Meet the Retailer: Uber Advertising’s secrets to retail media success in Australia

In today’s rapidly evolving retail landscape, capturing consumers’ attention at the right moment has become an art form. At the forefront of this evolution is Uber Advertising, a leader uniquely positioned at the intersection of mobility and commerce. We spoke with Michael Levine, Head of Advertising ANZ at Uber Advertising, about industry trends, their innovative approach, and why now is the ideal moment for brands to leverage retail media. 

How does Uber Advertising help brands reach consumers in Australia effectively? 

We provide advertisers with a suite of advertising solutions to connect with consumers on Uber Rides and Uber Eats. Our advertising ecosystem helps brands reach customers from discovery to purchase, tapping into moments of intent and action, providing a powerful environment for engagement. 

Uber Advertising offers brand advertisers and agencies a variety of opportunities through engaging and measurable formats, including Sponsored Items, Shoppable Display, and Sponsored Billboards. Additionally, our Journey Ads and Post Checkout Ads support brand-building through engaging video content. Advertisers can seamlessly engage with us via self-serve tools, managed service campaigns, and programmatic buying. 

What sets Uber Advertising apart from other retail media solutions? 

Uber Advertising uniquely stands out by enabling advertisers to engage with consumers in real-time at moments of high attention—whether they’re taking an Uber ride, ordering food, or shopping on Uber Eats. Unlike traditional retailers, we operate an active marketplace of multiple grocery retailers, unlocking a broader commerce media opportunity for brands. 

Our marketplace uniquely supports both brand-building and direct-response goals through what we call ‘brand-formance.’ Advertisers benefit from first-party audience insights, engaging video formats, and robust programmatic capabilities ensuring high viewability and brand safety. Our ad formats, including core products like Sponsored Listings, are seamlessly integrated into Uber and Uber Eats, ensuring consumer relevance without disruption. 

How did Uber Advertising become a full-funnel solution? 

At the outset, our goal was to enhance restaurant discovery within the Uber Eats app, delivering value to customers through offers. As we expanded into Grocery & Retail, we created new opportunities for CPG brands to reach consumers at key purchase moments. Since our 2022 launch in Australia, advertisers have shown strong interest in our Journey Ads, effectively reaching attentive, on-the-go consumers headed to shops, bars, airports, or events.  

For example, an advertiser might use Sponsored Listings to boost product visibility on Uber Eats, complemented by Journey Ads and Post Checkout Ads to drive awareness and consideration. This full-funnel approach helps brands build meaningful relationships precisely when users are most engaged. 

What led Uber Advertising to partner with Criteo? 

Criteo’s expertise in commerce media and retail advertising made them a natural partner to help scale our offerings globally. Our collaboration with Criteo provides brands more advertising formats, enhanced attribution capabilities, and improved ad performance. Brands can now easily measure sales lift and gain deeper insights into shopper profiles, enabling better long-term strategic planning. 

Who are Uber Advertising’s typical shoppers? 

Uber Advertising reaches a global, premium audience of 171 million monthly active users who actively communicate their needs through app interactions. Our users are primarily young, highly valuable Gen Z and Millennials who prioritize convenience and mobility, making them exceptionally receptive to advertising. In Australia alone, more than 10 million users engage with Uber platforms annually, connecting advertisers to our consumers around five times per month across Uber Eats and Rides. 

What trends are shaping consumer behavior on Uber? 

Convenience is a top priority for Australians navigating busy lifestyles, and Uber serves as their gateway for food delivery, shopping, nightlife, and major events. Research conducted in late 2024 shows that 80% of Uber consumers intended to maintain or increase spending despite economic pressures. (GWI ANZ Research, August 2024) 

Our data also reveals spontaneous purchasing peaks around mealtimes and major events, driven by convenience and personalization. In a recent study, 57% of Uber Eats users and 51% of Uber Rides users cite convenience as the main reason for using the platform. (IPSOS Perspectives on Mobility & Delivery, May 2024) We see a growing demand for seamless, on-demand experiences across multiple retail categories. 

Can you share some successful campaign outcomes? 

Brands that leverage Uber Advertising and Criteo benefit from deeper insights, precision targeting, and industry-leading measurement. For example, a recent award-winning collaboration for an alcohol brand exceeded expectations—achieving increased shopper interest with a 27% rise in PDP share and 54% rise in category revenue share. 

Read more about Uber Advertising’s real results from real campaigns. 

Why should brands consider investing in retail media via Uber Advertising now? 

Retail media is rapidly expanding and becoming essential for brands. Uber’s scale, first-party data, precision targeting, and closed-loop measurement capabilities make us a strategic choice for brands aiming for measurable impact and growth. 

What’s next for Uber Advertising? 

We anticipate continued growth in commerce media, driven by AI automation, engaging shoppable ad formats, better audience targeting, and deeper integrations with both ecommerce and physical retail. Uber Advertising will continue innovating by expanding ad solutions and enhancing measurement capabilities to better serve brands and consumers globally.  

Interested in learning more?  

Talk to an expert at Criteo or connect with the Uber Advertising team to see how your brand can succeed in the new age of retail media.