Gojek Strengthens Digital Marketing Business Through GoGAN
Inspired by the success of Amazon Marketing Services (AMS) in becoming a digital campaign management platform, GoGAN (Gojek Ads Network) presents a platform that synergizes accurate tools and data to make it easier for brands to run their programs with adjusted budgets.
GoGAN is an initiative of collaboration between TenMax and Gojek, whose mission is to give brands more options in launching marketing activities.
TenMax has previously collaborated with Gojek since Q3 2020, then released GoGAN in August 2021 to accommodate the needs of GoFood and GoMart merchants.
This new version is expected to add more insight for businessmen in the wider Gojek ecosystem. This includes opening up opportunities for advertising agencies to apply for their own accounts to operate GoGAN directly.
So they will not only get better marketing performance, but can also save time spent collecting and analyzing marketing metrics.
For companies that have a limited budget, they can carry out activities independently or self-service. However, for companies that have a large enough budget, GoGAN provides a team that can help them monitor and manage all marketing campaign activities.
According to Gojek’s Head of Out-App Ads Lydia Setiawan, the GoGAN portal is currently accessible to marketers and agencies, allowing them to create their own accounts to run promotional campaigns and place advertisements.
This solution can eliminate some of the friction during advertising and make it easier for Marketers to run campaigns on a variety of different media.
Previously GoGAN has been used by Gojek to encourage marketing activities in the GoMart application. The marketing campaign appears on the main banner of the GoMart page, offering premium visibility to advertisers. This banner will help to attract attention and increase users’ buying interest.
Going forward, Gojek targets GoGAN to become a solution provider platform for various advertising needs, both for planning, measuring, and optimizing digital marketing efforts for brands — including outside the Gojek consumer application.
Adtech Initiatives at Gojek
This is not the first time Gojek has developed its advertising business. Previously, they had introduced influencer marketing services in collaboration with Allstars, aimed at MSMEs in their network in order to be able to do marketing efficiently.
Through this platform, businesses can choose and find influencers who have a positive impact on their business. There are analytics that brands can monitor to learn directly from target achievement to engagement performance per post.
In addition, Gojek has also collaborated with The Trade Desk to provide programmatic ads services. One of the focuses is also to optimize online-to-offline marketing services.
How it works, Gojek will measure the impact of online advertising using actual transactions in outlets. Then linking online and offline transactions in the Gojek application with advertising solutions provided by The Trade Desk.
This initiative is presented to optimize the channels owned by Gojek, both in consumer and business applications. Especially now, after the merger with Tokopedia, the adtech solutions presented have the potential to accommodate wider needs.
Tenmax Expansion Steps
Aiming to be able to present end-to-end technology for marketing campaigns, TenMax, an adtech company based in Taiwan, inaugurated their presence in Indonesia by cooperating with Gojek.
To DailySocial.id, Managing Director of TrenMax Brian Yang said that through GoGAN, it is hoped that it will make it easier for brand marketers to carry out marketing campaigns on various channels effectively and efficiently.
Tenmax is part of the funP Group (BVI). The company is supported by venture capitalists from China such as CDIB (China Development Investment Bank) Capital Group.
“After launching in Southeast Asian countries such as Malaysia and Vietnam, we want to expand the market to Indonesia. Through collaboration with Gojek, we hope to strengthen our presence in Indonesia, serving companies that want to launch marketing campaign activities efficiently,” said Brian.
Currently, TenMax has established strategic partnerships with several media such as Kompas, Antara, and the Metrodata company.