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Look: Dubai taxis now have mini billboards

Dubai - Ad displays change automatically depending on the target audience at the vehicle's location.

More than 11,000 Dubai cabs will soon have smart billboards on their roofs, the Roads and Transport Authority (RTA) said on Tuesday.

These taxi-top billboards will be displaying not only advertisements but also informative content about events and activities around the city. Since they are ‘smart’, displays change automatically, depending on the target viewers at the vehicle’s location, explained Khalid Al Awadi, director of transportation systems at the Public Transport Agency of the RTA.

So far, one hundred billboards have already been installed on the fleet of the National Taxi company in the initial phase of the project roll-out.

The initiative is part of endeavours to invest the RTA’s assets in generating and diversifying revenues, in line with objectives of improving services. “We at the RTA work on creating investment opportunities through strengthening partnerships with the private sector...This project aims to invest our assets in serving the needs of clients through smart billboards installed on the roofs of more than 11,000 taxis. Ads on display will promote the products and services of advertisers contracting with RTA,” Al Awadi said.

For riders, the billboards will also clearly indicate the status of the taxi, whether it’s vacant or engaged. “The billboards can adapt to the external circumstances in displaying the content without distracting the focus of other motorists,” the officer added.

“The project is compatible with RTA’s digitisation drive and the smart city projects as it uses cutting-edge technologies to meet the service needs of the public. It enables investing in innovative marketing ideas and digital advertising in all matters of relevance to the public.”