Monetising the
in-transit experience
Leading the design of a scalable, Million Dollar ad ecosystem for Grab Mobility
My Role
Leveraging data, user insights and Grab ecosystem to transform the underutilized "Post-Booking" map real estate into a programmatic Ad Stack via Google Ad Manager (GAM).
Teams
Design, Product and Tech
Agoda Homes?
Think Airbnb, but on Agoda
Agoda has a large number of non-hotel accommodations (NHA) which include private homes, villas, serviced apartments, BnBs etc.
The Gist
Transforming the underutilized map real estate into a high yielding and most sought-after ad stack. By balancing high-impact full-screen ads with persistent map branding, we unlocked massive revenue potential without compromising on the ride-hailing experience.
Key Contributions
Strategic Framework
I developed a holistic ecosystem based on core principles: "Service Laddering" for different car tiers, maintaining a "Single Voice" (one ad per viewport), balancing internal/external ads, and strictly prioritizing user safety by automatically dismissing ads during critical events.
Multi-Layered Ad Design
I designed a seamless advertising experience that included high-impact splash ads, persistent Branded Vehicle Icons (BVI) with companion banners, and naturally integrated 2:1 scrolled ads.
Data-Driven Iteration
After initial experiments showed users force-closing the app and a drop in Safety Centre engagement, I actively iterated on the designs to ensure navigation and safety features remained highly prominent and accessible.
Controlled Rollout
Ecosystem Scalability: My work established the "One-Active-Ad" rule and "Safe Zone" framework, which became the gold standard for GrabAds and were subsequently scaled across other verticals like Food, Mart, and MoveIt.
Business & User Impact
Revenue Generation
The project successfully unlocked a multi-million dollar ad product, driving a sizable revenue impact for FY'25.
Zero User Friction
There was 0% increase in Cancellations, thus maintaining neutral Trip Cancellation Rates (TCR) and Net Promoter Scores (NPS).
Ecosystem Scalability
This established the "One-Active-Ad" rule and "Safe Zone" framework, which became the gold standard for GrabAds and were subsequently scaled across other verticals like Food, Mart, and MoveIt.