Grab and foodpanda trial Yahoo's new Video Lite feature

Grab Indonesia and foodpanda Singapore jumped on board Yahoo's latest Video Lite feature in Southeast Asia for its year-end campaigns last year and according to Yahoo, the pilot was successful. Available for private marketplace campaigns via Yahoo Exchange, Video Lite allows advertisers to optimise existing video creatives for digital media placements through the addition of end cards or branded frames, CTA buttons and messages.

The new Video Lite feature allows advertisers access to Branded Frames and End Cards. Branded Frames are available for videos up to 30s and allow complementary graphics, text ad copies and CTA buttons to be added seamlessly alongside a minimised video. This helps to reinforce key brand visuals and messaging and provide a direct path to purchase.

End Cards, suitable for shorter videos up to 15 seconds, create a one-click checkout point, when attention is at its peak, by maximising graphics and text ad copies with CTA buttons, emphasising key brand visuals and messaging with a direct path to purchase, at the end of existing video assets.

Grab Indonesia utilised Video Lite by adding a branded frame to the existing video asset for its GrabFood and GrabMart prominent campaign, Makanthon 2021.

The branded frame emphasised time urgency and highlighted the chance for customers to win prizes, namely gold, smartphones, and a luxury car, with a clear call to action button for users to make a purchase or order immediately. The campaign ran between 16 November and 26 December on Yahoo’s owned and operated properties in Indonesia.

Hadi Surya Koe, head of marketing, Grabfood, Grab Indonesia, said Makanthon is its marquee campaign of the year and the team is glad it got to explore new ways of reaching new audiences.

Meanwhile, foodpanda in Singapore also utilised Video Lite, with a branded frame over its “We’ve got you Santa!” video to drive awareness for its Christmas campaign during the holiday season.

The branded frame sought to up the ante on the Christmas spirit and emphasise foodpanda’s “we’ve got you” commitment to its customers to help with their gifting, feasting and festive needs that is conveniently just a tap away with the “Order Now” CTA button. The campaign ran from 6 to 26 December on Yahoo’s owned and operated properties in Singapore, alongside other premium lifestyle publishers in the country. With the Video Lite enhancement on foodpanda’s ad in Singapore, the campaign saw a 76% performance uplift in CTR compared to average benchmarks.

Laura Kantor, marketing and sustainability director for foodpanda Singapore, said time is increasingly becoming a scarce resource for all of us.

"Being in the business of convenience, we know how much our customers appreciate having things delivered to them in a timely manner – and this goes for the content that they consume as well. With Video Lite, we can now enhance the way we engage with our customers by providing them with bite-sized videos that are visually engaging and easily digestible, therefore ensuring maximum recall," she explained.

Shrivardhan Sarda, head of buyer development, APAC, Yahoo, explained that its new Video Lite feature seeks to enhance brand storytelling through videos - optimising creatives for digital media placements by giving greater emphasis to important messages and forging a clearer path for consumers to complete their conversion journey with clear, actionable CTAs.

“Better ads are better for everyone. As a consumer, better ads improve the browsing experience and clearer CTAs deliver convenience, shortening the path to purchase for immediate action. For brands, this will mean meaningful engagements at every touchpoint that will help realise their campaign goals and deliver maximum ROI,” Sarda added.

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