SINGAPORE — GrabAds, the advertising arm of Southeast Asian superapp Grab, has launched Marketing Manager, a web-based marketing platform that gives small and medium-sized businesses full control and more robust capabilities to design and expand marketing campaigns that drive more sales on Grab.
As part of Grab’s mission to foster economic empowerment in Southeast Asia, GrabAds provides solutions that can help connect merchants with diverse audience segments on Grab. According to the Tech for Good Institute’s “Platform Economy Report” for May 2021, eight in ten digitally-enabled MSMEs in Southeast Asia were able to reach more customers through digital platforms. Digital consumers in Southeast Asia are currently 82% of its population of 15-year-olds and above, with that figure expected to grow by 88% in 2027, making it vital for MSMEs to use digital platforms to reach more customers.
Merchants have the option to use Smart Targeting or choose Advanced Targeting to manually define the audiences they want to reach.
Merchants on Grab already have access to a tool on mobile that provides them with capabilities to run their ads anywhere and anytime. With the newly launched Marketing Manager, merchants can access new features on any browser to get a full view of their campaigns, tailor how their budgets will get used, and get real-time detailed reports. New features include:
- Advertise for multiple outlets in one campaign: Merchants with multiple outlets can now concurrently run campaigns for all their stores and also schedule when their ads will run.
- Set campaign budgets based on requirements: In addition to merchants being able to state how much budget should be allocated to each campaign and over what duration, now they can also set a cap on the number of times their ads can be shown to a user in a day.
- Control who sees ads, where, and how: Merchants can precisely configure which audience segments are targeted with their ads, whether by demographic, food choices, visits to places of interest, types of Grab services used (such as GrabFood or Grab Unlimited subscribers), and more. With Marketing Manager, merchants can leverage additional formats, such as video, to showcase their ads.
- Track sales in real-time: Merchants can leverage the reporting dashboard to gather insights on real-time sales and performance, allowing them to accurately track returns on investment and find ways to improve and optimize campaigns.
Currently available across Southeast Asia, Grab merchants can log in to the GrabMerchant Portal via desktop and visit the tab “Marketing” to start using Marketing Manager.
Margaret Y.C. Chang, Regional Head of SMB at GrabAds, said, “Guided by Grab’s mission to drive Southeast Asia forward by creating economic empowerment for everyone, we hope to provide our MSME merchants with effective digital tools on GrabAds so that they can easily reach millions of customers who eat, shop and commute using the Grab app. We have added Marketing Manager to our existing suite of digital tools to empower merchants with new ways to promote their products and grow their business with Grab.”
