What happens when you have someone’s full attention for minutes at a time?

In this special Marketing in the Madness episode, recorded on stage at our event, Marketing in the Madness Live at The Drum Labs, we hear from Paul Wright at Uber as he breaks down how Uber has quietly built one of the most powerful attention environments in modern advertising.

This session goes deep into what attention actually looks like inside the Uber and Uber Eats apps, why “non-interruptive” advertising matters more than ever, and how brands can drive real commercial impact by showing up in the right moments, not just shouting louder.

Paul shares: How Uber thinks about “attention on the go” • Why the average Uber journey creates minutes (not seconds) of visible ad time • What eye-tracking research revealed about attentive seconds and recall • Why Uber users are more likely to engage with brands • How journey ads drive lifts in recall, consideration, and sales • Real campaign examples from Pizza Hut, Boots, Armani, Unilever and DAZN • Why creativity matters even more inside functional, utility-led platforms

From gamified ads that generate direct revenue, to brand experiences that fit seamlessly into everyday behaviour, this episode is a masterclass in attention-led marketing and all backed by data.

If you’re a marketer, brand leader, or media planner trying to cut through distraction, this is one to watch.

Paul Wright https://www.linkedin.com/in/paulwright66/

Katie Street https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/

Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/ https://www.instagram.com/marketinginthemadness/