SINGAPORE — GrabAds, Grab’s advertising arm, announced a new strategic partnership with Tomato Interactive (a subsidiary of BlueMedia, a segment of the BlueFocus Group), a global influencer and integrated marketing agency with leading brand names across travel, lifestyle, gaming, and technology from China under its belt. The partnership will enable Tomato Interactive’s clients to leverage GrabAds’ full-funnel retail media capabilities and reach high-value users within the Grab superapp ecosystem across Southeast Asia. This also marks GrabAds’ first partnership with a global marketing agency in the Greater China region.
Grab is one of the growing retail media networks in Southeast Asia, with over 60% of active Grab users purchasing goods and services every time they open the app. Through the partnership with GrabAds, brands working with Tomato Interactive can access rich, hyperlocal first-party data based on the actual purchase behavior of high-value consumers in Southeast Asia. The strength of Grab’s retail media network will help Tomato Interactive’s clients drive better brand awareness and engagement across the consumer funnel.
Advertising on the Grab platform ranked third in advertising equity in Southeast Asia, according to the Kantar Media Reactions 2022 report, proving consumers respond positively to ads on Grab.
Jiao Li, General Manager of Tomato Interactive and Vice President of BlueMedia, said, “As a leading superapp in the region, Grab knows Southeast Asia best. Our partnership comes very timely, as we see keen interest from our clients across travel, lifestyle, and technology looking to expand and grow their brand within Southeast Asia’s growing and digitally-savvy consumers. We believe that GrabAds’ retail media network capabilities – whether access to first-party insights or Grab’s end-to-end ecosystem, will allow us to support our clients better across their marketing needs.”
Dave Yang, Regional Head of Sales and GTM at GrabAds, added, “We’re thrilled to embark on this journey with Tomato Interactive. We’re confident that our tie-up will support their clients in gaining better awareness and brand building in Southeast Asia. This is also a milestone for GrabAds, as we expand our reach to brands in the Greater China region through Tomato Interactive’s strong network of clients.”
