Publicidad en Uber

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.”

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.

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.

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

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.

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 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.

About Criteo

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.

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.

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.

Julia Edwards will lead 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 craft the Advertising business’ product proposition tailored for the ANZ market, and ensure clients understand Uber’s distinctive and powerful advertising tools. Once shortlisted for Women Leading Tech - Sales Award, her expertise spans 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 navigate the real world. I am excited to lead a team to empower our partners to leverage these every day moments to connect with their audience across our ad products in an unparalleled and meaningful way during moments of high intention.”

Shalyce McLean is appointed as the Agency Lead for Uber’s advertising offering. Also reporting to Levine, she will focus on unlocking the advantages 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, spearheading innovative initiatives, and leading teams through digital transformation.

“It’s an honor to join the growing Advertising at Uber team, and it’s a privilege to scale an offering that I believe to be intensely compelling for the Australian and New Zealand market. Uber is a business that acutely understands how people move and eat, and recognises the value advertising and media agencies offer. 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 are 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. Equipping our team with a dedicated strategic focus on our vertical offerings and relationship with CPG brands, alongside a new lead that focuses on developing and building a stronger relationship with agencies locally, I am excited by the expanded opportunity to showcase the capabilities of our advertising surfaces to help brands and marketers look for 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 enable advertisers to engage with highly attentive consumers both pre-dispatch and post-dispatch of orders and own this anticipatory ordering moment through sight, sound and motion. Leading pizza chain Domino’s and Australia’s leading local streaming service Stan are among the first to use Post Check Out video ads on Uber Eats. Early tests on 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 have helped people go anywhere and get everything. With ads now available on the platform, it’s a natural progression for us to offer brands a platform 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 evolve how brands connect and engage with their audiences, which presents a unique opportunity to own 100% share of voice in a cluttered 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 crowded advertising ecosystem, we are looking for innovative ways to connect with existing and new customers. We are 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 Chief Marketing Officer ANZ, Domino’s, 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 engage with their audiences during their entire ride. Journey Ads on Uber was launched in Australia in late 2022, and has since been offering brands strong active attention from consumers with high time spent and engagement metrics, far exceeding digital campaign benchmarks.

Uber launched Advertising by Uber in Australia in 2022 as the first ad sales business outside of 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 are currently hiring to significantly grow the team in 2024 to help marketers and agencies leverage the Uber ecosystem to reach and engage with audiences.

Uber selected 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 capabilities, CPG brands in Australia can now promote their brand and products via Sponsored Items activations on Uber Eats’ app, with ambitions to launch additional formats and surfaces by the end of the year.

“Uber helps millions of users in Australia go anywhere and get everything, and this allows us to 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 continue to invest in our advertising capabilities, this new advertising surface on Uber Eats will give brands in Australia the tools to capture the attention of ready-to-purchase consumers. We’re also investing in providing dedicated support for CPG marketers and media agency partners with the hiring of Matt McGinley as CPG Industry Lead. As a commerce leader within the grocery and convenience industry, we are excited to continue to expand 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 increase visibility for items across its portfolio of beverages, including Coca-Cola soft drinks, Mount Franklin, Powerade and more.

“At Coca-Cola Europacific Partners, we’ve long enjoyed the value of in-aisle features at physical stores to promote our beverages. Thanks to businesses like Uber Eats, consumers have an increasing number of digital options to purchase CPG and it’s imperative for CCEP to adapt our advertising strategy to reach new and emerging channels,” said Anna McLoughlin, Head of Digital at CCEP. “We’re very excited to launch as Uber Eats Australia’s first brand partner on this new advertising surface, and we look forward to seeing the impact of boosted visibility across our product range on a ‘digital shelf’”.

“Uber’s everchanging and innovative services are uniquely positioned to develop an engaging retail experience that allows brands and marketers to drive awareness of their brands by interacting with consumers at point of purchase”, said Colin Bernard, Managing Director for Criteo in Australia. “We look forward to helping brands in Australia best leverage 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 purchase-minded riders from the moment they book their ride through to the end of their trip.

Through leveraging Uber’s first-party data and insights on millions of users, Uber can surface 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 user content based on a user’s current activity as well as their interests as suggested by previous trips and orders to engage their audience.

This follows a successful trial in the US where over 40 marquee 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 approximately 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 to 9pm, with recommendations on the latest shows and movies to wind down their day.

Paramount+ Regional Vice President Marketing & Growth, Louise Crompton, said: “At Paramount+ we are always looking for new and innovative ways to present our brand and our exclusive content slate to Australian 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 are 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 are so excited to leverage Uber’s new targeting capabilities to feed people content that will excite them personally.”

Uber’s Head of Advertising ANZ, Michael Levine, said: “We are excited that Paramount+ is amongst the first to launch Journey Ads on our platform, as we have seen strong levels of 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. At an average 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 platform.

In addition to 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 consumer understanding 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, le 21 septembre 2023 - La division publicitaire d'Uber en France, lance Sponsored Items avec PepsiCo et Unilever qui deviennent ainsi les premières marques à bénéficier de ce nouveau format publicitaire sur Uber Eats. Développée par Criteo, cette offre permet aux marques de grande consommation (consumer packaged goods - CPG) de promouvoir des produits directement sur l'application Uber Eats, et à l’utilisateur de mettre le produit directement dans le panier par un simple clic. Après un lancement réussi aux États-Unis et au Canada, cette nouvelle suite de fonctionnalités de publicité performantes améliore l'expérience client en augmentant la découverte de produits et de marques pertinentes, tout en générant de la valeur à la fois pour Uber Eats et ses marques partenaires.

Uber a choisi Criteo pour déployer cette nouvelle offre. Dans le cadre de ce partenariat, le spécialiste du Commerce Media fournit la technologie retail-media sous-jacente permettant de valoriser les marques CPG auprès des supermarchés, épiceries et magasins de proximité disponibles sur Uber Eats, tout en s’intégrant à l’expérience d’achat des utilisateurs. Grâce aux capacités de la plateforme Commerce Media de Criteo, les annonceurs CPG en France peuvent désormais promouvoir leurs marques et leurs produits via des annonces sponsorisées sur l'application Uber Eats, avec l'ambition de lancer d'autres formats et surfaces d'ici la fin de l'année.

Grégory Blay-Desforges, Directeur de la division publicitaire d’Uber en France, explique : "Uber fait partie du quotidien de millions de Français en les aidant à se déplacer et à se faire livrer tout ce qu’ils souhaitent, et cela nous permet de connecter les marques avec les consommateurs pendant leur parcours d’achat. Ce nouveau format publicitaire sur Uber Eats donne aux marques la possibilité de capter l'attention des consommateurs au moment où ils font leurs courses sur la plateforme. En nous appuyant sur la technologie de Criteo, nous avons été en mesure dès ce premier test de délivrer des performances inégalées, avec des ROAS et des CTR bien au-delà des standards de marché.

“Par ailleurs, nous continuons d’enrichir notre offre média, avec le lancement de notre format vidéo sur Uber Eats. Cela permet de répondre toujours mieux aux attentes de nos annonceurs, qu’ils viennent des secteurs QSR et CPG, ou de secteurs non-captifs".

Nicolas Rieul, Directeur Général Europe du Sud de Criteo, déclare : "Nous sommes ravis que ce partenariat mondial puisse bénéficier aux marques du marché français et leur permettre d’adresser aux utilisateurs d’Uber des publicités pertinentes, et nous nous réjouissons d'accélérer notre collaboration via l’activation de nouveaux dispositifs dans les mois à venir. Uber ouvre la voie à de toutes nouvelles opportunités offertes par le Commerce Media, qui aideront les marques et les spécialistes du marketing à trouver une toute nouvelle façon d’interagir avec les consommateurs. La livraison a depuis longtemps dépassé le cadre des restaurants pour s'étendre à l'ensemble des acteurs du commerce et Uber est particulièrement bien placé pour développer une expérience retail attrayante permettant de sensibiliser les consommateurs au plus près de l’acte d'achat."

PepsiCo est la première marque partenaire à activer les articles sponsorisés sur Uber Eats en France, ce qui permet à l'entreprise d'accroître la visibilité des articles de son portefeuille de boissons, notamment les boissons gazeuses Pepsi, Lipton etc.

Emma Borie, Directrice du commerce électronique de PepsiCo, commente : "Au-delà de son impact significatif sur les ventes, notre première campagne Sponsored Items nous a apporté des enseignements stratégiques sur les recherches des consommateurs sur Uber Eats et des attentes de nos clients."

Beya Khamassi, Responsable de l'expérience de la marque d’Unilever France, explique : "Avec des performances supérieures aux standards du marché, les nouvelles campagnes Sponsored Items par Criteo nous ont permis de faire la différence sur Uber Eats, en mettant en avant nos marques de glaces Magnum et Ben & Jerry’s chez les retailers auprès d’une audience captive, jeune & urbaine.“

Téléchargez les images haute résolution ici.

À propos d’Uber La mission d'Uber est de créer des opportunités via le mouvement. Nous avons commencé en 2010 à résoudre un problème simple : comment se déplacer en appuyant juste sur un bouton ? Plus de 42 milliards de trajets plus tard, nous créons des produits qui rapprochent les gens de l'endroit où ils veulent être. En changeant la façon dont les gens, la nourriture et les objets se déplacent dans les villes, Uber est une plateforme qui ouvre le monde à de nouvelles possibilités.

À propos de Criteo   Criteo (NASDAQ : CRTO) est une société internationale spécialisée dans le Commerce Media qui permet aux responsables marketing et aux propriétaires de médias d'obtenir de meilleurs résultats commerciaux. Sa plateforme Commerce Media, leader sur le marché, connecte 22 000 professionnels du marketing et des milliers de propriétaires de médias pour offrir aux consommateurs des expériences plus riches, de la découverte d’un produit à son achat. En proposant des publicités fiables et pertinentes, Criteo soutient un Internet ouvert qui encourage la découverte, l'innovation et le choix. Pour plus d'informations, rendez-vous sur www.criteo.com.  

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

Madrid, December 14, 2023. - Uber announced today the launch of its advertising division in Spain, offering advertisers new and impactful ways to reach highly engaged 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 held the position of sales director in the country.

“I’m thrilled to bring Uber’s innovative advertising solutions to the Spanish market. This is also a dynamic time for the advertising industry with the impending changes to cookies, the focus on attention metrics and the role of context. It’s exciting to be spearheading Uber’s role in helping brands engage 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.

Through first-party data, Uber can personalize 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 as 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 captivating 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 touch 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 lanza su división publicitaria en España

El equipo de publicidad de Uber estará dirigido por Rodrigo González Lama, responsable de construir y desarrollar la nueva oferta publicitaria de la plataforma

Madrid, 14 de diciembre de 2023. - Uber ha anunciado hoy el lanzamiento de su división publicitaria en España, que llega con el objetivo de ofrecer a los anunciantes nuevas e impactantes formas de llegar a sus audiencias.

Para liderar esta nueva división, Uber ha incorporado a Rodrigo González Lama, quien será responsable de construir y desarrollar la nueva oferta publicitaria en la plataforma en España. Rodrigo se une a Uber desde Spotify, donde ocupaba el cargo de director de ventas en el país.

"Nos encontramos en un momento dinámico para la industria publicitaria con los próximos cambios en las cookies, el enfoque en las métricas de atención y el papel del contexto. Estoy emocionado de liderar el papel de Uber en ayudar a las marcas a interactuar con algunos de los consumidores de anuncios más comprometidos en la industria", dijo Rodrigo Rodrigo González Lama, director de Uber Advertising España.

La oferta publicitaria de Uber permitirá a las marcas conectar con los consumidores en las plataformas de Uber y Uber Eats, a través de ofertas como Journey Ads, Post-Check Out Ads, Sponsored Listings y más.

A través de datos propios, Uber puede personalizar anuncios según la actividad actual del usuario, como cuando se dirigen al aeropuerto o realizan su próxima comida, así como sus intereses sugeridos en base a viajes y pedidos anteriores. Poder captar la atención de los usuarios permite a los anunciantes interactuar con los consumidores a lo largo de su viaje o proceso de compra en la plataforma, desde el awareness hasta la consideración, la conversión y la retención. Esto se hace sin compartir datos personales con los anunciantes, lo que permite a las marcas colocar contenido relevante frente a consumidores, orientado a la compra de manera segura, respetando la privacidad del consumidor.

Uber cuenta con 142 millones de consumidores activos mensuales en la plataforma a nivel mundial (Q3, 23), y su negocio publicitario está creciendo significativamente en Australia, Brasil, Francia, México, el Reino Unido, Taiwán, Japón y ahora también en España. La oferta de Journey Ads de Uber registra tasas de clic superiores al 3%, con un tiempo de visualización promedio global de más de 100 segundos.

Sobre Uber Nacimos en 2010 para resolver un problema simple: ¿cómo pedir un viaje con tan solo pulsar un botón? Más de 44 mil millones de viajes después, Uber está disponible en más de 10.000 ciudades en 70 países en seis continentes, en los que cada día tienen lugar alrededor de 26 millones de viajes con Uber. En el tercer trimestre de 2023, Uber tuvo más de 142 millones de usuarios activos en la plataforma, y a día de hoy más de 6 millones de conductores y repartidores usan la aplicación en todo el mundo.

Journey Ads ofrecerá a los anunciantes la oportunidad de destacarse en tres momentos clave:

Durante el proceso de solicitud del viaje, mientras el usuario espera a que se le asigne un conductor. Mientras el usuario espera su Uber, observando el mapa para hacer el seguimiento de su Uber. Durante el trayecto, mientras el usuario viaja a su destino y consulta la distancia y trayecto elegido en el mapa.

Con Journey Ads, las marcas se asegurarán un 100% de share of voice, brand safety y entorno premium en estas 3 etapas. En promedio, los usuarios pasan más de 90 segundos viendo un anuncio de Journey Ads por viaje, con una tasa de click superior al 3%.

Journey Ads utiliza datos propios para maximizar su impacto. Uber puede definir eficazmente la audiencia ideal para una marca, ayudando a los anunciantes a llegar a la audiencia adecuada en el momento adecuado.

Uber puede personalizar los anuncios según la actividad del usuario y esta capacidad de atraer la atención de los usuarios ofrece a los anunciantes la oportunidad de interactuar con los consumidores a lo largo de su viaje o proceso de compra en la plataforma, desde el conocimiento hasta la consideración, la conversión y la retención. Todo ello, sin revelar los datos personales de los usuarios a los anunciantes, de forma segura y respetando la privacidad del consumidor.

Rodrigo González Lama, director de Uber Advertising España:”Uber reinventa la publicidad ofreciendo a las marcas la oportunidad de conectarse con los usuarios de movilidad y delivery de Uber de una manera efectiva, en el momento que importa, mientras se desplazan e interactúan con el mundo. Las marcas podrán agregar valor a este momento contando su historia cruzando nuestro first party data relacionado con cada momento, eso permite conectar con el estilo de vida de los usuarios y adaptar cada campaña a los objetivos de marketing de los usuarios”.

Sobre Uber Nacimos en 2010 para resolver un problema simple: ¿cómo pedir un viaje con tan solo pulsar un botón? Más de 44 mil millones de viajes después, Uber está disponible en más de 10.000 ciudades en 70 países en seis continentes, en los que cada día tienen lugar alrededor de 26 millones de viajes con Uber. En el tercer trimestre de 2023, Uber tuvo más de 142 millones de usuarios activos en la plataforma, y a día de hoy más de 6 millones de conductores y repartidores usan la aplicación en todo el mundo.

Uber Ads launches its “Journey Ads” product in Spain

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

Journey Ads will offer advertisers the opportunity to stand out at three key moments:

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

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

Journey Ads makes use of first-party data to maximize its impact. Uber can effectively define the ideal audience for a brand helping advertisers reach the right audience at the right time.

Uber can personalize ads according to user activity and this ability to attract users' attention provides advertisers with the opportunity to interact with consumers throughout their journey or purchasing process on the platform, from awareness to consideration, conversion and retention. All of this, without disclosing users' personal data to advertisers, in a secure manner and respecting consumer privacy.

Rodrigo González Lama, director of Uber Advertising Spain: “Uber reinvents advertising by giving brands the opportunity to connect with Uber Eats and Uber mobility users in an effective way, at the moment that matters, while they move and interact with the world. Brands will be able to add value to this moment by telling their story by crossing our first party data related to each moment, which allows us to connect with the users' lifestyle and adapt each campaign to the 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.