Uber Advertising Strategizes About Attention Big Bites In Carrots

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Uber Advertising Strategizes About Attention, Big Bites In Carrots

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Uber Advertising recently partnered with Lumen Research to answer questions about what drives attention on the company's platform.

Lift metrics produced the most surprising numbers, said Megan Petrie Ramm, director of Americas at Uber Advertising. The study showed that the ads viewed in the app for more than 2.5 seconds had a 1 in 2 chance of being recalled by the consumers. Brand consideration also rose 27% on average.

“Uber managed to hold sustained attention with this ad unit,” she said. “Attention is earned. We’re not giving someone an incentive to get something else.”

The attention curve for ads on Uber remains steady beyond three seconds, while other platforms might experience sharp dropoffs. 

Lumen Research tracks attention through eye-tracking technology. The company measures what it calls "attentive seconds," said Ramm.

Uber in the study tracked rides and delivery status to determine paths toward positive outcomes on its new ad platform, Journey Ads, which serves up in the Uber ride app. 

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During the study, ads in the Uber app generated 6.6 times higher attentive seconds than online video, social in-feed, and mobile display formats, she said.

Unlike non-skippable ads that force attention by blocking content, Uber’s ad placements attract users to view the ads as part of their journey. Many of those riders are young adults. 

Participants booked rides or placed delivery orders while wearing eye-tracking glasses to measure attention, and then the survey followed up by asking users questions to recall ads and brands. The study was conducted in the U.S. and U.K. 

The attention study is only one strategy Uber Advertising's using to support brands though ads. The company has become the connective tissue between brands and consumers through an integration with Instacart’s Carrot Ads to extend the reach of Uber Eats’ Sponsored ads.

The goal is to reach more consumer packaged goods (CPG) companies in the U.S. Campaigns are created through Instacart Ads Manager spanning across Uber Eats marketplace. 

The partnership extends the reach of Uber Eats’ Sponsored Items formats to CPG advertisers and aims to provide a broader set of CPG advertisers with access to solutions that help them win the online digital shelf. 

Chris Rogers, chief business officer at Instacart, believes the partnership offers advertisers expanded reach, seamless campaign management, trusted results, and a more efficient way to instantly connect customers with the products they love. 

Instacart’s advertiser network supports more than 7,000 brands, and more than 220 retail banners ads use Carrot Ads to power their retail media strategies.

Criteo remains Uber Advertising’s key global partner even across many non-US markets, including Australia, Canada, France, Mexico, and UK.

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April 11, 2025 at 09:11AM