Uber has launched Journey Ads for Australia.
One of the first commercials is via Wavemaker client Paramount+.
From November to January, Paramount+ will share upcoming exclusive content available on the streaming platform to Uber riders between 3pm to 9pm, with recommendations on the latest shows and movies.
Louise Crompton, regional vice president for marketing and growth at Paramount+, said: “At Paramount+ we are always looking for new and innovative ways to present our brand and our exclusive content slate to Australian streamers.
"The targeting opportunities combined with the high dwell environment to reinforce our Mountain of Entertainment over Summer, was very appealing to us.”
Peter Andrew, group director at Wavemaker, said: “We are always looking for innovative ways to connect with audiences and reach them with the right message at the right time. Uber advertising provides a new platform to talk to audiences when they’re in the right mindset. We are so excited to leverage Uber’s new targeting capabilities to feed people content that will excite them personally."
Michael Levine, head of advertising ANZ at Uber, said: “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 Journey Ad format offers brands 100% ownership of the ride. 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 Journey Ads follows the successful launch of Uber’s Advertising division in ANZ earlier in July, which includes a suite of advertising formats for merchants, partners and brands on both the Uber and Uber Eats platform.
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