Coca-Cola Takes Interactive Ride with Uber Advertising

The Coca-Cola Company has partnered with Uber Advertising to launch an interactive advertising format called Journey Takeover. This new offering combines branded map displays with destination-specific creative that runs during the consumer's entire ride.

Journey Takeover allows advertisers to create stories and complete brand experiences that include ads, which 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.

The format provides real-time contextual targeting and enables advertisers to capture consumer attention for the duration of a ride, which averages roughly 20 minutes. According to past data from the company, Journey Ads feature an average global view time of over 100 seconds.