Foodpanda entered the advertising technology realm in September 2022 by introducing panda advertisements in 11 Asian nations, including Malaysia. With the introduction of its new Smart Rider Bags, foodpanda Malaysia is now going one step further with panda advertisements, according to a release dated November 9.

In essence, Smart Rider Bags are temporary venues for Digital Out of Home (DOOH) advertising. On the rear of the typical foodpanda rider’s bag, they have an Internet of Things (IoT)-enabled LED screen that may show different adverts. Johor Bahru has implemented this idea as part of the panda advertisements pilot campaign, which commenced on November 7.

The Advertising Technology Behind It

Foodpanda has combined the patented audience analytics engines of LUMOS Intelligence, a consumer intelligence platform, with its DOOH network. This is to monitor the efficacy of the advertisements.

Through a live dashboard, advertisers may use this technology to get real-time data regarding the effectiveness of their commercials. They may also access a heat map that displays the demographics of ad viewers. This also allow them to see the routes that riders have travelled at each point in time.

Agile optimisation techniques that assist marketers in identifying customer profiles and retargeting advertisements on their smartphones through internet channels. The vicinity of the delivery partners are made possible by LUMOS’ technology.

Which also means that, if you stand close to these Smart Rider Bags, you will be seeing similar ads that are registered on the bags, on your phone.

According to the news announcement, brands can place ads on the Smart Rider Bags for as low as RM600 per day, monthly basis.

And The Riders…

In an interview done by Vulcan Post:

“We wanted to ensure that the riders carrying the Smart Rider Bags would only deliver orders in a very
small and specific area, which we found was typical of a rider in Johor Bahru as compared to other areas such as Klang Valley and Penang,”

Santiago De La Torre, The Head Of Advertising And Partnerships

In addition, he asserted that Johor Bahru lacks a significant number of digital screens on the road. Thus, there is potential for even greater effect from the Smart Rider Bags.

There are just 50 Smart Rider Bags in use right now, as the project is still in its proof of concept phase.

He promised that eventually, this advertising technology will be made available in all of Malaysia’s main cities. This includes Kuala Lumpur, even if it is currently only available in Johor Bahru.

Image Credits: Foodpanda