Uber Eats Launches “Sponsored Items” with PepsiCo and Unilever in France

Uber’s advertising division in France is launching “Sponsored Items” with PepsiCo and Unilever, which become the first brands to test this new advertising format on Uber Eats. Uber has had its own Advertising division to offer in-app advertising spaces for 1 year.

Association between Uber and Criteo

Since then, Uber has enriched its offering and targeted new verticals. Uber has just partnered with Criteo to offer sponsored ad formats to consumer goods brands directly on the Uber Eats application.

The offer is developed by Criteo. It offers consumer packaged goods (CPG) brands the opportunity to promote products directly on the Uber Eats application, and the user to put the product directly in their shopping cart with a simple click.

This suite of advertising features has already launched in the United States and Canada. It aims to improve the customer experience by increasing discovery of relevant products and brands, while generating value for both Uber Eats and its partner brands.

Uber offers brands during the purchasing journey

« Uber is part of the daily lives of millions of French people, helping them to get around and have everything they want delivered” presents Grégory Blay-Desforges, director of Uber’s advertising division in France. “ This allows us to connect brands with consumers during their purchasing journey » he said.

The advertising appears when the customer places their order. “ This advertising format on Uber Eats gives brands the opportunity to capture the attention of consumers as they shop on the platform » he continues.

« We were able to deliver unrivaled performance, with ROAS [Return On Ad Spend – chiffre d’affaires généré pour chaque euro investi en publicité] you give CTR [Click-through rate – nombre de clics sur le contenu publicitaire divisé par le nombre d’impressions du contenu] well beyond market standards. from this first test by relying on Criteo technology » he emphasizes.

Launching a video format

Furthermore, Uber Eats is enriching its media offering with the launch of a video format. “This allows us to meet the expectations of our advertisers, whether they come from the QSR and CPG sectors, or from non-captive sectors” term-t-il.

New devices will be activated with Criteo in the coming months. Delivery goes beyond restaurants and extends to retail players. Uber can develop a retail experience in order to reach consumers as close as possible to the act of purchasing.

PepsiCo is the first brand to activate sponsored articles on Uber Eats in France. The company has been working to increase the visibility of items in its beverage portfolio, including soft drinks Pepsi, Lipton etc.

Significant impact on sales according to PepsiCo

The first Sponsored Items campaign had a significant impact on sales according to Emma Borie, director of e-commerce at PepsiCo. “ This campaign provided us with strategic insights into consumer searches on Uber Eats and our customers’ expectations. » she comments.

The new Sponsored Items campaigns by Criteo perform above market standards, says Beya Khamassi, brand experience manager at Unilever France. “ The campaigns allowed us to make a difference on Uber Eats, by highlighting our Magnum and Ben & Jerry’s ice cream brands among retailers to a captive, young & urban audience. » he concludes.

The French Criteo provides the retail-media technology underlying Uber Eats to promote CPG brands to supermarkets, grocery stores and convenience stores available on Uber Eats, while integrating into the users’ purchasing experience.

Launch of other formats by the end of 2023

CPG advertisers in France can promote their brands and products through sponsored ads on the Uber Eats app, through the capabilities of Criteo’s Commerce Media platform. Uber Eats aims to launch other formats and surfaces by the end of the year.

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