Dive Brief:
- Uber Advertising is expanding its Ride Offers program, an ad product that is part of its Journey Ads solution, to international markets, per details shared with Marketing Dive. The news was revealed by Uber at the Cannes Lions International Festival of Creativity.
- Ride Offers allow brands to reward Uber passengers with offers on their next eligible ride. The product is now available for advertisers in the U.S., U.K., Canada, Brazil, Mexico, Australia and New Zealand.
- Molson Coors was one of the first brands to trial Rides Offers for its “Win While You Wait” campaign. The brewer observed positive results across several of its brands’ key performance indicators, including view time and click-through rates.
Dive Insight:
Uber is continuing to strengthen its advertising arm with the international expansion of Ride Offers. Backing its announcement is research from NRG which found that 65% of Uber users in five markets (the U.S., U.K., Australia, France and Mexico) agreed with the idea that direct discounts grabbed their attention. Nearly two-thirds (64%) said such offers made them feel more positively about a brand. The ads were also 5% more likely to grab attention and 10% more likely to lift engagement than ads without a promotion.
“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,” said Megan Ramm, Uber Advertising’s global head of sales, in a statement. “It’s more than just a discount; it’s a gesture that builds trust, loyalty, and lasting brand impact.”
As one of the first to test Rides Offers on Journey Ads, Molson Coors was able to generate high-impact consumer engagement across a number of its brands. Blue Moon’s baseball campaign exceeded average view time and click-through benchmarks by double digits while a football-themed effort from Miller Lite outperformed click-through rate benchmarks by over 200%.
Ride Offers is an ad product available through Uber Advertising’s Journey Ads solution, which launched in 2022. Last June, the company announced that it would enable programmatic buyers to access the solution across the Uber Rides app. Uber claims its Journey Ads deliver performance above industry standards, including a click-through rate of over 3% and an average global view time of more than 100 seconds.
Since its debut in late 2022, Uber Advertising has generated more than $1.5 billion in annual revenue, a growth rate of over 60% year on year. Along with its most recent news, Uber Advertising recently launched an in-house Creative Studio designed to help premium brands reach in-demand audiences across the Uber and Uber Eats platforms.
