Dato’ Manikandamurthy Velayoudam, Managing Director at Sky Blue Media, is a man with big ambitions for the bus network in Dubai.
This includes upgrading advertising across the bus network and attracting new advertisers.
His company recently won a five-year contract with the Roads and Transport Authority (RTA) giving them exclusive rights to manage outdoor advertising on the public bus fleet and related facilities for five years.
“Our strategy involves upgrading 100 bus shelters and 100 mupis to digital LED screens integrated with practical capabilities…. this advancement will enable us to attract new advertisers who have not previously engaged in OOH/DOOH advertising,” he told Campaign Middle East.
Sky Blue Media Malaysia was founded in 2008, and its local operating company in Dubai was established just this year. Its contract with RTA officially commenced on September 1, 2023.
“We are actively working on incorporating digital screens on the exterior of buses in Dubai. This provides a cost-effective solution for tactical campaigns, particularly catering to the events industry in Dubai, a hub for major events.”
Sky Blue is also collaborating with prominent data providers to introduce measurable transit media advertising to this region.
Digital screens
“We are set to bring a programmatic digital screen experience to all buses equipped with in-bus screens, offering substantial market potential for FMG and other consumer brands.”
Dubai buses cater to an average of around 369,000 passengers daily. The RTA’s network includes 1,400 public buses, 22 bus stations, 741 bus stands, and 523 dedicated advertising spaces within bus facilities.
Ahmed Bahrozyan, CEO of the Public Transport Agency at the RTA, said last week: “The RTA’s public bus facilities and fleet constitute highly advanced advertising platforms for local and international companies and entities looking to promote and market their products, services, and solutions across diverse economic and commercial sectors,”
Dato’ Manikandamurthy Velayoudam called the partnership “a key milestone for both Sky Blue Media and Dubai’s advertising landscape.”
“We are thrilled to demonstrate our digital expertise, establish effective communication with advertisers, and initiate impactful advertising campaigns that resonate with the diverse cultural backgrounds of the city’s residents,” he added.
