How Uber plans to serve ads to users at every stage of their journey

How Uber plans to serve ads to users at every stage of their journey
Uber set to launch ads targeting riders as they open the app to track their journey. (AP)
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Updated 22 October 2022

How Uber plans to serve ads to users at every stage of their journey

How Uber plans to serve ads to users at every stage of their journey
  • Uber launches advertising division under the leadership of media veteran Mark Grether.
  • The company will target users before and during their ride as well as before, during and after they order food via Uber Eats.

DUBAI: Uber, the global ride-hailing service, has launched an advertising division that will enable brands to market within Uber’s apps — and even in an Uber.

Uber’s advertising division was formed earlier this year under the leadership of advertising veteran Mark Grether, who has previously worked with Amazon Advertising, as the CEO of online advertising company Sizmek, and co-founder of media agency Xaxis.

Uber is also launching “journey ads,” which it describes as “an engaging way for brands to connect with consumers throughout the entire ride process.”

What this means is that Uber riders will now be delivered advertisements in the app while they are waiting for their driver and even during their ride as they open the app to track their journey.

Uber will leverage first-party data to help brands reach its 122 million monthly active users. The bombardment of ads will at least be restricted to a single advertiser, which means users will see the same brand’s ad repeatedly — before and during their trip.  

Initial tests show that users were exposed to the ad content for about two minutes, resulting in two to six times the brand-performance lift compared to other benchmarks.

“We have a global audience of valuable, purchase-minded consumers who, as part of our core business, tell us where they want to go and what they want to get,” Grether said.

Uber will also enable ads in Uber Eats, at different stages during the food ordering process — from opening the app to checking out.

Brands can place an ad on the Uber Eats homepage, pay for sponsored listings, advertise a particular item within their own menu, and even place ads post-checkout when users often check back to track their food.

The list of Uber’s ad formats is long. Brands can send sponsored emails to Uber and Uber Eats’ database of users; or advertise via digital out-of-home ads atop Uber cars in “top US cities,” which enable brands to advertise based on location and time of day.

The company is also piloting in-car tablet devices by “strategic partners” in Los Angeles and San Francisco, it said in a statement.

“While these consumers are making purchase decisions and waiting for their destination or delivery, we can engage them with messages from brands that are relevant to their purchase journeys,” Grether said. 

“And with 1.87 billion trips last quarter, that means we can connect advertisers to consumers on average five times per month across rides and delivery,” he added.

If that seems overwhelming, users can choose to opt out of ads, Grether told The Wall Street Journal.

However, that might very well mean a more expensive ride for the consumer, because according to Business Insider, he indicated that the ads would eventually make rides cheaper.

More than 40 brands, including NBCUniversal, Heineken, and United Artists Releasing, have already partnered with Uber to run Journey Ads, the company said.

The move comes after Uber’s main competitor in Western markets, Lyft, announced the launch of its own advertising division in August.


Three Middle Eastern brands make it onto YouTube’s global list of year’s top 10 adverts

Three Middle Eastern brands make it onto YouTube’s global list of year’s top 10 adverts
Updated 06 June 2023

Three Middle Eastern brands make it onto YouTube’s global list of year’s top 10 adverts

Three Middle Eastern brands make it onto YouTube’s global list of year’s top 10 adverts
  • Telecom Egypt, Orange Egypt and Qatar Airways earned places on the eighth annual YouTube Cannes Ads Leaderboard
  • Collectively, the commercials that earned places on this year’s list streamed in a total of 28 countries across five continents

DUBAI: Three brands from the Middle East appear on the eighth annual YouTube Cannes Ads Leaderboard, which was unveiled on Tuesday and features the top 10 most-watched adverts globally on the video-streaming platform over the past 12 months.

Collectively, the commercials that earned places on this year’s list streamed in a total of 28 countries across five continents.

Telecom Egypt’s “WE Summer Campaign,” featuring Akram Hosny, ranked second. Qatar Airways’ official FIFA World Cup song “C.H.A.M.P.I.O.N.S” featuring DJ Rodge and Cheb Khaled took fifth spot; and Orange Egypt’s “Crazy about Football” commercial was seventh.

“It’s great to see the MENA (Middle East and North Africa) region’s diversity and creativity shine through on YouTube this year, which exemplifies the different formats on YouTube that allow brands to explore different styles and approaches to storytelling on the platform,” said Anthony Nakache, Google MENA’s managing director.

Mohammed Abutaleb, Telecom Egypt’s commercial vice-president, said that “agility is key to product success” in a “competitive technology marketplace.” The company is always ready to “test, adjust and reshape” its digital strategy, and “Google ad technology has been integral to our success on that front,” he added.

A spokesperson for Qatar Airways said: “YouTube is a great place for driving brand awareness and one of the key channels to communicate to a wide audience of football fans from around the world.”

Orange Egypt described YouTube as “one of the main platforms that help us increase top-of-mind awareness.”

The selection of the ads on the leaderboard was based on an algorithm that uses internal YouTube data to measure audience engagement and retention. Only one advert from each brand can appear, to “better reflect the broad range, quality and popularity of YouTube ads throughout the year,” according to YouTube.

Netflix took the top spot on the list with an advert featuring a prank in New York City to promote its “Addams Family” spin-off show, “Wednesday.” Apple’s “Introducing iPhone 14 Pro” was in third place, followed by the official trailer for the Max (formerly HBO Max) streaming show “The Last of Us.” The remaining brands that made the top 10 were Samsung, Bulgari, streaming service Peacock, and Burger King.

The ads on the list have cumulatively racked up 213.5 million views, 2.5 million likes and 70,000 comments.


Filmmakers invited to apply for Red Sea Fund grants toward movie production

Filmmakers invited to apply for Red Sea Fund grants toward movie production
Updated 06 June 2023

Filmmakers invited to apply for Red Sea Fund grants toward movie production

Filmmakers invited to apply for Red Sea Fund grants toward movie production
  • 3rd funding round offers financial backing to directors in Arab world, Africa

LONDON: Officials behind a fund offering grants to help toward the production of Arab and African films are inviting new applications for financial backing.

Red Sea Film Festival Foundation organizers announced on Tuesday the opening of a third round of Red Sea Fund support grants.

Running from June 6 until July 2, applications are being invited for flicks ready to go into production, with up to $500,000 per movie available for filmmakers.

Head of the fund, Emad Eskander, said: “We are truly impressed by the exceptional talent that aspiring and world-renowned filmmakers brought to the table in our second edition.”

The third round of funding will support projects from directors in Saudi Arabia, Africa, and throughout the Arab world, with the aim of helping launch a new generation of movie producers while supporting established filmmakers as they take their work from script to screen.

“It’s clear that the bar has been set high, but we have no doubt that the filmmakers are up for the challenge.

“Looking ahead to the third edition’s production cycle, we are confident that filmmakers will continue to push the boundaries of creativity and innovation,” Eskander added.

The Red Sea Fund has made a significant impact in the film world, supporting movies that have premiered and won awards at prestigious festivals such as Berlin and Cannes.


Media watchdogs demand Kosovo authorities investigate recent violence against ethnic Albanian journalists

Media watchdogs demand Kosovo authorities investigate recent violence against ethnic Albanian journalists
Updated 06 June 2023

Media watchdogs demand Kosovo authorities investigate recent violence against ethnic Albanian journalists

Media watchdogs demand Kosovo authorities investigate recent violence against ethnic Albanian journalists
  • Journalists covering the demonstrations have been attacked with bricks and stones, news reports say
  • 'Kosovo authorities, as well as international NATO-led forces in the area, must ensure that members of the press can safely cover protests,' says CPJ Europe representative

LONDON: Thirteen press freedom organizations, including the Committee to Protect Journalists, on Monday urged Kosovo authorities to investigate violence against ethnic Albanian media crews covering protests in the country’s north last month.

The media watchdogs also called on the authorities to take the necessary measures to protect reporters while performing their duties, according to a CPJ press statement.

Following the election of ethnic Albanian mayors to represent Serb-majority areas in northern Kosovo, several news crews were attacked physically and verbally by protesters, reported multiple news outlets.

Attila Mong, CPJ’s Europe representative, said: “Kosovo authorities must thoroughly investigate the recent attacks on news crews covering protests in the country and hold the perpetrators to account.

“Kosovo authorities, as well as international NATO-led forces in the area, must ensure that members of the press can safely cover protests without fear of harassment or assault.”

The attacks took place in the towns of Zvecan, Leposavic, North Mitrovica, and Zubin, with journalists allegedly having their cars vandalized and equipment knocked violently out of their hands, in addition to getting stoned, shot at, punched, and harassed.

A2 CNN reporter Jul Kasapi, who was allegedly attacked with his colleagues in Leposavic, was quoted by his employer as saying officers with the NATO-led peacekeeping Kosovo Force did not intervene despite witnessing the violence.


Arabs excited for Apple’s latest gadgets, some wary of high price

Arabs excited for Apple’s latest gadgets, some wary of high price
Updated 06 June 2023

Arabs excited for Apple’s latest gadgets, some wary of high price

Arabs excited for Apple’s latest gadgets, some wary of high price
  • Experts predict Apple’s Vision Pro could be game changer, others ask is it worth price tag?

LONDON: Apple’s latest gadgets have sparked excitement among Arabs, although some are raising eyebrows at the hefty price tags.

Along with an upgraded iOS system, new MacBooks range and its most-powerful chips yet, Apple on Monday unveiled a long-rumored headset that will place its users between the virtual and real world, while also testing the technology trendsetter’s ability to popularize new-fangled devices after others failed to capture the public’s imagination.

Apple chief executive officer, Tim Cook, proudly introduced the sleek Vision Pro goggles at the annual developers’ conference in Cupertino, California, a campus co-designed by the late Steve Jobs.

“This marks the beginning of a journey that will bring a new dimension to powerful personal technology,” Cook said.

The Vision Pro is Apple’s maiden voyage into the mixed reality market, boasting a high-resolution display, eye-tracking technology, and a formidable processor.

For some Arabs, the Vision Pro could revolutionize work, learning, and play with potential applications in remote collaboration, education, and gaming.

Emkwan, a UAE-based tech content creator at the event, said: “I’m actually shocked at all this. There’s so much to take in about Apple Vision Pro. It’s both scary and beautiful. Has Apple killed the iPhone with the Apple Vision Pro?”

However, with a $3,500 price tag, not everyone is ready to jump on the Vision Pro bandwagon.

One user said: “Not yet. You won’t kill the iPhone with VR until you make it affordable enough to put into the average and above average consumer hands and right now, it’s priced outside of their reach.”

Saudi-based tech influencer Majed Al-Dakhiel recognized the game-changing potential of the goggles, but questioned Apple’s target audience.

“The goggles are truly transformative and open the door of competition between developers. But will they be an entertainment or retail product?” he said on Twitter.

The Cupertino company is certainly making waves with its new technological offerings and the headset could become another feather in Apple’s cap for releasing industry-altering technology, even if it were not the first to do so.

While analysts are not expecting the Vision Pro to be a big hit right away, the buzz and concerns surrounding the headset suggest it has the potential to become a major contender in the MR market. Only time will tell how Arab consumers will embrace the device.


About ducking time: Apple to tweak iPhone autocorrect function

About ducking time: Apple to tweak iPhone autocorrect function
Updated 06 June 2023

About ducking time: Apple to tweak iPhone autocorrect function

About ducking time: Apple to tweak iPhone autocorrect function
  • Texting tweak to stop changing some of the most common expletives

LONDON: One of the most notable happenings at Apple’s event for developers on Monday is likely the iPhone maker’s tweak that will keep its autocorrect feature from annoyingly correcting one of the most common expletives to “ducking.”
“In those moments where you just want to type a ducking word, well, the keyboard will learn it, too,” said Craig Federighi, Apple’s software chief.
The iPhone keyboard autocorrect feature has always had its quirks, sometimes taking a misspelled word while texting and substituting what it deems a logical option that ends up changing the meaning of a particular phrase or sentence.
Such occurrences generally produce follow-up texts along the lines of “damn autocorrect!” But the “ducking” substitution is a long-standing source of mirth or frustration, depending on how many times one has had to rewrite their own texts or scream at one’s own device (the iPhone cannot correct one’s verbal epithets).
Apart from the texting tweak, the company had a lot on its agenda — an expensive new mixed-reality headset, details on a revamping of its desktop and a laptop revamp.
Apple shares hit an all-time record Monday, putting the company’s market valuation just shy of $3 trillion, which would also be a record. Its gains of 280 percent over the past five years clearly demonstrates the power of the iPhone’s market share.
Of course, iPhone users have always had the option to turn off the autocorrect feature on their phones, which would allow its foul-mouthed users to be as profane as they want.