ComfortDelGro adds 3,000 screens to its cabs in bid to boost adverting business

More cabs in Singapore’s biggest taxi business will start showing passengers advertisements following a deal with local outdoor company Moove Media.

ComfortDelGro has installed 10-inch screens in 3,000 of its cabs across Singapore, which will begin playing an ad once a new traveller steps in.

The screens and the technology powering them have been provided by Asian in-vehicle platform company IDOOH.

The company already installed smaller screens across 1,000 of its taxis in October last year in a bid to boost its revenue after seeing its fleet shrink due to competition from ride-hailing apps like Grab and the soon-to-be-axed Uber.

In August last year, the company had 15,127 Comfort and CityCab taxis on its books, reportedly its lowest in eight years.

As part of the cab ad service’s expansion, passengers can choose to watch editorial content on the screens once the ad has finished playing by interacting with a menu.

Provided by Mediacorp, SPH Magazines and influencers, the content will be divided up into different segments such as beauty, food, trending, entertainment, plus a selection of films.

Another ad will play if the commuter chooses not to interact and further ads will be triggered at specific geographical points.

According to Moove Media, the screens cannot be switched off, but can be dimmed or muted.

Brands including Clarityn, Burger King and PingTung Country Government Information and Tourism Department have already bought space on the screens, a Moove Media spokesperson said.

Moove Media chief executive officer Jayne Kwek said: “The in-taxi entertainment screen is an extension of what we can do in providing a useful platform to engage taxi passengers for a good 15 to 20 minutes in a captive environment.

“It is a great way for advertisers to tell their stories and connect with the audience during their journey.”


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