Journey Ad
Tell a story across all three phases of an Uber ride: Dispatch, En-Route, and On-Trip. Journey Ads are available in both static display and video formats.
Journey Ad | Display
See it in action
In a display Journey Ad, the creative changes throughout each of the three ride phases. Dispatch and On-Trip phases can have up to 5 cards.
Journey Ad | Dispatch
This phase shows while the user is waiting to be matched with a driver.
Visual
• File format: Static image PNG, JPG, PSD
• Creative frames: 1 - 5
• Visual size: 975 x 861
• Text can't cover more than 20% of the image
Copy
• Headline: 25 characters max
• Body: 52 characters max
• CTA: 15 characters max
Ad tag
A small graphic automatically added by Uber
Journey Ad | On the Way
This phase appears when the user has been matched with a driver and is waiting to be picked up.
Visual
• File format: Static image PNG, JPG, PSD
• Creative frames: 1 - 5
• Visual size: 420 x 420
• Safe zone**: 314 x 420, centre alignment
• Disclaimer copy in image must be legible, text x height at least 10px tall.
• This is a particularly small format.
Be sure to centre images and make sure the logo is clearly visible.
• Text in this format is generally only suitable for brand / product name, titles, or campaign lock-ups.
• Do not place text or logos at the bottom of the image where they could be covered by an ad tag.
Copy
• Headline: 25 characters max
• CTA: 15 characters max
Ad tag
A small graphic added automatically by Uber
Journey Ad | On-Trip
This phase appears when the user is in their Uber, travelling to their destination.
Visual
• File format: Static image PNG, JPG, PSD
• Creative frames: 1 - 5
• Visual size: 1146 x 393
Copy
• Headline: 25 characters max
• Body copy: 52 characters max
• CTA: 15 characters max
Ad tag
A small graphic automatically added by Uber
Journey Ad | Video
See it in action
In a video Journey Ad, the creative changes during each of the three ride phases. Each phase includes one video, 3–6 seconds long for Dispatch, and 6–60 seconds for both En-Route and On-Trip.
Journey Ad Video | Dispatch
This phase appears while the user is waiting to be matched with a driver.
Visual
• File format video: MP4
• Image thumbnail of video: JPG,PNG
(must match aspect ratio of the video asset
• Aspect ratio: 1:1 or 16:9
• Min height: 480px
• File size: <1MB
• Duration: 3-6 seconds
• Unsafe area: Avoid placing text or logos above the dotted line shown. The top 25% of the image may be overlapped by UI elements.
Copy
• Headline: 25 characters max
• Body: 52 characters max
• CTA: 15 characters max
Additional Information
• All text truncates if there is not enough space.
• Any video assets must have an accompanying static thumbnail that matches the aspect ratio of the video.
• En-Route and On-Trip must have the same aspect ratio, while Dispatch can differ. For example - Dispatch 1:1, En-Route and On-Trip 16:9, or the inverse.
Ad tag
A small graphic added automatically by Uber
Journey Ad Video | En Route
This phase appears when the user has been matched with a driver and is waiting to be picked up.
Visual
• File format video: MP4
• Image thumbnail of video: JPG, PNG
(must match the aspect ratio of the video asset)
• Aspect ratio: 1:1 or 16:9
• Min height: 480px
• File size: <3 MB
• Duration: 6–60 seconds
• Unsafe area: Avoid placing text or logos above the dotted line shown. The top 25% of the image may be covered by UI elements.
Copy
• Headline: 25 characters max
• CTA: 15 characters max
Additional Information
• No body copy
• All text will be truncated if there isn't enough space
• Any video assets must have a static thumbnail that matches the aspect ratio of the video
• En-Route and On-Trip must have the same aspect ratio, while Dispatch can be different. For example – Dispatch 1:1, En-Route and On-Trip 16:9, or the other way around.
Ad tag
A small graphic automatically added by Uber
Journey Ad Video | On-Trip
This phase appears when the user is in their Uber, riding to their destination.
Visual
• File format video: MP4
• Image thumbnail of video: JPG,PNG
(must match aspect ratio of the video asset
• Aspect ratio: 1:1 or 16:9
• Min height: 480px
• File size: <3MB
• Duration: 6–60 seconds
• Unsafe area: Avoid placing text or logos above the dotted line shown. The top 25% of the image may be overlapped by UI elements.
Copy
• Headline: 25 characters max
• Body: 52 characters max
• CTA: 15 characters max
Additional Information
• All text will be truncated if there isn’t enough space
• Any video assets must have a static thumbnail that matches the aspect ratio of the video
• En-Route and On-Trip must have the same aspect ratio, while Dispatch can be different. For example – Dispatch 1:1, En-Route and On-Trip 16:9, or the other way around.
Ad tag
A small graphic automatically added by Uber
Universal creative guidelines, best practices, and policy
These creative do’s and don’ts apply across all surfaces.
Please familiarise yourself with these guidelines to streamline the creative process and avoid potential delays. Unique requirements for each individual format can be found on those formats’ respective pages.
Journey Ad | Best practices
Display + Video
• Tell a story across frames
• Single-focused messages work best
• Keep important information away from the edges
Video specific
• Should be suitable for an experience that's mostly without sound
• Include captions if the video has dialogue
• Shorter videos deliver higher VCR*
• 16:9 videos deliver higher VCR (+15% vs 1:1) and CTR (+66% vs 1:1)
• Avoid using the same video across all stages
• Use bright and colourful visuals to grab attention
• The most important information should appear within the first three seconds of the video
Some products might not be available in your market. Check with your Uber representative.