Uber has just launched its advertising division called Uber Journey Ads, introducing a way for brands to connect with their consumers throughout the entire ride process.
This year, Uber has already made strides in taking its advertising game to the next level. Uber Journey Ads is only the latest initiative of the advertising veteran Dr. Mark Grether, previously with Amazon Advertising, Co-Founder of Xaxis, and the CEO of Sizmek.
Uber seeks to leverage the abundance of first-party data of its audience consisting of 122 million monthly active users in a brand-safe and captivating way. and will be able to take advantage of the massive pool of data and insights available to the delivery business and share their strategic campaigns with Uber’s customers.
Journey Ads will allow brands to capture customers’ attention throughout their trip using a variety of advertising options on the Uber and Uber Eats apps. These include Journey Ads, sponsored listings, sponsored emails, homepage billboards, post-checkout ads, storefront ads, in-menu ads, out-of-home Car Top ads, and table advertising pilots.
“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,” Grether said. “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.”
In other words, brands will be able to reach their customers in their downtime, when they’re likely browsing through their devices.
“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,” Grether added. “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.”
Aside from connecting brands with consumers safely and engagingly with the help of a wealth of first-party data, Uber Journey Ads will also provide comprehensive reporting and analysis.
It’s a savvy move on behalf of Uber, especially seeing as they’re in a unique position to approach advertising in such a creative way.