The partnership is to help advertisers grow eCommerce footprint, harness retail media effectively.
GrabAds has teamed up with GroupM, the world’s leading media investment group under WPP, to help its clients grow their eCommerce footprint and harness retail media effectively across Southeast Asia.
GrabAds is the advertising unit of Southeast Asia’s leading superapp, Grab.
The partnership will harness the strengths of both parties to deliver greater value for brands, especially for those that are seeking to grow their consumer touchpoints, resulting in action and conversion, the superapp said in a statement on 9 September.
GrabAds said it will leverage its expertise in the eCommerce and quick commerce arenas from across the Grab ecosystem, to help GroupM clients leverage the full capabilities of GrabFood and GrabMart, as well as the rich insights from Grab’s first-party data to reach, engage and move consumers to action across the funnel on the platform.
The year-long partnership between the two parties will also see GrabAds providing GroupM’s clients with early access to its latest advertising features and solutions, such as Rank Boosters to help Grab’s merchant-partners increase their visibility through Search Ads and Listings, as well as the new and improved GrabAds Masthead that enables brands to drive higher visibility with their target consumers. GrabAds will also provide GroupM’s commerce teams with deep learning and development support, along with insights on consumer attitudes and behaviours, knowledge and tools, to help them harness the power of retail media to support their clients’ objectives to drive business impact.