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Uber has launched 'Ride Offers', a new advertising format that enables brands to offer Uber riders discounted rides in exchange for watching targeted adverts within the Uber app. So next time you’re checking where your driver is, you might see a brand message pop up, and if you watch it, you get a discount on your next trip.
Unveiled at Cannes Lions, Ride Offers is Uber's ad-supported ride discount model and is now available in Australia, New Zealand, the United States, Canada, the United Kingdom, Brazil and Mexico.
According to new research from NRG, 65% of Uber users across five markets (the U.S, the U.K, Australia, France and Mexico) agree that ads with direct discounts or $ off stand out and grab attention, and 64% say ads with direct discount or $ off makes them feel more positively about the brand. These ads are also 5% more likely to grab attention and over 10% more likely to lift engagement than those without a promotion.
“Ride Offers are a powerful way for brands to meet consumers where they are, both literally and emotionally, by providing savings that matter in the moment. It’s more than just a discount; it’s a gesture that builds trust, loyalty, and lasting brand impact,” said Megan Ramm, Uber Advertising’s global head of sales. “The latest insights from NRG reinforce this, that brands that offer real, tangible value get noticed and remembered.”
Brands like Coors Light appear with ads in the Uber app as users track their drivers, offering discounts on their next ride.
The launch of Ride Offers coincides with Uber Advertising’s unveiling of its in-house Creative Studio earlier this month, a dedicated team that partners with brands to create culture-first, original campaigns tailored to the Uber platform. The studio provides end-to-end creative support, helping advertisers craft storytelling that integrates seamlessly into the user journey, both digital and through on the ground activations, matching how Uber users engage with the world.
Recent Creative Studio campaigns include La Mer’s Miami F1 partnership, where Uber Premier riders enjoyed luxury rides with surprise gifts, and Diageo’s Holiday Carolers campaign, which let Uber Eats users order carollers or Christmas trees to their doorstep. Universal Pictures Brazil is among the first official partners of the Creative Studio.
Ride Offers are part of Uber Advertising’s Journey Ads solution, which has driven over $1.5 billion in annual revenue with more than 60% year-over-year growth. By integrating discounts into the ride experience, Uber is aiming to redefine in-app advertising to deliver value to both users and brands, fostering stronger connections at key everyday moments.
Beverage company Molson Coors is the launch advertiser for Ride Offers with its 'Win While You Wait' campaign. Brands like Coors Light appear with ads in the Uber app as users track their drivers, offering discounts on their next ride.
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