Foodpanda Embraces Innovation and Data-Advancement to Drive Maximum Agility.
Foodpanda was among the early pioneers that adopted innovative OOH solutions to bridge the gap between the online and offline environment and deliver highly impactful and memorable customer experiences. Foodpanda has executed data-driven OOH campaigns in multiple regions across SEA- Malaysia, Philippines, and Singapore.
Optimising OOH Schedules Based on Continuous Audience Monitoring.
Outdoor advertising was among the many other industries impacted by the global pandemic, COVID-19. Despite the uncertainty, Foodpanda managed to see this as a moment of opportunity to respond to changes in a more agile and effective manner.
By utilising location data, Foodpanda Malaysia managed to leverage effective location-based planning which gave opportunities for the campaign to recover its impression delivery by 11% after ads schedules were tweaked accordingly.
Extending Outdoor Media Priming to Deliver Better Online Results
Integrating multiple touchpoints has now become of the utmost relevance, especially during this time of pandemic recovery stage. Preceding their first campaign in Q1-Q3, Foodpanda took a step further by embracing the integration of mobile with OOH advertising. In this framework, mobile integration is not replacing outdoor advertising, but it has simply brought an improvement in the form.
By embracing the success formula of Mobile + OOH, Foodpanda Malaysia managed to re-engage with almost a million unique audiences which resulted in higher incremental impressions.
Activating Dynamic OOH Content Triggers Linked to Real-Time Data
Whether online or offline, audiences are exposed to thousands of brand messages every single day. Premium OOH offers a way to cut through this because brands are not interrupting audiences. However, the executions can be improved by connecting creatives to the current context of the environment.
Foodpanda Philippines successfully drove higher audience engagement by featuring various food items in a relevant way and contextually displaying them on premium digital billboards across Manilla.
Enhance Transparency and Visibility For Better Campaign Measurement
As more people are realising the importance of having transparent media planning, buying and running processes, the OOH industry is evolving to be a more flexible and open global network. Foodpanda adopted blockchain technology in its advertising strategy to get full access to verify its campaign execution and delivery.
Srikanth Ramachandran, Founder and Group CEO of Moving Walls, highlighted the need for independent verification in the OOH industry and sees this campaign as an opportunity to address issues of fragmentation and transparency. Through the use of the Zilliqa blockchain, smart contracts will ensure a transparent ledger for verifying the delivery of promised spots and impressions. Zilliqa’s scalability will enable stakeholders to monitor campaign performance almost instantly, improving cost-efficiency across the DOOH media supply chain.
Hasnain Babrawala, APAC Head of Marketing, Offline Channels, for Foodpanda emphasized the brand’s commitment to accountable media spending: “As we rapidly expand across key global markets, OOH has been a major channel we leverage to consistently stay top-of-mind for our consumer base. As we embark on this campaign, we’re excited to see what benefits blockchain can bring by way of providing a real-time, independent view of OOH ad delivery for us to better strategically plan our marketing expenditure.”
Foodpanda, a leading mobile food delivery marketplace, has embraced blockchain technology to optimize customer engagement. Hasnain Babrawala, APAC Head of Marketing, Offline Channels, expressed the brand’s commitment to accountable media spending and the importance of a real-time view of OOH ad delivery for strategic marketing planning.
Laura Kantor, Head of Marketing and Sustainability at Foodpanda Singapore, highlighted the brand’s innovative approach to maintaining market leadership through digital signage, allowing better verification of digital ad delivery.
Foodpanda’s innovative approach to Out-of-Home (OOH) advertising has set a new standard in the industry, particularly in Southeast Asian markets. Their data-driven campaigns in Malaysia, the Philippines, and Singapore demonstrate a keen understanding of the changing media landscape.
The campaign utilized 2,750 digital displays operated by three different media owners and powered by Location Media Xchange (LMX), an independent DOOH media supply-side platform with a regional footprint across Southeast Asia and India.
The adoption of blockchain technology for campaign verification, as seen in Singapore, marks a significant step towards transparency in OOH advertising. This initiative, powered by Moving Walls and Aqilliz, allows for near-real-time verification of ad delivery across 2,750 digital displays operated by three different media owners. This level of transparency and accountability is setting new standards for the industry and demonstrating Foodpanda’s commitment to efficient and verifiable marketing spend.
With Moving Walls partnering with blockchain provider, Aqilliz, Foodpanda Singapore was able to verify the promised spots and impressions in near-real-time.
