Uber Eats readies post-checkout ads for Super Bowl LVII launch

Dive Brief:

Uber is expanding its slate of advertising offerings with the addition of post-checkout ads within its Uber Eats app, according to information shared with Marketing Dive.
The feature is set to go live during Super Bowl LVII, which will take place Sunday, Feb. 12. Brands such as Paramount+ will be able to reach consumers as they check out during one of the busiest weekends of the year for the delivery service.
The introduction of post-checkout ads comes as Uber continues to shore up its ad capabilities. In August, the ride-hailing and delivery company partnered with Rokt to help generate additional revenue at checkout.

Dive Insight:

Televised sports have traditionally led to higher engagement for Uber Eats, with orders spiking 20% during the 2022 Super Bowl in the U.S. and convenience store orders spiking 30%, per the company. Ads that appear post-checkout will allow brands to get in front of users while they track their delivery status. The placement could be especially valuable for brands during major live events, as many consumers engage in second-screening these days. When their attention is turned away from the live event, they are checking their phones, giving mobile-savvy advertisers an advantage.

Uber’s ad business has been steadily rising, exceeding a $500 million revenue run rate with a base growth of 80% year-over-year. As more consumers return to work following the pullback of pandemic restrictions, ride-hailing companies such as Lyft and Uber have an opportunity to boost their advertising businesses.

“While the big game plays on the TV screen, our consumers are checking out the delivery status of their order and our partner's brand ad. It’s exciting for us to bring our charter partners and our valuable consumers together for these high-attention advertising moments,” said Dr. Mark Grether, general manager for Uber’s advertising division, in the release.

Uber has routinely tried to take advantage of the Super Bowl in the past. In 2021 the company used its first Super Bowl commercial to launch a $20 million restaurant relief program as local businesses struggled during the pandemic. The company also owns alcohol delivery service Drizly.

Uber One, Uber’s loyalty program bundling its delivery and rides services, has helped raise the company's financial outlook, with gross delivery bookings increasing 14% year-over-year in the last quarter of 2022. Delivery now makes up 34% of Uber's total revenue.