The trial will last six months.

ComfortDelGro's outdoor advertising arm, Moove Media, began the six-month trial of Singapore's first taxi top smart digital billboards.

The billboard will be displayed in 50 vehicles.

The latest taxi-top smart digital billboards can adapt ads based on location, time of day, and weather, allowing advertisers to fine-tune their campaigns and reach specific audiences.

Singapore will become one of the early adopters of taxi-top digital advertising, joining New York, the UK, Hong Kong, and India.

Dynamic Cab Advertising, managed digitally via a virtual Content Management System, cuts down on environmental impact and accelerates creative updates, with estimated annual savings of 200 man-hours and 3,300 square meters of printed material for every 50 taxis equipped.