Uber is betting big on mobility media with revenue forecasted to hit US$1 billion this year., But what exactly is mobility media and why is the ride sharing giant playing in this space?
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00:00Uber Advertising, thank you for joining Euronews.
00:01A pleasure. Nice to be here.
00:03Firstly, can you please explain what is mobility media exactly?
00:09So I think when we think about mobility, we think about consumers on the move
00:13and how we engage with consumers on the move within our platform and within our riders.
00:20So the way we think about it is two things.
00:21One is what happens in the Uber app when you're ordering an Uber.
00:25The best example is if someone's going to an airport,
00:28we can show them an ad that's relevant to their airport experience.
00:31Via the app?
00:32Via the app. So that's one part of our mobility.
00:35The other part relates back to what we put within the cars themselves.
00:39So we put some screens in the back of cars, which we can link into your Uber app.
00:46And within that, it says, welcome, Paul.
00:49And you go and you can see your map.
00:50And then you can engage with content and with advertising that sits on that screen.
00:55And I guess we also talk about mobility media also in what we do in Uber Eats to a great extent,
00:59because there's an element of mobility in that we are delivering things to people.
01:03Because something like 60% of people go onto Uber Eats,
01:06they don't really know what they're going to order.
01:08So advertising becomes a signpost within that to help them make that choice.
01:14We know you're going to the airport.
01:15We know you're going through duty free.
01:16So the best example is we're working with brands like L'Oreal,
01:19who are doing targeted advertising for their perfume and fragrance brands.
01:24Because a lot of perfume and fragrance purchase happens within an airport.
01:28The ad actually evolves slightly as you go through the process of booking and picking up your car.
01:33And the way we add to the experience is offering,
01:36say, an ad to wallet functionality,
01:38so that you can offer a discount or a free gift if you do the transactions.
01:42I think the interesting thing here is it's sort of dead time a little bit
01:45while you're waiting for something to happen.
01:47So you have an opportunity to engage and entertain.
01:50Now, we don't need a lot of data for that.
01:51We know that you're going to Heathrow or any of the airports.
01:54That's the only real data point we really need,
01:56because we understand your consumer journey from then on.