In the latest MAD//Moments interview from this summer’s MAD//Fest, Uber’s Global Head of Advertising, Paul Wright, talks about their unique advantage in reaching both people and brands. 

Paul Wright, head of Uber's advertising business for international markets, told MAD//Moments that they are engaging users who are “going places, doing things,” moments that hold significant cultural and personal importance. “We capture people in moments that are culturally important to them.”

Sharing insights into Uber’s approach to capturing customer attention in key moments. He emphasised Uber’s unique advantage in engaging these users who are off on holiday highlighting the value of Uber’s reach.

Wright stressed Uber's commitment to a non-intrusive advertising experience. Unlike many other platforms, Uber ensures that ads don’t disrupt the user’s journey. "There’s a lot of advertising out there, you’re bombarded with it. But within the Uber experience… it's controlled," he explained. This approach is geared toward delivering ads that enhance the experience rather than overwhelm the user, especially at moments like waiting for a ride or tracking a delivery.

Finally, Wright discussed Uber’s strategic partnerships with travel brands to target users in moments of high engagement, such as trips to the airport. “When you go to an airport, you’re usually looking forward to something, whether it’s business or holiday,” he said. By collaborating with travel-related advertisers, Uber leverages this anticipation, allowing brands to connect with consumers in relevant ways. For example, Uber’s ads might promote a discount at duty-free stores, directly addressing travellers’ needs.

Watch the full interview here