Uber targets hungry consumers and travellers with in app-ads (using your own data)

Retail media continues to grow, with ‘Journey Ads’ already being used by 40 brands to target customers throughout their entire journey and as they wait for an Uber Eats order.

Uber has launched its ad division with the big reveal of Journey Ads which aims to allow brands to connect with consumers throughout their entire journey in the back of a cab.

Journey Ads will be served to consumers at each end of their travels – from waiting to connect with a driver and over the course of their trip. The ad model leverages Uber’s first-party data and insight across its cab and delivery services, with a canvas for brands to reach the empire’s 122 million monthly active users.

Uber can claim 40 brand partners already running Journey Ads including NBCUniversal, Heineken, and United Artists Releasing. Journey Ads will also run on the Uber Eats app.

Dr. Mark Grether, General Manager for Uber’s advertising division said: ”We have a global audience of valuable, purchase-minded consumers who, as part of our core business, tell us where they want to go and what they want to get. While these consumers are making purchase decisions and waiting for their destination or delivery we can engage them with messages from brands that are relevant to their purchase journeys.”

Brands becoming ad networks

Journey Ads is the first formal launch under Uber’s ad division but is the latest in a line of advertising offers from Uber and Uber Eats.

The suite includes sponsored listings, homepage billboards across Uber Eats alongside sponsored emails and post-checkout ads. Brands can also use in-menu ads and storefront ads, along with digital out-of-home car top ads in the US.

Uber is also piloting tablet advertising on in-car tablets in Los Angeles and San Francisco.

The move is another example of direct-to-consumer (DTC) brands using their own first-party data to sell ad inventory on their assets to relevant brands, following similar moves by Walmart, Target and TripAdvisor.