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Moove Media Launches Dynamic Cab Advertising Trial: Singapore's First Taxi Top Smart Digital Billboards

  • 50 vehicles will be fitted with the new taxi top smart digital billboards, the first of its kind in Singapore, as part of a six-month trial approved by LTA
  • The new billboards can display dynamic and targeted content based on the vehicle’s location, time of day and prevailing weather conditions
  • Singapore will be one of the first markets in the world to offer this to advertisers after New York, Hong Kong, the United Kingdom and India.

SINGAPORE, 10 October 2024 – Moove Media Pte Ltd, ComfortDelGro’s outdoor advertising arm, today announced the trial of 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.

With digital out-of-home advertising projected to grow by 13.8% annually¹, Moove Media has identified a gap in the market for a dynamic platform that can deliver tailored digital content to consumers on the move. 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.

Moove Media CEO, Mr Jeffrey Kwek said, “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.”

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. By eliminating the need for consumable materials like 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.

¹ https://www.statista.com/statistics/1289075/change-contextual-advertising-spending-worldwide/

Media Contact Information:

Group Corporate Communications
ComfortDelGro Corporation Limited
[email protected]

About ComfortDelGro Corporation

ComfortDelGro is a leading multi-modal transport operator offering a comprehensive suite of transportation solutions. Our extensive network spans public transport including buses and rail, point-to-point transport with taxis and private hire cars as well as business-to-business mobility solutions. Every day, millions rely on our services across 12 countries including; Singapore, Australia, the United Kingdom (UK), New Zealand, China, Ireland, France, Malaysia, Spain, Portugal, Greece, and the Netherlands.

As a global operator, we play an important role in steering the transition towards a low-carbon economy. With nearly half our fleet consisting of cleaner energy vehicles, we support governments and cities in enabling inclusive and sustainable transport systems. For our efforts, ComfortDelGro has been included in the Dow Jones Sustainability Indices Asia Pacific (DJSI Asia Pacific) since 2019, the only Singaporean transport company in the index.

About Moove Media

Moove Media Pte Ltd is the advertising arm of ComfortDelGro and has been in operations since 2005. In Singapore, Moove Media offers an integrated Out-of-Home advertisement platform on SBS Transit buses and interchanges, rail (North East Line, Downtown Line, Light Rail Transit systems in Sengkang and Punggol), ComfortDelGro taxis, ComfortDelGro buses, as well as other prime ambience sites reaching commuters islandwide. For advertising, please contact [email protected] or +65 6383 7035.