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Press Releases

Feb 23 2021

Launching smart taxi-top billboards project


an image of RTA billboards

Dubai’s Roads and Transport Authority (RTA) has launched an initiative for installing smart taxi-top billboards. The project is part of endeavours to invest RTA’s assets in generating and diversifying revenues, which is in line with RTA’s objectives of improving services. 


“We in RTA work on creating investment opportunities through strengthening partnerships with the private sector, and work towards supporting the taxi sector through diversifying revenues sources. This project aims to invest our assets in serving the needs of clients through smart billboards installed on the roofs of more than 11,000 taxis. Ads on display will promote the products and services of advertisers contracting with RTA,” said Khalid Al Awadi, Director of Transportation Systems, Public Transport Agency, RTA. 


“These smart billboards will also provide educative and informative content about events and activities. The billboards system is smart and automated so the content on display automatically changes to fit the target audience based on vehicles locations, as per as the marketing plan mapped out by the advertiser. They will also display the status of the vehicle (vacant/engaged) clearly for the public. The billboards can adapt to the external circumstances in displaying the content without distracting the focus of other motorists,” he noted. 


“We have started with the installation of 100 billboards on vehicles belonging to the National Taxi company as an initial phase. The project is compatible with RTA’s digitisation drive and the smart city projects as it uses cutting-edge technologies to meet the service needs of the public. It enables investing in innovative marketing ideas and digital advertising in all matters of relevance to the public. It is part of our continuous efforts to realise a host of RTA’s strategic goals namely the Smart Dubai, People Happiness and Advance RTA,” concluded Al Awadi.

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