Iflix enters into S$1.5 million agreement to run video content in cabs

The Asia Pacific region’s largest network of in-vehicle digital screens IDOOH International has announced a S$1.5 million agreement with subscription-based video on demand site iflix.

The arrangement will see IDOOH provide on-the-go video entertainment in taxis and ride sharing vehicles across four countries: Indonesia, Malaysia, the Philippines and Vietnam.

The announcement:

IDOOH International and iflix today announced a S$1.5 million agreement to provide entertainment-on-the-go to taxi and ride-sharing vehicle passengers across four countries in Southeast Asia: Indonesia, Malaysia, Philippines, and Vietnam, and connect to an addressable middle-income market of more than 275 million people.

Over the next 12 months, IDOOH will deploy iflix content in over 10,000 in-vehicle screens across the region which will allow passengers to access a selection of iflix’s content library, including newly introduced popular short-form content and iflix original programming.

IDOOH CEO Mark Forsyth said: “We are thrilled to partner with iflix to provide passengers with extensive entertainment options in international and Asian programming, aligned to our mission of making rides better. As Asia Pacific’s largest in-vehicle screen network, it gives us an opportunity to amplify iflix’s network in emerging markets to enable them to reach a wider consumer segment through our in-vehicle screens.”

Apart from short-form entertainment content, iflix will run marketing campaigns and surveys in each market to gather consumer insights through IDOOH’s ‘capture all’ data analytics – from location, time, vehicle details, previous location prior to engagement and campaign attributes.

iflix Head of Asia Jonas Engwall said: “Our collaboration with IDOOH in Southeast Asia offers iflix a unique opportunity to extend our brand and product exposure to new audiences. The captive nature of the media environment IDOOH’s in-vehicle screens presents us with, is an exciting new platform to engage with consumers one-on-one for up to 60 minutes and build greater brand recognition.” 

iflix is IDOOH’s fourth media and entertainment feature, aside from CNBC, NHK and MediaCorp.

IDOOH is Asia Pacific’s largest network of in-vehicle digital out-of-home (OOH) screens with an inventory of more than 14,000 screens in taxis and ride-sharing cars, reaching 5 million viewers per month by the end of 2019. Through our partnerships with taxi and ride-sharing companies in the region, our tablets have travelled almost 51 million km with over 1.2 million hours clocked in Q2 2018.  

Out-of-Home advertising is now a US$29 billion market with revenue expected to grow by 3 to 4 percent per year over the next five years to reach US$33 billion by 2021, according to the MAGNA Intelligence and Rapport study. Digital OOH is a key growth driver as digital screens have allowed OOH advertisers to penetrate niche environments to reach the young, urban population that might otherwise be difficult to achieve through traditional media. Although digital OOH contributes only 5 percent of the global OOH inventory, it already generates 14 percent of total advertising revenues and is expected to grow to 24 percent globally by 2021.

Source: IDOOH press release


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