Mobilizing programmatic digital out-of-home advertising to reach more people within the untapped offline market
Southeast Asia’s largest car e-commerce platform Carsome became one of the first adopters of a newly launched mobile programmatic digital out-of-home (pDOOH) advertising, as part of its effort to reach out to more people within the untapped offline markets.
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[1]. 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 powered by ENOMAD, a proprietary software launched this month by leading provider of outdoor advertising services, Seni Jaya Corporation Berhad. The digital toppers that are customized as part of the creative design are highly-customizable geotagged ads displayed via car top LED screens installed on e-hailing cars. Each vehicle is GPS-tracked, with reporting conducted on location-based exposure through a user-friendly platform.
The entire data landscape is then condensed and optimized 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 optimizes in real time for the best outcomes.
Last weekend, both Carsome and Seni Jaya held a flag-off event, where a convoy of 50 Carsome-wrapped, digital toppers-equipped cars cruised around Klang Valley. The external car wraps are aimed at reaching geographic areas that are difficult to reach by other means of outdoor advertising, such as billboards and buses.
“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.
The pDOOH activation by Carsome is part of the local amplification of its #MakeItCarsome regional brand campaign.
[1] Carsome Promise comes with a stringent 175-point inspection to ensure the car is free from major accident, frame, fire and flood damage; professional reconditioning to make cars look like new; fixed prices with no hidden fees; a one-year warranty; and a five-day money-back guarantee.
