Viola Outdoor, a division of Viola Communications, the Abu Dhabi-based media communications specialists, has announced the launch of an innovative leap in the DOOH media arena in a joint venture with Firefly, mobile marketing media solution provider.

The partnership will introduce Firefly’s roof-top digital LED screens to Abu Dhabi’s Tawasul fleet of taxis, expanding the reach of Viola’s portfolio of Digital Out Of Home products.

Ammar Sharaf, Group CEO and Board Member of Viola Communications, said that Firefly’s dynamic digital vehicle-top screens will allow them to provide “unique eye-level marketing opportunities” in association with Tawasul taxis.

Sharaf explained that Firefly’s vehicle-top LED screens use proprietary GPS and internet connections to offer brands the opportunity to capture the attention of passers-by through geo-targeted and dynamic messaging capabilities.

He also said that the addition of Firefly’s programmable vehicle top LED screens to Viola’s digital portfolio via Tawasul’s taxi fleet will ensure the “widest possible coverage” for advertisers.

Tawasul Taxis drive an average 23,000 passengers over a distance of 350,000 km per day throughout Abu Dhabi and Al Ain.

Viola’s launch of the new product falls in line with its digital OOH transformation plan, said Sharaf.

“Since we launched our digital OOH transformation plan, our goal has remained constant – to help advertisers reach people in key, premium areas with the highest quality sites and screens.”

“Viola Outdoor’s partnership with Firefly and Tawasul is a game-changing addition to the marketeers’ arsenal,” he added.

He also mention that they were delighted to be “contributing to the adoption of smart technologies across the DOOH landscape in line with the digital transformation strategy of the Abu Dhabi government, and enhancing the experience.”

Viola Outdoor’s other digital out-of-home offerings include the capital’s first digital bridge banner network and digital Totem.Lights™. The offerings also include lamppost, bus and bridge banner advertising.