Uber Australia’s advertising division has announced the launch of Sponsored Items. 
The network, powered by Criteo, provides consumer packaged goods (CPG) brands with Sponsored Items opportunities directly on the Uber Eats app.
Followed by a successful launch in the US and Canada, this new suite of performance advertising capabilities enhances the customer experience by increasing the discoverability of relevant products and brands, while driving value for both Uber Eats and its brand partners.
Uber selected Criteo to power the new offering earlier this year – the commerce media platform provides the underlying technology globally to activate CPG brands within the Uber Eats grocery and convenience shopping experience.
Through Criteo’s Commerce Media Platform capabilities, CPG brands in Australia can now promote their brand and products via Sponsored Items activations on Uber Eats’ app, with ambitions to launch additional formats and surfaces by the end of the year.
“Uber helps millions of users in Australia go anywhere and get everything, and this allows us to help connect brands with consumers during their interaction with the Uber platform,” says Uber ANZ Head of Advertising Michael Levine.
“As we continue to invest in our advertising capabilities, this new advertising surface on Uber Eats will give brands in Australia the tools to capture the attention of ready-to-purchase consumers.
“We’re also investing in providing dedicated support for CPG marketers and media agency partners with the hiring of Matt McGinley as CPG Industry Lead. As a commerce leader within the grocery and convenience industry, we’re excited to continue to expand our category offering across QSR, CPG and non-endemic verticals.”
Coca-Cola Europacific Partners (CCEP) is the first brand partner to leverage the new advertising surface in Australia.
“At CCEP, we’ve long enjoyed the value of in-aisle features at physical stores to promote our beverages,” says CCEP Head of Digital Anna McLoughlin.
“Thanks to businesses like Uber Eats, consumers have an increasing number of digital options to purchase CPG and it’s imperative for CCEP to adapt our advertising strategy to reach new and emerging channels.
“We’re very excited to launch as Uber Eats Australia’s first brand partner on this new advertising surface, and we look forward to seeing the impact of boosted visibility across our product range on a ‘digital shelf’.”