IDOOH International, a leading pan-Asian interactive digital media platform, and Vietnamese taxi operator Mai Linh have signed a memorandum of understanding to deploy IDOOH’s In-Ride Out-of-Home tablet screens in 5,000 taxis.

Screens will be installed in 1,000 taxis in HCM City by December, followed by another 4,000 in vehicles in 50 other cities and provinces across the country.

The fully interactive 10-inch media tablets will provide entertainment, information and full e-commerce ability.

Mark Forsyth, group CEO of the Singapore-based IDOOH, said: “Emerging economies like Viet Nam are important for us and this partnership with Mai Linh, Viet Nam’s largest taxi fleet, is an opportunity for us to grow our regional network of in-vehicle screens.

“We look forward to working with them to transform the in-taxi passenger experience and provide brands with an opportunity to reach a growing middle-income segment through our intuitive media technology.”

Mai Linh Corporation is IDOOH’s third transport partnership in the Asia Pacific, following its tie-up with Micab Philippines and ComfortDelGro’s outdoor advertising arm Moove Media in recent months.

Out-of-Home advertising is now a US$29 billion market that is expected to grow by 3-4 per cent a year over the next five years, according to the MAGNA Intelligence and Rapport study. — VNS