Tag: GrabAds

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.

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.

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.