Advertising firm IDOOH International has partnered with GrabAds, Grab?s online-to-offline (O2O) advertising platform, to deploy in-vehicle media screens in GrabCars in the Philippines.
The partnership aims to provide passengers and drivers with an enhanced and more rewarding commute experience, and brands with a comprehensive out-of-home (OOH) branding platform.
Fully interactive 10-inch IDOOH display tablets will be integrated into selected GrabCar vehicles, providing passengers with an array of high-quality lifestyle, news, and entertainment as well as e-commerce function while in transit.
Grab drivers can look forward to an additional revenue source of monthly incentives and rewards, awarded based on the number of trips completed and duration of screen activation.
As an everyday app, the partnership is part of a broader strategy to provide opportunities for brands to reach Grab?s passengers through integrated online-to-offline branding solutions spanning in-app, in-car and mobile billboards, offered by IDOOH and GrabAds.
To create a customized in-vehicle experience, IDOOH uses proprietary in-vehicle technologies like geo-fencing and day-parting to juxtapose the offered content against specific factors such as vehicle speed, location, weather and traffic conditions. This presents passengers with a new OOH entertainment experience and brands with a new digital platform to engage with their audiences.
IDOOH is also testing technologies like presence and facial recognition and augmented reality to provide an even more personalized in-vehicle experience in future.
IDOOH has an inventory of 14,000 screens spanning across diverse platforms including ride-sharing cars and taxis. In November 2018, IDOOH screens have clocked 95 million kilometers of drive time and over 3.6 million hours of video content across the region, presenting an immense opportunity for one-on-one consumer engagement. The screens use proprietary in-vehicle screen technology to bring relevant content to passengers and big data analytics to gain campaign, fleet and consumer insights.