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