Eisya A. Eloksari, Jakarta – Indonesian multi-service app company Gojek announced on Monday the launch of a digital out of home (DOOH) advertising platform called GoScreen.
Gojek chief commercial officer Antoine de Carbonnel said GoScreen would enable brands to measure their digital ad performance in real time.
"One challenge in the DOOH sector is to effectively measure digital ad performance, and GoScreen is trying to solve that problem by enabling brands to monitor their ads in real time," he said during a webinar on Monday.
Kiranjeet Purba, director of Gojek's advertising arm Promogo, claimed GoScreen would make digital advertising more effective with programmatic ads based on days and times of the day to reach an optimal audience.
"We can leverage motorcycle taxis' high mobility. [The brands' ads] can also reach narrow streets [with the motorcycle taxi], providing an opportunity for them to deliver hyper-local ads," he said.
Indonesian businesses have shifted to digital advertising as the COVID-19 pandemic boosts internet use among consumers, a survey conducted by the Mobile Marketing Association (MMA) and SurveySensum in April showed.
The survey found that 79 percent of local businesses were focusing on digital media as a means to reach consumers during the health crisis.
Gojek aims to have 20,000 of its ojek (motorcycle taxis) equipped with LED display screens by 2021, according to Purba.
He claimed that Gojek's drivers would be able to earn up to 20 percent more income from installing digital advertisements on their motorcycles.
Purba also forecast that in the next five years, DOOH would have an 8 percent compound annual growth rate, which would signal a shift in advertising preference from static advertising to the digital sphere.
Promogo reported that its overall out-of-home ad solution service grew 40 percent in the third quarter of this year.
The company also predicted that Indonesian ad spending would grow by 5.3 percent by the end of the year, despite a Nielsen Indonesia report that showed that total ad spending had fallen 25 percent month-to-month in the third week of April this year.
GoScreen will be commercially available in Jakarta in January next year, and the company plans to expand to two more cities in Greater Jakarta by the end of next year, according to Purba.
He said small and medium enterprises (SMEs) could place their ads by registering on GoScreen's website.
"Despite COVID-19, GoScreen received 4 million impressions within a month. So, imagine the potential if there were no pandemic," he said.
In its pilot phase, GoScreen partnered with advertising company Publicis Media to promote streaming service Disney+ in Indonesia, which has reached 850,000 unique views and a 40 percent share of voice so far.
"That number actually showed that we overperformed. This means COVID-19 did not really affect digital advertising in Indonesia," Publicis Media general manager Saravanan Mudaliar said.
Gojek's ride-hailing business has seen a downward trend, as reported in April, and its drivers had to rely on food and logistics deliveries under large-scale social restrictions (PSBB) put in place to contain the COVID-19 outbreak.
Since the pandemic, the company has made changes to its business. It has closed down its lifestyle division GoLife, which included massage and cleaning services, as well as its food court division GoFood Festival.