Samuel Tan
Jan 17, 2023

December 2022 Australia advertiser of the month: Uber

Data from YouGov BrandIndex shows that awareness of Uber’s ads rose by almost five percentage points in September.

December 2022 Australia advertiser of the month: Uber

Uber has registered the biggest increase in advertising awareness in Australia for the month of December 2022, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the transport provider saw an uplift of 4.6 percentage points over the four-week period.

In mid-December, the ride-hailing app unveiled a new option for users in Melbourne to book children’s car seats–a first in Australia–with plans to eventually expand the family-friendly rides program to other parts of the country. This follows the launch of Uber Reserve Airport Pickups, which allows users to schedule rides from Adelaide, Brisbane, Gold Coast, Melbourne, Perth and Sydney airports up to 30 days in advance, as well as Uber Carshare, a rebranding of local peer-to-peer car-sharing network Car Next Door which Uber Australia acquired at the start of 2022.

According to data from YouGov BrandIndex, Uber’s Ad Awareness score rose from a low of 16.1 on 29 November to a high of 20.7 by 22 December. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen an advert from a particular brand in the previous two weeks.

Additionally, liquor store chain BWS recorded a 4.1-point spike in Ad Awareness from 11.2 on 7 December to 15.3 by 21 December, while Unilever-owned grooming brand Lynx saw its Ad Awareness climb four percentage points from 6.5 on 1 December to 10.5 by 17 December.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from surveys of adults aged 18 years and above residing in Australia from 26 November to 22 December 2022. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.

Source:
Campaign Asia

Related Articles

Just Published

4 hours ago

40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar’s initiatives reflect her commitment to innovation, diversity, and leaving a lasting legacy in the industry.

4 hours ago

Moo Deng says hands off unless you’ve washed up

Lifebuoy’s new campaign introduces a fresh face in hand hygiene, pairing AI with playful reminders to help keep those paws—er, hands—clean.

5 hours ago

The CMO's MO: Hyatt's APAC marketer on the power of ...

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

6 hours ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.