Uber Eats has announced plans to expand its advertising to consumer packaged goods (CPG) brands, in a bid to boost the visibility of relevant products and brands, while increasing value for both the food delivery service and its brand partners. The company will be offering a new suite of advertising opportunities to achieve this goal, which will be available in the United States and Canada, with plans to roll out internationally by year-end. Travis Colvin, General Manager of New Vertical Ads at Uber, stated, “As investment behind commerce media continues to accelerate in 2023 and beyond, we’re focused on broadening our capabilities to enable CPG brands to unlock the full potential of Uber’s advertising platform.” The Sponsored Items ad space will feature PepsiCo’s portfolio of brands, including Pepsi, Gatorade, and Doritos.
Uber Eats’ latest move was made possible through a partnership with Criteo, a commerce media company that implemented its Commerce Media Platform to enable the Sponsored Items capability. According to Brian Gleason, Chief Revenue Officer of Criteo, “Delivery is no longer restaurant-based—it’s all-things commerce—and Uber is paving the way for the industry by developing advertising solutions that integrate commerce moments into consumers’ daily lives.”
Uber Eats has been actively expanding its services in the grocery delivery market, and its latest announcement comes as an evolution in its advertising capabilities, with an aim to solidify its position as an e-commerce leader in the industry. Alison Dempsey, Head of E-Commerce Customer Marketing at PepsiCo, stated, “Sponsored Items allows us to connect with Uber customers at the point of purchase, driving awareness and conversion of our brands.” With its new suite of advertising opportunities, Uber Eats is poised to achieve greater heights in the grocery and convenience retail industry, as it continues to test, learn, and experiment with new platforms to reach and connect with its customers.