Coca-Cola Brings Interactive Ads to Uber Rides

Coca-Cola has partnered with Uber Advertising to launch Journey Takeover, an interactive advertising format that combines branded map displays with destination-specific creative. This new offering allows advertisers to create stories and complete brand experiences that include ads.

The ads will appear on the tablet in cars, in the Uber app, and now in the map that many people watch as the car takes them from one destination to another. According to Kristi Argyilan, global head of Uber Advertising, Journey Ads feature an average global view time of over 100 seconds.

Coca-Cola has worked with Uber Advertising for years, and this format operates a bit differently than Uber's previous ad platforms. It integrates three features that combine to unfold like a story and become interactive: the map interface displays brand images across Uber's navigation interface, animated brand icons move with the route during transit, and Journey Ads video units appear at specific stages during the trip.