UBER JOURNEY ADS: App giants launch new advertising division aimed at brands and consumers
Uber has formally launched a new advertising division called ‘Uber Journey Ads’, which aims to engage brands and 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 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 a model that enables brands to share strategic campaigns across Uber’s mobility and delivery businesses, while connecting with consumers in 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.
Dr. Grether, General Manager, for Uber’s advertising division, said: ”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.
“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.”
