"CAPTIVATE + ACTIVATE": A NEW PLAYBOOK FOR COMMERCE MEDIA NETWORKS

Summary from the TLDR Product newsletter

Uber's introduction of seat-back advertising, leveraging the "Captivate + Activate" strategy with product samples, represents a potential shift in enhancing customer experience through commerce media networks (CMNs). This approach, focusing on a value exchange via product trials, aims to transform passive ad exposure into engaging brand experiences, suggesting a strategic pivot for PMs towards creating more consumer-friendly advertising in captive contexts.