HIGH VALUE AUDIENCE DRIVING RESULTS

H2’2020
Grab’s mission:
Driving SEA’s digital economy to form the largest “everyday” ecosystem

Regional coverage Variety of product offerings Encompassing ecosystem

Ride-Hailing: Cars, taxis, bikes, and shuttles

JustGrab GrabCar GrabTax

i

> 152 Mn
GrabTukTuk GrabBIke GrabShare GrabShuttle Mobile downloads
Fintech: Financial, payments, and loyalty program

> 9 Mn
Micro-entrepreneurs
GrabFinancial GrabPay GrabReward
s
Marketplace: Delivery, food, and groceries

> 3 Bn
Completed rides
GrabExpress GrabFood GrabFresh
Being the Everyday SuperApp for our users
KEY USER CHARACTERISTICS
PASSENGERS
● Gen Y & Millennial user base
1 in 4 ● Make digital transactions
Vietnamese using Grab with ease
services for their daily needs Car Bike Food Express Mart Rewards ● Adventurous, responsive to
new products/services
● Tech-savvy and independent
● Very responsive to new
deals and promotions
DRIVERS

Hundreds of
43 USER DEMOGRAPHIC

Thousands
Cities & Provinces
Grab outserves 54% 46% Male
Female
Driver/biker-partners
Grab’s Online-to-Offline Advertising Solution

Premium, Brand Safe & Fraud

Free native inventory on 1 in every
4 smartphones in SEA

Unique to Grab Audience

segments from Food, Payments,
Shopping & more!

Fair value rewards that drive 3X

better results

Online-to-Offline Integrated
Campaigns with the largest
fleet in SEA
 GrabAds Solutions
FLEET
People are always on the move, your brand
should be too. Drive attention to our brand &
message 24 hours a day

O2O & INTEGRATED

CAMPAIGN
IN-APP
We are changing the game to be the largest
online-to-offline player in SEA. This is Drive engagement
GrabAds' power to drive “last click at the last with customisable in-
mile" app ads such as
images, videos,
surveys, & more!
FLEET
Fleet Ads (Car Wraps, Bike Boards)
Maximise brand awareness and talkability with our OOH fleet

Advertise on or inside our extensive fleet across SEA

Drive product awareness engagement, lead

generation, product sampling and talkability with
online-to-offline measurement and scale.
● Real-time dashboard: track real-time where
the cars are
● Travel history: record the distance travelled by
the fleet
● Monthly photo report: ensure quality of
service
● Retargeting: passengers with rides on the fleet
can be retargeted using online advertising
(Grab in-app products)
Fleet Activations, Roadshow
Maximise brand awareness and talkability with our OOH fleet

Advertise on or inside our extensive fleet across SEA

Drive product awareness engagement, lead

generation, product sampling and talkability with
online-to-offline measurement and scale.
Fleet In Car Branding
Maximise brand awareness and talkability with our OOH fleet

Advertise on or inside our extensive fleet across SEA

Drive product awareness engagement, lead

generation, product sampling and talkability with
online-to-offline measurement and scale.

Brand hanger with Brand hanger with Brand hanger with

give away discount free samples. samples products to
cards to use at a test during in transit.
store or online.
Fleet In Car/Bike Sampling
Maximise brand awareness and talkability with our OOH fleet

● Scalable: leverage nearly

200,000 Grab driver partner
● Monthly report: minimizes
leakage through monitoring how
many samples are given out
● Retargeting: passengers who
received samples can be
retargeted using in-app ad.

Allocated a driver GrabChat Notification about

Driver hands
free sample
Customers reply Y over sample
IN-APP
Native, rewarded & premium ad
inventory that drives awareness,
engagement and conversions
GrabAds Audience Segments
Unique to Grab, built on day to day transactions & activities

Families Foodies Travelers

Professionals Restaurant Goers Commuters

Cardholders Shoppers Custom

High Spenders Services Remarketing
Ability to fit into various phases of
the Customer Journey
Grab Home Feed GrabFood

Masthead Native Power Search

Image Banner Ads

Awareness

Consideration

Conversion
Conversion
HOME FEED ADS

Native Image/Video,
Integrated
Rewarded
Masthead
Image/Video, Lead Gen
Ad, GrabMart Native
Image
Integrated Masthead Ads
Maximise brand exposure, engagement and talkability

Most Prominent, Impactful, Viewable

Consumers open Grab and see
placement on SEA’s everyday SuperApp! targeted Masthead Ad

Integrated user experience with core

Grab services - Food, Pay, Mart & more!
Order Now from Mama’s Kitchen!

Reach 1 in every 4 smartphone user in SEA

with high purchasing power! 10.90

High reach with 100% SOV brand presence

or targeted to premium audiences

Buying Method : CPD Mama’s Soup 10.90

Made with Knorr

Visits Advertiser Site

Native Image Ads
Maximise daily essentials product sales and awareness

Consumers open Grab and see

targeted Native Image Ad
Capture user attention when they open
Grab or browse our home page

Show your ad only to users within your delivery

Order Now from Mama’s Kitchen!
radius or targeting by audience & category
affinities
10.90

Measure product sales ROI, acquire new users, Get 50 Points

drive traffic to your website

Mama’s Soup 10.90

Made with Knorr

Visits advertiser website!

Native video
Standalone native VIDEO AD that appears in the homescreen feed

There are two CTRs here: click to

play the video or click to a landing
page. The landing page can be to a
Grab service or an in-app web
browser.

Click to play video Open In-app browser

Rewarded Image
Maximise conversions for your brand with incentivised ads

Consumers open Grab and see

targeted Rewarded Image Ad

Order Now from Mama’s Kitchen!

Mama’s Soup
Made with Knorr
10.90

Get 50 Points

Es Krim Cornetto

Mama’s Soup 10.90

Made with Knorr

Visits advertiser site and earns reward Browses advertiser site

Rewarded Video
Maximise video engagement for your brand

Video appear as a standalone widget

in Grab’s home feed. User receives
Grab points upon completing the
video with a popup confirmation.

Click-to-Play, High Completion Rate

Buying Method: CPM You’ve received 10 points

for completing the video!

Consumers click and Receive points on

complete video Grab Reward Wallet
Rewarded Lead Gen Ads
Maximise leads for your brand with incentivised surveys and forms

Consumers open App, sees

targeted Rewarded Lead Gen Ad

Sign up for a gym pass

You’ve received PHP 100 off from

AXE for completing the survey!
You’ve received 10 Pts from
Gym and Fitness! Check your
email for the free gym pass.

Es Krim Cornetto 50.000

Submit

Starts survey on Grab Gets rewarded with Grab Reward

Voucher/Points for completion
GrabMart Native Ads
Maximise daily essentials product sales and awareness on GrabMart

Capture user attention when they open Grab or

search on GrabMart - Grab’s one stop marketplace
for essential and daily needs products!

Show your ad only to users within your delivery

radius or targeting by audience & category affinities

Measure product sales ROI, acquire new users and

drive direct distribution to consumers with Grab
New Pantene Gold series

Buying Method : CPM Sponsored by P&G

GRABFOOD ADS

Power Banner Search Ad

(GrabFood home page) (GrabFood search)
Power Banner Ad
The top placement on GrabFood gives you the highest visibility

Highest Visibility Day/Time Parting

Place your Ad within the first 5 Show your banner during the most
positions of the banner. optimal time, during lunch or dinner.

Target Specific Audience Segments Performance Reporting

● New customers who have not Detailed Insights; number of
purchased from your store new users, cuisine preferences.
● Specific cuisine customers Find out checkout rates, clicks,
● And more ROI & more.
 Power Banner User Flow
User clicks on Banner Ad
Betsy’s Bakery

Betsy’s Bakery

Mama’s Soup
Made with Knorr
10.90

Es Krim Cornetto

Mama’s Soup 10.90

Made with Knorr

Selects Nearest Store Checks-out!


Introducing
Food Search Ads
Increase Sales by reaching users
the moment they search for food
Target users who search
for specific dishes or
cuisines
Visibility at the point of
intent: High CTR, High
Checkout Rate
Pay only when a user
clicks on your ad
 Search Ad User Flow

User search for a keyword

Chicken House

Your listing appears on User goes to restaurant

top of search results page and checks-out!
IN TRANSIT ADS

Food In-transit Ads (Native

Transport In-transit Ads Image/Video & Rewarded
(Native Image/Video & Image/Video)
Rewarded Image/Video)
Transport In Transit Ads
Capture user attention while they are in a Grab ride

Scale: Creative same as Native Image and Video

formats, enabling bundling

Attention: Viewers see the placement after

completing their primary customer journey on app.

Performance: Lower competing content

and higher engagement leads to better
performance for advertisers.
Food In Transit Ads
Capture user attention while they wait for their GrabFood
delivery

Scale: Creative same as Native Image and Video

formats, enabling bundling

Attention: Viewers see the placement after

completing their primary customer journey on app.

Performance: Lower competing content

and higher engagement leads to better
performance for advertisers.
O2O LAST MILE &
INTEGRATED CAMPAIGN
We are changing the game to
be the largest online-to-offline player in
SE Asia. This is GrabAds’ power to drive
“last click at the last mile
Integrated In-Transit Experiences
Maximise exposure and sampling for your brand with in-car branding

Pre-ride During-ride After-ride

Capture consumers’ attention Showcase your product and drive Remarket to consumers for sales
while they are booking rides sampling while they are in the ride and insights after their ride
O2O Last Mile: Consumer Journey
Driving targeted consumers to offline retail from online

ONLINE OFFLINE

GetUp
Watch
Sign Promo
Now
for 10 Pts

Ask Burger King cashier to enter 4-digit

PIN code below to enjoy $2 off!

Come to Burger King for breakfast and enjoy $2 off!

Sponsored by Burger King

Consumer Sees Ad Consumer Saves Reward Reward Redemption (with PIN) Redemption Tracked
Brand’s ad is shown to target User clicks to save the reward to At store, users show Brand’s staff the Grab tracks all users who
consumer on feed. Rewards Wallet. reward they received redeem reward at POS.
GrabAds : Insights & Measurements
Available data points and tools by solution, product

Awareness Engagement Sales Footfall

Conversions
Integrated Masthead Impressions Clicks, CTRs -
(for In-App Sales)

Mart Ads (Native, Search) Impressions Clicks, CTRs Conversions -

In Store Sales
Clicks, CTRs,
O2O Last Mile Ads Impressions (subject to POS Redemptions
Saved to Wallet
mechanism)

Audience Insights, Creative Performance, Purchase Insights,

End-of-Campaign Report -
Location Insights Audience Affinities Order History

Brand Uplift Survey* Brand Recall Brand Preference Purchase Intent Visit Intent

Consumer & Platform Insights** Usage Trends Spending Trends Food Trends Travel Trends

Considerations :
- *Brand uplift surveys to be provided for campaigns exceeding $100k USD in spend
- **Consumer and platform insights to generated subject to brand's investment tier by market
 Campaign Dates: Aug 2020 (13 days)
KEY RESULTS
Online Presence for SOLUTION:
Technology with
Native Image

TARGETING
Broad Targeting of Grab users in major Vietnam cities:
1.43% 105% > 750k Ho Chi Minh City, Hanoi with premium and brand-safe
Achieved vs KPI impressions native ad placements on Grab’s homepage
CTR

SONY
Ad Placement: Native Image
Vietnam CREATIVE TESTING REMARKETING
SONY ran a Native Image Retarget to users who engaged
campaign for with 4 creatives in with Native Ads in order to
Phase 1 to test and chose the optimize the campaign
creative with highest performance
Industry:
performance to run in Phase 2
Technology

Campaign Objective(s):
B R I E F

• To drive online
awareness for True IN-APP PERFORMANCE MEASUREMENT &
Wireless Sony Earphone DRIVING OPTIMISATION
and trigger to Users who click on Native Optimised towards the best-
conversions on TiKi Image ad will be brought to TiKi performing audience segment to
and can place order on TiKi generate banner clicks

Source: Grab Internal Data

 Campaign Dates: Jun 2020 (4 weeks)
KEY RESULTS
Online Presence for SOLUTION:
Automotive with
Native Image

TARGETING
Broad Targeting of Grab users in major Vietnam cities:
0.94% 100% >4.7M Ho Chi Minh City, Hanoi with premium and brand-safe
CTR
In-app viewability for full Impressions native ad placements on Grab’s homepage
impression delivery

FORD
Ad Placement: Native Image
Vietnam REACH REMARKETING
FORD ran a Native Image Retarget to users who engaged
campaign for 4 week with 1 with Native Ads in order to
creative which delivered over optimize the campaign
4.7M impressions and ~44k performance
Industry:
clicks
Automotive

Campaign Objective(s):
B R I E F

• To drive online IN-APP PERFORMANCE MEASUREMENT &

awareness for Ford new
DRIVING OPTIMISATION
communication
Users who clicked on the Native Optimised towards the best-
message launching Image ad would be directed performing audience segment to
(EcoSport) Ford’s webpage. generate Clicks

Source: Grab Internal Data

 Campaign Dates: Jul 2020 (3 weeks)
KEY RESULTS
Online Presence for SOLUTION:
Automotive with
Native Video

TARGETING
Broad Targeting of Grab users in major Vietnam cities:
0.8% 8.2% ~980k Ho Chi Minh City, Hanoi with premium and brand-safe
VTR VCR Reach native ad placements on Grab’s homepage

FORD
Ad Placement: Native Video
Vietnam REACH REMARKETING
FORD ran a Native Video Retarget to users who engaged
campaign for 3 week with 1 with Native Ads in order to
creative which delivered over optimize the campaign
1.3M impressions performance
Industry:
Automotive

Campaign Objective(s):
B R I E F

• To drive online IN-APP PERFORMANCE MEASUREMENT &

awareness for Ford new
DRIVING OPTIMISATION
communication
Users who click to play on Optimised towards the best-
message launching Native Video can watch a video performing audience segment to
(Everest) ad from Ford clickthrough to generate Views and Completed
their Youtube channel for more Views
content.
Source: Grab Internal Data
Integrated
Masthead

Viet Nam
2020
Integrated
Masthead

Viet Nam
2020
Standard
Native
Image

Viet Nam
2020
Standard
Native
Image

Viet Nam
2020
Rewarded
Native
Video

Viet Nam
2020
Power
Banner

Viet Nam
2020
Power
Banner

Viet Nam
2020
RATE CARD
 FLEET RATE CARD - CAR WRAP & BIKE FRAME
Management Fee (VNĐ) Production Cost (VNĐ)
FLEET
(per car/bike, per month) (per car, one time)
Car wrap - HCMC 2,700,000 1,100,000
Car wrap - Ha Noi 4 seats 2,400,000 1,100,000
Car wrap - Da Nang 2,700,000 1,500,000
Car wrap - HCMC 3,850,000 1,100,000
Car wrap - Ha Noi 7 seats 3,850,000 1,100,000
Car wrap - Da Nang 3,850,000 1,500,000
Bike Frame (incl. Production cost) 4,000,000

NOTES:
● Prices do not include VAT (10%)
● Prices of Car Wrap include GPS
● Car wrap/In car branding: Minimum booking 100
cars/month/city
 FLEET RATE CARD - IN CAR BRANDING
Production Cost (VNĐ)
(per poster, one time)
Management Fee (VNĐ)
FLEET ● Size: 21x30; 50x50,
(per car/bike, per month)
Hongyong/Proton papers
● Size: 21x30, Mica 3mm

420,000
In-car branding (excl. Production cost) 1,000,000

NOTES:
● Prices do not include VAT (10%)
● Minimum booking: 100 car/month/city
● For km travel reporting purpose, GPS rental fee per car per month of 200,000 VNĐ will be applied
 FLEET RATE CARD - IN CAR/BIKE SAMPLING

Management Fee (VNĐ) Sampling Fee (VNĐ)

FLEET
(per car/bike, per month) (per sampling)

In-car/Bike Samplings 1,000,000 10,000

NOTES:
● Prices do not include VAT (10%)
● In car/bike sampling: Minimum booking 10,000 samplings
IN-APP RATE CARD
Ad type Unit Pricing model Rate (VNĐ)
Masthead Day CPD 118,000,000
Masthead 1000 ỉmpressions CPM 90,000
Homefeed/In transit
1000 ỉmpressions CPM 72,000
Native Image
Homefeed/In transit
1000 impressions CPM 96,000
Native Video
Homefeed/In transit
1000 impressions CPM 108,000
Rewarded Native Image
Homefeed/In transit
1000 impressions CPM 144,000
Rewarded Native Video
Lead Gen Ad 1000 impressions CPM 108,000
Power Banner 1000 impressions CPM 120,000
Search Ad Click CPC 7,500

Prices do not include VAT (10%) & discount

50