MEMO

TO: Dara Khosrowshahi, CEO

FROM: Thomas Beckman, Market Research Assistance
DATE: February 26, 2019
SUBJECT: Advertisement Adjustments and Research Findings

This memo evaluates Uber’s current ad plan, displays findings and research on the latest media
trends, and recommends advertising changes to create a more efficient business model. We must
target popular users and new members alike through platforms and other unique outlets to
expand our consumer base.

Uber should focus efforts on retaining and expanding on the Millennial target consumer while
reaching out to new consumers such as the elderly and impaired.

Radio/Podcast Advertising and Sponsorships

According to a Pew Research Center’s Audio and Podcasting Fact Sheet, radio and podcast
listeners have a growing interest and loyalty to podcasts and radio. This market shows the
potential to utilize the growing Millennial audience. While most channels show a significant
decrease in ad profitability, audio (radio & podcasting) showed the least significant decrease in
revenue at 2 percent, according to Pew’s 5 Facts About the State of the News Media in 2017.

According to Edison Research and Triton Digital, the audience for podcasting has grown over
the past decade, with 17 percent of Americans 12 and older reporting they listened to a podcast
in the past week. We have a great opportunity to expand Uber’s advertising platform into the
Millennial target market through podcast ads and sponsorships.

Digital Advertising
Social media offers more options and shows considerable economic growth and an intimate
platform to interact with consumers. Furthermore, there are a variety of platforms that attract
different demographics. Twitter, Reddit, and LinkedIn statistically have more users with
bachelor’s degrees, according to Pew’s 5 Facts About the State of the News Media in 2017.
These three platforms would be effective for Uber ads considering most workers with a college
degree earn higher salaries, therefore, more are inclined to pay for our service.

In sum, Uber must focus more resources towards podcasting and digital ads for two reasons:
podcast/audio audience loyalty and consistency in the market as seen through Pew’s statistical
studies conducted in 2017. Both platforms show considerable growth and audience retention. We
can discuss this proposition more in-depth in Thursday’s meeting.