Retail Media

Uber Advertising and Criteo Turn Shopper Intent Into a 54% Revenue Share Jump

Australia’s retail media market is getting more crowded, and brands are hunting for ways to reach shoppers closer to the moment of purchase. Uber Advertising and commerce intelligence platform Criteo built campaigns inside Uber’s on-demand ecosystem that turned high-intent shopper moments into measurable commerce — delivering up to a 54% increase in category revenue share for participating brands.

Unlike traditional retail media networks built around retailer websites and in-store environments, Uber Advertising operates within an on-demand ecosystem where consumers are already making real-time purchasing decisions. Working with Criteo, the two set out to help brands across snacking, confectionery, ice cream and alcohol convert those moments using Sponsored Products and Commerce Display formats across the Uber ecosystem.

Selling Into Short, Impulse-Driven Journeys

When Uber Advertising entered Australia’s retail media landscape, its challenge was helping brands translate consumer attention into measurable outcomes — product discovery, category share and incremental revenue. Uber and Uber Eats offered access to a large, highly engaged audience of on-the-go consumers, but shopping journeys on the platforms were often short and impulse-driven, meaning brands needed solutions that could influence decisions within narrow windows of intent.

That created an opening to rethink how retail media could work: engaging shoppers when they were actively considering a purchase — for meal occasions, last-minute grocery needs or convenience buys — rather than reaching them while they browsed passively. The goal was to turn high-intent moments into business impact while helping brands compete for attention across an increasingly fragmented retail environment.

What the Programme Set Out to Do

Uber Advertising aimed to help brands make the most of its on-demand ecosystem by connecting with shoppers at relevant points in the purchase journey. The programme centred on driving incremental sales while lifting product visibility and category share.

• Drive incremental sales and boost category share across participating brands.
• Reach more grocery shoppers than traditional retail media networks.
• Create sustained brand visibility across multiple purchase occasions.
• Extend campaign impact beyond individual promoted products.

A Full-Funnel Play Built on Commerce Signals

The partners launched a series of retail media campaigns in Australia combining Sponsored Products and Commerce Display. Criteo’s commerce intelligence and AI-powered decisioning let brands deliver more relevant advertising based on shopper behaviour and commerce signals. Sponsored Products surfaced targeted SKUs during key discovery and browsing moments, while Commerce Display paired brand assets with dynamic, retailer-native SKU information pulled from product feeds — together forming a full-funnel approach that captured attention, drove consideration and converted at moments of high intent.

The strategy rested on three ideas. First, tapping a fast-growing, high-intent audience already using the platform for immediate purchases, when shoppers were most receptive to relevant recommendations. Second, an always-on approach rather than short bursts, keeping brands top of mind across multiple shopping occasions and strengthening conversion over time. Third, engineering a brand halo effect, so influencing the discovery and purchase of promoted SKUs also drove interest and incremental growth across related products and categories. Criteo’s in-market specialists supported planning, optimisation and reporting throughout, letting activity respond to real-time audience behaviour and performance signals.

The Results, Category by Category

The campaigns delivered measurable improvements in product discovery, category share and revenue across both snacking and confectionery and alcohol.

• Snacking and confectionery (Commerce Display): a 15% increase in Product Detail Page (PDP) views and a 15% increase in category revenue share, plus a halo effect across related categories — PDP share up 11% and revenue share up 9%.
• Alcohol (tail end of the Australian holiday season into Q1 2025): a 27% increase in PDP share and a 54% increase in category revenue share, with wider brand impact of 23% higher PDP share and 44% higher revenue share across related categories.

The outcomes showed how an on-demand retail media environment can translate high-intent shopper behaviour into measurable category and revenue growth — and how retail media can deliver value beyond individual promoted products, with halo effects extending into related categories.

Why Marketers Should Pay Attention

The headline number is the 54% category revenue share lift, but the more transferable insight is where it came from: an on-demand platform where shoppers are already deciding what to buy, not passively browsing. By pairing Sponsored Products, Commerce Display, commerce intelligence and an always-on cadence, Uber Advertising and Criteo captured intent at its peak and let it spill over into adjacent categories — a reminder that in retail media, the moment you reach the shopper can matter as much as the message.

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About the Campaign

The retail media programme ran across Uber and Uber Eats in Australia, spanning snacking, confectionery, ice cream and alcohol brands. Performance was measured on product discovery, category share and revenue, including halo effects on related categories, with the alcohol activity running from the tail end of the Australian holiday season into Q1 2025.

Background: Uber Advertising and Criteo

Uber Advertising operates within Uber’s on-demand ecosystem, reaching consumers as they make real-time purchase decisions across Uber and Uber Eats — a different model from retail media networks anchored to retailer websites and physical stores. Criteo is a global commerce intelligence platform whose AI-powered decisioning and commerce signals help brands deliver more relevant advertising and connect with shoppers at moments of high purchase intent.