Global Media Connect with Uber’s Paul Wright

The CPG Guys

The CPGGUYS are joined in this episode by Paul Wright, head of international at Uber advertising. This episode originated during Shoptalk Europe back in June at Barcelona. Needless to say, the last 4 years have seen a whirlwind change in retail media across the board. I’m talking 60+ RMN’s in the US, huge media budget shifts to sales and lower funnel but yet instore media not penetrated at all. In Europe, in store media has been RMN for a while. We thought why not learn more about international RMN, how the approach is and what the focus may be.
Find Paul Wright on Linkedin at : https://www.linkedin.com/in/paulwright66/
Find Uber on Linkedin at : https://www.linkedin.com/company/uber-com/
Find Uber online at : https://www.uber.com/us/en/about/
Here's what we asked him :
1. Your career passes through media who is who from Apple, to Amazon, omnicom, ad tv, you’ve owned companies and been a CEO in this space and even an ethical ad tech company. Take us through the years and how you got to Uber international.
2. What’s changed over the years? Did RMN”s exist in Europe and international well before they got to the US?
3. Having spent time at who is who in advertising, can you give us a quick overview of instore media and why it is considered an RMN in Europe?
4. Lets talk uber advertising for international markets. What countries, what offerings?
5. On the measurement side, how evolved is your international measurement? Are there standards and guidelines you follow?
6. What makes Uber advertising attractive to brands in Asia vs Western Europe? Which Asian markets are evolved?
7. How integrated are you with Uber eats and how do the 2 of you work together to deliver for brands?
8. Lastly, we always ask - what’s next. What trends are you following and coaching the industry on? What adoption curve are we at the edge of? What is uber ads international on the cutting edge of?
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