During Advertising Week New York, NCS’s CEO, Alan Miles, had the opportunity to share the stage with one of our new partners, Megan Ramm, Head of the Americas for Uber Advertising. Uber is a leader in rideshare and delivery services that’s expanded into advertising. NCS and Uber are working together to provide CPG brands with measurement and sales lift insights from their campaigns on the Uber platform, driving advertising effectiveness.
In this conversation, we delve into how CPG brands can reap the benefits of on-the-go advertising, to drive online and offline purchases as well as to build brand loyalty. Buckle up and let’s begin!
ALAN: Tell us about Uber’s growth from rideshare to advertising. What does the Uber platform offer to brands and advertisers that’s unique?
MEGAN: Uber’s platform has more than 150 million active users. People are using the app for rides, but they’re also using it to order from restaurants, grocery stores, and convenience stores. For advertisers, this means they can capture attention across various surfaces and touchpoints. Uber’s 2 billion transactions quarterly generate data signals that our partners can use to segment their audience, pair with their own data and create personalized campaigns at scale.
ALAN: Almost 60 percent (59%) of consumers regularly notice or engage with ads in rideshare apps,1 which demonstrates how well advertising can cut through during moments of downtime, like waiting for a ride, sitting in traffic or waiting for a delivery. Can you share examples of how Uber ads engage consumers during these moments?
MEGAN: When consumers are in transit or waiting for food delivery, it can either be a point of inspiration or a point of friction. We successfully partnered with Skittles on a campaign that ran across a variety of ad units, from JourneyTV Ads (the video ad in the Uber app) to purchase-based units on Uber Eats. Users were receptive to seeing a Skittles ad when they were on the way to a store, for instance. The campaign drove consistent in-store sales lift, showcasing that the right message at the right time can prompt both online and offline actions, even following brief moments of engagement.
ALAN: One aspect that highlights the generation gap between Gen X and Gen Z is the fact that a lot of Gen Z doesn’t want to drive, right? We also found that millennials and Gen Z engage with ads in rideshare apps twice as much as baby boomers.1 What strategies do you recommend for brands looking to build relationships with younger consumers?
MEGAN: The brands that are doing it well are spending time figuring out where younger generations are spending their time. They only have a few apps on their phones they engage with regularly and they consume media differently than older audiences. Brands that consider where these younger consumers are, whether on social platforms, connected TV, or linear TV, will meet them there and connect with them. For example, Gen Z isn’t searching on just Google anymore—they’re searching on platforms like Uber Eats. We’re seeing brands notice this shift and use our Eats platform to reach them where they are.
ALAN: At NCS, we recently analyzed a meta-study on advertising strategies and found that brands with strong consumer loyalty saw double the incremental sales compared to brands with average or low loyalty. How does Uber play a role in building lasting connections that foster loyalty?
MEGAN: I think it goes back to knowing where consumers are spending time and intercepting them there. You have to show up in the right environments. At Uber, we help brands connect with consumers by providing access to them through the surfaces they’re using.
ALAN: Connecting with people is the key, I agree. Our research found that 53% of consumers engage most with ads offering special offers or discounts,1 followed by promotions and loyalty programs. Consumers respond to value-driven messages, and they expect these offers to be delivered at the right time and in the right context. How does Uber ensure that ads are timely and relevant?
MEGAN: Affordability is one of our core pillars globally. Across our restaurant, delivery and convenience business, consumers want affordability. That’s why we work with CPG brands and merchants to deliver personalized offers using data signals. We’re also expanding our membership program that offers benefits like free delivery and tailored discounts on favorite items. Users get a monthly digest from Uber showing how much they saved.The personalized offers and messaging that reiterates the affordability reinforces our value, strengthening our customer base.
ALAN: When combined with first-party data, these strategies can become even more powerful. Location-based relevance is another driver of consumer engagement and conversion. In fact, 30% of consumers prefer to receive personalized, location-based ads.1 Can you share examples of how Uber uses location data to create impactful ad experiences?
MEGAN: Uber has one of the most powerful location data sets in the world, providing data signals we can use to personalize a user’s experience. We’ve worked with brands like Grey Goose to target users en route to events where their products are served, like the U.S. Open where the Honey Deuce is on offer. Our location data is declared, enabling brands to reach precisely the users they are targeting while also expanding their reach.
ALAN: Let’s talk about best practices for brands looking to engage consumers through on-the-go advertising. What strategies have you seen work well on the Uber platform?
MEGAN: It starts with using the segmentation data we have to personalize the advertising experience and creative for users, including the right call to action, such as “send to phone” or “add to wallet,” depending on the environment. JourneyTV Ads engage riders while they’re in the car, which is sometimes for upwards of 30 minutes. It’s also a great spot for gaming or an augmented reality approach. On the Eats side, driving quick conversions with the right message and call to action works well for brands.
ALAN: Uber's diverse offerings across grocery, convenient stores and restaurant delivery provide brands with a wealth of insights. How does Uber help brands gain a holistic picture of their campaigns?
MEGAN: We give brands visibility into where their purchases are happening, whether through grocery, restaurant delivery or convenience. By understanding what items consumers are adding to their baskets, brands can develop meaningful data strategies, personalization strategies and even creative strategies.
ALAN: We found that 38% of Americans have purchased from a brand after seeing an ad in a rideshare app.1 This connection between advertising and consumer action is clear. Uber selected NCS to measure the sales impact of the CPG ads running on their platform, delivering insights on incremental spending and return on ad spend. What metrics do you consider most important when evaluating the success of a campaign?
MEGAN: CPG brands often need to compare performance consistently across platforms. NCS is a fantastic solution to do that—you help brands measure the effectiveness and efficiency of their media mix. Getting clarity on measurements like incrementality is crucial, particularly as we drive to reach new audiences.
ALAN: What advice would you offer to brands looking to succeed with on-the-go advertising on Uber’s platform?
MEGAN: Roll up your sleeves. We’ve got a lot of data and tools to help you succeed, and it starts with getting clear on your business objectives. Whether it’s sales, market share or any another goal, we use our clients’ objectives to drive strategy as well as creative concepts. And think global—Uber operates all over the world, so we can help brands reach audiences worldwide.
ALAN: What are your predictions for the advertising ecosystem in 2025 and what’s next for Uber?
MEGAN: You will see us expand across surfaces and formats. At Uber, we’re interested in augmented reality as well as using AI. Across the industry, you’ll see consolidation, standardization and a continued focus on business outcomes. We are well positioned based on our first- and third-party solutions and partnerships like ours with NCS. I’m excited for our future together and what we can bring to customers, too.
Want to gas up your strategy for engaging younger audiences? Download our e-book: Gen Z: How CPG Brands Can Build Loyalty.
¹ NCSolutions Consumer Sentiment Survey, September 2024