Uber’s new “Ride Offers” ads let brands give users ride discounts
At this year’s Cannes Lions advertising festival, Uber unveiled a bold new move in its growing ad business: an interactive ad format that lets brands pay to give users discounts on their next rides.
Dubbed “Ride Offers,” the ad unit makes promotional content more actionable — and personal. The initiative launches with Molson Coors, whose brands like Coors Light will offer ride discounts directly in the Uber app. These ads appear during the idle moment when users are checking the app to see where their driver is, offering savings in real time. It’s not just brand awareness — it’s brand utility.
This latest effort marks another step in Uber’s expanding vision for its advertising ecosystem. Since launching its ad business in 2022, Uber has seen rapid growth, reaching a $1.5 billion revenue run rate as of May — a 60% increase from the previous year. It’s a signal that Uber sees its platforms not just as transport services, but as fertile ground for performance-driven marketing.
Creative Studio and Experiential Ads
Beyond app placements, Uber is pushing the boundaries of what brand partnerships can look like. At Cannes, the company spotlighted its Creative Studio — a team focused on crafting bespoke, experiential ad campaigns. Past activations have included La Mer sponsoring luxury Uber rides to the Miami F1 Grand Prix, complete with complimentary skincare products, and Diageo sponsoring holiday carolers delivered through Uber Eats.
“We’re focused on delivering messages that are not just personalized, but that drive savings and relevance,” said Kristi Argyilan, Uber’s global head of advertising.
Beyond the App: Uber’s Data Ambitions
Uber is also exploring off-platform advertising. By leveraging its rich trove of purchase and location data, Uber aims to help brands reach users across other digital platforms. Imagine checking your Uber ride status, then switching to TikTok and seeing an ad directly informed by your recent behavior on the Uber platform. It’s a model reminiscent of Meta’s Audience Network, blending intent signals with real-world context.
“Purchase-based data and the location-based data is what’s really fueling the experience,” said Megan Ramm, Uber’s global head of sales.
Navigating a Crowded Ad Market
Despite its momentum, Uber faces steep competition. The digital ad landscape is saturated, with entrenched players like Google, Meta, and Amazon commanding the lion’s share of budgets — not to mention the rising wave of retail media networks from supermarkets and commerce giants.
Paul Frampton-Calero, CEO of digital marketing firm Goodway Group, noted that Uber lacks the long-standing brand relationships those giants possess. “It’s hard enough building a relationship with Google or Meta, and now brands are expected to figure out where Uber fits in,” he said.
But Uber’s unique edge lies in its behavioral data. It knows where people go, what they eat, and how often they travel — offering rich insights for targeting affluent, mobile, and experience-seeking audiences.
“Uber knows a lot about the type of people that like Mexican food, spend time in a certain part of town, and fly out of the airport four times a quarter,” Frampton-Calero said. “That opens the door to some very precise marketing.”
A Ride Toward the Future
With Ride Offers, Uber is blending advertising with utility in a way few platforms have. If it can scale this new format and deliver both measurable ROI for brands and real value for users, it may well carve out a stronger presence in the digital ad world — not just as a rideshare app, but as a next-gen media network.
