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Uber is adding a new advertising unit to the company as it looks to develop another source of revenue. The division will allow marketers to pick out digital ads based on where the customers go.
Uber introduced its advertising division on Wednesday, Oct. 19. The ride-hailing company said that this is a new enterprise-wide business that will be headed by Dr. Mark Grether, an advertising veteran who previously worked at Amazon. He moved to the company just last year.
As per CNN Business, aside from revealing its new ad division, Uber also unveiled its “Journey Ads” in-app service that will enable marketers to place ads within the Uber app and reach customers throughout their trips.
The company explained that with the Journey Ads, customers will be given ads every time they check how far away their designated driver is. The ads will also come when they are following the route of their trip in the Uber app.
Grether said that Uber has customers around the world who tell them where they want to go and what they want to buy so while they are waiting to get to their destination or deliveries, the new advertising unit can make send them messages about brand suggestions that are related to their trips or purchases.
”We have a global audience of valuable, purchase-minded consumers who, as part of our core business, tell us where they want to go and what they want to get,” Uber advertising unit’s general manager said in a press release. “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.”
Dr. Grether went on to say, “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. 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.”
