Advertising on Uber

San Francisco (2 October 2023): Today, Uber’s advertising division announced the expansion of its In-Car Tablet Advertising business to major markets across the US, including Las Vegas, Miami, Philadelphia and Washington D.C., with more markets launching throughout the year. This development shows Uber’s ongoing commitment to creating unique and strategic opportunities for marketers to connect with Uber’s highly valuable audience of engaged customers.

Since the initial rollout in Los Angeles and San Francisco earlier in 2023, the performance of In-Car Tablet Advertising has been impressive, with an average completion rate of over 95% and an average ad exposure of two minutes per trip for ads shown during the ride. The success is also reflected in rider sentiment, with 90% of survey responses noting the impact of the In-Car Tablet experience was neutral or positive.

For marketers seeking high-impact and innovative ways to spend digital and TV budgets, In-Car Tablet Ads offer the ability to deliver contextually relevant advertising through first-party data – and reach a captive audience of highly sought-after, purchase-minded Uber customers. Strategic placement of the in-car tablet, combined with the power of sound, sight and motion, allows marketers to create an immersive brand experience on the largest screen in the rider’s journey.

“In-Car Tablets deliver a positive rider experience while enabling advertisers to engage Uber’s premium rider audience in a captive, yet relaxed setting,” said Mark Grether, VP, Advertising at Uber. “This expansion opens up new opportunities for national advertisers to leverage the largest screen in the vehicle to create immersive brand moments during Uber trips and provides contextually relevant advertising to riders. Drivers also receive a share of any advertising revenue shown on the tablet, creating new earning opportunities for them with little to no extra effort.”

Brands including LiveNation, HubSpot, and DocuSign have been among the first to adopt these new ads.

The tablet experience includes a personalised welcome screen, a live trip map and information about the driver. Riders also see in-tablet reminders to tip if they enjoyed their ride, and they can complete a tip with a one-touch button on the tablet. This feature has helped drive nearly 10% more in tips on average on trips with the tablet. “Riders enjoy the tablet – I get a lot of comments. They like the security of it – the screen shows them who I am and my experience so they trust who they’re riding with,” said Daniel Min, who drives on the Uber platform in Los Angeles. “For me, I like the extra earnings from the tablet. And because the rider enjoys the experience, I sometimes get a boost in tips.”

SAN FRANCISCO (26 July 2023) Uber’s advertising division today announced its partnership with leading third-party verification providers, DoubleVerify (NYSE: DV) and Integral Ad Science (Nasdaq: IAS). These partnerships include integrations to verify viewability, brand suitability and the absence of ad fraud, bringing even more transparency to Uber’s brand clients. Together, these independent partners will support Uber in validating the performance and effectiveness of Journey Ads campaigns on Uber advertising.

These partnerships kick off a suite of measurement solutions on Uber's advertising platform, highlighting Uber's commitment to measurement and transparency, starting with verification and then expanding further with reach, resonance and impact measurement. This third-party verification aims to give advertisers on Uber confidence in their media investment and the ability to benchmark against industry standards in media measurement. As brand advertisers face increased scrutiny on ad spend, proving effectiveness and performance across campaigns is key. Brands need to know that their ads are being viewed in the right context, which these partnerships aim to address.

“In today’s ecosystem, brands are keen to better understand that their message is reaching and being seen by real people, with genuine intent in high-attention contexts, while also ensuring they’re appearing in safe environments,” said Mark Grether, VP, General Manager for Uber’s advertising division. “As we expand our tools to validate effectiveness, performance and safety, we’ll continue to bring forward the best third-party measurement solutions to give brands peace of mind.”

“As Uber advertising continues its impressive growth, our new partnership gives marketers confidence in measuring campaign effectiveness through our actionable data, so they know their ads are being seen by the millions of people using Uber every day,” said Lisa Utzschneider, CEO, Integral Ad Science. “We’re excited to work with Uber to help advertisers maximise their return on investment when connecting with this large and highly engaged audience.”

“As ad spend on the platform grows, Uber has partnered with DV to expand independent, third-party measurement capabilities and build confidence in brands’ digital investments,” said Mark Zagorski, CEO, DoubleVerify. “We’re excited to work with Uber to bring advertisers a higher level of trust and transparency and, in turn, broaden our quality coverage across this tech platform that connects the physical and digital worlds to help make movement happen at the tap of a button.”

Uber has a high-intent, highly attentive audience to whom its advertising platform can deliver the right messages at the right time. With the backing of DV and IAS, Uber will offer its advertisers a better understanding of their effectiveness, giving them clarity and confidence in their digital investment.

The partnership will run on Uber’s Journey Ads, which capture consumers’ attention during Uber rides.

San Francisco (20 June 2023) – Uber’s advertising division today announced a new partnership with Omnicom Media Group (OMG), the media services arm of Omnicom Group Inc. (NYSE: OMC) in the US, further strengthening the unique ad buying offering of mobility and retail media inventory on Uber. This deal marks the first holding company partnership for Uber’s advertising division, and establishes a data collaboration that brings together Uber’s mobility and delivery insights with audience data in Omnicom’s Omni open operating system, delivering relevant and impactful audiences for Omnicom clients’ investments on Uber media properties.

“With 130 million monthly active platform users globally, the strength of Uber’s advertising offering lies in our ability to understand consumers’ next destination in real time and reach them with relevant messages that match their immediate intent,” said Dr Mark Grether, VP and General Manager of Uber’s advertising division. “Looking ahead to the future of mobility and retail media, this new partnership leverages OMG’s extensive data and partnerships, allowing us to achieve a new level of precision in intelligent targeting, insights and activation for advertisers.”

This data collaboration aims to deliver highly valuable insights to improve media planning, innovate measurement, and optimise for incrementality. The combination of Uber’s mobility and delivery signals with Omni audience data will give Omnicom clients deeper insights into the consumer’s specific commerce journey – as Uber users go anywhere and get anything – to enhance performance and measurement across Uber’s advertising platforms.

“As the media group with the most advanced retail media offering and a broad portfolio of first-mover RMN partnerships, OMG recognises the unique value that Uber’s mass mobility and delivery data brings to our clients,” says OMG Chief Activation Officer Megan Pagliuca. “Combining Uber signals with Omni’s audience, activation and measurement capabilities will drive better ROI for our clients and give them a true picture of Uber’s impact on their commerce ambitions.”

Under this partnership, OMG will also be considered a priority partner for new product releases from Uber’s advertising division.

San Francisco, 15 June 2023: Uber’s advertising division is launching new video opportunities for advertisers across Uber, Uber Eats and Drizly, aimed at capturing the attention of audiences when they’re most engaged across the Uber ecosystem. Whether people are waiting for their driver, checking on their dinner order or shopping on Drizly, Uber gives advertisers a place to showcase long-form video messages and engaging visuals to consumers as they go about their journey. With this latest announcement, these new formats give marketers the tools to tell creative stories, as well as boost brand awareness, consideration and sales.

On Uber Eats, video formats in Post Check Out Ads let advertisers connect with consumers both before and after orders are dispatched, owning this moment of anticipation through video. This evolution changes how advertisers capture the attention of ready-to-buy consumers and creates a more engaging experience for users. Leading entertainment brand BET will be among the first to use video to promote their upcoming BET Awards. Early tests of Post Check Out video ads have outperformed industry viewability benchmarks by 37%. This format is now live in the US and will roll out globally in spring.

Additionally, Uber’s Journey Ads video capabilities, which will launch in the US over the coming weeks, give brands a unique chance to connect with consumers throughout their entire ride. Video has also arrived on Uber’s Tablet surfaces in the US.

“As a company focused on going anywhere and getting anything, introducing video is a natural next step for us and a creative way to bring emotion into motion,” said Dr Mark Grether, VP, General Manager of Uber’s advertising division. “These latest advancements will strengthen how advertisers connect with our audiences when they’re most engaged,” Grether added.

And finally, Drizly, an Uber company in the US, has added video ads to its website and app experiences. The new formats on Drizly unlock new ways to reach one of the largest audiences of high-intent alcohol shoppers in North America. Industry leaders including Espolon, a tequila brand from Campari, have been among the first beverage alcohol brands to use Drizly’s new ad formats. Early results have shown high engagement, with recent campaigns seeing over 70% of the video watched.

“We know it’s become increasingly challenging for brands to grab a shopper’s attention in today’s crowded advertising landscape, and the new multimedia ad formats on Drizly let our partners cut through the noise with brand-owned content that excites, inspires and informs,” said Amit Patel, General Manager, BevAlc Advertising at Uber’s advertising division.

“Together, these video advancements across Uber will pave the way for how advertisers reach audiences when it matters most,” Grether added. “We look forward to continuing to innovate and bring advertisers unique opportunities to connect and engage.”

About Uber Uber’s mission is to create opportunity through movement. We started in 2010 to solve a simple problem: how do you get a ride at the tap of a button? More than 39 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.

About Drizly Drizly, an Uber company, is a leading online platform for buying alcohol. Millions of consumers of legal drinking age turn to Drizly to get the best drinks for the moment, delivered. With one of the widest selections of beer, wine and spirits, Drizly offers convenient delivery options with a tailored shopping experience based on what consumers are after – whether that’s a gift, a big order for an event, or drinks for a casual night at home. Today, Drizly partners with thousands of retailers and suppliers to help them reach new customers, tap into key market and customer insights, and diversify their business to grow sales. As the industry leader, Drizly is building the best shopping experience for alcohol.

Learn more at Drizly.com, download the Drizly app (App Store and Google Play) and follow Drizly on Facebook, Twitter and Instagram

SAN FRANCISCO (4 May, 2023) Today, Uber announced it’s expanding Uber Eats’ advertising surfaces, boosting its capabilities and giving CPG brands the opportunity to feature Sponsored Items directly on the Uber Eats app. This new suite of performance advertising tools improves the customer experience by making it easier to discover relevant products and brands, while delivering value for both Uber Eats and its brand partners.

As Uber continues to invest in its advertising capabilities, this evolution cements Uber as a leader in commerce within the grocery and convenience sector, giving brands the tools they need to capture the attention of shoppers ready to buy.

“Uber is uniquely placed to connect brands with consumers at every stage along the path to purchase,” said Travis Colvin, GM of New Vertical Ads. “As investment in commerce media keeps ramping up in 2023 and beyond, we’re focused on broadening our capabilities to help CPG brands unlock the full potential of Uber’s advertising platform. We’re looking forward to expanding the range of products we’re offering our CPG partners in the coming months.”

PepsiCo was Uber’s exclusive beverage alpha partner for Sponsored Items, allowing the CPG company to boost visibility for items across its portfolio of brands including Gatorade, Pepsi, Doritos, Tostitos and PopCorners.

“We’re always testing, learning, and trying out new platforms to become even more savvy and effective across our eCommerce business,” said Alison Dempsey, Head of eCommerce Customer Marketing at PepsiCo. “As a consumer-focused CPG company, we’re always aiming to reach people with the right product, in the right place, at the right time. Sponsored Items lets us connect with Uber customers at the point of purchase, driving awareness and conversion for our brands.”

To power the new offerings, Uber has chosen Criteo, the commerce media company, to provide the underlying technology globally to activate CPG brands within the ever-growing Uber Eats grocery and convenience shopping experience. Through Criteo’s Commerce Media Platform, CPG brands can now promote their brand and products via Sponsored Items on the Uber Eats app, with plans to launch more formats, surfaces and markets in the coming months.

“Delivery isn’t just about restaurants anymore – it’s all about commerce – and Uber is leading the way for the industry by developing advertising solutions that weave commerce moments into people’s daily lives,” said Brian Gleason, Chief Revenue Officer of Criteo. “We’re stoked to be chosen by Uber to help deliver the best commerce experience to their users, brands and agencies worldwide.”

The offering is currently available in the US and Canada, and will roll out internationally by the end of 2023.

About Uber

Uber’s mission is to create opportunity through movement. We started in 2010 to solve a simple problem: how do you get a ride at the tap of a button? More than 37 billion trips later, we’re building products to help people get 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.

About Criteo

Criteo (NASDAQ: CRTO) is the global commerce media company that helps marketers and media owners drive better commerce outcomes. Its industry-leading Commerce Media Platform connects thousands of marketers and media owners to deliver richer consumer experiences from product discovery to purchase. By powering trusted and impactful advertising, Criteo supports an open internet that encourages discovery, innovation, and choice. For more information, please visit www.criteo.com.

SAN FRANCISCO, 9 February 2022 Uber’s advertising division today announced the launch of Post-checkout Ads, an ad solution for major consumer brands within the Uber Eats app. The new feature will go live during the biggest weekend in footy, with ads from brands like Paramount+ being shown to hungry footy fans during one of the busiest weekends of the year.

Uber Eats regularly sees higher engagement around televised sporting events. In fact, over the big game weekend in 2022, orders jumped by more than 20% in the US, including more than 30% for convenience stores. By showing ad creative after checkout, as customers track their food, grocery or alcohol orders, brands can reach Uber’s valuable customer network while they’re most engaged in the app.

“More than ever, brands need to justify their spend and make sure their ad dollars are working hard for them,” said Dr Mark Grether, General Manager for Uber’s advertising division. “With new solutions like Post-checkout Ads on Uber Eats, we’re able to give partners powerful advertising opportunities like access to the big game. While the big game is on the telly, our customers are checking the delivery status of their order and seeing our partner’s brand ad. We’re stoked to bring our charter partners and our valuable customers together for these high-attention advertising moments.”

Uber’s advertising business keeps growing, exceeding a $500 million annual revenue run rate and increasing the base by over 80% year-on-year, and the launch of post-checkout ads offers another impactful way to engage.

SAN FRANCISCO, 19 October 2022 Uber Technologies, Inc. (NYSE: UBER) has officially launched its advertising division and introduced Uber Journey Ads, an engaging way for brands to connect with customers throughout the entire ride experience. Journey Ads are the latest initiative from a dedicated team established 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 rideshare and delivery businesses gives the world’s biggest companies compelling new opportunities 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 allows brands to share strategic campaigns across Uber’s rideshare and delivery businesses, while connecting with customers in brand-safe and captivating ways. Journey Ads put 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 leading 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 customers were exposed to the ad content for around 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 range of advertising options on the Uber and Uber Eats apps, and beyond:

Journey Ads that capture customers’ attention during their trip with ad units that drive purchases and brand awareness as they travel with purpose. Prominently placed Sponsored Listings across Uber Eats to get brands ahead of the competition and capture the attention of ready-to-purchase customers, with clients such as Shake Shack already seeing increased engagement, ROI and customer acquisition. Sponsored Emails that allow brands to promote exclusive offers to Uber and Uber Eats customers through email delivery straight to 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 customers 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 customers 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 customers based on location and time of day across top US cities. Tablet Advertising pilot which will see strategic partners trial in-car tablets in LA and SF. ”We have a global audience of valuable, purchase-minded customers 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 customers 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 customers on average five times per month across rides and delivery.”

“Through our advertising division, we can help leading brands grow their relationships with customers by connecting them at a moment when a customer is uniquely attentive. By tapping into our mobility media network, our pilot campaigns have exceeded expectations in terms of brand lift, engagement, and other campaign goals. We’re keen 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 customers at relevant points throughout their journeys or transactions, the company provides comprehensive reporting and analysis. By offering this unique view into customer behaviour, brands are able to fine-tune their understanding of their customers and create more impactful campaigns.

Julia Edwards will head up the division’s Strategic Verticals and CPG team. Reporting to Head of Advertising Michael Levine, Edwards will lead a team of 10 across Australia and New Zealand to shape the Advertising business’ product proposition tailored for the ANZ market, and ensure clients understand Uber’s unique and powerful advertising tools. Once shortlisted for the Women Leading Tech - Sales Award, her expertise covers Integrated Marketing Strategy, Programmatic Technology, and Consultative Servicing.

On her appointment, Julia says, “Uber advertising helps power people’s lifestyles, connecting brands and consumers authentically in the moments that matter as they move about in the real world. I’m excited to lead a team to empower our partners to make the most of these everyday moments to connect with their audience across our ad products in an unmatched and meaningful way during moments of high intent.”

Shalyce McLean has been appointed as the Agency Lead for Uber’s advertising offering. Also reporting to Levine, she will focus on unlocking the benefits of the platform and bringing it to agency partners and their clients. Having earned titles including Women in Media and Media iSalesperson of the Year, she has a proven track record of driving business growth across multiple sectors, leading innovative initiatives, and guiding teams through digital transformation.

“It’s an honour to join the growing Advertising at Uber team, and it’s a privilege to scale an offering that I believe is incredibly compelling for the Australian and New Zealand market. Uber is a business that truly understands how people move and eat, and recognises the value advertising and media agencies bring. I look forward to working alongside our team of advertising professionals to drive mutually beneficial and sustainable growth for agencies, their clients, and our industry,” says Shalyce McLean.

“We’re thrilled to welcome Julia and Shalyce to our team,” said Michael Levine, Head of Advertising for Uber ANZ. “Their extensive experience and leadership skills will be invaluable as we continue to grow our Advertising business in Australia and New Zealand. With a dedicated strategic focus on our vertical offerings and relationships with CPG brands, alongside a new lead focused on developing and building stronger relationships with agencies locally, I’m excited by the expanded opportunity to showcase the capabilities of our advertising surfaces to help brands and marketers find innovative ways to engage with their consumers.”

The appointments come at a time of rapid growth for Uber’s advertising business. In the past year, the company has also appointed Nick Sargent, Head of Enterprise Restaurants, as part of the division’s leadership, and has launched several new advertising products in the region, including Uber Journey Ads with video, Sponsored Items across Uber Eats, Post Check-out video ads, playable ads and more. In Uber’s latest Q4 earnings release, Uber’s global advertising business continues to scale profitably, reaching a US$900m revenue run rate in Q4 2023, with active advertising merchants during the quarter exceeding 550k, up to 75% year-on-year growth*. In Australia and New Zealand, the advertising business is one of the fastest-growing markets outside of the US and Canada, and the local team was shortlisted as best media platform by B&T in 2023.

Julia and Shalyce will join Michael’s extended leadership team, and will work closely with the division’s sales, marketing, and product teams to develop and help brands and advertisers leverage the Uber platform to connect with their target audience.

*Source: Uber Announces Results for Fourth Quarter and Full Year 2023

Post Check Out video ad formats on Uber Eats allow advertisers to engage with highly attentive customers both before and after orders are dispatched, owning this moment of anticipation through sight, sound and movement. Leading pizza chain Domino’s and Australia’s top local streaming service Stan are among the first to use Post Check Out video ads on Uber Eats. Early trials of Post Check Out video ads in the US outperformed industry viewability benchmarks by 37%.

“Uber’s mission is to create opportunity through movement – for years we’ve helped people go anywhere and get anything. With ads now available on the platform, it’s a natural next step for us to offer brands a way to maximise engagement with creative-led content, in the form of video,” said Uber’s Head of Advertising in Australia and New Zealand, Michael Levine. “Video advancements will change how brands connect and engage with their audiences, which presents a unique opportunity to own 100% share of voice in a crowded ad environment. We’re excited to showcase this new ad format alongside other innovations at SXSW Sydney as one of the official participating brand partners.”

“We love creating content that excites customers, and in today’s busy advertising landscape, we’re always looking for innovative ways to connect with both existing and new customers. We’re excited to promote our new ‘More’ range through Uber Eats’ new Post Check Out video ad format, and engage audiences as they check in on their orders,” said Domino’s Chief Marketing Officer ANZ, Allan Collins.

In addition to Post Check Out video ads on Uber Eats, Uber will soon be rolling out Uber’s Journey Ads video capabilities in early 2024, so advertisers can connect with their audiences throughout their entire ride. Journey Ads on Uber launched in Australia in late 2022, and since then has been offering brands strong active attention from customers with high time spent and engagement metrics, far exceeding digital campaign benchmarks.

Uber launched Advertising by Uber in Australia in 2022 as its first ad sales business outside the US. Led by Michael Levine in Australia, the business will continue to develop partners and products across the Uber and Uber Eats platform, and is currently hiring to significantly grow the team in 2024 to help marketers and agencies make the most of the Uber ecosystem to reach and engage with audiences.

Uber chose Criteo to power the new offering earlier this year – the commerce media platform provides the underlying technology globally to activate CPG brands within the Uber Eats grocery and convenience shopping experience. Through Criteo’s Commerce Media Platform, CPG brands in Australia can now promote their brand and products via Sponsored Items on the Uber Eats app, with plans to launch more formats and placements by the end of the year.

“Uber helps millions of users in Australia get anywhere and get anything, and this lets us help connect brands with consumers during their interaction with the Uber platform,” said Michael Levine, Uber’s Head of Advertising in Australia and New Zealand. “As we keep investing in our advertising capabilities, this new advertising space on Uber Eats will give brands in Australia the tools to grab the attention of shoppers ready to buy. We’re also investing in dedicated support for CPG marketers and media agency partners with the hiring of Matt McGinley as CPG Industry Lead. As a leader in the grocery and convenience sector, we’re excited to keep expanding our category offering across QSR, CPG and non-endemic verticals.”

Coca-Cola is Uber’s first brand partner to activate Sponsored Items on Uber Eats in Australia, allowing the CPG company to boost visibility for items across its range of beverages, including Coca-Cola soft drinks, Mount Franklin, Powerade and more.

“At Coca-Cola Europacific Partners, we’ve long valued the impact of in-aisle features at physical stores to promote our drinks. Thanks to businesses like Uber Eats, consumers now have more digital options to buy CPG, and it’s vital for CCEP to adapt our advertising strategy to reach new and emerging channels,” said Anna McLoughlin, Head of Digital at CCEP. “We’re really excited to launch as Uber Eats Australia’s first brand partner on this new advertising space, and we look forward to seeing the impact of increased visibility across our product range on a ‘digital shelf’.”

“Uber’s ever-evolving and innovative services are uniquely placed to create an engaging retail experience that lets brands and marketers build awareness by connecting with consumers at the point of purchase,” said Colin Bernard, Managing Director for Criteo in Australia. “We look forward to helping brands in Australia make the most of Uber’s new advertising offering and help them navigate a whole new way to market to consumers.”

Unveiling one of the first Journey Ads with Wavemaker client Paramount+ as the company’s launch partner, this is the latest initiative from Uber’s advertising division for advertisers, allowing brands to place relevant content in front of riders ready to buy, from the moment they book their ride right through to the end of their trip.

By leveraging Uber’s first-party data and insights on millions of users, Uber can show interesting and relevant ads to users without compromising their privacy or experience, or sharing their personal data. Brand advertisers can curate and personalise powerful and relevant content for users based on their current activity as well as their interests suggested by previous trips and orders, to better engage their audience.

This follows a successful trial in the US where over 40 leading brands have partnered with Uber to run Journey Ads. With 100% share of voice during the entire trip, early results show that consumers were exposed to the ad content for around two minutes, resulting in two to six times the brand-performance lift compared to other digital platform benchmarks.

From November to January, Paramount+ will share upcoming exclusive content available on the streaming platform to riders between 3pm and 9pm, with recommendations on the latest shows and movies to help them wind down at the end of the day.

Paramount+ Regional Vice President Marketing & Growth, Louise Crompton, said: “At Paramount+ we’re always looking for new and innovative ways to present our brand and our exclusive content line-up to Aussie streamers. The targeting opportunities, combined with the high dwell environment to reinforce our Mountain of Entertainment over summer, was very appealing to us.”

Wavemaker Group Director, Peter Andrew, said: “We’re always looking for innovative ways to connect with audiences and reach them with the right message at the right time. Uber advertising provides a new platform to talk to audiences when they’re in the right mindset. We’re really excited to use Uber’s new targeting capabilities to serve people content that will excite them personally.”

Uber’s Head of Advertising ANZ, Michael Levine, said: “We’re excited that Paramount+ is among the first to launch Journey Ads on our platform, as we’ve seen strong interest from brands across Australia looking for innovative ways to connect with audiences. Uber’s Journey Ad format offers brands 100% ownership of the ride. With an average of 20+ minutes per ride, our pilot partners in international markets have seen phenomenal levels of engagement with the new ad format. Combined with unique waypoint targeting, Uber’s new advertising formats offer Australian brands a space to create meaningful audience engagement.”

Uber Journey Ads follows the successful launch of Uber’s Advertising division in ANZ earlier in July, which includes a suite of advertising formats for merchants, partners, and brands on both the Uber and Uber Eats platforms.

As well as helping brands connect with consumers at relevant points throughout their journey with Uber and Uber Eats, the company provides brand partners with comprehensive reporting and analysis at the end of each campaign. By offering this unique view into consumer behaviour, brands are able to fine-tune their understanding of consumers and create more impactful campaigns.

Users can also set their ad preferences, as well as opt out of certain personalised ads, in Uber’s Privacy Centre. In addition, Uber requires all advertisers on the Uber Platform to comply with its Content and Targeting Policies and all ads are subject to Uber’s review and approval.

Paris, 21 September 2023 – Uber’s advertising division in France is launching Sponsored Items with PepsiCo and Unilever, making them the first brands to benefit from this new ad format on Uber Eats. Developed by Criteo, this offering allows FMCG brands (consumer packaged goods – CPG) to promote products directly on the Uber Eats app, and lets users add the product straight to their basket with a single click. After a successful launch in the United States and Canada, this new suite of high-performing advertising features improves the customer experience by increasing the discovery of relevant products and brands, while generating value for both Uber Eats and its partner brands.

Uber has chosen Criteo to roll out this new offering. As part of this partnership, the Commerce Media specialist provides the underlying retail media technology that helps highlight CPG brands to supermarkets, grocers and convenience stores available on Uber Eats, while integrating with the user’s shopping experience. Thanks to the capabilities of Criteo’s Commerce Media platform, CPG advertisers in France can now promote their brands and products via sponsored ads on the Uber Eats app, with plans to launch more formats and placements by the end of the year.

Grégory Blay-Desforges, Head of Uber’s advertising division in France, explains: “Uber is part of daily life for millions of people in France, helping them get around and have anything they want delivered, and this lets us connect brands with consumers during their shopping journey. This new ad format on Uber Eats gives brands the chance to capture consumers’ attention right when they’re shopping on the platform. By leveraging Criteo’s technology, we were able from this very first test to deliver unmatched performance, with ROAS and CTR well above market standards.

“What’s more, we’re continuing to expand our media offering, with the launch of our video format on Uber Eats. This helps us better meet the expectations of our advertisers, whether they’re from QSR and CPG sectors, or from non-captive industries.”

Nicolas Rieul, Managing Director Southern Europe at Criteo, says: “We’re delighted that this global partnership can benefit brands in the French market and let them deliver relevant ads to Uber users, and we look forward to accelerating our collaboration by rolling out new solutions in the coming months. Uber is paving the way for brand new opportunities offered by Commerce Media, which will help brands and marketers find a whole new way to engage with consumers. Delivery has long gone beyond restaurants to include all kinds of retailers, and Uber is especially well placed to develop an attractive retail experience that raises consumer awareness right at the point of purchase.”

PepsiCo is the first partner brand to activate sponsored items on Uber Eats in France, allowing the company to boost the visibility of products in its drinks portfolio, including Pepsi soft drinks, Lipton and more.

Emma Borie, Director of eCommerce at PepsiCo, comments: “Beyond its significant impact on sales, our first Sponsored Items campaign gave us strategic insights into what consumers are searching for on Uber Eats and our customers’ expectations.”

Beya Khamassi, Head of Brand Experience at Unilever France, explains: “With performance above market standards, the new Sponsored Items campaigns by Criteo have helped us stand out on Uber Eats, showcasing our Magnum and Ben & Jerry’s ice cream brands to retailers and reaching a captive, young and urban audience.”

Download high-resolution images here.

About Uber Uber’s mission is to create opportunities through movement. We started in 2010 to solve a simple problem: how to get around at the tap of a button? More than 42 billion trips later, we’re building products that bring people closer to where they want to be. By changing the way people, food and things move through cities, Uber is a platform that opens up the world to new possibilities.

About Criteo   Criteo (NASDAQ: CRTO) is a global company specialising in Commerce Media that enables marketers and media owners to achieve better business results. Its market-leading Commerce Media platform connects 22,000 marketing professionals and thousands of media owners to deliver richer experiences for consumers, from product discovery to purchase. By providing trusted and relevant advertising, Criteo supports an open internet that encourages discovery, innovation and choice. For more information, visit www.criteo.com.  

Press contact: Uber: Rym Saker / rym.saker@uber.com
Criteo: Marieke Buis / m.buis@criteo.com

Madrid, 14 December 2023. – Uber announced today the launch of its advertising division in Spain, giving advertisers new and impactful ways to reach highly engaged audiences.

To head up this new division, Uber has brought on Rodrigo González Lama, who will be responsible for building and developing the new advertising offering on the platform in Spain. Rodrigo joins Uber from Spotify, where he was the sales director in the country.

“I’m stoked to bring Uber’s innovative advertising solutions to the Spanish market. It’s also a dynamic time for the advertising industry with the upcoming changes to cookies, the focus on attention metrics and the role of context. It’s exciting to be leading Uber’s role in helping brands connect with some of the most highly engaged ad consumers in the industry,” said Rodrigo González Lama, Director of Uber Advertising Spain.

Uber’s advertising offering will allow brands to connect with consumers on both the Uber and Uber Eats platforms, through offerings such as Journey Ads, Post-Check Out Ads, Sponsored Listings and more.

Using first-party data, Uber can personalise ads based on a user’s current activity—like when they’re heading to the airport or ordering their next meal—as well as their interests suggested by previous trips and orders. Being able to capture users’ attention enables advertisers to interact with consumers throughout their journey or purchase process on the platform, from awareness to consideration, conversion, and retention. This is done without sharing personal data with advertisers, allowing brands to place relevant content in front of purchase-minded consumers in brand-safe and engaging ways, while respecting consumer privacy.

Uber has 142 million monthly active consumers on the platform worldwide (Q3, 23), and its advertising business is growing significantly in Australia, Brazil, France, Mexico, the UK, Taiwan, Japan, and now also in Spain. Uber’s Journey Ads offering sees click-through rates exceeding 3%, with a global average viewing time of over 100 seconds.

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 tap of a button? More than 44 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.

Spanish version:

Uber launches its advertising division in Spain

Uber’s advertising team will be led by Rodrigo González Lama, who will be responsible for building and developing the platform’s new advertising offering

Madrid, 14 December 2023. – Uber has announced today the launch of its advertising division in Spain, aiming to offer advertisers new and impactful ways to reach their audiences.

To lead this new division, Uber has brought on Rodrigo González Lama, who will be responsible for building and developing the new advertising offering on the platform in Spain. Rodrigo joins Uber from Spotify, where he was the sales director in the country.

“We’re in a dynamic time for the advertising industry with the upcoming changes to cookies, the focus on attention metrics and the role of context. I’m excited to lead Uber’s role in helping brands interact with some of the most engaged ad consumers in the industry,” said Rodrigo González Lama, Director of Uber Advertising Spain.

Uber’s advertising offering will allow brands to connect with consumers on the Uber and Uber Eats platforms, through offerings such as Journey Ads, Post-Check Out Ads, Sponsored Listings and more.

Using first-party data, Uber can personalise ads based on the user’s current activity, like when they’re heading to the airport or ordering their next meal, as well as their interests suggested by previous trips and orders. Being able to capture users’ attention allows advertisers to interact with consumers throughout their journey or purchase process on the platform, from awareness to consideration, conversion, and retention. This is done without sharing personal data with advertisers, allowing brands to place relevant content in front of purchase-minded consumers in a safe way, while respecting consumer privacy.

Uber has 142 million monthly active consumers on the platform worldwide (Q3, 23), and its advertising business is growing significantly in Australia, Brazil, France, Mexico, the United Kingdom, Taiwan, Japan, and now also in Spain. Uber’s Journey Ads offering sees click-through rates above 3%, with a global average viewing time of more than 100 seconds.

About Uber We started in 2010 to solve a simple problem: how do you request a ride with just the tap of a button? More than 44 billion trips later, Uber is available in over 10,000 cities across 70 countries on six continents, with around 26 million Uber trips happening every day. In the third quarter of 2023, Uber had more than 142 million active users on the platform, and today more than 6 million drivers and delivery partners use the app worldwide.

Journey Ads will give advertisers the chance to stand out at three key moments:

During the trip request process, while the user is waiting to be assigned a driver. While the user is waiting for their Uber, watching the map to track their Uber. During the journey, as the user travels to their destination and checks the distance and chosen route on the map.

With Journey Ads, brands will secure 100% share of voice, brand safety, and a premium environment across these three stages. On average, users spend more than 90 seconds viewing a Journey Ads ad per trip, with a click-through rate above 3%.

Journey Ads uses first-party data to maximise its impact. Uber can effectively define the ideal audience for a brand, helping advertisers reach the right audience at the right time.

Uber can personalise ads based on user activity, and this ability to capture users’ attention gives advertisers the opportunity to engage with consumers throughout their journey or purchase process on the platform, from awareness to consideration, conversion, and retention. All of this is done without sharing users’ personal data with advertisers, in a secure way and respecting consumer privacy.

Rodrigo González Lama, Director of Uber Advertising Spain: “Uber is reinventing advertising by giving brands the chance to connect with Uber mobility and delivery users in an effective way, at the moment that matters, while they’re on the move and interacting with the world. Brands will be able to add value to this moment by telling their story, combining our first-party data related to each moment, which allows them to connect with users’ lifestyles and tailor each campaign to users’ marketing objectives.”

About Uber We started in 2010 to solve a simple problem: how do you request a ride with just the tap of a button? More than 44 billion trips later, Uber is available in over 10,000 cities across 70 countries on six continents, with around 26 million Uber trips taking place every day. In the third quarter of 2023, Uber had more than 142 million active users on the platform, and today more than 6 million drivers and delivery partners use the app worldwide.

Uber Ads launches its “Journey Ads” product in Spain

Madrid, 8 February 2024 – Uber has today announced the launch of Journey Ads, a new advertising product that will allow brands to leverage Uber’s advanced technology to reach the millions of users who use the platform for their trips every day.

Journey Ads will give advertisers the chance to stand out at three key moments:

During the trip request process, brands can capture the attention of users waiting to be assigned a driver. While the user waits for their Uber, users watch the map to track their Uber while waiting for pickup. During the journey, as they arrive at their destination, users check the distance and chosen route on the map.

With Journey Ads, brands will ensure 100% share of voice, brand safety, and a premium environment across these three stages, owning the whole trip. On average, users spend more than 90 seconds viewing a Journey Ads ad per trip, with a click rate above 3% and engagement also above 3%.

Journey Ads uses first-party data to maximise its impact. Uber can effectively define the ideal audience for a brand, helping advertisers reach the right audience at the right time.

Uber can personalise ads based on user activity, and this ability to capture users’ attention gives advertisers the opportunity to engage with consumers throughout their journey or purchase process on the platform, from awareness to consideration, conversion, and retention. All of this is done without sharing users’ personal data with advertisers, in a secure way and respecting consumer privacy.

Rodrigo González Lama, Director of Uber Advertising Spain: “Uber is reinventing advertising by giving brands the chance to connect with Uber Eats and Uber mobility users in an effective way, at the moment that matters, while they’re on the move and interacting with the world. Brands will be able to add value to this moment by telling their story, combining our first-party data related to each moment, which allows us to connect with users’ lifestyles and tailor each campaign to users’ marketing objectives.”

Uber has a base of 142 million monthly active consumers on the platform globally (Q3, 23), and its advertising presence is experiencing significant growth in Australia, Brazil, France, Mexico, the United Kingdom, Taiwan, Japan and now also in Spain.

London, UK (12 June 2025) - Today, Uber Advertising announced its premium Journey Ads inventory can now be bought programmatically across European markets. Thanks to partnerships with Google’s Display & Video 360 and The Trade Desk, brands in 10 markets, including the UK, Spain, and France, will have access to Programmatic Guaranteed deals on the Uber Rides app.

Journey Ads connects with riders at three key stages of their trip, using immersive display and video to boost engagement in line with the context of their Uber ride. Since launching in late 2022, Journey Ads has proven to be a major driver of performance well above industry standards, with an average CTR over 3% and an average global view time of more than 100 seconds. Last year, Uber Advertising also added video to the Journey Ads format, giving brands another engaging way to share their stories with a valuable, attentive audience.

Now, programmatic buyers in Europe can also access Uber’s Journey Ads inventory through their preferred demand-side platform. This is a unique activation opportunity for programmatic buyers, as the 100% share of voice execution allows for significant engagement with attentive, high-value audiences that’s unmatched in the programmatic space. Uber’s programmatic offerings allow for self-service activation without losing any of the benefits of the Uber platform: access to our large audience and insights, paired with brand-safe inventory. Major European brands, including e.l.f. Beauty in the UK and Kérastase in the French market, are already seeing the benefits of this offering.

Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty, said “e.l.f. is about reaching every eye, lip, and face. That means meeting our customers where they are – and, as you can imagine – that’s often in an Uber. We were all in when it came to Uber Advertising’s Programmatic Journey ads because they gave us a way to join the community at key moments of receptivity. We kicked off with content focused on our high-flying campaign with Meghan Trainor for Cloud Skin, which was very much aimed at travellers. We know our fans and followers want to look their best no matter where they’re headed, and Uber’s programmatic product has bridged the gap between discovery and action, delivering high-impact creative at scale and at the moments that matter.”

“We know that Journey Ads is a highly engaging product, with major brands achieving outstanding results. Now, by offering programmatic buyers the chance to activate inventory via Display & Video 360 and The Trade Desk, there are even more ways to reach our audience and deliver successful campaigns,” said Paul Wright, Head of EMEA Sales, Uber Advertising. “In a recent study from Uber Advertising and Lumen Research, we found that ads on Uber generate almost 7 times more attentive seconds than online video, social in-feed, and mobile display formats. Uber Advertising is committed to meeting our clients' needs through their preferred buying method, so it’s exciting to see this opportunity rolling out to programmatic buyers across Europe.”

Display and Video 360 is available across the UK, Spain, Switzerland, Portugal, France, Germany, Netherlands, Ireland, Sweden, and Poland, while The Trade Desk is available in the UK with plans to expand into more European markets in the second half of 2025.

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 tap of a button? More than 61 billion trips later, we're building products to help people get 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.

While this research focuses on Gen Z and Millennials (18–43 year olds), its findings point to shared habits that go beyond age. It suggests that human connection and convenience are central to the worldview of a key part of the population. Gen Uber uses digital platforms to engage with brands they trust and to make their financial lives easier, so they can spend less time shopping and more time on real-world interactions.

The study shows this group makes decisions digitally, quickly, and socially. While they prefer fast, tech-driven solutions for everyday needs, they also research across many channels, being 60% more likely to use microblogs and vlogs to inform purchases. Gen Uber’s spontaneous yet informed shopping behaviour spans categories—whether consumer goods, retail, electronics, or automotive. This reflects a desire to buy soon after weighing up price, quality, and brand values.

Gen Uber embraces and expects an on-demand economy. In the UK, they’re 70% more likely to use on-demand handyman/cleaning, telehealth, and professional services each month. Gen Uber uses these on-demand services to prioritise real-world experiences. They’re much more likely to spend time on cultural real-world activities—like sport, fashion, and travel—as well as everyday moments with mates and family, such as going to the movies or eating out.

When choosing brands, trust, loyalty, and social currency matter. Nearly half of Gen Uber find it important that brands can support a sense of community and an emotional connection. Gen Uber assesses brands that best reflect their identity and aspirations, and engages highly with ads, outperforming the general population across channels. They’re also more likely to take action after seeing an ad, whether that’s searching for a product or adding it to a shopping list.

People turn to Uber and Uber Eats to turn intent into action in their daily lives, with 57% of respondents saying it helps them stay connected with friends and loved ones.

“Engaged, always on the move, and culturally driven, Gen Uber isn’t just a demographic—it’s a mindset,” said Edwin Wong, Head of Global Measurement Science for Uber Advertising. “The brands that will truly connect and earn loyalty with Gen Uber won’t be those who shout the loudest, but those who listen best. This includes using high-attention touchpoints to reach audiences when they’re most focused and open to discovery, and pairing that with dynamic, relevant creative that’s tailored to their situation and reflects their values.”

“We’re keen to watch this behaviour evolve as Gen Uber continues to grow,” said Kristi Argyilan, Global Head of Uber Advertising. “We’ll keep meeting the future of the on-demand economy—and stay focused on connecting brand partners with their audiences at the moment of purchase.”

See the report today, here

Methodology

This study was conducted by Uber Advertising and GWI in Q4 2024, surveying 1,019 respondents across Gen Z, Millennials, Gen X, and Baby Boomers (for a full range of internet users aged 18 to 64).

• 401 Gen Z
• 305 Millennials
• 152 Gen X
• 150 Baby Boomers