Uber may be best known for getting you from A to B, but behind the scenes, it’s revolutionising the advertising world. From personalised ad experiences during rides to partnering with brands like L’Oréal, Bacardi, and Chelsea FC, Uber’s advertising platform is growing into a billion-dollar business, one ride at a time.
This week on Marketing in the Madness, Katie Street is joined by Paul Wright, Head of International Advertising at Uber, to uncover how Uber transforms advertising—one ride at a time. Transforming its unique user data into a powerful, non-intrusive advertising platform, driving impact while respecting the consumer experience.
With a career spanning leadership roles at Apple, Amazon, and now Uber, Paul gives us an insight into the evolution of digital marketing, and where the future of advertising is headed. PLUS offers a behind-the-scenes look at how Uber is reshaping the advertising landscape through innovation, creativity, and smart data usage.
Here’s a glimpse of what you’ll discover in this episode:
🚗 Journey Ads: Transforming Advertising, One Ride at a Time.
Discover how Uber’s Journey Ads work seamlessly, delivering targeted ads based on real-time user behaviour without disrupting the experience. PLUS. How Uber’s unique ad format captures user attention at key moments. Creating high engagement and impressive click-through rates of 2.5% to 3.5%.
💡The Power of First-Party Data for Personalized Ads.
Uber knows where you’re going, and it’s using that knowledge to help brands connect with consumers in a personalised way. Paul explains how Uber uses its vast pool of first-party data to target users with relevant ads. Whether it’s suggesting a product while you wait for your ride or a promotion while heading to the airport.
📈 From B2C to B2B: How Uber is Connecting with Businesses.
Think Uber ads are just for consumer brands? Think again. Paul dives into Uber’s success in the B2B space, sharing how businesses like Accenture and Bacardi are using geofencing and targeting professionals during their daily commutes and travel. Learn how Uber is leveraging its platform to deliver meaningful business connections.
🌎 Building a Billion-Dollar Ad Business at Scale.
With Uber Advertising now operating in 34 markets worldwide, we get an inside look at how this new venture has scaled rapidly. From local campaigns to global brand activations, we find out how Uber’s advertising business has grown from the ground up into a billion-dollar success story.
⚙️ What’s Next for Uber Advertising? The Future of Ads, Data, and AI.
As the digital landscape continues to evolve, Paul shares his vision for the future of advertising. With AI and attention metrics taking centre stage, Uber is poised to stay ahead by delivering ads that combine creativity, data, and an exceptional user experience.
💥 Real-Life Campaigns that Drive Impact.
From helping brands target travellers in airports with personalized promotions to serving event-specific ads for concerts like Taylor Swift at Wembley, Paul reveals some of the most successful campaigns that have capitalized on Uber’s ability to reach users at the perfect moment.
Whether you’re a marketer looking to learn more about Uber’s unique ad platform or you’re interested in how first-party data can drive better engagement, then this episode is packed with valuable insights from one of the industry’s top innovators.
🎧 Tune in now to discover how Uber is transforming the way brands connect with their audiences, one ride at a time. You can watch the FULL EPISODE
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