Saudi Signs Media and its exclusive media representative Rotana Signs have been awarded a new media platform within Riyadh Metro carriages – a powerful network of 2,688 digital screens installed inside 183 trains that are comprised of 448 carriages and operate across six lines.
As the largest and newest urban transit system in Saudi Arabia, Riyadh Metro has already welcomed more than 18 million passengers and conducted more than 162,000 trips. As such, this novel and evolving touchpoint provides advertisers with a unique opportunity to engage with a captive and growing audience group while moving through the capital’s most vital mobility corridors.
Each of the metro’s carriages features six strategically positioned digital screens placed adjacent to sliding doors and journey progress displays. Their placement is a natural focal point for passengers that guarantees maximum visibility and attention throughout each trip.
“This reflects our commitment to delivering innovative advertising solutions that support the city’s growth and align with the objectives of Vision 2030.”
As the carriage environment is elongated, confined and distraction-free, it is ideal for advertising presence that helps build brand awareness, increased recall and deepened engagement. Long dwell times and repeated utilisation by the public, advertisers benefit from the ability to reach commuters across all six metro lines – the blue, red, orange, yellow, green and purple lines – which pass through the city’s key residential areas, business districts and major hubs.
Serving a broad cross-section of residents such as students, young professionals and families, in addition to business travellers and international visitors, the digital screen network is positioned as a highly valuable platform for brands aiming to build visibility and high frequency exposure.
As part of the city’s ongoing transformation under Vision 2030, the Riyadh Metro network effectively connects all major north-south and east-west routes across key sections of the city fulfilling mobility needs for both locals and visitors. The addition of the digital screen network has turned every metro journey into a valuable brand-building opportunity, helping advertisers convert routine commutes into high-impact touchpoints.
Commenting on this project, Hassan Zaini, Deputy CEO of Sales at Rotana Signs, said, “We take great pride in contributing to Riyadh’s development journey. The presence of digital screens within a novel environment such as that of Riyadh Metro carriages reflects our commitment to delivering innovative advertising solutions that support the city’s growth and align with the objectives of Vision 2030.”
Zaini added, “This expansion builds on our regional track record, including successful media operations within Dubai Metro and the Haramain High-Speed Railway. Backed by the expertise of our sister companies, we continue to empower brands through strategic platforms across the region’s leading transit networks”.
As Riyadh continues its evolution into a global hub of innovation and connectivity, this landmark deployment of the Metro carriage’s digital screens offers brands an efficient, expansive and immersive media opportunity, placing advertisers at the very heart of the city’s dynamic progress.
