Uber Expands Ad Experience: Video Ads to Play While Booking and Ordering

Uber is set to transform its user experience by introducing full-length video ads to its suite of apps. Soon, customers booking a taxi, ordering food on Uber Eats, or browsing alcohol on Drizly will be subjected to video ads during their interaction with the platform. This latest move comes as Uber continues to explore additional revenue streams and enhance its advertising capabilities.

According to The Wall Street Journal, the video ads will not only play while users wait for their taxi or food delivery but will also be displayed during the journey on available in-car tablets. These ads can run up to 90 seconds in length, capturing users' attention while they are engaged with the service. This expansion into video advertising follows the successful implementation of static ads on Uber's platforms over the past few years.

Uber Eats customers will specifically experience these ads after placing an order, while Drizly users will see them within the app's search results and other areas on the website. The timeline for this rollout begins with a debut in the US this week, followed by a gradual expansion to other markets such as the UK, France, and Australia later this year. In-car tablets will also be installed in Uber vehicles across US cities on a city-by-city basis.

It is worth noting that Uber has taken steps to maintain users' privacy during this advertising expansion. The company does not share individual user data with advertisers; instead, it processes the data internally to serve targeted ads. Advertisers will receive access to aggregated data, allowing for targeted marketing without compromising users' privacy. Furthermore, users have the option to opt out of personalized ads based on behavioral and demographic data, though they cannot completely avoid advertising.

In conclusion, Uber's integration of full-length video ads into its apps marks a significant shift in its advertising strategy. As the company aims to generate $1 billion in ad revenue by 2024, this move both creates a new revenue stream and alters the user experience on its platforms. Although some users may not welcome the arrival of video ads, Uber's commitment to privacy and the ability to opt out from targeted ads should provide some comfort during this transition.