IDOOH takes iflix on-the-go

More than 10,000 passengers will be able to enjoy iflix’s content library throughout their journey

IDOOH, an out-of-home (OOH) media technology company, and iflix have jointly announced a S$1.5-million (US$1.09-million) agreement to provide entertainment on-the-go to taxi and ride-sharing vehicle passengers across four South-east Asian countries — Indonesia, Malaysia, Philippines and Vietnam — connecting to a market of more than 275 million people.

Over the next 12 months, IDOOH will deploy iflix content in more than 10,000 in-vehicle screens across the region which will allow passengers to access iflix’s content library, including short-form content and iflix original programming.

Jonas Engwall, head of Asia, iflix, added: “Our collaboration with IDOOH in South-east Asia offers iflix an opportunity to extend our brand and product exposure to new audiences. The captive nature of the media environment that 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. According to the MAGNA Intelligence and Rapport study, OOH advertising is a US$29-billion market with revenue expected to grow by 3%-4% per year over the next five years to reach US$33 billion by 2021.

Mark Forsyth, CEO of IDOOH, explained: “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.

“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.”