GrabAds has partnered with GroupM to help clients grow their eCommerce footprint and harness retail media effectively across Southeast Asia. The year-long partnership aims to harness the strengths of both parties to deliver greater value for brands, especially for those that are seeking to grow their consumer touchpoints, resulting in action and conversion.
As part of the partnership, GrabAds will provide GroupM’s clients with early access to its latest advertising features and solutions, such as Rank Boosters - which helps Grab’s merchant-partners increase their visibility through search ads and listings - and GrabAds Masthead, which enables brands to drive higher visibility with their target consumers. The partnership will also see GrabAds will leverage its expertise in the eCommerce and quick commerce arenas
from across the Grab ecosystem to help GroupM clients leverage the full capabilities of GrabFood and GrabMart, as well as the rich insights from Grab’s first-party data. This will help clients to reach, engage and move consumers to action across the funnel on the platform.
Ken Mandel, regional managing director and head of GrabAds and brand insights, said that the partnership will also pave the way for GroupM to find new and creative ways to reach, engage and move its consumers to action effectively on the Grab platform. "We are excited to be able to work more closely with GroupM’s clients to harness the capabilities of our full-funnel advertising solutions, as well as with the GroupM team to expand usage of retail media in the region,” he said.
“With the growth of eCommerce showing no signs of slowing, we have built up our capabilities to support the growing needs of our clients across the region to enhance brand visibility and drive business impact through the effective use of retail media,” said Jon Thurlow, COO, APAC at GroupM.
Online retail in Asia Pacific does not seem to be slowing down. According to a recent report by Forrester, it is forecasted to reach US$2.8 trillion by 2025, an increase from US$1.7 trillion last year. Meanwhile, a recent SYNC Southeast Asia report by Facebook and global consultancy Bain & Company Southeast Asia's eCommerce sales is projected to keep pace with China, Brazil and India growing at 14% per year, over the next five years. These underscore the potential for brands to drive tangible business impact through the enhancement of their eCommerce capabilities and optimising the use of retail media.
Separately, Grab made a slew of senior appointments earlier this year. It named David Baser as head of advertising and personalisation technology; Ashu Mathura as head of product, ads at Grab; Margaret Chang, as the regional head of small and mid-sized business (SMB); and Dave Yang as the regional head of direct sales organisation for GrabAds. The four were added to strengthen the technology, product and distribution capabilities of GrabAds' advertising offerings, as well as expand its presence across Southeast Asia to become a full-funnel advertising solutions provider.
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