Challenge
Delivering new opportunities for brands
Retail media is rapidly emerging as one of the most powerful advertising channels in Australia. With retailers leveraging their first-party commerce data to offer precise targeting, brands now have more opportunities than ever to drive visibility, sales, and market share growth at the point of purchase.
Against this backdrop, Uber Advertising entered the market with a unique advantage: Access to a high-intent, convenience-driven audience through Uber and Uber Eats. The objective was to help brands—across categories like snacking, confectionery, ice cream, and alcohol—connect with shoppers in meaningful, measurable ways such as:
- Drive incremental sales
- Boost category share
- Reach more grocery shoppers than other retail media networks
Solution
Powering incremental impact across the Uber ecosystem
Uber Advertising partnered with Criteo to launch a series of campaigns using a mix of Sponsored Products and Commerce Display formats in Australia. These formats enabled full-funnel engagement that captured attention, drove consideration, and converted shoppers within the Uber app ecosystem.
Each campaign was supported by in-market Criteo specialists to guide planning, optimization, and reporting. Together, Uber Advertising and Criteo delivered a strategy that:
- Unlocked access to a fast-growing, high-intent audience: With Uber’s unique scale and daily usage, the brands tapped into a consumer base that’s highly engaged and primed to convert—unlike anything offered by traditional retail media platforms.
- Maintained an always-on presence: This consistent exposure ensured brands stayed top of mind throughout the shopper journey, reinforcing relevance and increasing the likelihood of conversion over time.
- Generated a meaningful brand halo effect: Campaigns drove results for targeted SKUs, and extended benefits across related products and categories. This approach boosted share, PDP views, and revenue beyond the core offering.
Results
Fast delivery, sweet results
Campaign A: Snacking & Confectionery
A Commerce Display campaign for a snacking and confectionery brand focused on increasing visibility and share during Q4 2024.
The campaign drove consumer engagement with a 15% increase in Product Detail Page views. Revenue share in the category rose by 15%, reinforcing the campaign’s impact on incremental sales. In addition, the halo effect contributed to further gains, with PDP share in related categories up by 11% and revenue share increasing by 9%.
Campaign B: Alcohol
This campaign targeted alcohol shoppers during the tail end of the Australian holiday season and into Q1 2025 using Commerce Display.
The campaign increased shopper interest with a 27% rise in PDP share. Revenue share surged by 54% in the category, highlighting the campaign’s impact on actual sales. The brand also saw a positive halo effect, with a 23% lift in PDP share and 44% growth in revenue share across related categories.
Retail media is fundamentally reshaping how brands engage with shoppers. Uber Advertising, powered by Criteo, is a high-impact engine for brands looking to win with incrementality, shopper acquisition, and market share gains.
With its unique audience and scalable ad solutions, Uber Advertising offers a differentiated path to reaching shoppers who are on-the-go and ready to buy. Brands that lean into an always-on approach, supported by Sponsored Products and Commerce Display, will continue to unlock long-term value by gaining both visibility and customer loyalty in an increasingly digital retail landscape.
Methodology
Share shift analysis examined organic activity to evaluate the impact of ads on promoted SKUs. No attribution data was used.
- Market share was calculated as the percentage of PDP views and sales revenue for campaign products within their category:
- PDP Views Share: Total PDP views from campaign products divided by total PDP views for the full category.
- Sales Revenue Share: Total sales revenue from campaign products divided by total sales revenue for the full category.
- Halo share included both campaign products and additional products from the same brand and category.
Share was compared between the campaign ON period (when ads ran) and a matched OFF period (same timeframe with no Criteo ads). All data is indexed for comparison purposes; absolute values are not shown.
Limitations: This analysis does not account for fluctuations in competitor activity or changes in category-level advertising spend.
