Stellar Ace, a subsidiary of SMRT, is set to transform Singapore’s transit network into a dynamic advertising and retail hub by 2025.
Under the leadership of Tony Heng, the company aims to integrate offline and online experiences, enhancing the commuter journey with cutting-edge digital solutions.
This initiative follows the Land Transport Authority’s (LTA) 2022 announcement of a 10-year contract for advertising spaces across 120 pedestrian overhead bridges, underpasses, and covered linkways.
Stellar Ace’s vision, aligned with SMRT’s “Moving people, enhancing lifestyles” ethos, focuses on creating an interactive brand experience.
The company is installing anamorphic digital screens at high-traffic MRT stations like Raffles Place, City Hall, and Orchard, offering real-time advertising opportunities. “It’s no longer just about placing static ads in high-traffic areas but enhancing the commuter experience,” Heng stated.
The company is also embracing innovative formats such as the 3D Ad Crown, which incorporates dynamic 3D elements into traditional bus shelters, providing a unique platform for brands. This approach aims to engage commuters in new ways and transform daily journeys into immersive experiences.
Stellar Ace is leveraging AI and machine learning to enhance audience targeting and ROI measurement, addressing challenges faced by marketers in out-of-home (OOH) advertising. Deputy Managing Director Tjhin Poi Chung highlighted the use of digital data to provide precise audience targeting and real-time campaign tracking, ensuring campaigns reach the right audience.
The company’s WINK app further extends its reach, offering a mobile-first platform for advertisers and enhancing the physical OOH experience. As digitalisation reshapes the industry, Stellar Ace’s tech-driven approach positions it at the forefront of the evolving advertising landscape.
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