Uber is piloting a new advertising model in California and will display ads on tablets attached to the back of seats as part of the rideshare and delivery company’s latest push to drive revenue.
The newly unified advertising division led by Dr. Mark Grether, General Manager of Uber Advertising, will also serve brand messages to riders in-app while they are waiting to connect with a driver and waiting to be picked up, according to a press release on Thursday (Oct. 24).
Tablets attached to the back of car seats will be used to display trip information and advertising, and drivers can control the sound on messaging, Grether said.
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He pointed to in-car tablet messaging as a way advertisers can “ensure they’re engaging with captive and engaged audiences.
“While these consumers are making purchase decisions and waiting for their destination or delivery we can engage them with messages from brands that are relevant to their purchase journeys,” Grether said.
“And with 1.87 billion trips last quarter, that means we can connect advertisers to consumers on average five times per month across rides and delivery,” he added.
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Uber is targeting $1 billion in gross ad bookings by 2024, according to multiple reports. In addition to in-app journey ads and back-of-car tablet ads, other formats being offered include car top, in-menu, storefront, post checkout, sponsored emails, and sponsored listings.
“Through our advertising division, we can help leading brands grow their relationships with consumers by connecting them at a moment when a customer is uniquely attentive,” Grether said.
“By tapping into our mobility media network, our pilot campaigns have surpassed expectations in terms of brand lift, engagement, and other campaign goals.”
Early brand users include NBCUniversal, Heineken and film distributor United Artists Releasing, per the release.
Uber’s advertising platform is live in several countries and is expanding globally throughout the year.
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