By Paul Wright, Head of International for Uber Advertising
Let’s be real – out of the thousands of ads we’re bombarded with every day, only a handful ever truly catch our eye, and even fewer spark a genuine connection.
Advertisers have known this for ages. For over a century, we’ve been figuring out what creative actually moves the dial. Over time, the conversation has shifted – from simple impressions and viewability to what really matters: attention.
Attention has made advertising smarter and more focused on the outcomes. Studies by Lumen Research have shown a strong link between attention and profit.
But as Lumen’s Mike Follet says, attention is “a fleeting phenomenon.” You may have the most dazzling creative out there, but if you don’t keep the conversation going, you’re not really speaking to your audience – either you’re just shouting at them or being ignored, both outcomes no one really wants.
Don’t force attention. Earn it.
We’ve all had that annoying experience with ads that “guarantee” your attention by locking you out of the content you actually want. It’s not strategic, it’s not smart – it’s like someone interrupting your conversation with a close friend to sell you something. True attention isn’t an interruption, it’s an invitation. It’s the spark of new chat = that starts with a captivating opening line, a topic that matters to the person you’re speaking to, and evolves into something meaningful.
And to do that, you need to understand context, mindset, and the moments that matter. That’s the key to unlocking that conversation.
With high-quality first-party data, you can fit into your customer’s day – not disrupt it – with a message that leads to a conversation they are interested in having.
Creating a natural dialogue
At Uber, we know our users aren’t aimlessly scrolling. When they open the Uber Ride or Uber Eats app, they’re engaged – tracking a ride or checking delivery updates. This isn’t idle time; it’s the perfect moment for brands to start a genuine conversation.
Say someone requests a ride to Wembley Stadium on July 30. Odds are, they’re headed to the Oasis concert. Pair that with ads for restaurants and bars in the area, and you’re not interrupting their day – you’re adding context that resonates with where they’re headed and what they’re feeling. You’ve joined a conversation, not interrupted one.
We saw this in action with our recent campaign for L’Oréal. To promote a new Giorgio Armani fragrance, we served discount voucher ads to riders heading to London’s Heathrow and Gatwick airports – prime moments when consumers are thinking of what to get from duty-free. The result? An average view time of more than 340 seconds, a swipe rate of over 7.6%, and a click-through rate near 4.8%% – all far surpassing the typical benchmarks.
What sustained attention looks like
We’ve since quantified what was happening here with Lumen. Where other platforms see a steep drop-off after three seconds, Uber’s ads keep the conversation going to the end. Ads viewed for a mere 2.5+ seconds come with a 50% chance of recall, boosting brand consideration by an average of 27%. That’s not just capturing attention – it’s building a memory, which is what relationships are built on. It’s the difference between a fleeting impression and a lasting connection.
If your goal is to create campaigns that drive outcomes – you can’t settle for a glance. Quality storytelling, strategic targeting, and genuine attention give you the foundations to build a narrative that lives beyond the scroll.
Because when attention is treated as a conversation – not a transaction – the results linger longer and drive more impactful outcomes.
*Uber Advertising is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA
