Indonesian decacorn Gojek on Monday announced the launch of an out-of-home (OOH) advertisement service, named GoScreen. Brands can display their ads or videos on digital screens in or at Gojek’s driver-partners’ vehicles.
The service was conceived in collaboration with Promogo, an advertising firm which Gojek acquired in 2018. Promogo’s director Kiranjeet Singh Purba said that GoScreen aims to have at least 20,000 screens across Indonesia by the end of 2021, available on its motorcycle fleets. It will cost from IDR 10 million (USD 950) for 250,000 potential customers. According to Purba, GoScreen managed to get four million impressions, reaching 850,000 people during a pilot.
The company says that it utilizes machine learning and artificial intelligence, which include object recognition and network data. Brands can monitor actual impressions in real-time through an online dashboard. GoScreen further claims to deploy programmatic ad technology enabling content personalization in accordance with time and location.
A couple of other Indonesian companies—Adroady and rival Grab—already provide OOH advertisement on vehicles, partnering with the specialists StickEarn and Karta. For Gojek’s chief commercial officer Antoine de Carbonnel, GoScreen’s advantage lies on its massive amount of two million active driver-partners and geographical footprint in 203 towns and cities across the country.
Drivers who install GoScreen’s digital billboards will receive a share of the revenue. Promogo’s Purba said that it would increase their daily income by 15-20%.
GoScreen isn’t Gojek’s first foray into advertisement. Right after acquiring Promogo, the company launched the in-car entertainment system Go-Ice and Go-Vend, which distributed free samples to users as part of ad campaigns. Both services are no longer offered.