Moove Media, ComfortDelGro C52 ’s (CDG) outdoor advertising arm, has launched the trial of Dynamic Cab Advertising, Singapore’s first taxi top smart digital billboard, according to an Oct 10 release. The trial is expected to continue for a six-month period.
Currently, the Land Transport Authority (LTA) has approved for 50 vehicles to be on the road during the trial.
According to the group, as digital out-of-home advertising is projected to grow at an annual rate of 13.8%, Moove Media has “identified a gap in the market by launching a dynamic platform designed to deliver personalized digital content to consumers on the go”.
The new taxi top smart digital billboards are set to display different creatives subject to the vehicle's location, time of day and prevailing weather conditions, enabling advertisers to tailor ads and target audiences, reads the release.
Jeffrey Kwek, CEO of Moove Media, says, “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.”
The group adds that Singapore is set to become one of the first few markets globally, following New York, the UK, Hong Kong, and India, to introduce digital advertising on top of taxis.
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Additionally, the taxi top smart digital billboards eliminate the need for consumable materials such as stickers and ink, reducing environmental impact.
The group says changes to the ads are made digitally via a virtual content management system, cutting down on time and resources. For every 50 taxis equipped, this shift is estimated to save up to 200 man-hours and 3,300 square meters of printed material annually.
The taxi top smart digital billboards are also set to ensure road safety, with ad transitions only occurring when the taxi is stationary.
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The first 50 taxis equipped with the new smart digital billboards are expected to launch by Oct 14.
Amazon has since marked the first client to adopt this new advertising format.
Shares in CDG closed 2 cents lower, or down 1.36%, at $1.45 on Oct 10.
