Gojek targets SME ad dollars with programmatic OOH in Indonesia

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Gojek has rolled out a digital programmatic out-of-home ad solution, GoScreen through its ad business arm Promogo. Available in Greater Jakarta, GoScreen is said to be an affordable solution for brands, including micro, small and medium enterprises, to advertise on digital billboards on Gojek’s fleet of two-wheel vehicles.

According to the company, GoScreen enables brands to effectively reach specific audiences with customised content, through location and time targeting features, at a starting price of IDR10 million for 250,000 potential consumers. Gojek said brands can monitor actual impressions in real-time through an online dashboard and gain unique insights that will help them re-target relevant consumers.

Antoine de Carbonnel, Gojek's chief commercial officer, said the key pain points brands face with OOH advertising today include the inability to target their campaigns and measure performance. "GoScreen addresses this through location and time-based campaigns as well as precise measurement technology that provides brands with an efficient return on investment," he added. MARKETING-INTERACTIVE has reached out to Gojek for additional information on GoScreen.

Separately in June this year, Gojek reduced its headcount by 9%, resulting in 430 staff being let go. It also shut down non-core verticals such as GoLife, which offers home massages and cleaning services, and physical food business GoFood Festivals. It told MARKETING-INTERACTIVE previously that these businesses are dependent on close human interaction, and have seen a significant downturn over the past few months as the COVID-19 pandemic has affected consumer habits.

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