Uber Launches Dedicated Advertising Division To Serve The World’s Biggest Brands
19 Oktober 2022 - 3:00PM
Business Wire
Led by retail media veteran Dr. Mark Grether, a
newly formed team working across the Uber enterprise is unveiling
new Journey Ads solution
Uber Technologies, Inc. (NYSE: UBER) has formally launched its
advertising division and unveiled Uber Journey Ads, an engaging way
for brands to connect with consumers throughout the entire ride
process. Journey Ads are the latest initiative from a dedicated
team formed at Uber this year under advertising veteran Dr. Mark
Grether, previously with Amazon Advertising, CEO of Sizmek, and
Co-Founder of Xaxis. Leveraging Uber’s first-party data and
insights across its mobility and delivery businesses presents the
world’s biggest companies with compelling new surfaces and
closed-loop attribution to reach Uber’s audience of 122 million
monthly active users.
With the addition of Journey Ads, Uber has created an engaging
model that enables brands to share strategic campaigns across
Uber’s mobility and delivery businesses, while connecting with
consumers in brand-safe and captivating ways. Journey Ads place
relevant brand content and offers in front of purchase-minded
audiences as they transact throughout their journey – while waiting
for their driver and during their trip. Over 40 marquee brands have
already partnered with Uber to run Journey Ads including
NBCUniversal, Heineken, and United Artists Releasing. With
one-hundred percent share of voice during the entire trip, early
results show that consumers were exposed to the ad content for
approximately two minutes, resulting in two to six times the
brand-performance lift compared to other benchmarks.
Brands and advertisers can now partner with Uber on a variety of
advertising options on the Uber and Uber Eats apps, and beyond:
- Journey Ads that capture consumers’ attention during
their trip with ad units that drive purchases and brand awareness
as they move with purpose.
- Prominently placed Sponsored Listings across Uber Eats
to get brands ahead of the competition and capture the attention of
ready-to-purchase consumers, with clients such as Shake Shack
already seeing increased engagement, ROI and customer
acquisition.
- Sponsored Emails that enable brands to promote exclusive
offers to Uber and Uber Eats consumers through email delivery
directly into their inboxes.
- Homepage Billboards that give brands the ability to
prominently display messaging on the homepage of Uber Eats, the
world’s most-downloaded food delivery app.
- Post-checkout Ads which allow brands to promote to
purchase-minded consumers as they await updates on their
order.
- Storefront Ads where CPG brands can enjoy prominent
placement of their products at the top of a digital storefront.
PepsiCo has been a pilot partner of storefront ad offerings.
- In Menu Ads that enable restaurants to feature their
seasonal or specially priced menu item to entice consumers to take
advantage of the promotional offer. Chipotle has been a pilot
partner on this effort.
- Highly visible digital out-of-home Car Top Ads which
enable brands to reach consumers based on location and time of day
across top U.S. cities.
- Tablet Advertising pilot which will see strategic
partners pilot in-car tablets in LA and SF.
”We have a global audience of valuable, purchase-minded
consumers who, as part of our core business, tell us where they
want to go and what they want to get,” said Dr. Grether, General
Manager, for Uber’s advertising division. “While these consumers
are making purchase decisions and waiting for their destination or
delivery we can engage them with messages from brands that are
relevant to their purchase journeys. And with 1.87 billion trips
last quarter, that means we can connect advertisers to consumers on
average five times per month across rides and delivery.
“Through our advertising division, we can help leading brands
grow their relationships with consumers by connecting them at a
moment when a customer is uniquely attentive. By tapping into our
mobility media network, our pilot campaigns have surpassed
expectations in terms of brand lift, engagement, and other campaign
goals. We’re eager to continue working with our partners to
identify best-in-class offerings – such as in-car tablet
advertising – that will ensure they’re engaging with captive and
engaged audiences.”
In addition to Uber’s unique ability to help brands connect with
consumers at relevant points throughout their journeys or
transactions, the company provides comprehensive reporting and
analysis. By offering this unique view into consumer behavior,
brands are able to fine-tune their understanding of their consumers
and create more impactful campaigns.
About Uber
Uber’s mission is to create opportunity through movement. We
started in 2010 to solve a simple problem: how do you get access to
a ride at the touch of a button? More than 34 billion trips later,
we’re building products to get people closer to where they want to
be. By changing how people, food, and things move through cities,
Uber is a platform that opens up the world to new
possibilities.
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version on businesswire.com: https://www.businesswire.com/news/home/20221019005349/en/
Maggie Stasko (724) 787-1565 Uber@Kitehillpr.com
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