Grab Philippines teams up with IDOOH

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GRAB PHILIPPINES is installing interactive tablets in its cars, as part of the deal with IDOOH International.

GRAB PHILIPPINES (MyTaxi.PH, Inc.) said on Monday it is partnering with media technology company IDOOH International for the distribution of in-car display tablets in its vehicles.

The on-demand transport company said in a statement the partnership will support its online-to-offline advertising platform GrabAds.

In the case of its deal with IDOOH, Grab said this will involve interactive 10-inch tablets mounted inside Grab cars. The devices will serve an e-commerce function and will display news, lifestyle, entertainment and other branded content.

Grab has started diversifying its business to transform the ride-hailing platform into an “everyday app.”

“As an everyday app, we always look for ways to improve the experience of both passengers and drivers. Thanks to our partnership with IDOOH, passengers will be able to discover, engage with, and receive deals from quality brands,” Grab Philippines head for business Steven Martin Luchangco said in the statement.

He noted the tablets use technologies such as geo-fencing and day-parting to synchronize the content with external conditions such as speed, location, weather and traffic conditions.

Aside from projected benefits to passengers, Grab said the ad platform is also expected to boost the income of its drivers, as they will earn additional revenue for the number of trips they complete and the length of time the tablet screen was actively running.

“Beyond the commute experience, this partnership opens up a rideshare business ecosystem that will serve as a window for collaboration across other ridesharing services like advertising, delivery, and fulfilment of e-commerce transactions on the move,” IDOOH Group chief executive officer Mark Forsyth was quoted as saying. — Denise A. Valdez