Uber’s advertising division and Uber India have jointly announced the official launch of Journey Ads, an unprecedented advertising option in India. They have also partnered with Httpool by Aleph to facilitate the connection between Indian brands and innovative advertising solutions.
Journey Ads, introduced by Uber’s advertising division, provide a captivating means for brands to engage with consumers throughout their entire ride experience, starting from the moment they book their trip until the end of their journey.
By utilizing Uber’s first-party data and insights, Journey Ads enables the delivery of interesting and relevant advertisements to users while maintaining their privacy and overall experience. This approach ensures that brands can effectively present tailored content to purchase-oriented riders in a brand-safe and captivating manner, all while respecting consumer privacy.
What Are Uber India Journey Ads?
Uber’s Journey Ads is a program that allows brands to target consumers in real-time based on their location and destination during Uber trips. These ads appear in the Uber mobile app and enable riders to make purchases without leaving the app. Initially available to major brands, the ad-targeting product will eventually be open to businesses of all sizes.
By leveraging riders’ travel histories and geographic destinations, businesses can place ads that align with their locations. For instance, a restaurant near an airport could display an ad to a rider en route. Brands can also sponsor entire trips, ensuring riders only see ads from a specific brand throughout their journey.
The ads are sold on a per-trip basis and encompass three timeframes: while waiting for a car, during the ride, and upon reaching the destination. Uber aims to generate $1 billion in advertising revenue by next year, seeing ride-hail advertising as a lucrative opportunity. Privacy concerns and data aggregation remain important considerations as this form of advertising evolves.
With Journey Ads, brands enjoy a 100% share of voice throughout the entire trip, exposing consumers to the advertisement content for more than 100 seconds, surpassing industry averages. Furthermore, brands can also leverage Uber’s first-party data and insights to reach riders through Uber’s in-car tablet pilot in Delhi and Mumbai, enabling targeted advertising within the vehicle.
To facilitate the connection between Indian brands and these impactful advertising opportunities, Uber has partnered with Httpool by Aleph. With their proprietary technology, performance solutions, and extensive market knowledge, Httpool by Aleph empowers advertisers to effectively connect with their target audiences, consistently maximizing return on investment (ROI).