Moove Media trials SG's first taxi top smart digital billboards

Moove Media, ComfortDelGro’s outdoor advertising arm, is trialing dynamic cab advertising, Singapore's first taxi top smart digital billboards, for a six-month period.

The Land Transport Authority (LTA) has approved for 50 vehicles to be on the road during the trial, it said in a statement. 

With digital out-of-home advertising projected to grow by 13.8% annually, Moove Media said that it has identified a gap in the market for a dynamic platform that can deliver tailored digital content to consumers on the move.

Don't miss: ION Orchard, JCDecaux unveil new grand facade LED enlivening local OOH scene

The new taxi top smart digital billboards will be able to display different creatives based on the vehicle's location, time of day and prevailing weather conditions, allowing advertisers the ability to tailor ads and target audiences with precision.

“We are proud to be pioneering the future of outdoor advertising in Singapore with the introduction of the first taxi top smart digital billboards. Our dynamic cab billboards offer unmatched access and visibility, offering brands a unique opportunity to reach their target audience in one of the world’s most densely populated cities. By leveraging geo-targeting capabilities, advertisers can significantly enhance their campaign return on investment,” said Jeffrey Kwek, CEO of Moove Media. 

Singapore will be one of the first few markets in the world to feature digital advertising on top of taxis after New York, UK, Hong Kong and India.

These vibrant digital displays will add a new dimension to Singapore's cityscape, while also contributing to a more sustainable environment, it said. 

By eliminating the need for consumable materials such as stickers and ink, dynamic cab advertising reduces environmental impact and ensures faster turnaround for visual and creative changes, which are made digitally through a virtual content management system.

This is estimated to save up to 200 man-hours and 3,300 square meters of printed material annually for every 50 taxis equipped.

To avoid distracting drivers on the road, ad transitions will only happen when the taxi is stationary.

Each ad on the screen will play for 15 seconds before transitioning to the next one.

Moove Media expects to launch the first 50 taxis equipped with the new smart digital billboards by 14 October 2024. Amazon is the first client to adopt this new advertising format, it said. 

This comes shortly after local shopping mall ION Orchard and outdoor advertising company JCDecaux Singapore launched a new digital media site on Orchard Road – the ION Grand Façade LED. Luxury jewellery brand, Tiffany & Co. was onboarded as its inaugural brand partner, presenting the house’s first 3D billboard advertisement in Southeast Asia.

The new digital LED screen on the facade of ION Orchard remains the largest and most prominent on Orchard Road, with a 189 square meter (sqm) full HD resolution display with two million pixels, high colour vibrancy, and stereo-sound capabilities for a superior audio-visual experience.

Powered by JCDecaux’s proprietary software, it also delivers immersive 3D content and dynamic digital engagements, it said in a statement. 

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