Platforms Featured Southeast Asia

GrabAds fuels marketing, tech functions with new key hires

Singapore – Southeast Asia’s superapp, Grab, has announced five industry leaders who will join the team to further its advertising capabilities and strengthen the technology, product, marketing, partnership and operational capabilities of its GrabAds offerings. The executives will play a key role in growing and developing GrabAds, which connects advertisers large and small with millions of consumers across the region.

The appointees include Jennie Johnson as the new head of marketing for GrabAds, Kaia Lai as the new head of product for search and personalisation technology, and Christina Lin as the new product marketing lead for ads and personalisation technology, as well as Kareen Mendoza as the new regional financial services partnership lead at GrabAds, and Yi Ling Wong as the new head of sales operations at GrabAds.

As the new head of marketing for GrabAds, Johnson, who brings 15 years of experience in marketing and communications, will be leading brand building and demand generation to accelerate growth, while Lai, the new head of product for search and personalisation technology of Grab, will be leading company-wide efforts to build a unified search strategy and platform for Grab, deepening the superapp’s personalisation capabilities to delight end users.

Meanwhile, Lin will be responsible for driving the adoption of GrabAds’ full-funnel advertising solutions as product marketing lead for ads and personalisation technology, and will be working closely with product development to build solutions to help businesses of all sizes to harness the Grab ecosystem. 

Mendoza, the new regional financial services partnership lead, will also be driving efforts to support financial services advertisers in harnessing the power of GrabAds to create meaningful engagements with high-value audiences. And lastly, Wong, the new head of sales operations at Grab, will be responsible for driving sales operational efficiencies for the team and advertisers.

In May, Grab has announced its commitment to increasing the percentage of women in leadership roles as part of its annual Environment, Social and Governance (ESG) report. This is to ensure that the company has diverse voices in management positions and considers a variety of views in crafting and implementing policies and decisions.

“We continue to build technology that connects advertisers with the millions of consumers who use Grab to commute, eat and shop every day. I’m thrilled to welcome these leaders, who will be instrumental in furthering the GrabAds mission: helping merchants and advertisers build their brand while driving real-world sales impact using Southeast Asia’s leading superapp,” said Ken Mandel, Grab’s regional managing director and head of GrabAds and Brand Insights.

Platforms Featured Southeast Asia

Mother’s Day ranks highest user traffic amongst celebration days on Grab in 2021: report

Manila, Philippines – As Mother’s Day celebration draws near, GrabAds, the advertising unit of superapp Grab, has revealed that in 2021, the celebration emerged as the day with the highest user traffic on the app in the Philippines.

The report found that more consumers use the Grab app on Mother’s Day than on Christmas Day, the second-highest day in terms of user traffic for the entire 2021. It also showed that an overwhelming majority of 89% intend to purchase their gifts via apps like Grab this time round.

Moreover, the report showed that consumers in the country are more willing to spend more on Mother’s Day, forking out an average of more than 40% more money per order on GrabFood and making over 30% more GrabFood orders than the average day for the celebration.

The same report also found that while it is expected that flowers will continue to be a perennial favourite for Mother’s Day, Grab saw an increase by four times in deliveries for cakes during the celebration last year. Meanwhile, international cuisine and pizza also saw a surge in orders on GrabFood twice, while pork-based dishes experienced an increase in the volume of orders on Mother’s Day last year.

Ken Mandel, Grab’s regional managing director and head of GrabAds and Brand Insights, shared that since the pandemic has trained consumers in the Philippines to shop on their phones, they anticipate that online-to-offline superapps will play a much bigger role in shaping the shopper behaviours for the coming Mother’s Day.

“This is where a superapp like Grab is positioned to capture some of these shifts in behaviours, to help brands and consumers meet their needs for a great Mother’s Day celebration,” said Mandel.

Marketing Featured Southeast Asia

New campaign by Grab, Panasonic to turn Grab vehicles into mini showrooms

Kuala Lumpur, Malaysia – Superapp Grab and electronics company Panasonic have partnered to launch a marketing campaign for in-car air quality that provides overall in-car experience enhancement.

The marketing campaign will combine both offline and online advertising solutions, as Grab will turn 5,500 GrabCar Premium vehicles across four countries into mini-showrooms for Panasonic’s nanoe™ X generators. The promoted product is an air-purifying unit which cleans the air, and improves air circulation. Ads will also grace the Grab app. 

“Our partnership with Panasonic reflects our belief that advertising is not a one-sided relationship, but one where there is a value exchange between brands and customers. It also marks a milestone for our fast-growing GrabAds business that is increasingly becoming the advertising platform of choice for brands within and outside of our ecosystem to better connect and engage with the everyday Southeast Asian consumer,” said Ken Mandel, regional managing director for GrabAds, the advertising arm of Grab.

“We will continue to take a collaborative approach in working with brands and agencies to ideate and launch impactful campaigns in Southeast Asia,” added Mandel.

The campaign will also provide additional income opportunities for Grab driver-partners who will earn a monthly product placement fee throughout the campaign period, as well as  5,500 air purifiers to participating drivers at no cost.

The Grab x Panasonic collaboration will span across Singapore, Ho Chi Minh City, Hanoi, Kuala Lumpur and Jakarta for a period of two months, starting this January.

Platforms Featured Southeast Asia

Ad manager Httpool to offer GrabAds in Indonesia, Malaysia, Myanmar

Indonesia – Ad manager Httpool announced that it will now start offering GrabAds in Indonesia, Malaysia, and Myanmar.

Southeast Asia super app Grab offers advertisers an advertising opportunity through GrabAds, an online-to-offline (O2O) platform for brands to engage with Southeast Asian consumers across eight countries.

Httpool Managing Director for APAC Sunny Nagpal said that offering GrabAds in the region will open avenues for brands and advertising agencies to leverage their data capabilities and local market insights.

“GrabAds relies on unique insights from its millions of users and allows advertisers to connect with their audience in the right place at the right time,” said Nagpal.