Grocery delivery platform Uber Eats has launched ‘Sponsored Items’, a new service that taps into the growing retail media market.
Powered by Criteo, the network provides FMCG brands with sponsorship opportunities directly on the Uber Eats app. Already available in 12 other countries, PepsiCo was one of the first suppliers to leverage the advertising service in the UK, using it to increase the visibility of its brands such as Walkers, Sensations and Doritos.
It is claimed that the new suite of performance advertising capabilities enhances the customer experience by increasing the discoverability of relevant products and brands, while driving value for Uber Eats and its brand partners.
Paul Wright, Uber’s Head of Advertising UKI, commented: “As we continue to invest in our advertising capabilities, this new advertising surface on Uber Eats will give brands in the UK the tools to capture the attention of ready-to-purchase consumers.”
Lisa Whittlestone, eCommerce Marketing Lead, Rapid Delivery / Quick Commerce at PepsiCo, added: “Our first Sponsored Items campaign not only gave us a significant sales lift, but also provided us with strategic insights into consumer searches on Uber Eats and our customers’ expectations.”
Meanwhile, Nicole Kivel, Managing Director, Northern Europe at Criteo, said: “The expansion of this partnership reflects the unique opportunities Uber offers advertisers to engage with scaled, in-market audiences and the huge potential of retail media beyond traditional retailer environments.”
NAM Implications:
- This Uber initiative offers advertisers the opportunity to engage with scaled, in-market audiences.
- And the huge potential of retail media beyond traditional retailer environments…
- …beats traditional advertising straight off.
