A Uberone of the leading companies in the field of applied transport, launches a new strategy to increase revenue: video advertising. According to The Wall Street Journal, this week Internet users Uber, Uber eats This Drizzly may encounter video ads while waiting for their trip, while driving to work, after ordering from Uber Eats, and even while browsing the Drizly app. The idea is that these ads should be present in almost all possible points of the application.

To make this possible, some Uber vehicles will be equipped with tablets that will display ads throughout the ride. Video ads will appear first in the US, followed by the UK, Australia, and France.

The difference between these ads is the ability to customize. Each Uber user will be shown ads tailored to their location and purchase history. Imagine that a customer is driving an Uber and passes by a certain restaurant: perhaps at that moment he receives an advertisement related to this establishment, directly in the app or on the car’s tablet.

Despite this, Uber guarantees that users will be able to disable the sharing of certain data, such as race history or gender, but it will not be possible to completely disable ads.

An alternative, available to passengers in the car with their tablet, is to mute ads, which gives a little more control over the user experience. It is worth noting that ads in Uber apps are disabled by default.. While users may not like the news, Uber plans to continue expanding its retail media networks.

Advertising is getting more and more popular

Retail media networks are companies that offer consumer-facing advertising platforms that use customer-owned information to help brands deliver targeted messages. In addition to Uber, other companies such as Lyft, Walmart, Marriott, Kroger, and CVS Health are also investing in this type of platform, expanding the options available to marketers.

Before that, Uber’s apps used only static ads, but with the introduction of video ads, the company is aiming to reach its ambitious goal of generating $1 billion in ad revenue by 2024. In the last quarter of 2022, Uber accounted for 315,000 merchants. who purchased ads through their apps, which increased to 345,000 in the first quarter of 2023. With the addition of video ads, Uber is expected to attract even more advertisers and reach its financial goal in the coming years.

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Source: The Wall Street Journal.

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