Innocean Conducts Pilot Project for Advertising Broadcast on Demand-Responsive Transport Service 'Shuckle'

Customized Public Transport 'Shuckle' Advertising for Residents in Traffic-Vulnerable Areas
Development of Digital Mobility Advertising System Using Accumulated Passenger Data Planned

[Asia Economy Reporter Yuri Kim] Innocean announced on the 8th that it will conduct a pilot project for advertising broadcasting on 'Shuckle,' Korea's first artificial intelligence (AI) demand-responsive transport (DRT).

Shuckle, introduced in 2019 by Hyundai Motor Company's TaaS Division MCS Lab (Mobility & Connected car Service Lab) as Korea's first of its kind, is a compound word of shuttle and circle, meaning a shuttle that circulates a specific area. It is a customized public transportation service for residents in transportation-vulnerable areas.

Innocean will conduct a pilot project to broadcast advertisements through in-vehicle displays on 18 Shuckle vehicles currently operating in the 1st living zone of Sejong City. When passengers board Shuckle, they can watch highly noticeable advertisements displayed on the screen located behind the driver's seat. The project will then test its effectiveness through media feasibility surveys such as passenger advertisement recognition rate evaluations.

Shuckle features a system where passengers input their departure point, destination, and number of people through an application (app), and the nearest vehicle is dispatched. AI technology guides the optimal boarding and alighting points. Based on accumulated customer data and analysis results, in-vehicle advertisements and content services will also be improved.

Focusing on Shuckle's operation method, which accumulates passenger data, Innocean plans to integrate a self-developed digital mobility advertising broadcasting system. In collaboration with Hyundai Motor Company's MCS Lab, they will develop step-by-step targeted and location-based advertisements and sequentially expand advertising service areas to places such as Gyeonggi Province, providing various experiences to Shuckle users.

Lee Yong-woo, CEO of Innocean, said, "We are pleased to join the future urban mobility service project through this Shuckle advertising broadcasting pilot project," adding, "We will continue to strengthen cooperation with various business operators such as mobility platform operators, mobility data operators, and content providers to offer a total mobility advertising solution."

Meanwhile, last month, Innocean received regulatory sandbox pilot approval for 'digital signage advertising using electric cargo vehicles,' and from 2023, it will broadcast video advertisements on displays on the exterior sides of vehicles.