Through its Acquisition of Promogo, Gojek Launch GoScreen Ad Service

After acquired last year 2018 by Gojek, startup vehicle advertiser Promogo introduces its newest product which is integration with the ecosystem in Gojek i.e. "GoScreen". Promogo Director Kiranjeet Purba revealed, through GoScreen which uses the Digital Out Of Home (OOH) concept it is hoped that it can be utilized by brand large to SMEs and merchant Gojek to launch marketing activities.

Utilize driver partners Gojek, later this OOH ad will be presented by GoScreen with several excellent features. Among them is programmatic advertising technology (programmatic ads) to personalize content according to the time and location of the audience, measurement of impressions real-time, utilizing a two-wheeled fleet Gojek who have high mobility.

"Not only providing useful products for all, through GoScreen we also want to provide additional income to driver-partners Gojek up to 20% of his normal income," Kiranjeet said.

Leverages data collected from three main applications in the ecosystem Gojek, namely applications for consumers, merchant and driver partners; is expected to provide relevant data which of course can be utilized by brand to SMEs who want to market their products. Not just for awareness, through GoScreen is expected to be channel new marketing brand and SMEs.

"Currently GoScreen is still limited to the Jakarta area. However, we have a target that this technology can be enjoyed by those in the city" tier 2 to 3 too. The target is 20 thousand screen in Indonesia through GoScreen until the end of 2021," said Kiranjeet.

Mentioned whether the service GO-ICE and GO-VEND which was launched by Promogo in 2018 and is still running, Kiranjeet said the two services are no longer active, and currently Promogo is focusing on GoScreen.

There are already several similar platforms on the market that offer OOH technology for brands, including IDN Programmatic Out-of-Home (IDN POOH) and StickEarn. The new GoScreen will be officially commercialized in January 2021.

OOH marketing activities during the pandemic

Despite the pandemic conditions, but according to Kiranjeet it doesn't reduce interest brand to launch marketing activities offline. This latest innovation from Promogo is claimed to get high enthusiasm from advertisers, considering that this innovation is one of 12 advertising technology trends that have been and will continue to grow.

"During this pandemic, it actually pushed us from Promogo and Gojek to create new solutions that driver partners can use to increase their income. The hope is that GoScreen can provide social impacts which helps not only partners but merchant promote business," said Kiranjeet.

GoScreen features a camera and sound-based technology (beacon technology) to calculate the ad impression rate, so that brand can transparently monitor the level of exposure, the number of active vehicles and the distance achieved by partners. GoScreen's innovative advertising technology solution has also received the Open Measurement SDK (OM SDK) certification from the international agency IAB Tech Lab (Interactive Advertising Bureau Tech Lab).

“The service we offer provides brand more data-scalable advertising solutions, at competitive prices. Brand can optimize their ads effectively real-time, as well as monitoring its performance through online dashboards transparent and clear,” said Kiranjeet.

The effectiveness of GoScreen has been felt by Publicis Media, one of the first business partners to experience GoScreen in its two-month trial phase in Greater Jakarta, while promoting Disney+ Hostar in Indonesia.

"As a result, more than four million impressions with 40% Share of Voice, reaching more than 850 thousand people through 2 thousand hours of ad playback with the right time and location as the key," said General Manager of Publicis Media Saravanan Mudaliar.