Videotron Media Adoption, Startup "Car Advertising" Adroady Officially Present

Adroady, a startup engaged in "car advertising", inaugurated its presence in Indonesia. Unlike most players in the same field, this startup adopted the programmatic concept of videotron media, a number of IoT devices, and machine learning as its breakthrough.

"We see an opportunity from the car advertising business, sticker advertising media is less attractive because it is static. After almost two years of research, we believe this video format can be applied in Indonesia because there is a market," said Adroady CEO and Founder Edward Halley to DailySocial.

For its business format, Adroady provides its own device, consisting of a self-assembled videotron measuring 1 mx 0,5 m, two cameras installed in the car, single board computer (SBC), and applications for drivers.

Advertisers can be creative more freely because the ad format presented is in the form of a 30-second video. Cameras installed in the car, one is used to count objects behind the vehicle and the other for driver safety.

The SBC is also installed in the driver-partner's car to be connected to the application. Every time there is an update from the advertiser it will be saved to the Adroady server, every five minutes a notification will be sent to the application. Later the application will send the latest data to SBC to be displayed on videotron.

The application is used to pull data from SBC regarding the impressions generated by the driver and can be seen directly by advertisers. The driver does not need to set anything from the smartphone because all devices are programmatically connected.

According to Edward, this concept ensures that the internet connection is maintained because the signal used comes from the driver's smartphone.

"When advertisers upload something in the dashboard, can be directly displayed on the cars according to the desired coverage area. Of course for advertisers, this method will be more interesting because they can set their own schedule campaign which are desired."

He claims, when compared to the budget that advertisers have to budget for a videotron on the roadside, it is much cheaper at less than half the market price. According to him, the investment for one videotron is generally around Rp. 20 million.

Meanwhile, the advertising costs that must be disbursed by advertisers are calculated based on views with details of US $ 15 per 1000 views. Meanwhile, the driver will be paid IDR 17 per hour view.

Target and feature development plan

Edward continued, Adroady's next innovation is to detect vehicles based on license plates and vehicle brands to generate new metrics, namely unique view. Thus, advertisers will be able to more specifically target target consumers in accordance with the brand image.

For the time being, the calculation method that Adroady generated one by one view is to detect objects behind the vehicle with a radius of two meters and an angle of 60 degrees. It's considered viewing ads. If the same car continues to be behind the partner car, views will only be counted up to four times.

"We are still in the development process so that we can detect vehicle plates and brands. That's a further development of machine learning us to be vision machine learning."

Regarding the addition of driver partners, in the future Adroady will collaborate with agencies to embrace the online driver community. It is hoped that by the end of this year it will be able to acquire 1.000 units of cars and start regional expansion. Adroady's coverage area is currently around Jabodetabek. Not only that, his party also began to prepare motorcycles as advertising objects.

So far Adroady has partnered with five brands as advertisers. They are Rumah.com, Lazada, Nusatrip, Ralali, and Panorama Tours. The total team reached seven people, with that number able to produce three videotrons in a day.

Adroady disclosed that it had also received early-stage investment from angel investors which is a Singapore-based advertising marketplace company with an undisclosed value.