“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Bennett Rosenblatt, rider display marketing lead at Uber. At Uber, our programmatic strategy prioritizes transparency and trust above all. We run campaigns in an enterprise self-service demand-side platform (DSP) and leverage a transparent ad server to […]
Uber’s rider-focused ad spend has increased twentyfold in the last year and a half. “The onus that puts on us to be really clever in our targeting and thoughtful is incredibly high,” said Kellyn Kenny, Uber’s VP of marketing, speaking at Tune’s Postback conference in Seattle on Thursday. Although user acquisition is still a top […]
Mobile apps need revenue but have limited screen space on ads. Enter Button, which lets consumers click on an icon to move easily from app to app. It collects fractional fees from its partners, like a toll road connecting different apps. “We continue to see these transactional models embraced in mobile compared to traditional advertising […]
Through a growing number of API partnerships, car service companies like Uber and Lyft are broadening their reach across the app ecosystem. “With the proliferation of companies in the rideshare space, we’ve [seen] huge demand for people to want to move around,” said Vishay Nihalani, senior product manager at Lyft. “It’s like a basic human need at this point.” […]
On the heels of Lyft’s first national TV spot that aired this spring, the ride-sharing app’s advertising efforts are still in overdrive. As a challenger to Uber, Lyft seeks to convert willing drivers and passengers in less-penetrated markets for the brand, such as New York, by combining big brand activations (TV and out-of-home) with smaller […]
Michael Jaconi, CEO of freshly funded mobile commerce startup Button, sees untapped opportunity in the app economy. Specifically, he’s tailoring Button’s Deep-Link Commerce Platform as a utility to help encourage ongoing app usage rather than a one-time app install ad. Uber is among the company’s customers. With a new $12 million Series A round in […]
