Extra tags: data
As part of its attempt to reach out to more individuals in untapped offline areas, Southeast Asia's leading car e-commerce site Carsome became one of the first adopters of a newly developed mobile programmatic digital out-of-home (pDOOH) advertising.
The company’s latest advertising activation aims to showcase the quality assurance when one buys from Carsome, where consumers have access to the largest selection of over 1,000 Carsome Certified cars covered by the Carsome Promise. Carsome Certified is also an industry-leading standard that provides peace of mind for consumers who want to move forward in mobility solutions.
Carsome Chief Brand Officer Derek Tan explained that Carsome, being a data-driven technology company, gravitates towards the latest in innovation. “Through this highly innovative advertising technology, Carsome can create impactful communication and amplify our peace of mind message to offline markets, now also powered by data,” said Tan.
The mobile pDOOH architecture is driven by ENOMAD, a proprietary programme developed by Seni Jaya Corporation Berhad, a renowned provider of outdoor advertising services. The highly-customisable geotagged adverts displayed via car top LED screens installed on e-hailing cars are customised as part of the creative design. Each car is GPS-tracked, and location-based exposure is reported via a user-friendly interface.
The entire data landscape is then condensed and optimised to ensure effective reach and geographical coverage and frequency as a media platform. The integrated and robust data-empowered approach ensures that the media platform learns and optimises in real time for the best outcomes.
Carsome and Seni Jaya both had a flag-off event last weekend, with a procession of 50 Carsome-wrapped, digital toppers-equipped automobiles cruising around Klang Valley. The external automobile wraps are intended to reach geographic areas where other forms of outdoor advertising, such as billboards and buses, are ineffective.
“All these efforts help us to continue establishing Carsome as the top-of-mind brand when it comes to car buying and selling and to remain as the market leader in all aspects of the business, including advertising innovation. We want to communicate through mediums that are experiential but also moves the needle for consumers who desire to move forward in mobility solutions,” added Tan.
