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Grab launches dedicated ad biz unit GrabAds

Grab has launched GrabAds, the company’s advertising business unit in a bid to provide brands with an online-to-offline (O2O) platform to engage with millions of Southeast Asian consumers.

The advertising platform, GrabAds marries an extensive on-ground fleet of vehicles with digital presence across eight countries and more than 200 cities in Southeast Asia. It allows brands to distribute appealing content and create in-car and digital experiences for consumers.

GrabAds also aim to use its big data capabilities, local market insights and O2O presence to create meaningful customer engagement for brands that lets them segment their audience and cut through the noise.

This way consumers will have new ways to discover, engage and receive deals from brands as selective, personalised experience brings them closer to services and businesses that may interest them. Furthermore, brands will be able to run integrated campaigns through the GrabAds platform.

GrabAds’ offerings are modular and customisable to each market, with a list of solutions under three categories:

  • Mobile billboards: Brands can turn Grab’s fleet of cars, buses and bikes into their own roving billboards to generate mass offline awareness. According to a press statement, ads on GrabBike generate the highest brand recall among all out-of-home advertisements.
  • In-car engagement: From in-car branding and digital display to in-car sampling and in-car retail, brands can creatively turn car interiors into their canvas. They can showcase engaging short-form content on Grab’s in-car tablets and transform cars into mini mobile pop-up stores for customers to learn, test and purchase new products while in commute. Driver-partners in Singapore who offer in-car retail services receive additional commission for every in-car purchase and free sample redemption.
  • In-app engagement: Build and customise interactive widgets such as games, quizzes, content, among others in Grab’s everyday app that has been downloaded onto more than 100 million smartphones in Southeast Asia. Brands can go a step further to delight customers with exclusive promo codes for Grab rides along with a little surprise message.

The new initiative also aims to provide additional revenue streams for driver-partners and delivery-partners who have full flexibility in choosing their preferred advertising option to best complement their driving income. Driver- and delivery-partners across the region who have participated in past ad campaigns have earned an average of up to 10% additional income after joining GrabAds.

In addition to the launch, GrabAds has also partnered with advertising management companies across the region. In Singapore, GrabAds will work with Carblicity, IRIS, Display Science and MMI Media Group to help both global and local brands execute impactful and engaging marketing campaigns across the country.

Grab has also signed a Memorandum of Understanding (MOU) with Mediacorp to co-create tailor-made content for in-transit viewing on Grab’s in-car tablets for passengers. These content include short-form dramas, sitcoms, variety shows and headline news. These partnerships draw upon partners’ industry expertise to deliver maximum results and seamless campaign management for brands and driver-partners.

“As our online and offline worlds become one, brands are now more focused than ever in designing and delivering seamless integrated experiences for their customers across multiple channels. GrabAds helps brands tap into our extensive vehicle fleet and increasing digital footprint to reach a wider audience base in Southeast Asia. From generating mass awareness to creating bespoke experiences, we invite brands and media partners to work with us on personalising ads, content and experiences that are interesting, engaging and enriching for customers,” Nasheet Islam, head of GrabAds, Grab said.

“GrabAds is a great way for our driver- and delivery-partners to increase their incomes. Together with our campaign partners, we are committed to helping driver- and delivery-partners achieve additional and consistent monthly income from GrabAds, while helping brands achieve maximum exposure and engagement with their customers,” Islam added.

GrabAds clients include Pepsi, Dove, Shopee, Tokopedia, Bukalapak, among others. GrabAds is part of Grab’s open platform strategy to enable partners and brands to expand more efficiently across Southeast Asia by leveraging Grab’s user base and offline distribution channels.

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