Uber adds car seat option through partnership with Nuna (Score 16)

Sales lead: This partnership may lead to higher ad spending. 

• Uber teamed up with Nuna to offer a new riding option called Uber Car Seat.
• The pilot program is being tested in New York and Los Angeles. 
• It will roll the service out in other cities soon. 
• The car seats can hold children weighing between 5-65 lbs and ages from birth to 6 years old. 

Target demographic: Millennial parents

The company will likely:

• Try additional partnerships
• Increase ad spend or launch a campaign to promote the new car seat option
• Review other accounts once it completes the media review

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Uber spent nearly $4.3m on national TV ads YTD, a huge increase from $2.3k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend plummeted from $16.9m in 2021 to $1.5m in 2022. 
• Ad programming: It placed ads during programming such as The Voice, Dateline NBC, Chicago Med, Chicago P.D., and Night Court. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Uber spent around $23.4m on digital display ads YTD, a 35% decrease from $36.2m spent in this channel during the same time period of 2022. 
• YTD data: 2.6b impressions via YouTube (44%), Instagram (33%), Facebook (13%), desktop display (6%), Twitter (3%), and desktop video (2%). 
• 2021-2022 spend: Full-year spend fell 48% from $128.1m in 2021 to $67m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as youtube.com, instagram.com, facebook.com, twitter.com, and twitch.tv.

Additional channel insights  

• Vivvix: Uber also invests in radio, OOH, print, and local broadcast. 
  • It holds media planning discussions in Q4, and it buys during Q3. 
• Top podcasts sponsored: The Bobby Bones Show, Motley Fool Money, The Matt Walsh Show, The Bill Simmons Podcast, and Wait Wait... Don't Tell Me!. 

Agency analysis:

• Opportunity: There still may be time to get your pitches in and participate in the media review.
  • Keep in mind that Uber may review its other accounts once it finds a new media AOR. 
• Current roster:
  • EssenceMediacom: media AOR
  • R/GA: creative, digital, & social AOR
  • Johannes Leonardo: creative AOR