In brief: Grab and Idooh bring in-car ads and retail to the Philippines

Idooh has partnered with GrabAds, Grab’s online-to-offline 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 updates on lifestyle, news, and entertainment as well as ecommerce options 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.

Source: Idooh

Singapore-based Idooh offers a variety of OOH solutions to brands and advertisers, including in-car marketing.

Grab has been working on introducing in-car monetization channels to create extra revenue streams for the company and its drivers. In June, it partnered with US startup Cargo to install vending machines for snacks and lifestyle products into some of its drivers’ cars.

It also launched a B2B advertising unit called GrabAds in August. GrabAds provides mobile billboards that can be placed on the exterior of vehicles, in-car marketing through digital displays and retail, and in-app advertising options. It has worked with brand owners including Pepsi, Dove, Bukalapak, Shopee, and Tokopedia.