Grab, IDOOH partnership brings in-vehicle media screens
IDOOH International, in partnership with GrabAds, adds to the ridesharing experience by deploying in-vehicle media screens to GrabCars in the Philippines.
This partnership is in part of Grab’s online-to-offline (O2O) advertising platform and aims to provide opportunities for brands to reach the riders of the transport vehicle network service (TNVS).
“As an everyday app, we always look for ways to improve the experience of both passengers and drivers,” said Steve Martin Luchangco, head of Grab for Business in the Philippines. “Thanks to our partnership with IDOOH, passengers will be able to discover, engage with, and receive deals from quality brands.”
GrabCars are now equipped with fully interactive 10-inch IDOOH display tablets with an array of lifestyle, news, and entertainment content, functioning as in-car and mobile billboards.
Grab Drivers with IDOOH screens installed in their vehicles can gain incentives and rewards. Drivers can be awarded based on the number of trips completed during screen activation.
IDOOH is Asia Pacific’s largest in-vehicle screen network with 14,000 screens across ride-sharing cars and taxis. “We are thrilled to combine forces with Grab to transform the in-vehicle experience through disruptive media technology,” said IDOOH Group CEO Mark Forsyth. “Beyond the commute experience, this partnership opens up a rideshare business ecosystem that will serve as a window for collaboration across other ridesharing services like advertising, delivery, and fulfilment of e-commerce transactions on the move.”
As of November 2018, IDOOH screens have clocked 95 million kilometers of drive time and over 3.6 million hours of video content.
IDOOH uses different technologies to engage their audience such as geo-fencing and day-parting. To provide more personalized content, IDOOH is testing facial recognition and augmented reality. The technology is also used to gain campaign, fleet, and consumer insights.