In a bold move to expand its advertising capabilities, Uber's UK division has unveiled Sponsored Items, a groundbreaking feature that opens up the Uber Eats app to FMCG brand advertisements. This strategic endeavor aims to enhance the customer experience by increasing the visibility of relevant products and brands while generating value for both Uber Eats and its brand partners.
Sponsored Items, powered by Criteo's cutting-edge technology, provides FMCG brands with a unique opportunity to showcase their products directly on the Uber Eats app. Following a successful launch in the United States and Canada, this innovative advertising surface has now expanded to 12 markets worldwide, including Australia, Brazil, France, Japan, and Mexico.
PepsiCo, a global leader in the FMCG industry, has eagerly embraced this new advertising platform, becoming one of Uber's first brand partners to activate Sponsored Items on Uber Eats in the UK. Through this collaboration, PepsiCo aims to boost the visibility of its diverse snacking range, which includes popular brands such as Walkers, Sensations, and Doritos.
Paul Wright, Uber's Head of Advertising UKI, expressed enthusiasm for the new advertising capabilities, stating, "Uber helps millions of users in the UK go anywhere and get everything, and this allows us to help connect brands with consumers during their interaction with the Uber platform. 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."
The partnership between Uber and Criteo, a leading commerce media platform, has been instrumental in the success of Sponsored Items. Criteo's Commerce Media Platform capabilities empower FMCG brands in the UK to promote their products via Sponsored Items activations on the Uber Eats app. The collaboration aims to introduce additional formats and surfaces by the end of the year, further expanding the advertising opportunities for brands.
Lisa Whittlestone, eCommerce Marketing Lead for Rapid Delivery/Quick Commerce at PepsiCo, shared the positive impact of their first Sponsored Items campaign, stating, "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."
Nicole Kivel, Managing Director of Northern Europe at Criteo, highlighted the unique opportunities that Uber offers advertisers, saying, "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. Quick Commerce is the next evolution of grocery shopping and represents a unique audience moment for Fast Moving Consumer Goods brands. We look forward to helping Uber advertising further increase the discoverability of relevant products and brands, enhancing the consumer experience while driving value for both Uber Eats and its partners."
As the retail media landscape continues to evolve, Uber's foray into FMCG brand advertising through Sponsored Items marks a significant milestone. By leveraging Criteo's advanced technology and Uber Eats' extensive user base, brands can now connect with consumers at the precise moment of purchase intent, driving sales and building brand loyalty.
