Johor Bahru, Malaysia – Online delivery platform foodpanda has launched its newest Smart Rider bags solution that features cutting-edge digital-out-of-home (DOOH) advertising technology to expand audience reach and visibility in Malaysia.
The Smart Rider bags transcend the limitations of traditional billboards and redefine how advertisers engage with their audiences, offering scalable and programmatic DOOH advertising solutions for foodpanda’s partners.
This first-of-its-kind product aims to enhance panda ads’, foodpanda’s integrated advertising solution, offering a full-funnel and omnichannel experience to its brands and partners.
With the Smart Rider bags, the online delivery platform ensures that their partners reach customers more effectively and bridge the offline-online gap via multiple touchpoints.
foodpanda has also integrated the innovative measurement tool, LUMOS Intelligence, into the new bags to track the impact of DOOH advertisements in real-time. The integration of LUMOS’ proprietary audience intelligence engine will help advertisers track accurate and measurable campaign insights.
Advertisers planning to partner with foodpanda in this new technology will have access to a live dashboard displaying the routes taken by delivery partners at each point in time and a heat map showing the demographics of the ad viewers. With LUMOS’ programmatic advertising capabilities and agile optimisation strategies, advertisers will be able to identify customer profiles and retarget ads on their smartphones through online channels within the delivery partners’ vicinity.
The new Smart Rider bags will roll out this November on the backs of the foodpanda delivery partners in Johor Bahru. foodpanda is also planning to add capabilities for precise geo-targeting to the Smart bags by the first quarter of 2024.
This new advertising solution from foodpanda’s panda ads is expected to open a new realm of cost-effective, data-driven advertising for advertisers.
Santiago de la Torre, head of advertising and partnerships at foodpanda Malaysia, said, “With the implementation of this technology, we are able to solve some of the main pain points that advertisers have when investing in DOOH, which mainly are limited reach and visibility, lack of real-time accurate performance data, and the inability to close the funnel and bridge the efforts between OOH and online digital campaigns.”
Commenting on the launch, Eric Fan, founder and CEO of LUMOS, also shared, “The growing demand for convenience has led to a surge in online food orders, subsequently prompting p-hailing riders to go around the city for timely deliveries. Recognising this trend, we seized the opportunity to collaborate with foodpanda to introduce programmatic IoT-enabled LED screens on the bags of their delivery partners while providing scalable AdTech solutions to an area where out-of-home advertising remains fragmented to increase advertisers’ exposure rates.”
“Our capability to offer real-time targeting and audience measurement is poised to be a game-changer, not only for foodpanda but also for advertisers seeking to reach increasingly diverse and segmented audiences,” Fan added.
