Grab becomes Singapore’s second taxi fleet to start playing in-journey ads

Grab is to start playing commercials in its fleet of cars following a deal with Mediacorp.

The MOU signing between Mediacorp and Grab

The ride-hailing giant has followed in the footsteps of rival ComfortDelGro by allowing its private-hire drivers to install tablet screens in their cars that will play Mediacorp TV shows and ads.

The screens will form an extension of Grab’s advertising programme which started in March last year.

Grab was unable to divulge the ratio of editorial to advertising that would be played in the cars, but said a “greater emphasis will be placed on innovative content”.

The ride-sharing giant said it was “open to working with different publications houses and brands” beyond just Mediacorp.

The company also told Mumbrella that passengers would have the option of switching off the screens, as well as muting them.

Drivers will not be forced to bear the cost of the screens’ installation, a spokesperson added.

Head of Grab Singapore Lim Kell Jay said: “We are constantly thinking about new and better ways to delight our customers, including drivers and passengers. Our partnership with Mediacorp will enable us to enrich the in-car experience for our passengers through high-quality content as well as create more income opportunities for drivers. We look forward to working closely with the Mediacorp team to deliver on our promise to out-serve our customers.”

According to Grab, its advertising programme, which also consists of car wraps and in-car hangers, has generated S$300,000 for its drivers since launching last year.

The announcement comes weeks after Malaysia-founded Grab announced its takeover of ride-hailing rival Uber in South East Asia.

The merger now faces questions over potentially creating a market monopoly in both Singapore and the Philippines. 


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing