Uber has been featuring static ads in its Uber Eats app since 2019 and in its ride-hailing app since last year. In 2021, the company introduced new advertising tools in Drizly, the alcohol-ordering app it acquired. Mark Grether, Vice President and General Manager of Uber’s advertising division, stated that the company aims to generate over $1 billion in ad revenue by 2024.
The video ads within the apps will initially be muted by default, with audio playing on tablets placed inside Uber vehicles. The ads will have a maximum duration of 90 seconds. Considering that the average Uber ride lasts around 15 minutes, users typically spend two to three minutes viewing the app during trips. Grether explained that Uber can leverage user data, such as location and order history, to target video ads effectively. However, the company asserts that it will not share individuals’ data with advertisers.