“If you think about it, you’re putting something like Mastercard, a financial institution, out there at a point of transaction without asking for a transaction,” he explained. “So the ability to influence or articulate the value in a transaction-led ecosystem is a lot higher than we would have thought.”
To that point, Shuraleff noted that most brand awareness campaigns can still be measured for some form of sales or lift if you delve deeper into your KPIs, to which Pingalli agreed.
“I don’t get the performance budget vs. nonperformance budget bit at all,” shared Pingalli. “The audience is not thinking about YouTube as a brand ecosystem and Uber as a performance ecosystem. They’re going there with a specific goal, so it’s our job to figure out how we show up.”
Looking ahead, Uber Ads is hoping to build on the foundations of the last few years to better understand what the consumer is looking for. According to Shuraleff, the big question is: “How can we ensure that we are using our intent signals of movement across both our delivery and our rides app to continue to grow the ecosystem as a whole?”
