Don’t worry, Uber will find a way to advertise you • TechCrunch

Uber has officially launched its advertising division and unveiled its integrated advertising experience, Journey Ads, in a bid to generate more revenue. The company announced on Wednesday that it will sell ad space in its ride-sharing and Uber Eats apps, as well as digital in-vehicle ads, sponsored emails and in-store ads.

Uber has always tried to add many different verticals, usually transportation-focused, to increase its revenue streams. But one by one, the company ditched those moonshots — Uber sold its eVTOL Elevate unit to Joby Aviation, unloaded its Jump e-bikes to Lime, and sold its Uber ATG self-driving car unit to Aurora. The company also created its robotics branch, which is now called Serve Robotics.

But a proven, deeply American way to make extra money is through advertising. News publishers learned this long ago, Netflix even does this, and now Uber has grabbed the rather boring profit pool — just months after Lyft created its own media division focused on in-app ads.

At Uber’s Investor Day in February, the company said it hoped to grow its advertising business into a billion-plus revenue opportunity by 2024, building on tired eyes by advertising Uber’s 122 million monthly active users. The kind of data Uber probably has on its riders should, over time, lead to more personalized ad selection, but so far my Uber ride last night had a sports ad, which made me less love the NFL.

Led by former Amazon Advertising director Dr. Mark Grether, Journey Ads has already secured more than 40 brand partners, including NBCUniversal, Heineken and United Artists Releasing, Uber said. Riders won’t be immediately inundated with a range of ads when they open the app – instead, Uber guarantees brands they have “100% share of voice the entire trip”, which , according to the company, resulted in a two- to six-fold mark-up in performance after customers were exposed to ad content for approximately two minutes, compared to other benchmarks.

In addition to Journey Ads, the in-app advertising pillar, brands can also purchase advertising options such as sponsored ads in Uber Eats, sponsored emails, post-pay ads, menu ads, and ads on cars. Uber is also piloting in-vehicle tablet advertising in Los Angeles and San Francisco.

And of course, it wouldn’t be an advertising company without this juicy information. Uber promises to not only help brands connect with consumers at “relevant points throughout their journeys or transactions,” but also to provide reporting and analytics on the attention-grabbing ability of these ads. of all movers and eaters.

“We have a global audience of valued, purchase-conscious consumers who, as part of our core business, tell us where they want to go and what they want to get,” Grether said in a statement. “While these consumers are making purchasing decisions and waiting for their destination or delivery, we can engage them with brand messages that are relevant to their buying journeys. And with 1.87 billion trips last quarter, this means we can connect advertisers to consumers an average of five times per month for rides and delivery.”

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