Enhanced Advertising Experience through Programmatic Solutions
Dacia, in collaboration with OMD Spain, has become the first brand in Spain to utilize Uber Advertising’s programmatic solution, featuring the innovative Journey Ads format. This integration allows advertisers to purchase advertising inventory directly through Google Display & Video 360, leveraging Google Ad Manager.
The strategy implemented by OMD Spain combined programmatic activation with Uber’s first-party data to connect with users in relevant contexts and moments of heightened awareness. Dacia opted for its Spring model, a 100% electric vehicle, aligning with Uber’s commitment to sustainability.
Maximizing Results through Effective Advertising Formats
The results of the Dacia Spring campaign showcase the potential of the Journey Ads format in capturing users’ attention in increasingly saturated environments. By utilizing video and display formats, Dacia achieved notable success:
* A 60% visible completion rate and over one minute of exclusive attention time with the video format
* Two minutes of attention time and a CTR exceeding 2% with the display format, surpassing market averages
Rodrigo González Lama, Director of Uber Advertising Spain, emphasized the unique environment offered by Uber Ads, allowing brands to capture users’ attention throughout their journey. Sagrario Carrasco, Brand Lead of OMD Spain, highlighted the importance of innovative solutions like Journey Ads in achieving business results and efficiency in campaigns.
The Evolution of Digital Advertising
Launched in 2022, the Journey Ads format enables brands to connect with Uber users at relevant moments during their trip, such as traveling to the airport or returning from an event. With the new programmatic solution, advertisers can access Uber inventory across their preferred platforms, leveraging the company’s first-party high-intent data to target specific audiences.
The demographic profile of Uber users, predominantly young and high net worth, offers advertisers access to valuable audiences supported by detailed consumer profiles and historical purchasing patterns. According to Jillian Kranz, General Manager of Rider Ads at Uber Advertising, Journey Ads’ initial campaigns have shown increased brand favorability, message recall, and purchase intent, often exceeding expectations compared to other media.