Inside a Rideshare: A Tablet Ads Opportunity
Uber has fundamentally transformed the way we move and how we spend our time. Instead of sitting in the driver’s seat for the 15 or 20 minutes in between destinations - from the moment they hit the button to activate a ride until drop off at the destination, people get to take a breath between key moments in their day.
At Uber, we are always looking for ways to improve our consumer experience. Uber added JourneyTV in-car screens in the US with content tailored for riders including information about their trip, driver details, real time location updates, and more. Uber has also created interactive in-app experiences designed to provide contextual messages within the Uber app globally to consumers on the go. Both In-Car Screens and in-app experiences offer brands a new way to advertise to consumers on the go through display, video and even gaming formats.
To understand how riders spend time in the car, as well as to understand their receptivity to ads, we partnered with MAGNA Global and IPG Media Trials. We surveyed 1,000 US residents aged 18+, who took a ride using Uber within the past two weeks. The findings answered 4 key questions we had about the rideshare experience and how riders spent their time.
What’s the Uber rider’s mindset during their journey?
Positive. Most riders are in a good mood, on the road for personal reasons, and have chosen Uber so that they can enjoy the trip without driving.
People choose Uber for convenience, affordability, and enjoying the trip without driving (in that order). Over 85% of those surveyed also said that Uber provides services that are reliable, and that the app is easy to use.
This could be why, from the start of their ride, most people (61%) report that they are in a positive mood during their rideshare
Are Uber riders receptive to backseat tablet and in-app advertising during their rideshare?
Absolutely. In fact, riders agree ads enhance the ride experience.
Our survey showed that 95% were open to seeing ads during their ride. This receptivity was universal, with little variance across generation, gender, or level of income.
Not only were riders open to seeing ads, 80% of respondents exposed to advertising during their ride noted that ads caught their attention. And, nearly 7 in 10 riders agreed that seeing ads during an Uber ride enhanced their overall experience.
During what kinds of rides are people most receptive to tablets or in-app experiences?
Travel and leisure. And, tablet ads are particularly attention-getting.
We know (based on the 95% stat above) most riders are open to seeing ads, but this was felt most strongly by those traveling for leisure – heading to a restaurant, game, or music event. Close to 9 in 10 of these riders agreed the ads caught their attention and 8 in 10 found them both enjoyable and more interesting than what they usually see from brands.
Backseat In-Car Screens, in particular, stood out and grabbed the attention of riders during their trips. JourneyTV In-Car Screens cut through the noise of everyday life and attract the attention of the riders - 80% reported that tablet ads got their attention while listening to music, checking trip details, talking with others, or even daydreaming.
Tablet ads cut through the noise of everyday life
Marketers can expect to get people’s attention, even if they are multitasking - people reported that ads caught their attention even when...
How can brands ensure their ad resonates with riders?
Although riders are very open to seeing ads in rideshares, creativity, clarity, and context are still extremely important. And, use video if possible.
During those ~20 minutes of rideshare time, people can do lots of things. However, this survey showed that riders are open to learning about your brand. Even better, most riders agreed that on-ride ads felt innovative and were more interesting than what they were used to seeing from other brands.
This is a great place for brands to start. However, we have data-informed tips to help any advertiser go/get their objectives and goals:
Align the Message and the Moment. During the day, riders are often focused on personal tasks, making them more receptive to messaging that aligns with their needs at that moment. On the other hand, nighttime leisure travelers may respond more strongly to content that resonates with their desire for relaxation or entertainment. Advertisers can strategically capture attention by targeting daytime riders with ads that support their daily errands, while delivering highly relevant, leisure-focused ads to evening riders. Importantly, this approach should extend across both weekdays and weekends, as rider receptivity remains consistent.
Be Creative and Clear: Our survey found that 80% of those exposed to advertising during their ride reported that the ads actually caught their attention. However, the primary drivers behind this stat were creativity and clarity. Over 40% of those surveyed noted that these attributes caught their attention, more so than interactivity or appeal to personal interests.The primary drivers behind this attention-grabbing were creativity and clarity. 41% of those surveyed noted that these attributes caught their attention, more so than interactivity or appeal to personal interests. When it comes to coupon ads, timeliness beats out exciting offers. While 74% of riders surveyed expressed interest in taking advantage of a coupon during an Uber ride, roughly half said they would do so if the coupon was relevant to their needs now or could be in the future. QR codes are the preferred method for accessing coupons across generations, with the exception of Boomers, who did not strongly prefer QR codes over taking a picture or entering their email.
Give Them Your Best Offer: While close to 75% of riders surveyed expressed interest in taking advantage of a coupon during an Uber ride, roughly half said they would do so if the coupon was relevant to their needs now or could be in the future. QR codes are the preferred method for accessing coupons.
So, where to next?
Let’s partner together to ensure you get the attention of this highly engaged audience on the go. We can’t wait to see what you bring to the backseat! Reach out to learn more.
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