Through the smart use of commuter data from pre-registered RFID transport cards, the vehicle's GPS location and time of travel, a data-driven media solution that remotely serves relevant content to commuters was created.

This was possible with the technology found inside the e-Jeepney: a modern public transport that has its own cashless fare system, free wifi and on-board TV screens.

Branded content, that is bite sized and transportation-themed were created for each target group. And these are remotely served from a Command Center upon real-time analysis of commuter and vehicle data.

This pioneering media channel enabled targeting to commuters in-transit through the use of live data.

As data come in from the e-jeepney, real-time analysis happens to determine the appropriate programming and content for a vehicle in-transit.

When the e-jeepney is full of moms in the morning to go the supermarket, they see a Knorr recipe show called "Busina sa Kusina" (EBT: Cooking on Wheels).

An e-jeepney full of professionals on their way to work would see a Rexona advertising encouraging them to “Do More”

Students on their way home from school would be reminded to stay fresh and beautiful by Pond’s.

Through this data-driven media innovation, we were able to profile 24% of the commuters on the routes covered by the e-Jeepney. This led to 5,000 hours of appropriate content served to the right captive audience.

It also made up for half of TV viewership lost to traffic at just half the cost, turning Manila’s traffic congestion to an opportunity to connect to consumers - in a targeted way through data.