Entrepreneurs and advertisers are having a hard time finding effective ways to reach the middle and upper middle class. Targeting this segment usually involves mixing alot of marketing channels and resources. Despite the complexity, the rewards of being able to tap them is huge. It can help increase the profitability of companies Did you know that one of the best ways to solve this is to advertise to Uber and Grab passengers?
Why Should Brands Advertise to Uber and Grab Passengers?
* High Capacity to Pay– Passengers using these ride-hailing apps have a monthly salary of 25,000 to 150,000 pesos. These people can afford to pay more. The purchasing power of this segment is significantly higher. This provides opportunities for innovative and quality companies to grow through this segment.
* Demand for Lifestyle Improvements– Since these folks have high capacity to pay, they can afford to spend alot on premium products. They spend on gadgets, clothing, luxury, real estate and etc. They always look for products and services that can improve their lifestyle. These people spend a lot on premium or unique experiences.
* Residence– these passengers live in affluent communities. Most of them live in condos or private subdivisions. The average Uber/Grab pick-up in DMCI is around 400 a day. Ride-hailing apps have become the #1 mode of transportation for condo dwellers. Being able to convert these people into evangelists can help companies gain traction to these neighborhoods.
* Occupation– Uber and Grab passengers can range from day-job working professionals and BPO professionals. These are the folks who work on central business districts like Makati, Ortigas and Fort Bonifacio. They can range from professional staff, managers and even up to senior executives. Being able to reach these professionals can help businesses gain entry to large corporations.
A significant percentage of these passengers are students from elite universities. These universities are the likes of Ateneo, DLSU, etc. Lifestyle products can benefit alot by marketing to these students. Being able to convert them into evangelists can help companies gain market share to high value millenials.
These passengers can also be wives, children and relatives from middle class families. This makes a good target for consumer and family-related products.
* Time Spent on the Road– these passengers especially the working class and students, spend alot of time on the road in traffic. An average passenger spends 2 to 4 hours on the road commuting. Imagine what if brands can use that instance to convey their messages and convert these passengers into buyers.
An interesting observation is that these folks miss out primetime shows like TV Patrol, Probinsyano, etc. They dont have the time to watch tv because they are stuck on the road. Brands who advertise at those prime spots failed to tap these affluent demographics.
How can Brands Effectively Reach these High Value Passengers?
Recently, AdMov was launched to help advertisers reach these passengers. Through tablets installed inside Uber and Grab, brands will be able to run digital ads while they travel. Advertisers can run 25 seconds static ads or 45 seconds video ads.
Being able to advertise to Uber and Grab passengers allows companies to tell their stories at a higher airtime compared to traditional out of home media (billboards, tarpaulins). The better airtime provide opportunities to persuade these passengers on why they should try and buy advertised products.
Companies can effectively get huge market shares on the middle to upper middle class segments. Magazines have an average reach of 80,000 readers on one edition. BTL events can span from 200 to 20,000 audiences. With Admov, we are aiming at reaching up to 4.1 million Uber and Grab passengers. Imagine the impact of this quality reach to your business.
Author: Bobby Ben Davis Cristuta
Bobby is the CMO and Co-founder for Admov Philippines. He is a serial technopreneur. He is passionate in delivering emerging marketing channels and bring Manila as destination for innovative advertising technologies.