Mixed reaction to in-taxi advertising screens

An in-cab advertising concept introduced to Abu Dhabi’s taxi fleet has brought joy to some children, while some adults find it a nuisance.

The latest in (Chinese) entertainment: screens in taxis are running advertisements in Mandarin until tests are completed. Lee Hoagland / The National

ABU DHABI // If you’ve ever wondered why the seat-back touch screen in your taxi is displaying a Shanghai restaurant guide – not much use when you’re half-way down Salam Street in Abu Dhabi – taxi bosses have the answer.

It’s just a test. When the system goes live, the screen will know where you are and tailor its content accordingly.

Customer feedback on the new interactive touch screens with advertisements and entertainment has been generally positive, said Umesh Chaudhary, 29, a Bangladeshi driver for Cars Taxi.

The games keep children occupied on long taxi rides, and the adults wonder if they can watch movies or get free wi-fi access, he said.

“The children are enjoying the games,” he said. “They tell me, ‘Wait, wait, let me finish the game’ when they reach their destination.”

Anwar Hussain, 33, a Bangladeshi driver from Emirates Taxi, agreed that children were drawn to the in-cab entertainment.

“Many of them are asking me if there are other games they can play,” he said. “Some asked me if it also provides free internet or if they can play a DVD during a long drive from Abu Dhabi to Dubai.”

Evangeline Soriano, 32, an Abu Dhabi resident for six months and a frequent taxi user, said it was a good way to relieve boredom.

She usually checks out the latest offers on make-up and beauty products and promotions run by well-known fast food restaurants.

“I hope they’ll show newer commercials and provide more entertainment,” Ms Soriano said.

The Taxi Media system uses a GPS system that tracks the taxi, so the screens can display ads according to their location and time. It runs a 22-minute loop of video information and commercials.

“Once the system is live, apart from the 22 minutes of video, the branded interactive icons on the right of the screen, including City Living, will give information on dining, shopping and entertainment,” a spokesman for Taxi Media said.

But Ms Soriano was one of many who wondered why Chinese characters pop up on most of the ads on the screen.

The query was also raised by Mr Chaudhary, who said his Arab customers had also asked for the reasoning behind Chinese commercials.

One of them is the Touch Your Heart, Donate for Love campaign by Touchmedia, China’s in-taxi media company.

Another ad promoting CanCham Shanghai, or the Canadian Chamber of Commerce in Shanghai, invites users to answer some trivia questions.

A Taxi Media spokesman explained it was test content, and that once the system goes live, adverts can be provided in any language, based on a client’s requirements.

Imam Hussain, 29, a Bangladeshi driver for Cars Taxi, recalled a time when a customer asked him to switch it off.

“I told him I can’t but he can turn off the sound by tapping on the mute sign on the touch screen,” he said.

Linked to the taxi meter, the screen will be active only when a paying passenger is on board.

Jhalak Bahadur, 30, a supervisor at Khalidiyah Mall’s Cine Royal Cinema, said he had yet to use one of the touch screens.

“I’ve seen them but don’t usually have time to check what’s in store,” he said. “I think taxis need to instal an automated voice recording to remind customer not to leave their belongings behind.”

Akbar Shah Momin, 50, a Pakistani driver who has been with Arabia Taxi for five years, said he hoped he would soon get a touch screen in his taxi. They are installed only in newer vehicles.

“We want to keep our customers happy,” he said. “Many customers want to sleep when I take them to Dubai, but others like some entertainment.”

Test screens appeared in 20 taxis in December last year, and Taxi Media Middle East now had 1,022 screens in local taxis. As taxis are replaced after they reach five years in service, Taxi Media will instal screens in new vehicles. The next installation is not scheduled until September.

Taxi Media expects the full fleet of 7,346 taxis to have screens after two and a half years since installation will be done in batches, its spokesman said.