foodpanda MY looks to change the DOOH game with Smart Rider Bags

foodpanda Malaysia has launched Smart Rider Bags, a programmatic digital out-of-home (DOOH) advertising solution as it looks to transcend the limitations of traditional billboards.

The launch of Smart Rider Bags represents the latest milestone in foodpanda's integrated advertising solution, panda ads, offering scalable and programmatic DOOH advertising solutions for partners, it said in a statement.

They are poised to enhance panda ads’ solutions to offer brands and partners the full-funnel and omnichannel experience, ensuring that they reach customers more effectively and bridge the offline-online gap via multiple touchpoints.

The tools, known as LUMOS Intelligence, aim to transcend the limitations of traditional billboards through an integrated programmatic DOOH network with LUMOS’ proprietary audience intelligence engine. This aims to help advertisers track accurate and measurable campaign insights, reaching customers more effectively through offline and online touchpoints.

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Santiago de la Torre, head of advertising and partnerships at foodpanda Malaysia, outlined several pain points related to DOOH that the new technology aims to solve. These included “limited reach and visibility, lack of real-time accurate performance data and the inability to close the funnel and bridge the efforts between OOH and online digital campaigns.”

With the Smart Rider Bags, advertisers can gain granular-level insights into the performance of their advertisements through a live dashboard, where they can view the routes taken by delivery partners. A heat map also shows the demographics of advertisement viewers. LUMOS’ programmatic advertising capabilities and optimisation strategies help advertisers to identify customer profiles and retarget ads on their smartphones, based on proximity.

As part of the pilot programme, the Smart Rider Bags were rolled out in Johor Bahru in November 2023. foodpanda also stated that the Smart Rider Bags will include capabilities for precise geo-targeting by Q1 2024, enhancing cost-effectiveness for advertisers.

“We seized the opportunity to collaborate with foodpanda to introduce programmatic IoT-enabled LED screens on the bags of its delivery partners while providing scalable AdTech solutions to an area where OOH advertising remains fragmented,” said Eric Fan, founder and CEO of LUMOS.

He added that the growing demand for convenience has led to a surge in food delivery orders, offering an opportunity for advertisers to reach out to diverse and segmented audiences.

DOOH has seen increasing traction with rapid digitalisation in recent years. In the Asia Pacific (APAC) region, the DOOH has market reached USD$8 billion in 2022, with projections to hit USD$18 billion by 2028, according to research group IMARC.

This trend has been attributed to how DOOH offers precise targeting and campaign delivery, enabling brands to engage with audiences in the right place at the right time. It also comes with the added benefit of unprecedented audience measurement capabilities, so brands can understand the impact on key KPIs.

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