Even your Uber app will have ‘pullable’ ads; understand

2023-06-18 21:17:00

Uber is about to start showing ad videos on its various service apps (eg Uber and Uber Eats). Announced via a press release this week, the ads will begin rolling out to US users “in the coming weeks.”

For those in a hurry:

• Uber announced this week that it will put advertising videos on its apps;
• These ads will play on the company’s main app while users wait for their ride to arrive;
• They will also run – muted by default – during the race;
• The company did not say whether users will be able to skip these ads;
• Ads will begin rolling out to users in the US “in the coming weeks”.

Videos from the ads will play in the company’s main app while users wait for their ride to arrive. The company’s idea is to attract advertisers with what it knows about its users.

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We have two minutes of your attention. We know where you are, we know where you’re going, we know what you ate. We can use all of that to basically target a video ad to you.

Mark Grether, an advertising executive at Uber, told The Wall Street Journal

Two minutes is roughly how long Uber estimates a customer looks at its main app on a typical 15-minute ride.

How Ads Will Occupy Uber

(Image: Playback)

Grether said the video ads, dubbed “Journey Ads,” will play in the Uber app during a passenger’s journey, and that Uber also plans to install tablets in the seats of select vehicles that will display ads to passengers.

Uber Eats will also play in-app video ads after users place an order and wait for their food to arrive. And Drizley – Uber’s liquor delivery app – will start showing video ads in search results both in the app and on the website.

Uber will install tablets in vehicles on a city-by-city basis and plans to roll out video ads in other markets – such as the UK, France and Australia – later in 2023.

Video ads will be muted by default on all devices except car tablets and will run for up to 90 seconds. The company did not say whether users will be able to skip the ads.

The company said users can opt out of receiving ads that use targeted demographics such as gender or travel history. But they will not be able to opt out of watching the ads until the end.

With information from The Wall Street Journal

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