Firstly, the Uber brand’s paid ads have several strategic roles compared to other companies, which primarily use paid ads to appeal to customers. In addition to providing taxi services, Uber also delivers food from various restaurants through the Uber Eats platform. Therefore, the search results for paid ads from moat.com primarily include the ads for the Uber Eats platform and announcements of collaboration with other restaurant brands, such as McDonald’s.
The following important role of paid ads for Uber is attracting new drivers for Uber and Uber Eats. The recruitment ads mostly feature images of young adults standing beside their car or sitting inside the vehicle and concise calls to start earning with Uber (Uber, n.d. a). It is important to note that recruitment ads utilize a dark and minimalistic style implying the job’s prestige for both Uber and Uber Eats, even though Uber Eats ads mostly use bright green colors. One of the recruitment ads features a photo of an ethnically diverse young woman, which implies that the brand promotes diversity and equality among drivers (Uber, n.d. b). Another ad that featured a photo of a middle-aged female driver implied that the company provides flexible schedules for drivers (Uber, n.d. c). Therefore, the brand’s paid ads are effective in terms of drivers’ recruitment.
However, the paid ads do not address the brand’s problem of maintaining a loyal customer base. The only search result for a paid ad targeted at customers urged them to try Uber services using a discount coupon (Uber, n.d. d). In order to address the issue in the final project campaign, I would suggest maintaining a clear division of paid ads into several types depending on their strategic roles. Moreover, instead of attracting new customers, the brand can focus on developing a loyal customers base with occasional ads of discount promotions for existing customers.
Thus, the analysis of Uber brand’s paid ads defines that the main strategic role of ads for the company is to expand the company by attracting new drivers. In considering this approach, the ads effectively fulfill their purpose by promoting diversity and comfortable working conditions for drivers. However, the comparison of Uber with their competitor platform Uber Eats, defined that there is no clear differentiation of recruitment ads between Uber and Uber Eats. Lastly, the analysis determined that the brand’s paid ads lack attention to existing customers, reducing the chances of developing a loyal client base.
References
Uber. (n.d. a). You could be earning: Start driving [Photograph]. Moat. Web.
Uber. (n.d. b). You could be earning: Start delivering [Photograph]. Moat. Web.
Uber. (n.d. c). 86% of drivers say they need flexibility [Photograph]. Moat. Web.
Uber. (n.d. d) Tap a button. Get a ride [Photograph]. Moat. Web.