Comfort Cabs rolls out LED advertising panels

SINGAPORE: Comfort Cabs, which pioneered and perfected the art of taxi-top advertising over the past five years, has found itself at the forefront of another breakthrough - relaying breaking news and other live content, including advertising, via LED roof-top panels on its taxis. Dow Jones, which runs the Asian Wall Street Journal, Dow Jones NewsWires, Far Eastern Economic Review and CNBC, has been the first to sign up for the service. More than 50 Comfort taxis will hit the streets of Singapore next month to coincide with the Asian Wall Street Journal's 25th anniversary. The all-weather LED panels will carry breaking Asian and global news, market indices, top performing stocks, weather forecasts and news headlines. The system - the first in the world - works by relaying a message from a Dow Jones editor via a paging system. Messages can be updated every two minutes, if needed. "Not only can you send out headlines and other news items, you can also advertise marketing and sales information," said Angela Watkins, director of client services at Doremus, which is Dow Jones' B2B advertising agency. Doremus creative director, Ganesh Vijayan, said, "This is a new means of advertising which will spawn other forms of innovative outdoor advertising in future."

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