Dive Brief:
- Uber’s advertising division announced a partnership with Omnicom Media Group (OMG) to wed its mobility and retail media inventory with Omnicom’s audience insights, per a press release. The move is the primary holding company tie-up for Uber’s ad business.
- Through the partnership, Omnicom will give you the chance to mix Uber’s mobility and delivery insights with the audience data from its own Omni open operating system to craft more relevant and impactful campaigns.
- OMG may also be considered a priority partner for brand spanking new releases from Uber’s advertising division. The move arrives as Uber looks to bolster its ad-targeting capabilities through a slew of recent partnerships.
As Uber looks to shore up its advertising know-how, a tie-up with OMG could help the ride-hailing company higher understand its targeting efforts. For Omnicom, the partnership could similarly help its clients understand Uber’s impact on commerce, with Uber touting over 130 million monthly lively users.
“As we glance to the longer term of mobility and retail media, this latest partnership taps into OMG’s vast data and partnerships, enabling us to tackle a latest level of precision in intelligent targeting, insights and activation for advertisers,” said Mark Grether, vp and general manager for Uber’s advertising division, in an announcement.
Uber has set an ambitious goal of growing its advertising segment to greater than $1 billion in revenue by 2024. To that end, the corporate has forged several partnerships, including one with e-commerce company Rokt that uses machine learning to serve additional product options and offers to consumers as they’re completing online transactions. In addition, the corporate’s Drizly alcohol delivery brand launched its own ad network service, giving brands the flexibility to supply ads across search and display, its media network and customised options.
Mobile has grow to be an increasingly vital channel for e-commerce. According to Comscore’s 2023 State of Digital Commerce Report, mobile commanded nearly 40% of all digital consumer retail spending in Q4 2022. As a result, the industry is starting to give attention to constructing mobile retail ad networks.
Like Uber, Lyft has created a media division, placing ads on digital rooftop screens, in-car tablets and other assets owned by the corporate, equivalent to bike rental stations. On the provider side, T-Mobile acquired Octopus International in January 2022, an organization that operates interactive video screens in ride-share vehicles.
Read the total article here
