Uber’s advertising division has announced the expansion of its Journey Ads solution to programmatic buyers across the Uber Rides app. This move allows programmatic buyers in the U.S. and global markets to purchase display and video ads on the app. Uber’s expansion of Journey Ads to programmatic buyers represents a significant opportunity for advertisers to leverage high-intent first-party data and target consumers effectively during their trips. This move is part of Uber’s broader strategy to grow its advertising business, aiming for $1 billion in annual ad revenue by 2024.
Partnership with Google Ad Manager:
The expansion includes a partnership with Google Ad Manager and allows programmatic buyers in the U.S. and global markets to leverage demand-side platforms including Google’s Display & Video 360, The Trade Desk and Yahoo DSP to purchase display and video ads on the app and target consumers across three distinct phases of their trip.
Journey Ads were first launched in 2022 and Uber has sought to offer additional opportunities for the solution with the introduction of video ads earlier this year. The latest move arrives as the company continues its efforts to shore up advertising potential.
Uber’s consistent Efforts & Expansion:
Uber has made a consistent effort to build its advertising business, and the expansion of Journey Ads to programmatic buyers could represent a major opportunity. Uber claims its Journey ads deliver performance “well above industry standard,” including a click-through rate of over 3% and an average global view time of more than 100 seconds. Additionally, 80% of its users indicated that ads caught their attention, per release details.
Young, Affluent User Base:
Uber’s users also skew young and affluent, demographics from which Uber has developed comprehensive consumer profiles and historical purchase patterns. Early Journey Ad campaigns delivered increased brand favourability, message recall and purchase intent, said Jillian Kranz, general manager of Rider Ads at Uber Advertising, in the release.
“We’ve seen the majority of campaigns exceed expectations compared to other types of media, including social, TV, mobile and web display,” Kranz said in the release, citing Kantar research.
The expanded availability gives programmatic clients access to Uber’s premium inventory bundled with high-intent first-party data through their preferred platform. Advertisers will have an opportunity to interact with consumers in the moment, like as they’re on their way to the airport, for instance. Uber has also established comprehensive user targeting profiles based on historical behaviour across both Uber and Uber Eats. In an example provided by the company, clients could tap into QSR food purchasers from Uber Eats or leverage curated personas, like Beyoncé or Taylor Swift fans, to target their messaging to the intended audience.
Industry-wide adoption:
Uber began selling ads on its Rides and Eats apps in 2022, and has stated it is targeting $1 billion in annual ad revenue by 2024. Unsurprisingly, other ride-hailing and delivery companies have followed suit. Lyft, for instance, recently added video ad capabilities and improved ad-targeting tools to its in-app ad network. Instacart, meanwhile, recently received a Media Ratings Council accreditation for three of its ad formats.
FAQ’s:
Q:What are Uber Journey ads?
A: Journey Ads, debuted in 2022, is Uber’s proprietary advertising platform, embedded within the Uber Rides app, offering display and video ads paired with demographics-based and behavioural targeting, as well as campaign performance measurement.
Q: Does the Uber app have ads?
A:You may see ads while you use your Uber app, such as after you’ve requested a trip or when you’re considering your next delivery. We want these ads to be useful, interesting and relevant to you, helping you discover merchants and brands that are well-suited to your interests.
Q:What is a journey ad?
A:Journey advertising is the method of reaching consumers at important moments along their journey with relevant messaging and creative content to achieve mutually beneficial outcomes. The consumer’s journey starts from when they first interact with the brand, to making a purchase, and to continued brand advocacy.
Q:How does Uber use digital marketing?
A:Uber skilfully navigates the digital landscape by leveraging social media to spread its brand message and foster a sense of community among its users. Their social media strategy includes user-generated content, partnerships and collaborations, real-time engagement, promotions and offers, and storytelling.
Q:How does Uber attract customers?
A:Uber provides a one-stop solution for all ride-hailing services and deliveries. It provides irresistible rewards, coupons, and discounts timely and regularly to attract new customers and retain the old ones