CANNES — The mobility revolution has created more than just a convenient way to get from A to B. It’s generated vast oceans of data about consumer behavior, location, and intent – and now those signals are being transformed into advertising opportunities.
Uber thinks its wealth of first-party data – drawn from 170 million monthly users making over 3 billion rides quarterly – positions it well.
“Because of the veracity and the variety of data, we’re able to connect brands to consumers in a meaningful way,” said Edwin Wong, head of measurement science at Uber Advertising, in this video interview with Beet.TV.
Beyond performance marketing
Wong said retail media networks have rapidly evolved beyond their initial focus on lower-funnel performance marketing, now delivering across the marketing spectrum.
“Advertisers are coming to the network looking for access, attention, activation and accountability,” Wong explained. “When we look at that high intent signal with first-party data, it allows for many different things.”
The company recently launched “Gen Uber,” a study revealing that Uber users are less likely to watch traditional TV but twice as likely to engage in real-world connections. That insight has informed Uber’s advertising strategy.
Creating serendipitous moments
Uber’s advertising proposition centers on creating what Wong calls “serendipitous moments” that make brands heroes within the user experience.
“People always talk about advertising being incremental and not interruptive. And Uber’s value proposition as a utility from the start has always been about that, using technology, using ML, to really, with precision, create the right balance,” Wong said.
This approach was seen in Uber’s partnership with Diageo during the holiday season. More than simply enabling alcohol delivery through Uber Eats, the campaign allowed users to hire carolers or have Christmas trees delivered to their homes. The aim: creating memorable brand experiences tied to specific moments.
You’re watching “The Flight to Cannes: Commerce Media Takes Off”, a Beet.TV Leadership Series, presented by Kinective Media by United Airlines. For more videos from this series, please visit this page.
