Uber’s Journey Ads opens for business locally
Uber has launched its latest advertising spot Journey Ads in Australia, with Paramount+ as the launch partner via Wavemaker.
Brands now have the capacity to place ads in front of Uber riders throughout their journey, with opportunities to personalise relevant content according to a user’s past trips and orders.
Users, however, can still set their ad preferences and opt out of certain personalised ads.
The new advertising offering was first launched in the US in October, where 40 marquee brands have already signed up to run Journey Ads, including NBCUniversal and Heineken.
From November to January, Paramount+ will share upcoming exclusive content available on the streaming platform to riders between 3pm to 9pm, with recommendations on the latest shows and movies.
The launch of Journey Ads follows the announcement of Uber’s local advertising division in July, marking the company’s first sales division to be launched outside of the US.
Paramount+ regional VP marketing & growth, Louise Crompton, said: “At Paramount+ we are always looking for new and innovative ways to present our brand and our exclusive content slate to Australian streamers. The targeting opportunities combined with the high dwell environment to reinforce our Mountain of Entertainment over Summer, was very appealing to us.”
Uber’s head of advertising ANZ, Michael Levine, said: “We are excited that Paramount+ is the amongst the first to launch Journey Ads on our platform, as we have seen strong levels of interest from brands across Australia looking for innovative ways to connect with audiences.
“At an average 20+ minutes per ride, our pilot partners in international markets have seen phenomenal levels of engagement with the new ad format. Combined with unique waypoint targeting, Uber’s new advertising formats offer Australian brands a space to create meaningful audience engagement.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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