Mark Grether, the former CEO of Sizmek and an Amazon advertising executive, has been named to oversee Uber’s advertising division. Grether is a significant step forward for Uber as it develops a worldwide advertising strategy.
Even though the ride-hailing service’s advertising revenue isn’t insignificant; Uber firm hopes to gain $300 million in 2022 from advertisements in its food delivery apps (Uber Eats and Postmates), as well as actual Uber ads that drivers may choose to install on top of cars.
Grether made the announcement official on LinkedIn. His post read –
By building strong offerings, Uber can help merchants, brands, and other advertisers to reach its highly engaged user base across Mobility and Delivery in 32 markets. And I’m particularly passionate about doing this in a way that enables our eaters and riders to discover the familiar
Uber Ads: What Do We Know So Far?
Uber Ads division is a recent, yet established space for the company. The Uber advertising strategy panned out to give such possibilities via its food delivery app in late 2019 after first announcing its plans to engage in the advertising market and has subsequently extended to serving to cartop adverts.
Uber OOH is available in five U.S. markets: Atlanta, Dallas, Phoenix, and, as of this month, Los Angeles and Boston, thanks to a collaboration with out-of-home ad-tech firm Adomni and screen provider Cargo Systems. 7,500 Uber cars are equipped with digital display advertising in those cities.
In New York, Uber Ads have outfitted 3,500 yellow cabs, which account for about a quarter of the city’s total cabs.