The promise of personalised advertising is immense: delivering the right message to the right person at the right time. However, if that perfectly tailored message flashes across a screen unnoticed, its potential is entirely wasted. Traditional metrics like impressions or clicks don’t fully capture whether an ad truly resonated or even registered with the viewer. This gap in understanding led Uber to invest in a sophisticated eye-tracking system to measure actual visual attention. Uber deployed an advanced eye-tracking methodology to observe how passengers interact with in-app advertisements during their rides. The study focused on personalised ads, aiming to understand the duration of attention these ads commanded. The key finding was both insightful and encouraging: people in Ubers, on average, dedicated approximately 6.6 seconds of attention to personalised advertisements with anything over 2.5 seconds of attention consistently led to demonstrable brand recall.

Join this session to learn more about Uber’s eye tracking strategy, in particular, we will focus on:

• Why attention is the new currency in personalised advertising

• How the 2.5-second recall threshold is a game-changer

• The pros and cons of in-transit environments offering unique attention opportunities