Uber Advertising Expands Ride Offers to Global Markets
Dive Brief:
- Uber Advertising is set to globally launch its innovative Ride Offers program, a key feature of its Journey Ads solution, as announced during the prestigious Cannes Lions International Festival of Creativity.
- This exciting new approach allows brands to reward Uber passengers with enticing offers on their next eligible ride. The rollout will include markets across the U.S., U.K., Canada, Brazil, Mexico, Australia, and New Zealand.
- Pioneering this initiative, Molson Coors successfully tested Ride Offers through their “Win While You Wait” campaign, witnessing significant improvements in key performance indicators like view time and click-through rates.
Dive Insight:
Uber is ambitiously enhancing its advertising capabilities with the international expansion of Ride Offers. According to research by NRG, an impressive 65% of Uber users across five countries (the U.S., U.K., Australia, France, and Mexico) expressed that direct discounts effectively captured their attention. Moreover, 64% felt more favorably towards brands offering discounts. Notably, ads featuring promotions were shown to be 5% more effective at grabbing attention and 10% more likely to engage users compared to standard advertisements.
As stated by Megan Ramm, Uber Advertising’s global head of sales, “Ride Offers are a powerful way for brands to meet consumers where they are—both literally and emotionally—by providing savings that matter in the moment. It’s more than just a discount; it’s a gesture that builds trust, loyalty, and lasting brand impact.”
Molson Coors was among the first to leverage Ride Offers through the Journey Ads platform. Their campaigns, including Blue Moon’s baseball initiative, exceeded average view time and click-through rates by double digits. Notably, their football-themed campaign for Miller Lite outperformed expected click-through benchmarks by a staggering 200%.
Ride Offers, as part of Uber Advertising’s Journey Ads solution, first debuted in 2022. Last June, Uber announced the program would be accessible to programmatic buyers across the Uber Rides app. Uber boasts that its Journey Ads deliver remarkable performance, achieving a click-through rate exceeding 3% and an impressive average global view time of more than 100 seconds.
Since its launch in late 2022, Uber Advertising has generated over $1.5 billion in annual revenue, signifying a growth rate exceeding 60% year on year. Alongside this latest development, Uber Advertising recently introduced an in-house Creative Studio designed to assist premium brands in reaching coveted audiences across the Uber and Uber Eats platforms.
Conclusion
With the expansion of Ride Offers, Uber Advertising is not merely adapting to the advertising landscape but is actively shaping it. By combining innovative marketing with real-world consumer engagement, Uber is proving that discounts can build meaningful connections between brands and consumers. As this initiative rolls out globally, it will be fascinating to see how brands capitalize on this unique opportunity to engage and connect with their audiences like never before.
