Uber’s new in-app Journey Ads to target users based on where they’re going, previous orders

News 7 Nov 2022 - 3 min read

Uber’s new in-app Journey Ads to target users based on where they’re going, previous orders

By Sam Buckingham-Jones - Deputy Editor

An example of what Uber's new Journey Ads will look like - Paramount+ are the launch partner.

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags: Uber

After a successful trial in the US, Uber has launched a new ad format – Journey Ads – with Wavemaker client Paramount+ taking it for a spin first. It will use first party data to personalise ads based on user activity and interests suggested by previous trips and orders.

What you need to know:

Uber has launched a new ad format, Journey Ads. They will appear as display ads in the app after a user books a ride.
Early results show a 2x to 6x improvement on other digital platform benchmarks.
Paramount+, a Wavemaker client, is the format’s launch partner.

Uber’s new advertising business has unveiled a new ad product, Journey Ads – in-app display inventory placed after a user books a ride, partnering with Paramount+ for the launch.

The new format, which began in November, will use the first party data and insights of Uber’s millions of users to target ads based on their travel behaviour and food orders.

It trialled in the US with 40 brands, with 100 per cent share of voice during the trip – Uber says it resulted in two minutes of exposure and “two to six times the brand-performance lift compared to other digital platform benchmarks”.

Paramount+’s trial locally will show the platform’s content between 3pm and 9pm as users wind down after their day.

“We are excited that Paramount+ is the 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 Head of Advertising ANZ, Michael Levine, said in a statement.

“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 launched its ad business in Australia in July this year, hiring Levine from LinkedIn as lead.

Users can set their ad preferences and opt out of certain personalised ads. All advertisers need to comply with the platform’s content and targeting policies, and all ads need to be approved by Uber.