- Uber’s promoting division announced that it’s going to now enable programmatic buyers to access its Journey Ads solution across the Uber Rides app, according to details shared with Marketing Dive.
- The expansion features a partnership with Google Ad Manager and allows programmatic buyers within 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 goal 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 answer with the introduction of video ads earlier this yr. The latest move arrives as the corporate continues its efforts to shore up promoting potential.
Uber has made a consistent effort to construct its promoting business, and the expansion of Journey Ads to programmatic buyers could represent a serious opportunity. Uber claims its Journey ads deliver performance “well above industry standard,” including a click-through rate of over 3% and a median global view time of greater than 100 seconds. Additionally, 80% of its users indicated that ads caught their attention, per release details.
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 favorability, message recall and buy intent, said Jillian Kranz, general manager of Rider Ads at Uber Advertising, in the discharge.
“We’ve seen nearly all of campaigns exceed expectations compared to other kinds of media, including social, TV, mobile and web display,” Kranz said in the discharge, 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 could have a possibility to interact with consumers within the moment, like as they’re on their way to the airport, as an illustration. Uber has also established comprehensive user targeting profiles based on historical behavior across each Uber and Uber Eats. In an example provided by the corporate, clients could tap into QSR food purchasers from Uber Eats or leverage curated personas, like Beyoncé or Taylor Swift fans, to goal their messaging to the intended audience.
Uber began selling ads on its Rides and Eats apps in 2022, and has stated it’s targeting $1 billion in annual ad revenue by 2024. Unsurprisingly, other ride-hailing and delivery corporations have followed suit. Lyft, as an illustration, 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 3 of its ad formats.
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