Rideshare and delivery apps have revolutionized the way we travel, eat and meet our everyday needs. 

Do you remember when you took your first Uber? Or better yet, what you did before Uber? I remember those times when you called a minicab number not knowing how long it would take,when it would arrive, what car it was and even the name of the driver. Indeed while that may seem a lifetime ago it was only in 2012 when the Olympics was in London when the first Uber ride happened in the UK. 

In another Olympic year, 12 years on, things have changed : you can just about go anywhere and get anything with a simple click — thanks to technology. In Uber’s case, we have 150 million monthly global users taking rides and ordering deliveries. 

As phones have become central to our lives, our delivery services have become central to people's lives too. Because at the core of what we do is facilitating life moments. We're with consumers as they experience culture, connect with loved ones, celebrate big and small wins, and get food. The intersection of culture and real life. 

Now we're taking brands along for the ride with our advertising offering. This combination of the online and offline worlds brings a unique opportunity to advertising, allowing us to deliver full-funnel solutions to brands across Uber's mobility & delivery ecosystem with an authenticated and leaned-in audience. 

We call this contextualized advertising on the go, or “mobility media”. By leveraging location and destination data, Uber brings value to both brands and consumers by offering highly personalized ads in key moments that matter - as they go anywhere or get anything.. 

We have to ensure that our advertising offering is clear and non interruptive so that our users see the benefit. We also want to ensure that there is a clear standout for the brand - for example, our advertising opportunity in the Uber Rides app is unique - only one advertiser is present across the journey. And as a result, we see high engagement, with time spent in these ad units over 100 seconds on average per trip. 

But in order to have impact, creativity and context is critical. This can be entertaining or educational, depending on the customer journey, and brands should be thinking about what is important to their target market at that specific moment - especially as the only brand in front of the consumer at that moment. Do you want to target Taylor Swift fans going to venues in an Uber - as several brands did this year? Or do you want to capture people going to London Heathrow Airport on their travels? Each moment is different, but each destination has intent. Recognising that, as many of our partners do, makes advertising that is effective.

Equally looking at historical data also allows us to reach audiences effectively. Riders who have been to multiple locations, such as football stadiums or music venues suggest an interest and profile. As much as riders who choose Uber Green (our electric cars ) or Uber Pets for those needing to travel with their extended families! We can also add a user's passion for Italian food or strong coffee to the options on Uber Eats. 

While many of us in digital marketing have been worried about cookie deprecation, in reality, great advertising comes down to something more simple: it connects with its audience and provides content that is memorable, informative, and compelling. Where better a place to do that than in a mobility environment where each brand stands out? Welcome to mobility media.

Paul Wright, Head of International, Uber Advertising spoke on the Female Leaders’ Club stage this summer, delving into the language of leadership and how it was not only created by men, but also used by men to talk to other men. How do you mitigate around the typically masculine qualities leaders of old were expected to possess, and the language used, to create environments in which women are genuinely included, and their insights and qualities are prized for the perspectives and benefits that they bring to the table? Watch the session below to find out.