Uber entered into a groundbreaking partnership with Omnicom Media Group (OMG) to leverage rider data and merge with Omni's insights, opening up new possibilities for targeted advertising. This collaboration marks Uber's first alliance with an agency holding company, highlighting its commitment to exploring innovative avenues in the commerce media space.
With the partnership initially launching in the U.S., with plans for global expansion, Uber Advertising's platform, which reaches 130 million active users worldwide, will provide valuable data to fuel Omni, Omnicom's operating system. The combination of Uber's real-time individual reach and location data, along with Omni's open architecture, enables deeper consumer insights and more effective activation and measurement strategies while maintaining privacy. This partnership is set to revolutionize the advertising landscape and maximize the value delivered to clients.
Uber's advertising partner is Omnicom Media Group, and the two companies are collaborating to improve rider data in order to better serve their customers. By forming a ground-breaking data collaboration with Omnicom Media Group (OMG), Uber continued its strategic growth of partnerships and collaborations in the commerce media sector.
Uber's greater goal is to become the industry leader, and this move is a step in the right direction towards achieving that goal. Because of this new partnership, the large media agency network known as OMG is now able to provide targeted advertising for its numerous customers by making use of the mobility and delivery signals that are provided by Uber. As a direct consequence of working with an agency holding company, the ride-hailing giant Uber made significant progress as a direct result of this partnership.
The official start of the pact's implementation will take place in the U.S., which will also serve as the host nation for the event. Despite this, both parties have made it quite apparent that they desire to see the connection expanded so that it encompasses all of Uber's territories across the globe.
Megan Pagliuca, who serves as the chief activation officer for Omnicom Media Group, stressed that the company will be regarded as a key partner for upcoming product releases by Uber Advertising. It is anticipated that these product releases will take place in the not-too-distant future. Omni, the operating system that controls all data and insights within Omnicom, will receive considerable data from the advertising platform of Uber.
The global user base of Uber currently stands over 130 million active users. Both Dr. Mark Grether, the general manager of Uber Advertising, and Pagliuca, highlight the remarkable combination that results from combining Uber's specialized commerce trip data with Omni's open architecture, enabling more precise measurements. Dr. Grether and Pagliuca reassure the general public that no personally identifiable information is accessible or used in any manner, and that this information is kept completely confidential.
Pagliuca provided further elaboration on Uber's exceptional standing by noting that: "Uber is just in such an exceptional standing where we can reach an individual in real time and know where they're about to be—whether they're going to an event or they're going to a pub, or whether they're going to a retailer."
"When I attempt to think of something to compare it to, search intent is the only thing that comes to mind for me right away," said Grether. "Because of its cutting-edge technology, Omni is a good platform for Uber to use as a measuring and activation platform."
Early access to OMG's famous customer roster, which includes marketers in the consumer packaged goods, quick-service restaurant, food and beverage, and car industries, is regarded as a significant benefit for Uber. Grether also noted that the relationship enables them to deliver more value to customers by optimising the amount of money that clients spend on advertising by utiliizing data and audience segments that are shared across both platforms.
Despite the fact that the Uber-OMG relationship has only very recently been up-and-running, one of OMG's clients, HBO Max, already sponsored a Lizzo performance by means of a takeover via Uber, illustrating the partnership's prospective application. This was done in order to showcase the partnership's potential benefits to the public.
A survey conducted by LiveIntent found that 61% of marketers choose inventory that requires users to log in first, such as email newsletters, alerts, video/streaming, or social networking. This preference arises from the benefits that logged-in environments provide, such as access to legitimate inventory, free from fraudulent behaviour and protection from the impacts that cookie deprecation on the open web might have.
In addition, 58% of those who participated in the survey expressed their desire to target adverts based on client browsing history within a retail media network. This capability appears to be made available by the partnership between Uber and OMG.
The most recent announcement made by Uber, providing video advertising across its network, is both an addition to the partnership as well as an opportunity for marketers to join through an additional gateway. On the other hand, Omnicom debuted Omni Commerce, a comprehensive solution that streamlines the process of advertising for companies by collecting a number of inputs from retail media into a single dashboard.
By capitalizing on the power of rider data and combining it with the insights provided by Omni, the relationship between Uber and OMG has the potential to radically alter the advertising industry. It is predicted that when the relationship expands on a global scale, it will deliver greater targeting capabilities, actionable insights, and increased efficiency, all of which will be to the advantage of Uber as well as the advertising partners that it works with.