What you need to know:

• Uber has launched a new ad format, Journey Ads. They will appear as display ads in the app after a user books a ride.
• Early results show a 2x to 6x improvement on other digital platform benchmarks.
• Paramount+, a Wavemaker client, is the format’s launch partner.

Uber’s new advertising business has unveiled a new ad product, Journey Ads – in-app display inventory placed after a user books a ride, partnering with Paramount+ for the launch.

The new format, which began in November, will use the first party data and insights of Uber’s millions of users to target ads based on their travel behaviour and food orders.

It trialled in the US with 40 brands, with 100 per cent share of voice during the trip – Uber says it resulted in two minutes of exposure and “two to six times the brand-performance lift compared to other digital platform benchmarks”.

Paramount+’s trial locally will show the platform’s content between 3pm and 9pm as users wind down after their day.

“We are excited that Paramount+ is the amongst the first to launch Journey Ads on our platform, as we have seen strong levels of interest from brands across Australia looking for innovative ways to connect with audiences,” Uber’s Head of Advertising ANZ, Michael Levine, said in a statement.

“At an average 20+ minutes per ride, our pilot partners in international markets have seen phenomenal levels of engagement with the new ad format. Combined with unique waypoint targeting, Uber’s new advertising formats offer Australian brands a space to create meaningful audience engagement.”

Uber launched its ad business in Australia in July this year, hiring Levine from LinkedIn as lead. 

Users can set their ad preferences and opt out of certain personalised ads. All advertisers need to comply with the platform’s content and targeting policies, and all ads need to be approved by Uber.