iflix and IDOOH invest SG$1.5m for on the go entertainment in SEA

Iflix has tied up with OOH media technology company IDOOH for SG$1.5 million to offer entertainment on the go to taxi and ride-sharing vehicle passengers across Malaysia, Indonesia, Philippines and Vietnam.

Over the next 12 months, IDOOH will deploy iflix content in over 10,000 in-vehicle screens across the region, allowing passengers to access a selection of iflix’s content library, including newly introduced popular short-form content and iflix original programming. Meanwhile, iflix will also run marketing campaigns and surveys in each market to gather consumer insights through IDOOH’s "capture all" data analytics. This includes location, time, vehicle details, previous location prior, engagement and campaign attributes.

Iflix is IDOOH's fourth media and entertainment feature, in addition to CNBC, NHK and MediaCorp. Iflix's head of Asia, Jonas Engwall, said the collaboration offers it a "unique opportunity" to extend the 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," Engwall said.

IDOOH CEO Mark Forsyth said the partnership is aligned with its mission of making rides better. "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," Forsyth added.