In the bustling advertising space in the UAE, brands are continuously exploring ways to catch attention with their OOH advertisements. Recognizing the significance of OOH marketing, the Roads and Transport Authority (RTA) joined forces with SkyBlue Media in October, focusing on bus advertisement concessions across the city, with a vision to reshape the advertising scene for the next five years. Fast forward seven months, SkyBlue Media has already teamed up with a diverse array of brands — including Tissot, Coca-Cola, Malabar Gold, and Danube — crafting unique brand experiences tailored to each.
Dato’ Manikandamurthy Velayoudam, Group Chairman and Managing Director of SkyBlue Media, shares his insights on transit media advertising in the UAE and where it is headed.
1. How has SkyBlue Media expanded with its transition from a DOOH advertiser to a transit media advertiser?
There is no one-size-fits-all strategy in the market. What succeeds in one area may not in another, highlighting the practical nature of marketing. Each client and market requires tailored approaches. For instance, in Dubai, the high cost of traditional media spaces, such as billboards, primarily monopolized by real estate developers, makes them unaffordable for many brands. This creates a need for alternative, more affordable advertising avenues accessible to all brands. Transit media fills this gap by offering affordability and accessibility, allowing brands with varying budgets to execute campaigns effectively. This adaptability to budget constraints makes transit media an attractive choice in Dubai, driven not solely by preference but by necessity and market demand.
2. What solutions does SkyBlue Media offer to unlock the potential of transit media advertising?
We pride ourselves on our flexibility and adaptability. Suppose a client wishes to launch a perfume and offer an interactive experience to potential customers. In that case, we can integrate QR codes within bus advertisements for direct purchase or distribute scented cards inside buses for passengers to sample the fragrance. This immersive approach not only engages passengers but also enhances brand awareness and drives sales. We are not limited to traditional methods; we welcome innovative ideas such as sampling campaigns or bus station events to create memorable brand experiences.
3. Is Sky Blue Media incorporating AI into its operations?
We are exploring the integration of AI in various ways. One project involves mixed reality, particularly with a jewelry client. In this initiative, QR codes featuring brand visuals are placed on bus seats, allowing passengers to scan to visualize how certain jewelry would appear on them. Through AI technology, their faces are seamlessly replaced with the faces of models, wearing the jewelry, providing a personalized and interactive experience. This blend of AI and augmented reality enhances engagement and facilitates social media sharing.
Moreover, we are leveraging AI for audience measurement. Utilizing proprietary technology, including camera and device ID-based systems, we gather audience data in collaboration with RTA. This approach ensures privacy compliance while delivering analytics to clients, including CPM measurements specific to bus advertising compared to other media channels.
4. How do you see the transit media space further growing?
News has been circulating about the Dubai government's initiative to study ways to alleviate road congestion under the guidance of His Highness. Just last month, a dedicated bus lane spanning 13 kilometers was inaugurated in Dubai, enabling buses to navigate more swiftly compared to cars. As congestion worsens, frustrated commuters witnessing bus passengers' faster movement are likely to opt for public transportation, as seen in cities like Singapore and Hong Kong, where even affluent individuals utilize public transport. Dubai, facing highway congestion, is exploring various solutions, including remote work, and adjusted working hours. However, public transport remains the most effective means to reduce congestion, a proven strategy worldwide. Consequently, the Dubai government is expanding its metro and bus networks, with an additional 500 buses slated to join next year. From a marketing perspective, buses offer significant engagement opportunities, with passengers spending an average of 25 minutes per journey, resulting in multiple daily interactions with brands displayed inside/outside buses.
Photo Source: SkyBlue Media
