Ride-hailing firm’s Journey Ads solution will leverage first-party data to reach its audience of 122 million monthly active users?.
Uber has put itself in the driving seat of a renewed commercialization focus with the formation of its own advertising division, dedicated to ferrying global brands to their destination of choice.
Journey Ads, helmed by former Amazon Advertising exec Mark Grether, enables brands to connect with passengers through every step of their ride by leveraging first-party data to reach its audience of 122 million monthly active users.
Partner brands such as NBCUniversal, Heineken and United Artists Releasing will be able to present their wares at the point of transaction, while customers are waiting for their driver and when they are on the road, exposing passengers to around two minutes of advertising per trip.
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Brands and advertisers are offered a variety of solutions across the Uber family of apps, including sponsored listings on Uber Eats and sponsored emails to get your message across. Other options include homepage billboards and a trial tablet advertising scheme.
At the heart of the offer is a variety of advertising formats ranging from storefront slots embraced by brands such as PepsiCo to restaurant menu ads and car roof out-of-home billboards.
With 1.87bn trips completed in the last quarter, there is plenty of mileage in such an enterprise – as Grether explained: “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.”
Uber believes it can steal a march on the competition courtesy of its comprehensive reporting and analysis tools, which enable it to offer specific insights into consumer behavior.