How Uber turned everyday rides into high-impact advertising скачать в хорошем качестве

How Uber turned everyday rides into high-impact advertising

What happens when you have someone’s full attention for minutes at a time? In this special Marketing in the Madness episode, recorded on stage at our event, Marketing in the Madness Live at The Drum Labs, we hear from Paul Wright at Uber as he breaks down how Uber has quietly built one of the most powerful attention environments in modern advertising. This session goes deep into what attention actually looks like inside the Uber and Uber Eats apps, why “non-interruptive” advertising matters more than ever, and how brands can drive real commercial impact by showing up in the right moments, not just shouting louder. Paul shares: • How Uber thinks about “attention on the go” • Why the average Uber journey creates minutes (not seconds) of visible ad time • What eye-tracking research revealed about attentive seconds and recall • Why Uber users are more likely to engage with brands • How journey ads drive lifts in recall, consideration, and sales • Real campaign examples from Pizza Hut, Boots, Armani, Unilever and DAZN • Why creativity matters even more inside functional, utility-led platforms From gamified ads that generate direct revenue, to brand experiences that fit seamlessly into everyday behaviour, this episode is a masterclass in attention-led marketing and all backed by data. If you’re a marketer, brand leader, or media planner trying to cut through distraction, this is one to watch. Chapters: 00:00 – Welcome to Marketing in the Madness LIVE 00:20 – Why attention matters to Uber 01:30 – The two moments that matter most 02:40 – The birth of Uber’s Advertising business 03:40 – Why Uber users are different (“Generation Uber”) 05:05 – What makes Uber’s audience valuable to brands 06:20 – How Uber Ads actually show up in the app 07:40 – Creativity inside a utility platform 08:45 – Measuring attention, not just views 09:55 – Attention, recall, and brand impact 10:40 – Does it actually drive results? 11:05 – Case Study: Pizza Hut 11:45 – Case Study: DAZN 12:05 – Final takeaways: Why attention wins 12:16 – Closing & what’s next Paul Wright   / paulwright66   Katie Street   / katiestreet     / streetmate   Street Agency https://street.agency/   / street.agency     / streetagency   Marketing in the Madness   / marketing-in-the-madness-podcast     / marketinginthemadness