Driving Attention, Delivering Results:
Insights from the 2025 Uber Advertising Lumen Attention Study
Why attention matters more than ever
Consumers are bombarded with thousands of messages daily—and most get ignored. In a world of endless distractions, grabbing and sustaining attention is the key to driving real brand impact.
Uber Advertising offers something unique: a natural attention advantage. When people open the Uber or Uber Eats app, they aren’t aimlessly scrolling. They’re tracking a ride, checking their delivery status, or planning their next move. This high-intent behavior creates prime moments for brands to engage seamlessly and effectively.
To quantify this, Uber partnered with Lumen Research to analyze how Uber’s ad placements drive attention compared with industry benchmarks. Read on for the results.
The Uber Advertising attention advantage
Uber ads capture more attention than other online channels
- Ads on Uber generate 6.6 times higher attentive seconds than online video, social in-feed, and mobile display formats
- Unlike non-skippable ads that force attention by blocking content, Uber’s ad placements captivate users naturally as part of their journey
Uber’s ads sustain attention longer than competitors
Most digital platforms lose attention within seconds. Uber’s ads keep users engaged longer, making brands more memorable.
- The attention curve for ads on Uber remains steady beyond the 3-second mark, while other platforms see sharp drop-offs
- Longer exposure = higher brand impact
More attention = more recall and consideration
- Ads on Uber viewed for just 2.5+ seconds had a 1 in 2 chance of being recalled
- Brand consideration increased by 27% on average after ad exposure
- Users exposed to Uber’s ads were more likely to trust, engage with, and purchase from brands they saw in-app
How Uber Advertising delivers unmatched engagement
Built into real-world moments
- Unlike passive scrolling on social media, users experience Uber’s ads during natural moments of engagement: when they’re actively checking their ride or delivery status. This high-intent behavior makes them more receptive to branded messages.
Non-intrusive yet memorable
- Uber’s ad formats integrate seamlessly into ride tracking, order confirmations, and in-trip moments, ensuring that ads get noticed without disrupting the user experience.
Data-driven, with measurable impact
- With first-party insights and precise targeting, Uber delivers ads that align with user behavior, making sure brands reach consumers at the right time, in the right mindset.
The takeaway: attention on Uber drives real business impact
Uber’s ads command 6.6 times higher attentive seconds than industry benchmarks
Brands get remembered, with Uber ads driving 50%+ recall in just 2.5 seconds
Consideration jumps by 27%, proving that attention fuels action
Interested in learning more?
Discover how Uber Advertising can help your brand capture attention and drive results. Reach out today to learn more about advertising opportunities on Uber and Uber Eats
About the research
Conducted in partnership with Lumen Research, the study analyzed how users interact with Journey Ads and Post-checkout Ads within Uber and Uber Eats.
- Real-world scenarios: Participants booked rides or placed delivery orders while wearing eye-tracking glasses to measure attention
- Survey follow-ups: Users were asked about brand recall, consideration, and perception post-exposure
- Markets studied: UK and US
Contributors
- Brittany Calligan, EMEA Insights and Strategy Lead, Uber Advertising
- Nigel Feng, Global Partner Solutions Lead, Uber Advertising
- Carl Juresic, Audience and Strategy Insights Partner, APAC
- Amelia Wallis, Lead Attention Consultant, Lumen
- Jessica Jakeman, Attention Consultant, Lumen
- Archana Upadhyay, Head of Research Operations, Lumen
- Tanwa Edu, Chief Strategy Officer, Lumen
- Mike Follett, CEO, Lumen
Source: 2025 Uber Advertising Lumen Attention Study
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