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 across each of the three ride phases. Dispatch and On-Trip phases can have up to 5 cards in a carousel, which auto-scrolls forward every 4 seconds.
Journey ad | Dispatch
This phase appears while the user is waiting to be matched with a driver.
Visual
• File format: Static image PNG, JPG
• Creative frames: 1 - 5, auto-scrolls forward every 4 seconds
• Visual size: 975 x 861 px
• Text cannot cover more than 20% of image
Copy
• Headline: 25 characters max
• Body: 52 characters max
• CTA: 15 characters max
Ad tag
A small graphic added automatically by Uber
Journey ad | En-route
This phase appears when the user has been matched with a driver and is awaiting pick-up.
Visual
• File format: Static image PNG, JPG
• Creative frames: 1
• Visual size: 420 x 420px
• Safe zone: 314 x 420 px, centre alignment
• Disclaimer copy in image must be legible, text x height at least 10 px tall.
• This is a particularly small format.
Be sure to centre images and ensure that the logo is clearly visible.
• Text in this format is generally only suitable for brand, product name, titles or campaign lock-ups.
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, riding to their destination.
Visual
• File format: Static image PNG, JPG
• Creative frames: 1–5, auto-scrolls forward every 4 seconds
• Visual size: 1146 x 393 px
Copy
• Headline: 25 characters max
• Body copy: 52 characters max
• CTA: 15 characters max
Ad tag
A small graphic added automatically by Uber
Journey ad | Video
See it in action
In a video Journey Ad, the creative changes across each of the three ride phases. Each phase includes one video, 3-6 seconds in length 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: 480 px
• File size: <1 MB
• 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 awaiting pick-up.
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: 480 px
• 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 overlapped by UI elements.
Copy
• Headline: 25 characters max
• CTA: 15 characters max
Additional information
• No body copy
• 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 | 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: 480 px
• 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 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
Universal creative guidelines, best practices and policy
These creative dos 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-minded messages work best
• Keep important information away from borders
Video specific
• Should be suitable for a primarily audio-off experience
• Include captions if video has dialogue
• Shorter videos drive higher VCR*
• 16:9 videos drive higher VCR (+15% vs 1:1) and CTR (+66% vs 1:1)
• Avoid repeating the same video across all phases
• Use bright and colourful visuals to capture attention
• The most important information should be within the first three seconds of the video
Some products may not be available in your market. Check with your Uber representative.