Australia’s Uber Eats is set to become one of the first country deployments of Rokt’s commerce technology accelerating advertising opportunities on the platform after the martech company struck a partnership with Uber Technologies globally.
Uber, along with US-based cinema giant, AMC Theatres, have become the latest two companies to sign on for Rokt’s machine learning-based offering, which is designed to help a brand customise and deliver offers at the point of digital purchase in order to build new revenue streams. Offers could include direct or third-party advertiser promotions, discounts off next purchase, subscriptions and more.
Uber Eats in Australia, the US, Canada and Japan will initially be rolling out Rokt’s technology in a bid to drive additional ad revenue during the checkout experience. AMC meanwhile, said it’s rolling out Rokt’s technology to drive revenue and customer lifetime value across its online and mobile channels.
Uber Ads general manager, Mark Grether, said growing the digital company’s advertising business is a strategy priority and positioned Rokt as a key tech component that will help realise this ambition. As has been previously reported by multiple news outlets, Uber is looking to rapidly scale up advertising on its platform to create a new revenue stream for the business. Uber boss, Dara Khosrowshahi, has reportedly said he hopes to increase advertising revenue across the delivery division sevenfold by 2024 to US$1 billion.
“This partnership will accelerate our investment in new services designed to fuel the next chapter of advertising across Uber’s in-app and real-world surfaces,” Grether said.
Last month, Uber appointed head of sales for advertising in A/NZ, Michael Levine, to spearhead growth of the advertising business in this region. Uber’s first foray into an advertising offer was sponsored listings for restaurant partners in the Uber Eats app in 2019. Last year, this extended to in-app advertising and Uber out-of-home (OOH) opportunities to the wider market.
AMC launched Rokt Ecommerce in March and is already claiming significant incremental revenue across millions of transactions. Following a recent marketplace launch across its mobile app, AMC will continue to drive increased value for its brand along with moviegoers.
“It’s important that we are offering a guest experience that’s personally relevant across the entire moviegoing journey,” said AMC Theatres chief strategy officer, Mark Pearson. “Our partnership with Rokt enables us to better personally engage our consumers and drive higher value per transaction by optimising each online touchpoint without adding additional cost to the moviegoer.”
Rokt was founded in Australia and now operates in 19 countries across North America, Europe and the Asia-Pacific region. Other customers globally include Live Nation, Groupon, Staples, GoDaddy, Vistaprint and HelloFresh.
“Uber and AMC Theatres are two of the most recognised brands in the world and we’re extremely pleased to partner with both of them as we accelerate our growth globally,” said Rokt CCO, Elizabeth Buchanan. “Our global partnership with Uber will support the Uber Eats internal ad network and unlock additional profitability for the company. Our partnership with AMC has already begun generating outstanding results for the company. We look forward to expanding our relationships with both of these companies in the future.”
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