Malaysia Advertiser of the Month: GrabPay

GrabPay has registered the biggest increase in advertising awareness in Malaysia for the month of March 2022 of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the digital payment service saw an uplift of 6.9 percentage points over the four-week period.

Setel, an e-payment service by Malaysian state-owned oil and gas company Petronas, had announced a partnership with GrabPay Malaysia in March, which allows Setel users to top up their e-wallet using GrabPay – and earn GrabRewards points that can be used to redeem shopping vouchers or offset in-store purchases and delivery orders.

According to data from YouGov BrandIndex, GrabPay’s Ad Awareness score rose from 22.7 on 28 February to 29.6 by 24 March. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen adverts from a particular brand in the previous two weeks.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from direct surveys of adults aged 18 years and above residing in Malaysia from 28 February to 24 March 2022. Learn more about BrandIndex.