Advertising on Uber
News and Updates
Uber Expands Its Personalized and Interactive In-Car Tablet Ads to Major Markets Across U.S.
New markets include Las Vegas, Miami, Philadelphia, Washington D.C., with Chicago and Boston to follow.
San Francisco (October 2, 2023): Today, Uber’s advertising division announced the expansion of its In-Car Tablet Advertising business to major markets across the U.S. including Las Vegas, Miami, Philadelphia and Washington D.C., with additional markets rolling out throughout the year. This evolution demonstrates Uber’s continued dedication to creating unique and strategic opportunities for marketers to connect with Uber’s highly valuable audience of engaged consumers.
Since the initial roll out 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 more than 95% and an average ad exposure of two minutes per trip for ads shown during the ride. The success can also be seen in rider sentiment, with 90% of survey responses noting the In-Car Tablet experience impact was neutral or positive.
For marketers looking for high impact and innovative ways to spend digital and TV budgets, In-Car Tablet Ads offer the ability to curate contextually relevant advertising through first-party data - and reach a captive audience of coveted purchase-minded Uber consumers. In-Car tablet strategic placement, paired 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 leaned-back setting,” said Mark Grether, VP, Advertising at Uber. “This expansion opens 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 revenue share of any advertising shown on the tablet, creating new earnings opportunities for them with little to no additional effort.”
Brands including LiveNation, HubSpot, and DocuSign have been some of the first adopters of these new ads.
The tablet experience includes a personalized 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 via a one-touch button on the tablet. This capability has helped drive nearly 10% more in tips on average on trips with their 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 are driving 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 likes the experience, I sometimes get an uptick on the tip.”
- Uber Partners with Top Third-Party Verification Leaders, DoubleVerify (DV) and Integral Ad Science (IAS)
Partnerships build on Uber’s commitment to create a viewable, and brand safe environment for consumers and brands
SAN FRANCISCO (July 26, 2023) Uber’s advertising division today announced its partnership with top 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 further transparency to Uber’s brand clients. Together, these independent partners will support Uber in validating performance and effectiveness of Journey Ads campaigns on Uber advertising.
These partnerships kick-off a suite of measurement solutions on Uber's advertising platform, emphasizing Uber's commitment to measurement and transparency, beginning with verification, then further expanding with reach, resonance and impact measurement. This third-party verification aims to give advertisers on Uber the confidence in their media investment and 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 will aim to address.
“In today’s ecosystem, brands are eager to better understand that their message goes to and is seen by actual people, with actual intention in high attention contexts, while also ensuring they are showing up safely,” said Mark Grether, VP, General Manager for Uber’s advertising division. “As we expand our tools to validate effectiveness, performance and safety, we will continue to surface the best third-party measurement solutions to give brands peace of mind.”
“As Uber advertising continues its impressive growth trajectory, our new partnership offers 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 are excited to work with Uber to maximize advertisers’ return on investment when connecting with this large and highly engaged audience.”
“As ad spend on the platform is growing, 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 intention, high attention audience to whom its advertising platform can surface 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.
- Uber’s Advertising Division Partners with Omnicom Media Group (OMG)
First Holding Company Partnership Strengthens Unique Ad Buying Offering and aims to Enhance Performance and Measurement
San Francisco (June 20, 2023) - Uber's advertising division is announcing today a new partnership with Omnicom Media Group (OMG), the media services division of Omnicom Group Inc. (NYSE: OMC) in the US, strengthening the unique ad buying offering of mobility and retail media inventory on Uber. The deal is the first holding company partnership for Uber’s advertising division, and sets forth a data collaboration that combines Uber’s mobility and delivery insights with audience data in Omnicom's Omni open operating system to deliver relevant and impactful audiences for Omnicom clients’ investments on Uber media properties.
“With 130 million monthly active platform users globally, the power of Uber’s advertising offering is how we are able to understand consumers’ next destination in real time and reach them with relevant messages that align to immediate intention,” said Dr. Mark Grether, VP, General Manager, for Uber’s advertising division. “As we look to the future of mobility and retail media, this new partnership taps into OMG’s vast data and partnerships, enabling us to take on a new level of precision in intelligent targeting, insights and activation for advertisers.”
This data collaboration aims to deliver highly valuable insights to make media plans better, innovate measurement and optimize on incrementality. The combination of Uber mobility and delivery signals and Omni audience data will provide Omnicom clients with deeper insights into the consumer’s specific commerce journey - as Uber consumers go anywhere and get anything - to enhance performance and measurement on Uber’s advertising surfaces.
”As the media group with the most advanced retail media offering and expansive portfolio of first-mover RMN partnerships, OMG recognizes the unique value that Uber’s mass mobility and delivery data offers 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.
- Uber Adds Video to Help Brands Go and Get Key Audiences
Video Ads Designed To Capture Consumer Attention Across Uber, Uber Eats and Drizly
San Francisco, June 15, 2023: Uber’s advertising division is unveiling new video opportunities to advertisers across Uber, Uber Eats and Drizly designed to capture the attention of audiences when they are most engaged across the Uber ecosystem. Whether audiences are waiting for their driver, checking on their dinner order or shopping on Drizly, Uber offers advertisers a place to put long form video messaging along with engaging visuals in front of consumers as they transact throughout their journey. With this latest announcement, these new formats give marketers the tools to tell creative stories, as well as boost brand awareness, lift and sales.
On Uber Eats, video formats on Post Check Out Ads enable advertisers to engage with consumers both pre-dispatch and post-dispatch of orders and own this anticipatory ordering moment through video. This evolution advances how advertisers capture the attention of ready-to-purchase consumers and creates a more engaging experience for users. Prominent entertainment brand BET will be among the first to use video to promote their upcoming BET Awards. Early tests on Post Check Out video ads outperform industry viewability benchmarks by 37%. This format is now live in the US and will expand globally in the fall.
Additionally, Uber’s Journey Ads video capabilities, which will roll out in the US over coming weeks, offer brands a unique opportunity to connect with consumers during their entire ride. Video has also arrived on Uber’s Tablet surfaces in the US.
“As a company that’s focused on going anywhere and getting anything, introducing video is a natural evolution for us and a creative way to bring emotion into motion,” said Dr. Mark Grether, VP, General Manager, for Uber’s advertising division. “These latest advancements will strengthen how advertisers connect with our audiences when they are the most engaged,” added Grether.
And lastly, Drizly, an Uber company in the US, has added video ads to its web and app experiences. The new formats on Drizly unlock new ways of messaging to one of the largest audiences of high-intent alcohol shoppers in North America. Industry leaders including Espolon, a brand of tequila from Campari, have been among the first beverage alcohol brands to leverage Drizly’s new ad formats. Early results have shown high engagement with recent campaigns showing over 70% of the video being watched.
“We know that it has become increasingly challenging for brands to capture a shopper’s attention in today’s crowded advertising ecosystem, and the new multimedia ad formats on Drizly allow our partners to cut through the noise with brand-owned content that excites, inspires, and informs,” said Amit Patel, General Manager, BevAlc Advertising of Uber’s advertising division.
”Together, these video advancements across Uber will pave the way for how advertisers reach audiences when it matters most,” added Grether. “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 access to a ride at the touch 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 beverage alcohol e-commerce platform. 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 shopping for - 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 to 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 beverage alcohol.
Learn more at Drizly.com, download the Drizly app (App Store and Google Play) and follow Drizly on Facebook, Twitter and Instagram.
- Uber Launches New Capabilities for Advertising on Uber Eats
Network provides CPG brands with Sponsored Items listing opportunities directly on Uber Eats app
SAN FRANCISCO (May 4, 2023) Today, Uber announced the expansion of Uber Eats’ advertising surfaces, expanding its capabilities and providing CPG brands with Sponsored Items opportunities directly on the Uber Eats app. This new suite of performance advertising capabilities enhances the customer experience by increasing discoverability of relevant products and brands, while driving value for both Uber Eats and its brand partners.
As Uber continues to invest in its advertising capabilities, this evolution solidifies Uber as a commerce leader within the grocery and convenience industry and is giving brands the tools to capture the attention of ready-to-purchase consumers.
“Uber is uniquely positioned to connect brands with consumers at every stage along the path to purchase," said Travis Colvin, GM of New Vertical Ads. “As investment behind commerce media continues to accelerate in 2023 and beyond, we’re focused on broadening our capabilities to enable CPG brands to unlock the full potential of Uber’s advertising platform. We look forward to expanding the portfolio of products we’re making available to our CPG partners in the months ahead.”
PepsiCo served as Uber’s exclusive beverage alpha partner for Sponsored Items, allowing the CPG company to increase visibility for items across its portfolio of brands including Gatorade, Pepsi, Doritos, Tostitos and PopCorners.
"We are always testing, learning, and experimenting with 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-centric CPG company, we are always focused on reaching people with the right product, in the right place, at the right time. Sponsored Items allows us to connect with Uber customers at the point of purchase, driving awareness and conversion of our brands.”
To power the new offerings, Uber has selected Criteo, the commerce media company, to provide the underlying technology globally to activate CPG brands within the ever-expanding Uber Eats grocery and convenience shopping experience. Through Criteo’s Commerce Media Platform capabilities, CPG brands can now promote their brand and products via Sponsored Items activations on Uber Eats’ app, with ambitions to launch additional formats, surfaces and markets in the coming months.
“Delivery is no longer restaurant-based – it’s all-things commerce – and Uber is paving the way for the industry by developing advertising solutions that integrate commerce moments into consumers’ daily lives,” said Brian Gleason, Chief Revenue Officer of Criteo. “We’re thrilled to be selected by Uber to bring the best commerce experience to their users, brands and agencies globally.”
The offering is currently available in the U.S. and Canada, and will expand internationally by the end of 2023.
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 touch of a button? More than 37 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.
Criteo (NASDAQ: CRTO) is the global commerce media company that enables marketers and media owners to 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.
- Uber Launches New Self-Serve Out-Of-Home (OOH) Cartop Advertising For Small Businesses in Localized Markets
New platform broadens access to the business-building power of Uber to local real estate, insurance, independent restaurants and other small businesses
SAN FRANCISCO, March 19, 2023 Uber’s advertising division today announced the launch of a new self-serve platform for Cartops advertising, giving small- and medium-sized businesses the ability to activate highly-visible outdoor advertising campaigns in a dynamic and cost-effective way. The new offering is live in seven U.S. markets including Boston, New York, Chicago, Los Angeles, Phoenix, Atlanta and Dallas across more than 3,500 cartops.
Uber’s OOH advertising offerings have been available since 2020. The new self-service platform extends access to the business-building power of Uber’s advertising capabilities to small- and medium-sized independent and regional businesses, giving marketers in these seven metro areas tools to create, target and track their campaign’s progress in an easy-to-use interface. The self-serve platform, Uber’s latest service to help local and independent businesses, offers advertisers a way to quickly turn creative on and off, or to swap out ads, giving advertisers flexibility, control and an always-on advertising solution.
“By making cartop advertising more accessible, we’re able to provide small, local businesses, as well as entrepreneurial industries like real estate and insurance with the opportunity to reach audiences in the proximity of the Uber vehicle and on the street level,” said Brett Baker, General Manager, Uber Cartops advertising.
Extending Uber’s Cartops advertising offering to local businesses builds on what has already proven to be an effective marketing vehicle for national advertisers. As part of a co-branded campaign UberEats and a national QSR partner targeted basketball fans and category buyers in seven major metros; those exposed to the Cartops were 75% (74.6%) more likely to take action within UberEats app and 28% (27.66%) more likely to visit a brick-and-mortar location"
Uber’s advertising business continues to scale, with a revenue run-rate exceeding $500 million.
- Uber Eats Launches New Post-Check Out Ads to Serve The World’s Biggest Brands; Debuting During Football’s Biggest Weekend
Post-purchase ads enable retail, travel, finance, entertainment, tech and telco brands to reach purchase-minded consumers as they await their Uber Eats order
SAN FRANCISCO, February 9, 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 football’s biggest weekend, with ads from brands including Paramount+ being surfaced to hungry football 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 spiked more than 20% in the US, including more than 30% for convenience stores. By showing advertising creative post-checkout, as consumers track their food, grocery or alcohol orders, brands can reach Uber’s valuable consumer network while they are most highly engaged within the app.
“More than ever, brands must justify spending and ensure that their ad dollars work hard for them,” said Dr. Mark Grether, General Manager, for Uber’s advertising division. “Through new solutions like Post-checkout Ads on Uber Eats, we’re able to provide partners with powerful advertising opportunities like access to the big game. While the big game plays on the TV screen, our consumers are checking out the delivery status of their order and our partner's brand ad. It’s exciting for us to bring our charter partners and our valuable consumers together for these high-attention advertising moments.”
Uber’s advertising business continues to scale, exceeding $500 million annual revenue run rate and growing the base over 80% year-over-year, and the launch of post-checkout ads presents another impactful avenue for engagement.
- Uber Launches Dedicated Advertising Division To Serve The World’s Biggest Brands
Led by retail media veteran Dr. Mark Grether, a newly formed team working across the Uber enterprise is unveiling new Journey Ads solution
SAN FRANCISCO, October 19, 2022 Uber Technologies, Inc. (NYSE: UBER) has formally launched its advertising division and unveiled Uber Journey Ads, an engaging way for brands to connect with 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 compelling 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 an engaging model that enables brands to share strategic campaigns across Uber’s mobility and delivery businesses, while connecting with consumers in brand-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.
Brands and advertisers can now partner with Uber on a variety of advertising options on the Uber and Uber Eats apps, and beyond:
- Journey Ads that capture consumers’ attention during their trip with ad units that drive purchases and brand awareness as they move with purpose.
- Prominently placed Sponsored Listings across Uber Eats to get brands ahead of the competition and capture the attention of ready-to-purchase consumers, with clients such as Shake Shack already seeing increased engagement, ROI and customer acquisition.
- Sponsored Emails that enable brands to promote exclusive offers to Uber and Uber Eats consumers through email delivery directly into 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 consumers 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 consumers 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 consumers based on location and time of day across top U.S. cities.
- Tablet Advertising pilot which will see strategic partners pilot in-car tablets in LA and SF.
”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,” said Dr. Grether, General Manager, for Uber’s advertising division. “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.”
In addition to Uber’s unique ability to help brands connect with consumers at relevant points throughout their journeys or transactions, the company provides comprehensive reporting and analysis. By offering this unique view into consumer behavior, brands are able to fine-tune their understanding of their consumers and create more impactful campaigns.
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 touch of a button? More than 34 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.