Uber and Coca-Cola are both big companies worldwide, but they could actually work together.
The ridesharing app’s advertising division, Uber Advertising, has announced a brand-new interactive advertising format that merges branded map displays with destination-specific creative that runs throughout the passenger’s ride.
The project is known as Journey Takeover, an offering that gives advertisers the capability to create stories and accomplish brand experiences, including ads. So, they won’t only be watching the ad, but they will be interacting with it, too.
The ads appear on the in-car tablets, as well as in the Uber app, and now on the map as the driver tracks the road to the passenger’s destination. This provides advertisers with real-time contextual targeting and the ability to capture passengers’ attention while they are thinking of other things during the ride. It also combats the cutting of the attention span.
Where is Coca-Cola on the scene? Well, they are responsible for creating the ad, actually.
This partnership showcases how brands can specifically target consumers, in the part of Uber, passengers as they head over to restaurants, sporting events, and grocery stores. The ads can function as performance-based adds, too, by incorporating ride discounts and coupons for the products the brand advertiser sells. Plus, these are trackable and accountable, too.
urney Takeover was created by Uber Advertising’s Creative Studio, and launched with longtime ad partner, The Coca-Cola Company. There were collaborations over the holidays between Uber and Coca-Cola in the USA, Spain, and Portugal. These collabs were also present in Mexico, New Zealand, and Australia.
The partnership shows how brands can serve riders with market-specific contextually relevant creative when traveling to restaurants, sporting events, or grocery stores. It can function as a performance-based ad by embedding ride discounts or coupons for items sold by the brand advertiser. It’s also accountable and trackable.
Uber Advertising’s lead, Kristi Argyilan, stated that the average international view time of the ads is over 100 seconds.
Uber Advertising has worked with Coca-Cola for years. The new ads integrate three features that combine, unraveling like a story and then becoming interactive. The ads appear at certain parts of the trip on the map and interface.
The ridesharing app’s ads will be seen across the USA, Canada, the UK, Ireland, France, Spain, Portugal, Australia, New Zealand, Japan, Taiwan, Mexico, and Brazil. For more news on ridesharing, sign up for your account on this site today.