Foodpanda Malaysia is revolutionizing digital advertising with its Smart Rider Bags. These delivery bags are mobile digital billboards; they provide a digital out-of-home (DOOH) advertising solution.
Think of it as tiny, movable billboards. As they transit throughout the city, they offer increased brand exposure.
Marking a significant stride in Foodpanda’s advertising arsenal, the bags integrate seamlessly with the Panda ads system. They can be used to enhance brand visibility, both for Foodpanda and its clients.
A digital advertising makeover
Foodpanda partnered with LUMOS Intelligence; an advertising agency that believes the role of technology is becoming increasingly critical. In addition, Foodpanda Malaysia’s head of advertising and partnership, Santiago de la Torre says Smart Rider Bags solves major advertising pain points.
Those challenges include:
- Limited reach and visibility.
- Lack of real-time accurate performance data.
- The inability to close the funnel and bridge the efforts between out-of-home (OOH) and online digital campaigns.
Foodpanda Malaysia’s Smart Rider Bags puts a fresh spin on digital marketing. They also promise to reshape the landscape of outdoor advertising in the years to come.
Smart Rider Bags a game changer
Eric Fan, founder and CEO of LUMOS, states the partnership was built on the growing demand for convenience which has led to a surge in online food orders. It provided the perfect advertising platform since “riders 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.”
According to Fan, LUMOS actively provides scalable AdTech solutions in a region where fragmented out-of-home advertising limits advertisers’ exposure.
“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 adds.
The bigger picture
With a successful pilot in Johor Bahru and plans for enhanced geo-targeting by 2024, Foodpanda’s Smart Rider Bags are setting the stage for more cost-effective and targeted advertising strategies.
The project couldn’t have come at a better time either. The DOOH market in the Asia-Pacific region is at an all-time high; with a projected value to reach USD$18 billion by 2028.
According to a Hivestack report, the post-pandemic area ushered in an exciting time for the DOOH industry. The report cites continued growth, new emerging formats, and the acceleration of creative messaging.
“[The] benefits of programmatic DOOH have proven to be an indispensable asset for brands, agencies, and media owners to weather the storm of disruption caused by the pandemic. […] The innovation taking place in digital out of home advertising isn’t slowing down,” the report states.
About the author
Cheryl has contributed to various international publications, with a fervor for data and technology. She explores the intersection of emerging tech trends with logistics, focusing on how digital innovations are reshaping industries on a global scale. When she's not dissecting the latest developments in AI-driven innovation and digital solutions, Cheryl can be found gaming, kickboxing, or navigating the novel niches of consumer gadgetry.