Mobile Advertising Service Innovation Movement in the Midst of a Pandemic

Mobile advertising service platforms, which rely on car or motorcycle media, had sprung up a lot in the 2017-2018 period as boomingservice expansion ride sharing in Indonesia. Now most of the players have disappeared, leaving only a few who focus on growing their respective businesses.

From search Dailysocial, names such as PayRide, Sti-Car, and Wrabmobil are no longer accessible on the website. So did Doqar and Klana.

In a pandemic situation, when people are encouraged to stay at home more, this becomes a separate problem for the mobile advertising service industry. StickEarn, one of the surviving services, mentions that they are delaying product investment and trying to survive, while still planning to move on.

"The Covid-19 pandemic has hit most industries, including StickEarn which is in the outdoor advertising services category. We don't have a number that we can give, but this crisis has forced us to temporarily postpone our investment in product development. Cash is the king. Our focus now is on how we can stay afloat and prepare to go fast once this crisis is over," said StickEarn Co-Founder Archie Carlson.

The same thing is also faced by Ub Advertisement. Despite being affected by the pandemic, they claim they are still actively serving and preparing plans to be executed after this condition improves.

"Sub-advertising currently still actively serving in terms of advertising. It must be admitted that the Covid-19 pandemic has had quite a negative impact on Ub Advertisement. However, currently there are still some ads that are still running. In addition, the Ub Advertising team is also actively communicating with various brands to planning campaigns after the situation is better," said CEO of Ub Advertisement Glorio Yulianto.

Meanwhile, Promogo which has become part Gojek, still continues to run its business under the leadership of Head of Vehicle & Head of Promogo Kiranjeet Purba.

"Our operations continue to run during Covid-19, collaborating with a number of leading brands in launching advertising campaigns to promote health and wellness physical distancing, said Kiranjeet.

Move innovation to adapt

This pandemic is forcing many businesses to adapt as quickly as possible. At least looking to stay relevant, to keep the business afloat. This quick step was also taken by space advertising service providers, which so far are still surviving. There are various strategies for adaptation.

During the pandemic, StickEarn enforce policies work from home for all employees. As for business, they are still actively communicating with brands that want to advertise.

"In terms of business, there are several brands that see the potential to advertise and place advertising orders through StickEarn services. Of course, we have to serve this and we enforce strict policies in the area of ​​sticker installation—safety and health are our priorities," added Archie. .

As one of the services that emerged in the 2017 period, StickEarn is quite optimistic about their current business and achievements. They claim to have succeeded in getting 70% market share in Indonesia.

Promogo also shows similar optimism. Kiranjeet explained that since 2018 tens of thousands of driver partners Gojek has joined the Promogo scheme to get additional income from running ads posted.

"We will continue to focus on having a positive impact on clients and driver partners Gojek through technological innovation and data-driven operational effectiveness. In the near future, we will be introducing programmatic digital advertising on our two-wheeler fleet, which will provide additional income opportunities for our GoRide driver partners," said Kiranjeet.

In fact, a different strategy was taken by Ub Advertisement. They are trying to find a new line of business, namely online groceries. They launched UbiFresh, an attempt to stay relevant in a pandemic.

"When we chatted with them, many said that the market was a bit quiet and turnover decreased. On the other hand, we also saw that people who normally can shop from the market are no longer free since this pandemic. In addition, Currently, there are no services available that have explored traditional markets, while these traders still need to be prospered, especially in difficult times like this," said Glorio.

Glorio added that currently they are focusing on developing UbiFresh, both in terms of service, price, product quality to delivery speed and accuracy. In the future, UbiFresh will also be prepared to support Ub Iklan business in advertising.