Uber Eats delivers a 10% increase in campaign reach with
Display & Video 360
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Case Study
Uber Eats delivers a 10% increase in campaign
reach with Display & Video 360
Tags
Display & Video 360
Google Marketing
Platform
Ads Data Hub
The Goals
Become the go-to food delivery app by
associating Uber Eats with key cultural
moments.
Build brand awareness.
The Approach
Increased visibility during football
tentpole events by securing coveted deals
through Programmatic Guaranteed - included on
CTV devices.
Used Display & Video 360 to unify ad
strategy and simplify campaign execution across
different publishers.
Increased campaign reach by better
controlling ad frequency across channels.
The Results
Increased campaign reach by 10%.
Reached over 76 million people, of which
25% were CTV viewers.
Saved and reinvested the equivalent of 150%
of platform fee by passing unnecessary
impressions.
Uber Eats delivers a 10% increase in campaign
reach with Display & Video 360
The food delivery industry had massive growth
the past year as more people ordered from home.
To set themselves apart from the competition,
Uber
Eats launched their new “Tonight I’ll be
eating” campaign to build their brand with
celebrities and key cultural moments. For
example, sponsoring the football season in the
US. In doing so, they shifted their digital
marketing strategy to not only focus on
customer acquisition but also drive brand
awareness. To effectively reach people where
they are, Uber Eats decided to supplement their
TV strategy with video ads on laptops, mobile
and connected TV.
Massive reach through Programmatic Guaranteed
When assessing this challenge, Uber and their
media team at MediaCom found that using Display
& Video 360 would give them access to the
largest and most diverse pool of inventory
sources – from display and video to audio and
connected TV (CTV). Because inventory is hard
to come by and expensive around high-visibility
events such as football games, the Uber Eats
team used Programmatic Guaranteed in Display &
Video 360 to secure in-demand deals. They
harnessed an inventory package curated by their
Google account management team to reach their
audience across YouTube, Spotify, Hulu, ESPN,
Roku and more. Securing relevant inventory
early via Programmatic Guaranteed helped Uber
pace out deals and better control budgets.
Combining this variety of channels in one
platform helped Uber reach over 76 million
users, among which 25% were CTV users, a
growing audience.
Effective cross-channel frequency management
Not only did the Uber Eats team know that ad
saturation could be detrimental to their brand,
they also knew it could negatively impact
campaign performance. So Uber Eats turned to
Ads
Data Hub to run customized analysis and
understand which ad frequency drove the best
campaign results. They uncovered that after 7
weekly ad exposures, effectiveness went down.
With these insights in mind and all inventory
sources and formats in one place, Uber Eats
could effectively manage and control ad
exposure. YouTube is fundamental to how Uber
Eats reaches the 18-35 demographics which are
lighter TV viewers so using a tool that could
manage frequency across that inventory and
their other buys was critical.
“Display & Video 360’s capacity to
control ad frequency across YouTube and our
other video buys makes it the ideal
partner.”
Hanna El
Hourani, Global Head of Programmatic,
Uber
Uber Eats set a cross-channel frequency goal
and skipped bids exceeding the ideal ad
exposure. Uber Eats particularly valued how
frequency management works for Programmatic
Guaranteed deals. Once their overall campaign
frequency goal was reached, Display & Video 360
aimed at stopping showing more ads from the
Programmatic Guaranteed deals while still
prioritizing and ensuring that the agreed
number of impressions was delivered.
“Display & Video 360 gives us the ability
to execute everything in one shell. That allows
for a more precise control of frequency and
reach across our entire media buy. It also
creates operational efficiency for the
team.”
Joe
Fried, Global Digital Director, MediaCom
As a result, Uber Eats was able to reach 10%
more people than they would have without a
unified approach. By passing on unnecessary
impressions, Uber also limited budget waste. In
fact, they saved and reinvested the equivalent
of 150% of their platform fees.
Looking Ahead
“In 2022, I expect us to shift away from
a TV-first strategy. We’re planning on using
Display & Video 360 to boost our media
investment across various CTV partners”
Hanna El
Hourani, Global Head of Programmatic,
Uber
In the future, Uber Eats will keep using
Display & Video 360 as their preferred demand
side platform partner. After seeing success
with CTV they expect this channel to take on
some of the heavy lifting that linear TV was
previously doing.
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