It seems that rides and food delivery are not enough, as Uber moves into the advertising business. The transport giant has decided integrate ad slots into your Uber Eats platform, where restaurants that want to attract more orders will be able to offer their products to consumers.
discovered that, on a job posting platform, Uber was asking for a job that was capable of “leading the team and those responsible for create a new ad business that allows diners to discover new foods and restaurants, to increase your customer base”.
After learning of this request, the outlet contacted a company spokesperson, who confirmed that Uber is moving into the advertising business. “We are exploring relevant ads on Uber Eats.”
Uber will show restaurant recommendations on Eats
Selling ads could help Uber improve margins on Eatsa platform from which only 10.7% of the orders remain as net income, since “He pays his driving partners and restaurants a lot.”
That Uber is going into the advertising business is not so difficult to understand, especially when the company is going through a critical moment in facing the drop in the price of its shares by up to 40% lessand if we add that the post-su share block has expired, early investors could sell their shares, adding more pressure to Uber.
In fact, the prototypes of the first Uber Eats ads were discovered last December. This section, called “Specials” It shows restaurants in a prominent location within the app, where they can also offer their discounts.
director of Uber and head of Eats assured that “There are many different ways to work with restaurants. If we have all the restaurants in the market and we give them tools to help them grow, then this will be a very efficient market. Either way, they’d be spending those ad dollars somewhere.”.
Now, after the trial period, it seems that Uber plans to offer not only prominent visibility to restaurants willing to give discounts that keep users loyal on Uber Eats, but also to will sell other types of ads, such as prominent positions in search results.
Where there is inspiration and discovery, there is opportunity to integrate ads
In the , it is stated that the new head of advertisements at Eats will be responsible for “define the vision for this new product area and determine where to begin building it” In addition to that you must “help formulate our commercial product and merchandising strategy for ads”, remarking the company’s global ambitions to implement its new advertising business.
Uber Eats has great potential within the advertising business, since it has become a destination to choose what to eat and not just to order delivery.
Anywhere there is a possibility of discovery for users, there are opportunities for this to become a paid discovery, and as Uber focuses on it, it could attract more users who are open to suggestions from restaurants that are willing to pay for their promotion.
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