Mediacorp, Moove Media and SBS Transit look to turn journeys into brand moments

Singapore's daily commute could soon become a new touchpoint for brands and content, with Mediacorp, Moove Media and SBS Transit signing a memorandum of understanding (MOU) to explore new ways of engaging commuters across Singapore's public transport network.

The partnership, which took effect immediately following the signing on 9 July at Dhoby Ghaut MRT Station, will see the three organisations explore opportunities to combine Mediacorp's content ecosystem, Moove Media's transit advertising network and SBS Transit's public transport infrastructure.

The collaboration is centered on three key areas: consumer engagement, joint advertising solutions and platform collaborations.

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Under the partnership, commuters can expect selected Mediacorp content to be brought into transit spaces across MRT stations, buses and taxis. This includes curated content experiences and trusted news updates aimed at making daily journeys more informative and engaging while fostering stronger community connections.

Meanwhile, advertisers stand to benefit from integrated offerings spanning Mediacorp's content platforms and Moove Media's out-of-home transit media network.

The companies said they will explore bundled advertising packages, bespoke cross-platform campaigns and enhanced audience measurement capabilities to help brands better connect with consumers across both digital and physical environments.

According to the three organisations, the collaboration reflects changing audience behaviours as consumers increasingly move between digital, social and physical spaces throughout the day.

SBS Transit currently serves around three million rail and bus passenger journeys daily, while Moove Media said its transit media network reaches approximately 70% of Singapore's daily commuter journeys. Together with Mediacorp's audience and content capabilities, the partners aim to create a more connected ecosystem for both commuters and advertisers.

“Whether audiences are at home, online or on the move, our focus is on bringing them trusted, engaging and relevant content wherever they are," said Tham Loke Kheng, CEO, Mediacorp.

He added, "This collaboration with Moove Media and SBS Transit allows us to extend Mediacorp stories, news and entertainment into everyday commuter journeys, while creating fresh opportunities for brands to reach audiences in meaningful and measurable ways. We are excited to work with like-minded partners to make Singapore’s transit spaces more vibrant, informative and engaging.”

In tandem, Jeffrey Kwek, CEO, Moove Media, said, “OOH media has evolved from a channel that simply delivers reach into one that creates connected, measurable audience experiences. Strategically positioned across some of Singapore's busiest transit touchpoints, Moove Media's network engages millions of commuters every day, providing brands with high-reach, high-dwell environments to connect with audiences at moments that matter."

"Together with SBS Transit and Mediacorp, we are bringing content, data and transit media closer together to enrich the commuter journey while delivering greater impact and accountability for advertisers," he added. 

Jeffrey Sim, group CEO of SBS Transit, said the partnership is designed to enhance the everyday commuting experience by bringing timely and relevant content to all 67 MRT stations across the North East and Downtown Lines, as well as bus interchanges. From news and travel updates to entertainment and inspiring stories, the initiative aims to make daily journeys more engaging, informative and rewarding for passengers.

The collaboration is the latest in a series of strategic partnerships for Mediacorp. Earlier this year, the media company teamed up with Mastercard to launch what it said was Singapore's first end-to-end media measurement solution powered by anonymised and aggregated transaction insights.

The partnership was designed to help advertisers better understand how media exposure translates into real-world outcomes, using privacy-safe transaction data to strengthen campaign planning, audience insights and performance measurement across Mediacorp's omnichannel network.

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