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You can now get discounts on Uber rides in Europe by watching advertisements. Credit: Odua Images via Canva
Uber’s new offer for ride offers is now available in Europe. You can get a fair rate or discount by watching a targeted advertisement. Your next Uber ride may include a brand message, but the ride will be discounted or free. While riders save money, they risk having their travels turned into mobile advertisements. Brands benefit from pinpoint targeting using Uber’s ‘Know Your Data’ capabilities, including routes, habits, and application behaviour.
Uber’s ride offers will be available in the UK, Spain and France. In-app notifications will prompt you to agree to watch a short ad. Accept it and the ride discount will apply. Brands could follow you on your journey while pitching my rights. These offers are made through Uber’s advertising system so the drivers do not earn any money. However, travelers who have already become accustomed to upsells such as extra legroom on flights and lounge passes in terminals could now receive a message with the hotel discount baked in.
Where and how to find the best rides
Ride offers is currently available in several parts of Europe including the UK and France. It’s also active in Canada, the US and Australia. Uber’s global rollout is part of a long-term strategy to convert your daily commute into screen time that can be monetised.
When it appears, the offer is simple:
- This splash screen is part of the Uber app and invites you unlock a discount by watching a short video.
- Ads could be for a drink company, a clothing brand or even a telephone network.
- Accepting it will make your trip cheaper and sometimes even fully covered.
Uber says that discounts are not only tied to viewing an advertisement but also to the destination, time of day, or user behavior. Uber’s ride-hailing arm is moving towards advertising, and not vice versa.
The Uber ride story
Uber tells a story, not only about where you are going but also about who you really are. Your destination, from the airport to take-outs, reveals where you are and what you do. Uber is a platform that’s attractive to marketers, because the data it provides are real-time behaviours tied to physical movements.
- It’s cheaper for passengers in exchange of a few extra seconds.
- It’s more than just watching. You can also opt in to a transaction that monetizes your attention and movement.
- If you link your rides with targeted ads, the value of each trip will be extended beyond the fare. This creates a new revenue stream even without increasing prices.
- In Europe, especially, the value exchange can be fair or unfair. After all, it’s not just an advertisement, but you are also helping Uber train its algorithmic targeting engine.
Uber’s “out-of-the box” strategy in Europe may face greater obstacles due to GDPR and upcoming EU AI Act. However, it could also be a transparent and user-respecting model. It is a rare instance where regulation can actually enhance innovation, instead of stifling it.
When a Ride is Not Just a Ride
Uber’s latest ad campaign taps into something more than a discount. It is the changing nature value in the digital era. Free services are offered more and more in exchange for access, but not our wallets. Instead, they want our attention, habits, and preferences.
Fair enough, it’s a good deal for the passengers. Why not ask the brand to chip in on your next journey? You can save a few euro and still enjoy affordable rides.
Remember that in 2025 even the simplest moments, like a morning trip on the public transport, will not be monetizable. The biggest shift is that the journey from A to B no longer only involves transport, but also media.
