Uber is about to start running video ads on its various service apps, including Uber Eats, Drizly (a Alcohol delivery platform owned by Uber) and its namesake carpooling app. Announced via a Press release On Thursday, full video ads – which will play on Uber’s main app while users wait for their taxi to arrive – will begin serving users in the United States “over the next few weeks”. Uber hopes to attract advertisers with what it knows about its users.
“We have two minutes of your attention. We know where you are, we know where you’re going, we know what you ate,” said Mark Grether, chief advertising officer at Uber. The Wall Street Journal. “We may use all of this to then target a video ad to you.” Two minutes is roughly how long Uber estimates an average customer looks at the Uber app during a typical 15-minute ride.
Video ads will play on the main Uber app while users wait for their driver and during their ride
Grether says the video ads, dubbed “Journey Ads,” will play in the Uber app during the passenger’s trip, and that Uber also plans to install tablets in the seats of certain Uber vehicles that will display advertisements to passengers. Uber Eats will similarly show in-app video ads once users place an order and wait for their food to arrive, and Drizley will start showing video ads in its app and search results. its website.
Uber will install tablets in vehicles on a city-by-city basis and plans to roll out video ads in other markets like the UK, France and Australia later this year. Video ads will be disabled by default on all devices except in-vehicle tablets and will last up to 90 seconds. Uber 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 their gender or travel history, but they won’t be able to opt out of seeing video ads entirely.