Retail media meets ‘mobility media’: Uber ads global chief says Australia powering as Uber Ride brand ads drive hard sales via Uber Eats app – but funnel collapse pushes ‘brand-formance’ trend to the fore - and 3% CTRs don’t come cheap

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Uber’s ads business is starting to scale and its New York-based boss Michael Akkerman says Australia – one of its best performing markets, with a rapidly growing sales operation – will see the next wave of new formats first. He’s touting retail media meets “mobility media” and a collapsed funnel “brand-formance” model - brand and performance marketing in a single execution. A younger, richer set exposed to an Uber Ride brand ad is driving hard sales via Uber Eats with verified "closed loop” attribution.

Akkerman was in Sydney last week wooing “hundreds” of agency execs and rattling off big numbers. Coke’s gamified ads in the ride business got a tonne of new customers and orders via Eats. Absolute Vodka got a 28 per cent sales increase, HSBC likewise a major uplift – and they are coming back for more.

Akkerman says the delineation of brand and performance is a false construct. The purpose of brand is ultimately to drive longer-term sales, but put a call to action – a performance element on a brand ad – and a percentage of people will immediately go and buy. People don’t think ‘brand versus demand’, he says, only marketers. But Akkerman reckons that is shifting rapidly in a fast fulfilment world. Just don’t ask Uber for “cheap eyeballs” and rock-bottom rates: “We can seek affordability … but to me it is about return on ad spend.” Whether procurement departments agree remains to be seen. But Akkerman suggests advertisers get what they pay for. He’s claiming Uber ads deliver much higher click through rates, circa 3 per cent versus the “0.000x per cent” brands would be “lucky” to get on other platforms, and is fraud free, because “bots don’t hail cars”. Meanwhile it’s privacy compliant – because everyone has signed up and linked their credit cards. Plus advertisers are connected with “actual humans, not digital representations.” Hence why Uber’s bullish on hitting a billion dollar ad business very soon – if it hasn’t already.

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