venture Beat's Mobile Conference on Monday about the transportation company's advertising goals. 
• Wampler explained Lyft's two main goals are achieving high efficiency and educating consumers about the service. 
• Lyft has embraced programmatic because of its efficiency, but Wampler wants to test out as many media sources as possible like display, video, and audio. “I should be using a blend of art and science," she said.

Dive Insight:

This is do or die time for Lyft—it's main competitor, Uber, is the second most-valued startup in the world. Lyft has been struggling with brand identity as consumers have been favoring Uber's sleek, discreet car service branding over Lyft's cutesy, ride-with-a-friend marketing tactics. While Wampler said she believes there is room for more than one ride-sharing service, it's up to her team to make sure that happens—and that Uber doesn't get a monopoly over the industry.  It'll be interesting to see if a newly appointed CMO like Wampler can bring a vision that will allow Lyft to stay afloat as the shared services industry continues to heat up.