Uber Advertising is taking its Ride Offers program beyond U.S. borders, announcing a global rollout during the Cannes Lions International Festival of Creativity. The product, which allows brands to reward Uber passengers with discounts on their next eligible ride, is now available to advertisers in the U.S., U.K., Canada, Brazil, Mexico, Australia, and New Zealand.
Designed as part of Uber’s Journey Ads suite, Ride Offers enables brands to interact with users during their trips—literally meeting them where they are. One of the first brands to test this solution, Molson Coors, launched its “Win While You Wait” campaign and saw impressive gains across multiple engagement metrics, including above-average view times and click-through rates.
According to Uber, consumer response to this format is promising. A study by NRG found that 65% of Uber users in five countries—including France and Mexico—said direct discounts caught their attention, and 64% reported feeling more positively about a brand offering them. The ads were also 5% more effective at capturing attention and 10% more effective at driving engagement compared to non-promotional ads.
“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,” said Megan Ramm, global head of sales at Uber Advertising. “It’s more than just a discount; it’s a gesture that builds trust, loyalty, and lasting brand impact.”
Molson Coors’ use of Ride Offers yielded standout results. Its Blue Moon baseball campaign exceeded industry benchmarks in view time and engagement, while Miller Lite’s football-focused ads delivered over 200% higher click-through rates than expected.
The Ride Offers feature is integrated into Uber’s Journey Ads platform, which was launched in 2022. In June 2024, Uber enabled programmatic access to Journey Ads across its Rides app, pushing its capabilities further into the digital ad space. The company claims the format averages over 3% in click-through rate and global view times exceeding 100 seconds.
Since its inception in late 2022, Uber Advertising has generated more than $1.5 billion in annual revenue, boasting a growth rate of over 60% year-over-year. The division recently added an in-house Creative Studio to support premium brands in crafting campaigns for the Uber and Uber Eats ecosystems.
With its continued push into performance-driven marketing, Uber is positioning its platform as more than a ride-hailing service—it's becoming a real-time advertising channel on wheels.
