How Uber turned everyday rides into high-impact advertising

Описание: What happens when you have someone’s full attention for minutes at a time?

In this special Marketing in the Madness episode, recorded on stage at our event, Marketing in the Madness Live at The Drum Labs, we hear from Paul Wright at Uber as he breaks down how Uber has quietly built one of the most powerful attention environments in modern advertising.

This session goes deep into what attention actually looks like inside the Uber and Uber Eats apps, why “non-interruptive” advertising matters more than ever, and how brands can drive real commercial impact by showing up in the right moments, not just shouting louder.

Paul shares:
• How Uber thinks about “attention on the go”
• Why the average Uber journey creates minutes (not seconds) of visible ad time
• What eye-tracking research revealed about attentive seconds and recall
• Why Uber users are more likely to engage with brands
• How journey ads drive lifts in recall, consideration, and sales
• Real campaign examples from Pizza Hut, Boots, Armani, Unilever and DAZN
• Why creativity matters even more inside functional, utility-led platforms

From gamified ads that generate direct revenue, to brand experiences that fit seamlessly into everyday behaviour, this episode is a masterclass in attention-led marketing and all backed by data.

If you’re a marketer, brand leader, or media planner trying to cut through distraction, this is one to watch.

Chapters:
00:00 – Welcome to Marketing in the Madness LIVE
00:20 – Why attention matters to Uber
01:30 – The two moments that matter most
02:40 – The birth of Uber’s Advertising business
03:40 – Why Uber users are different (“Generation Uber”)
05:05 – What makes Uber’s audience valuable to brands
06:20 – How Uber Ads actually show up in the app
07:40 – Creativity inside a utility platform
08:45 – Measuring attention, not just views
09:55 – Attention, recall, and brand impact
10:40 – Does it actually drive results?
11:05 – Case Study: Pizza Hut
11:45 – Case Study: DAZN
12:05 – Final takeaways: Why attention wins
12:16 – Closing & what’s next

Paul Wright
  / paulwright66  

Katie Street
  / katiestreet  
  / streetmate  

Street Agency
https://street.agency/
  / street.agency  
  / streetagency  

Marketing in the Madness
  / marketing-in-the-madness-podcast  
  / marketinginthemadness