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Marketing Featured Southeast Asia

Malaysian food delivery riders on ‘blackout’ to protest poor pay

Kuala Lumpur, Malaysia – Malaysia is currently experiencing a nation-wide ‘blackout’ of food delivery services, as local reports have suggested that a large number of food delivery riders will be protesting starting this day amidst requests to improve payment across food delivery rider partners.

According to a report from the Free Malaysia Today, the protest had been planned two to three weeks ago, as shared by the organiser Zulhelmi Mansor of the Persatuan Penghantar P-Hailing Malaysia. The posters posted on social media were posted with Grab and foodpanda logos.

In response to the protests, Grab Malaysia has released a statement via The Star, clarifying that there was no reduction in base fares for their delivery services. Instead, it was due to a glitch in its system, where the rider noted a discrepancy in his earnings.

“We have since rectified the issue and have transferred the shortfall to all affected partners, and clarified the matter via our official communication channel to our partners on July 21. We apologise for the inconvenience this may have caused for our partners and would like to encourage our partners to reach out to us,” they stated.

Grab Malaysia also added that in the past few months, they have introduced multiple efforts to support their delivery-partners, as well as releasing multiple promotions and campaigns to benefit their riders.

The recent updates in Malaysia’s food delivery space line up with the constant growth of food delivery companies in the country, with players including airasia ride and DeliverEat. Recently, airasia ride announced that its offering its gig riders full-time employment in a move to offer job stability and enhancement of income opportunities.

Strikes amongst food delivery riders have increased in the Southeast Asian region. For instance, foodpanda drivers in the Philippines have protested over poor pay conditions. As a result, the country’s National Labor Relations Commission (NLRC) have recently ordered foodpanda to pay the seven dismissed riders around PHP2.2m who have participated in the protest.

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Platforms Featured Southeast Asia

foodpanda SG to tag, identify sustainable brands on platform

Singapore – foodpanda in Singapore is strengthening its commitment to sustainability by launching Green Label – a first-of-its-kind programme by a food delivery company in Singapore that identifies the most sustainable brands on the platform through a restaurant certification scheme. 

Under this initiative, restaurants that have registered their interest will be assessed based on their sustainable practices, and given the Green Label certification should they meet the requirements. The audit criteria are developed by foodpanda with guidance from PACT SG, an initiative started by WWF Singapore to reduce waste and move towards a circular economy. Restaurants are then audited based on the criteria by non-governmental organisation, Zero Waste SG. Certified restaurant partners will also undergo annual reviews to ensure that they retain their green certification.

The criteria take into consideration restaurants’ efforts in the following areas: conscious food, sustainable packaging, waste reduction, food waste, social welfare, carbon reduction, awareness and education, and power supply. foodpanda will also be working with restaurants to help them improve in specific areas of the criteria in which they are weaker in.

Laura Kantor, director of marketing and sustainability at foodpanda Singapore, said, “With Green Label, we want to make it even easier for both our restaurant partners and customers to be more sustainable. With clearly laid-out criteria, our restaurant partners will be able to get a comprehensive understanding of where they stand, as well as guidance from us to work on the aspects they can strengthen.”

Kantor added, “The Green Label certification also makes it easier for customers to support brands that are environmentally-friendlier. The launch of Green Label, therefore, allows us to deliver a bigger impact on achieving our sustainability goals, and to continue to set the benchmark for the industry.”

Customers can easily browse the full list of Green Label certified restaurants available to them by tapping on the ‘Green Label’ tile on the foodpanda app. Green Label certified restaurant partners enjoy exclusive benefits, such as complimentary marketing by foodpanda, educational workshops and resources on sustainability measures to help support their green practices.

At launch, there are 49 restaurant partners with over 900 outlets across Singapore that have been accredited with the Green Label certification, including fan favourites Starbucks, Flash Coffee, Swensen’s and VeganBurg. Restaurant partners that are interested to be part of the programme can indicate their interest via a sign-up form that is available on the foodpanda website.

foodpanda said the Green Label initiative goes under its efforts to achieve the sustainability targets set out by the Singapore Green Plan 2030.

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Main Feature Marketing Partners Southeast Asia

PH roundtable: PH marketing leaders gather to discuss branding, creative, and automation

Creative, brand identity, and automation are just some of the most vital elements within any successfully working marketing strategy and campaign. The first two deal with external execution, while the latter refers to operational efficiency. 

In a rare opportunity that gathered Philippine marketing leaders representing diverse industries, MARKETECH APAC, in partnership with Celtra, delved into a discussion on how brands in the market best approach their marketing strategies in the region. In this discussion, we dived deep into what it takes to deliver high-performing creatives and unique brand identity, while harnessing the power of automation to achieve marketing agility. 

In the industry event which carried the theme, ‘Visual2Vision: Leveraging Creativity As Your #1 Marketing Performance Lever’, marketing heads from brands Cambert (Pilipinas), Inc., Canon Philippines, Cebu Pacific Air, Decathlon Philippines, dentsu Philippines, foodpanda Philippines, Generali Philippines, and L’Oréal Philippines each shared how they are keeping their brands top-of-mind in a period where digital has accelerated the bar for which brands are deemed worthy of support and favorability.

Roundtable Highlights: Watch the PH marketing leaders share the top insights from the discussion

Authenticity at the heart of the marketing creative 

During the discussion, marketing leaders agreed that at the core of any marketing creative is authentic narrative and messaging. Danielle Eleazar, foodpanda’s head of marketing for new verticals in the Philippines, said that it all boils down to authenticity because beyond making sure that any creative asset or communication resonates with the market, the consumer has to ‘understand’ the message.

“As long as that creative consideration lies [in] authenticity, it’s something that really resonates with the consumer,” said Eleazar. 

Canon Philippines’ Anvey Factora and Decathlon Philippines’ Jessica De Leon both echoed the said insight. Factora, Canon’s head of marketing communications, e-commerce and retail, said that amongst others, their topmost consideration on the creative side when launching a marketing campaign is building a strong and authentic narrative. Meanwhile, De Leon, Decathlon’s direct marketing lead, believes that a brand’s creative must be “memorable [and] authentic” with tailored messages based on audiences’ needs. 

Meanwhile, for L’Oréal Philippines’ Chief Digital & Marketing Officer, Isabel Falco, building the creatives still goes back to whether it’s able to answer the ‘creative brief’ to be done.

“The topmost consideration for the creative is still going to be whether it successfully answers the creative brief or the job to be done,” said Falco.

However, marketing leaders also stressed the importance of balancing the genuine appeal of creative implementation with execution aimed at achieving business goals. It was Factora who said that in tandem with serving creativity, it’s important to make sure that the overall marketing and communications are aligned with the business direction. 

“At the end of the day, we will always be evaluated [on] the business results and impact,” he said. 

In the same vein, Patricia Bucag, Cebu Pacific Air’s marketing manager, believes that a marketing campaign must, above all, answer to the business need, which in the airline’s case is getting people to purchase. 

At a stage where brand awareness is already high for a company such as Cebu Pacific Air, Bucag said the objective of any marketing initiative becomes purchase-led results. 

Yet, brands today are struggling to meet the speed for campaigns to be launched across the funnel. Brand marketers don’t have the luxury of time to spend on the design craft for each and every asset while managing prompt campaign launch times. In order to meet the needs for personalised consumer experiences without burnout, marketing and creative teams must be equipped to successfully launch full-funnel campaigns at scale. 

Managing the branding identity of international brands

In a world where every impression is a brand impression, the PH roundtable discussion dove into the main topic of brand identity, the umbrella strategy which creative would fall under. 

A number of leaders in the discussion represented the PH leg of international brands such as Canon, and as expected, an entity like Canon Philippines needed to be very strict when it comes to the implementation of all things related to creative to ensure the quality reflects the brand at large. 

How Canon Philippines remains effective in its strategy, Factora said, holistic planning is key. 

“Coming up with a holistic identity is very, very important because Canon is not just operating in a particular segment or in a particular region, we’re operating in different continents in different countries,” he said. 

Factora believes that every great campaign remains to be backed up by holistic planning, and by this, he means integrating not just one function in marketing, but including those from, for example, distribution and sales. This is taking into consideration the sales agenda and channel mapping in the overall strategy.

Meanwhile, we also learned how a local arm of a global insurance brand decides on and manages its branding. For Generali Philippines, it’s all about making the brand’s purpose the compass to draw what steps are best suited to deliver its brand identity. 

Milca Javier, the brand’s head of marketing, said, “The purpose of everything that you’re doing in terms of the creative [and] in terms of your campaign [is important]. You want to craft something that emphasises or, you know, heavily promotes all elements of your DNA, of your brand DNA.” 

Javier raised questions like, “Do we want to evoke something?” and “Do we want to say something to the audience?” So for example, insurance is strong, but then the brand may want to show that it’s not too stiff or that it’s not too serious, and can also invoke fun, so this is where the little details such as typography and brand colour come to make a big difference. 

Ultimately, she said, the buy-in of the branding must come from within before it can even be accepted by the general consumer. 

“It’s really valuable that Generali Philippines, the colleagues that I have within the company, know the importance of the brand [and] the brand identity,” she said. 

“It’s very, very important that all of the people within Generali Philippines are buying into [our] brand identity. This is the core and we have to stay true to our core,” Javier added.

On the other hand, Cambert Pilipinas’ Jenny Arcellana, its head of marketing, shared about how, overall, marketing strategies, including putting branding identity in place, have evolved through recent years. Arcellana said it’s the influencers and the content creators of today that have been the biggest change. 

“So it’s still the same, you know, you have to drive awareness [of] your brand, you have to tell your audience what the brand is, [and] your product – why would it appeal to them, to the target market,” said Arcellana.

But that the change, she said, has been with how you promote the brand and the media available. As a leader in trade marketing, Arcellana commented that amidst these changes, availability and visibility in trade are still very important because a product that cannot be seen cannot be sold. 

“But of course, you have to talk to the right person to whom your brand or product is relevant to,” she said. 

The power of automation in building personalisation in marketing

Realising creative and branding initiatives cannot be discussed without talking about the role of automation in their development. With a wide range of tools and marketing tech platforms at marketers’ disposal, the matter isn’t whether to utilise what but how to strategically harness these enablers to deliver a brand’s marketing strategy best. 

The marketing heads were in unison to say that personalisation is what is made possible by automation–and at scale. Isabel Falco, L’Oréal Philippines’ chief digital & marketing officer, said that there are many different ways to communicate a product’s relevance to a consumer and automation helps in creating many different versions of a creative or marketing campaign to find what is best fitted to a specific audience. 

“We really see the value-add of having the capability to automate, [enabling] us to [do] A/B [testing] at scale,” Falco explained. 

The power to automate tedious design tasks speeds up time for marketers looking to amp up their ​​creative testing roadmap. With tools like creative automation, brand marketers can iterate and update their highly-customised creatives independently without losing time on manual updates for individual creative versioning. By allowing teams the freedom to produce creative variety at ease, marketers can get campaign refreshes out of the door and initiate the purchase journey quicker. 

For Mako Chaves, dentsu Philippines’ MD and Head of Media, one of automation’s top benefits is being able to gain and firm up the ‘audience understanding’, which he believes is the foundation of all great campaigns. 

“It all boils down [to] one thing, which I think is consumer truth. And at the heart of every campaign that we do at dentsu is about deep consumer understanding,” said Chaves. 

He added, “Without every campaign latching onto a deep consumer insight, I think everything will fall, everything will not be genuine and everything will not be authentic.”

Meanwhile, Decathlon’s De Leon wanted to emphasise how automation eventually gives way for the team to have a seamless and smooth working process. 

She said that just like being a brand for sports, efficiency and performance are important to them and utilising the tools that are available makes it possible to deliver personalised and targeted ads to customers.

“Automation really empowers the team to be able to clearly see their next steps and to be able to analyse what’s working and what isn’t…automation allows us to be able to make the work not just efficient, [but] also sustainable for our future customers,” stated De Leon. 

In the PH-focused industry discussion, while marketing leaders shared their customised approaches to creative, brand identity, and automation, common themes remain such as balancing ingenious creative campaigns with business-oriented marketing communications. Marketing leaders have also spoken that although brand identity is the main responsibility of the marketing team – effective branding that resonates with consumers is one that is developed and integrated through the cooperation and buy-in of other functions within a company – proving that belief in the brand identity must emanate from within teams, empowered by tools that aid brand governance. 

Amidst marketing leaders lending their views and thoughts on external execution, the brand and agency heads also shared what role marketing tech like automation play in bringing marketing campaigns home. While leaders cited different areas of marketing they see automation being the most beneficial, they all agreed that essentially, it’s the ability to deliver targeted and tailor-fit campaigns to consumers that makes it easy for brands to achieve marketing excellence. 

Roundtable Highlights: Watch the PH marketing leaders share the top insights from the discussion
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Platforms Featured Southeast Asia

J&T Express established strategic partnership with foodpanda in Singapore

Singapore Express delivery company J&T Express has been appointed as the delivery partner-of-choice for foodpanda shops, foodpanda’s online marketplace. With its expertise and extensive network, J&T Express will be supporting foodpanda shops’ retailers to provide next-day door-to-door delivery.

In this partnership, over 20 merchants such as Unilever, Philips, ASUS, MAKE UP STORE and TC Acoustics will now have the option to offer next-day delivery fulfilled by J&T Express, with plans to expand this offering to more merchant partners in the coming months.

As part of the launch, foodpanda is offering free deliveries on all J&T Express next-day delivery orders from now till 31 August 2022, terms and conditions apply.

foodpanda shops was first launched in 2019 to provide customers with the convenience of placing orders from a wide variety of product categories including household items, beauty products, electronics and more, and have them delivered on-demand. With over 4,000 merchant partners, customers can now shop from notable brands such as Xiaomi, Guardian, LUSH, and more from the comfort of their own homes.

J&T Express also brings to this strategic collaboration its extensive experience in supporting online marketplaces and e-commerce platforms to provide efficient and seamless logistics solutions. As part of this collaboration, J&T Express has developed an API integration with foodpanda to enable a one-stop ecommerce experience for merchants.

Martin Tan, head of operations at J&T Express, Singapore, said, “We are excited to be onboard with foodpanda through foodpanda shops to drive the one-stop e-commerce experience for both sellers and consumers. This new milestone is in line with our ambition and strategy to expand our customer base by creating tailored e-commerce solutions for our partners, which is also a testament to our growing potential and momentum both in Singapore and globally.”

foodpanda aims to expand its delivery offerings via its shops feature to bring new benefits for both consumers and brands. Consumers can now enjoy a wider variety of products and brands with a frictionless shopping experience, while merchants have access to a new channel to reach new, digital customers, and opportunities to generate new revenues through alternative business models like next-day delivery.

Rizan Rahiman, head of marketplace – Shops, at foodpanda Singapore, commented, “Our partnership with J&T Express allows us to provide even more options for customers to place orders and have them delivered at their preferred timings. With this partnership, participating merchant partners can now offer islandwide delivery in a more efficient manner, resulting in wallet-friendlier delivery fees for our customers. These enhancements will ensure that we are well-placed in being the preferred option for on-demand purchases.”

As part of this partnership and its ongoing growth, J&T Express continues to invest in its operations globally and in the region to ensure it can deliver the highest quality express service. The company recently announced its global expansion to include Brazil. In Singapore, it has equipped its sorting hub with upgraded automation solutions and expanded its strategic warehouse network in both east and west of Singapore, which is supported by a nationwide network of Pick Lockers and J&T Points, the dedicated service points.

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Marketing Featured Southeast Asia

Rodeo, hoolah team up to launch ad campaign on foodpanda delivery bags

Kuala Lumpur, Malaysia – Local adtech startup Rodeo has teamed up with buy-now, pay-later player hoolah to launch an advertising campaign for hoolah across Rodeo’s fleet of cars and on foodpanda delivery bags.

Hoolah sees a huge potential in partnering with Rodeo as their out-of-home (OOH) media partner to run their advertising campaign that aims to amplify awareness amongst consumers. In addition to external branding, Rodeo created an in-car experience that utilises QR code for active engagement with passengers bringing the online experience to them, wherever they are.

Valens Subramaniam, CEO at Rodeo, said, “Being our first BNPL advertiser, hoolah, we have executed a campaign with them in Klang Valley as well to turn heads on the streets using Rodeo’s media on e-hailing cars and food delivery bikes to promote its Raya campaign.”

He also added that on average, a rider makes about 30 to 40 deliveries per day at selected zones while E-hailing drivers on the other hand commute about 20 to 30 trips per day within Klang Valley. 

“We want to make use of this ‘missed opportunity’ to our advantage for our advertisers. In Klang Valley alone, there are more than 30,000 food riders and about 100,000 drivers supporting the gig economy and we are looking at 100,000 to 300,000 trips per day based on our findings,” Valens added.

Meanwhile, Jason Wong, general manager at hoolah, commented, “We are excited to be kickstarting our first advertising campaign in Malaysia with Rodeo and foodpanda. This partnership gives us the opportunity to reach out to thousands of commuters daily in Klang Valley and bring the retail experience to them via the QR code, so they can shop at their favourite brands and pay later in a convenient, flexible, and responsible manner.”

Bernard Chong, marketing director at foodpanda, said, “We are delighted to be partnering with Rodeo and hoolah on this campaign. When we launched our rider bag ads, our goal was to work with brands to achieve a wider and more effective reach since road users have started to progressively increase over the past few months. To add to that, we also wanted to be able to provide our delivery partners with an additional source of income while delivering their orders.”

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Platforms Featured APAC

foodpanda launches new meal donation feature in Asia

Singapore – As part of foodpanda’s efforts in supporting the fight against global hunger, the delivery platform has launched its new meal donation initiative in Asia. With a new micro-donation feature built into the foodpanda app, customers can now easily donate to those in need by selecting the ‘Donate’ button after checking out orders.

The feature will go live in Malaysia and Singapore this week, ahead of World Hunger Day on 28 May 2022. Beneficiaries of foodpanda’s meal donation initiative will vary by market. In Malaysia, foodpanda and ShareTheMeal have been working closely together to make it easy for customers to give back to their communities. ShareTheMeal is a United Nations World Food Programme (WFP) initiative and app through which people are encouraged to make meal donations to help feed hungry families around the world. 

The donation function integrated into the foodpanda app allows for a seamless donation process for customers. All donations via the foodpanda app will be channelled to WFP’s food assistance projects and emergency programmes across SEA. Malaysians now have the option to donate between RM2.50 to RM17.50 to feed a child for up to seven days.

Meanwhile, in Singapore, foodpanda will collaborate with The Food Bank Singapore (FBSG). Customers in Singapore can choose to donate one, two, or three meals – at a rate of SG$2 per meal – that will go towards funding meals for FBSG beneficiaries. 

For interested users, The ‘Donate a Meal/ Share the Meal’ tab will be displayed on the order tracking page, and upon clicking it, they will be shown the donation options available. Once a user selects their donation, they will be directed to the payment page, and when the donation is confirmed, the user will be returned to the order tracking page.

foodpanda said that this meal donation initiative is an extension of the global partnership launched by parent company Delivery Hero SE with the WFP in September 2020, with the goal for Delivery Hero to donate 10 million meals globally by the end of 2022. 

Jakob Sebastian Angele, foodpanda’s CEO, said, “Food and groceries are at the core of our business, so we need to make food accessible to as many people as possible. By integrating meal donations onto our platform, we are encouraging our riders, merchants and customers to give back to society through using everyday technologies.” 

Elsewhere in Asia, foodpanda is also an active participant in programmes that address hunger and tackle food insecurity and wastage. In Singapore, foodpanda partners with OLIO to redistribute surplus food from pandamarts, while in Bangladesh, foodpanda partners with the Bidyanodo Foundation, donating unsold fresh produce from pandamarts and food from cancelled orders to vulnerable communities. Moreover, in Hong Kong, foodpanda has introduced a ‘Less Rice/Noodles’ option to decrease food waste.

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SME Featured APAC

foodpanda’s latest social impact report focuses on digitalisation support for MSMEs

Singapore – Regional delivery platform foodpanda has recently published its latest social impact report, focusing on the initiatives for supporting communities, helping MSMEs digitise, train and upskill delivery riders across the region during the continued pandemic in 2021.

The company has dedicated US$29m to support MSMEs across the region, like wet market vendors in Thailand and Taiwan, local mom-and pop shops in Malaysia and the Philippines and hawkers in Singapore. This comprises new digital tools to help merchants expand revenue streams and connect with new customers online, as well as fee waivers and other relief initiatives. 

In addition, an additional US$6m was invested in providing riders’ welfare and benefits, such as safety training, insurance and financial support for the purchase of bicycles or motorbikes. Foodpanda also spent more than half a million US dollars to support local governments and communities in the fight against COVID-19, with the distribution of food, essentials and medical supplies to healthcare workers and people in need. 

Jakob Sebastian Angele, chief executive officer at foodpanda, said, “Since foodpanda was founded in 2012, we have been driven by our value to ‘get 1% better every day’, rolling out technical features that make millions of lives better. Technology has been an especially powerful tool to help sustain livelihoods, preserve business legacies, tackle environmental challenges, and build an inclusive platform for our community of merchants, riders, and customers to thrive.”

Foodpanda has also dedicated an additional US$91,000, invested to upskill riders in Hong Kong, Malaysia, Singapore and Taiwan, in language, personal growth and marketing programmes for future career readiness. In Singapore, foodpanda dedicated 19,500 hours mentoring mid-career professionals as they transition to data and software engineers through the GoSchool and #GetReadySG programmes. Foodpanda also invested US$70,000 on mental wellness, including providing subscriptions to mental wellness apps for employees and riders.

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Platforms Featured East Asia

foodpanda HK unveils tie-up with Atome

Hong Kong – Q-commerce platform foodpanda in Hong Kong has announced a partnership with buy now pay later platform Atome, to introduce Atome’s buy now pay later acceptance and payment flexibility to the Hong Kong market. 

Starting 14 March, foodpanda customers in Hong Kong can split purchases into three zero-interest deferred payments upon checkout. To pay, users must first download the Atome app and register before selecting Atome as a payment option at the checkout.

Ryan Lai, managing director at foodpanda Hong Kong, shared,  that both oth foodpanda and Atome are aligned in our mission of better serving the people of Hong Kong. 

“By adding the buy now pay later payment flexibility on our all-in-one quick commerce platform, it makes food and grocery shopping even more instant, affordable and convenient for foodpanda customers. The launch of this partnership is very timely, given COVID-19 restrictions and the economic impacts it brings, allowing Hong Kong residents to enjoy better financial flexibility while making food or grocery purchases safely from home.” 

Eric Yu, general manager at Atome Hong Kong, commented, “We are pleased to partner with foodpanda, Hong Kong’s leading on-demand delivery platform. foodpanda customers can now enjoy a flexible, transparent and seamless shopping and payment experience by checking out with Atome. This will make it even more convenient and affordable to Hong Kong residents to eat and shop for food and groceries safely, and from the comfort of their own home.”

To commemorate the launch of the partnership and to encourage Hong Kong residents to eat and shop safely from home during the COVID-19 crisis, all foodpanda customers can redeem a one-time HK$50 foodpanda voucher when they check out with Atome’s minimum spend of HK$350 for existing customers and HK$250 for new customers.

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Technology Featured Southeast Asia

Yahoo unveils new Video Lite feature

Singapore — Global media and tech company Yahoo has unveiled its latest ad solution, Video Lite, in Asia-Pacific (APAC) that will elevate the video assets of brands for a stronger storytelling experience. Among those who had already utilised the new feature are transport company Grab, and delivery platform foodpanda.

Video Lite is available for private marketplace (PMP) campaigns via Yahoo Exchange, which allows advertisers to raise existing video creatives for digital media placements through the addition of end cards or branded frames, (Call To Action) CTA buttons and messages.

Yahoo cites the inspiration for the new feature as the massive digitisation wave continues across Southeast Asia, which recorded 60 million new internet users in 2021 alone. Notably, in SEA, e-commerce has experienced an unstoppable growth, valued at approximately US$120b in 2021 and forecasted to increase significantly by 2025 to be worth US$234b.

Although Yahoo recognises the strengths of videos as a medium and channel for brands to captivate audiences, the company says it is not known for causing actionable responses compared to other ad formats. But with Video Lite, brands will unlock stronger storytelling by helping brands bridge video’s convenience gap for consumers and close the loop, taking them from experience to action through a clearer path to purchase while also emphasising brand visuals and messaging.

The new video component has two new features: Branded Frames, and End Cards. Brand frames, fit for videos up to 30 seconds, give access to complementary graphics, text ad copies and CTA buttons to be added seamlessly alongside a minimised video to reinforce key brand visuals and messaging and provide a direct path to purchase. Meanwhile End Cards, suitable for shorter videos up to 15 seconds, create a one-click checkout point, when attention is at its peak, by maximising graphics and text ad copies with CTA buttons, emphasising key brand visuals and messaging with a direct path to purchase, at the end of existing video assets.

Shrivardhan Sarda, head of buyer development of Yahoo APAC, commented, “For many APAC advertisers, especially e-commerce brands, conversions remain the primary focus in their advertising campaigns. Our new Video Lite feature seeks to enhance brand storytelling through videos – optimising creatives for digital media placements by giving greater emphasis to important messages and forging a clearer path for consumers to complete their conversion journey with clear, actionable CTAs.”

Hadi Surya Koe, head of marketing Grabfood – Grab Indonesia, said,“We’re delighted to become one of the first users of Video Lite in the region. Makanthon is our marquee campaign of the year and we’re glad we got to explore new ways of reaching new audiences. We look forward to utilising more innovative ways to connect with our customers through collaboration with platforms and solutions, like Yahoo.”

Grab Indonesia utilised Video Lite by adding a branded frame to their existing video asset for their GrabFood and GrabMart prominent campaign, Makanthon 2021. The branded frame emphasised time urgency and highlighted the chance for customers to win prizes, namely gold, smartphones, and a luxury car, with a clear CTA button for users to make a purchase or order immediately. The campaign ran between Nov 16 and Dec 26 December on Yahoo’s owned and operated properties in Indonesia.

Meanwhile, foodpanda in Singapore also utilised Video Lite, with a branded frame over their “We’ve got you Santa!” video to drive awareness for its holiday Christmas campaign. The branded frame sought to up the ante on the Christmas spirit and emphasise foodpanda’s “we’ve got you” commitment to its customers to help with their gifting, feasting and festive needs that is conveniently just a tap away with the “Order Now” CTA button. The campaign ran from Dec 6 to 26 on Yahoo’s owned and operated properties in Singapore, alongside other premium lifestyle publishers in the country. 

Laura Kantor, marketing and sustainability director for foodpanda Singapore, shared, “Time is increasingly becoming a scarce resource for all of us. Being in the business of convenience, we know how much our customers appreciate having things delivered to them in a timely manner – and this goes for the content that they consume as well. With Video Lite, we can now enhance the way we engage with our customers by providing them with bite-sized videos that are visually engaging and easily digestible, therefore ensuring maximum recall.”

On the success of the two partnerships, Sarda said that better ads are better for everyone. According to him, as a consumer, better ads improve the browsing experience and clearer CTAs deliver convenience, shortening the path to purchase for immediate action.

“For brands, this will mean meaningful engagements at every touchpoint that will help realise their campaign goals and deliver maximum ROI. We’re excited to have piloted Video Lite with Grab and foodpanda in SEA, and we look forward to empowering more brands and helping them forge a path to engage with their target audiences at scale,” Sarda said.

The Video Lite feature can now be availed by agencies and advertisers across APAC, and enhanced video ads can be executed on their preferred DSP with PMP deals using Yahoo Exchange.

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Marketing Featured Southeast Asia

OMD Singapore appointed as foodpanda SG’s new media agency

Singapore – Omnicom Media Group’s media agency OMD in Singapore has nabbed the media agency mandate of online food and grocery delivery platform foodpanda. OMD Singapore replaces incumbent agency Zenith, while other agencies who joined the pitch are Carat and UM.

The mandate was won by OMD Singapore’s presentation of out-of-the-box client-driven ideas and strategic media planning approaches which taps into OMD’s data capabilities and network.

Laura Kantor, marketing and sustainability director at foodpanda Singapore, said that OMD Singapore impressed them with the ability to effectively combine creativity with feasibility, and that they look forward to continuing delivering great food, groceries, and also amazing content.

“Operating in an increasingly competitive landscape means we need to constantly serve up new and creative ways of engaging with our audience, and it is crucial that we partner with an agency that can run at the same pace that we do,” Kantor said.

The agency win comes after foodpanda had recently announced the launch of its brand mascot, Pau-pau, as part of the company’s 10th anniversary celebration.

Meanwhile, Sadhan Mishra, managing director at OMD Singapore, commented, “We are thrilled to learn that our strategic media planning approach resonated with foodpanda. Through the pitch process, it was gratifying to see that foodpanda valued a long-term brand building process along with short-term goals that align with the values of our agency. 

He added, “With OMD’s understanding of the market and experience in the field, we are confident that we will be able to help foodpanda establish their place as a valuable brand in Singapore in addition to fuelling their upcoming offerings.”

OMD Singapore had also recently won the integrated media account of Singapore-based insurance company Income.