Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast data estimated by Podchaser.
Uber appoints Omnicom as media agency (Score 19)
Sales lead: This appointment will affect the company's ad placement and may lead to additional reviews.
- Uber has completed the media review we told you about in May.
- Omnicom Media Group now handles media duties for Uber's rideshare and delivery businesses.
- ID Comms handled the review for Uber.
- This replaces EssenceMediaCom.
Target demographic: Gen-Zers/millennials (delivery) & Gen-X (rideshare)
The company will likely:
- Implement a new media strategy
- Review other accounts
- Ramp up ad spend
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- Please click here to view our national TV ad spend chart for Uber, Uber Eats, and Postmates.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Uber spent approximately $35.7m on digital display ads YTD, down 28% from the $49.9m spent in this channel during the same time period of 2022.
- YTD data: 4.2b impressions via YouTube (42%), Instagram (37%), Facebook (12%), desktop display (4%), Twitter (2%), and desktop video (3%).
- 2021-2022 spend: Full-year spend plummeted by 48% from $128.1m in 2021 to $67m in 2022.
- Ad location: It placed 99% of these ads directly onto sites such as youtube.com, instagram.com, facebook.com, twitter.com, and twitch.tv. It placed 1% of these ads indirectly through Rubicon Project and an unknown channel onto sites such as youtube.com, setlist.fm, ticketmaster.com, suntimes.com, and niketalk.com.
**The above digital spend information includes all of Uber's subsidiary brands.**
Additional channel insights
- Vivvix: Uber also utilizes OOH, print, radio, and local broadcast.
- Top podcasts sponsored: NPR News Now, The Bobby Bones Show, The Joe Rogan Experience, and The Dan Le Batard Show with Stugotz, and The Matt Walsh Show.
Agency analysis:
- Opportunity: Agency reviews tend to follow one another, so reach out now to be top-of-mind.
- Current roster:
- R/GA: creative, digital, & social AOR
- Johannes Leonardo: creative AOR
- Omnicom: media