Kakao Mobility Changes Perception of 'One-Way Communication' Advertising... Establishing a New Taxi Advertising Ecosystem

[Asia Economy Reporter Kang Nahum] Kakao Mobility announced on the 16th that it will build a ‘multimedia and advertising ecosystem’ encompassing both online and offline.

First, it will launch the enhanced infotainment feature ‘Blue RSE (Rear Seat Entertainment).’ The plan is to provide Kakao T Blue passengers with various content such as real-time driving routes to their destinations, advertisements, web dramas, animations, and news, thereby increasing the value of travel time.

To strengthen the RSE infrastructure, Kakao Mobility partnered with TO21COMS, and to offer users entertaining and differentiated content, it also collaborated with Cine21, Kakao Entertainment, and TikTok.

The customer membership program will also be enhanced. While collaborating with LG Uplus in advertising business and telecommunications infrastructure, Kakao Mobility plans to explore user-friendly services by strengthening membership benefits, including a dedicated tariff plan for accumulating Kakao T points.

It will also build an integrated online and offline marketing platform optimized for mobility. Last year, Kakao Mobility confirmed the potential of Kakao T as an online marketing platform by introducing mobility service-optimized advertisements in certain areas within the Kakao T app, such as taxi pins, in-app banners, and home main icons.

This year, it will expand into offline advertising by exploring collaboration methods with Brand Factory and KT is beyond display and reward advertisements, including digital out-of-home advertising, aiming to build a ‘seamless marketing platform’ that connects online and offline without interruption.

In particular, the plan is to discover capable small and medium-sized partners to promote active cooperation and create a win-win multimedia and advertising ecosystem by providing an open advertising platform that small business owners can easily use.

Ahn Gyu-jin, Vice President and Head of Kakao Mobility’s Business Division, said, "Based on the technology and data analysis capabilities accumulated by Kakao Mobility, we will change the perception of advertising as ‘one-way communication’ and create a Kakao T-based multimedia and advertising ecosystem that enhances the value for all platform participants."