In the age of digital transformation, traditional advertising has often been overlooked—and understandably so. Online advertising has reshaped marketing by giving brands valuable consumer insights, allowing for precise targeting and tracking—something that billboards and print advertising have never been able to offer. Against this backdrop, four young founders from Perth saw an opportunity: to bring the intelligence of online ads into the traditional advertising space. This vision led to the creation of Shiine, Australia’s first digital mobile billboard.
Adaptive Advertising for the Modern Consumer
Mounted on the rooftops of rideshare vehicles, Shiine leverages the extensive routes and high-traffic hotspots covered by Uber drivers. From Perth’s bustling CBD to major venues like Optus Stadium, Shiine’s mobile billboards tap into the natural flow of city life, transforming everyday rides into dynamic points of engagement.
Eager to gain insights into viewer engagement, the team developed a way to capture prospective Device IDs within each car’s viewing area. This data allows advertisers to understand important audience segments of who is exposed to their ads, adding a new layer of insight to traditional advertising. With this new data Shiine is helping advertisers make informed decisions, unlocking the potential for brands to measure their impact in ways that traditional methods could not.
Building on this data intelligence, Shiine customises each billboard’s content based on the vehicle’s live location. Just as online ads are served with specific targeting, Shiine’s billboards dynamically adapt to their surroundings, changing content to suit the area and reach specific demographics. Broadcasting with precision, enhancing each ad’s relevance and impact.
Expanding Access and Impact
Shiine’s ambitions go beyond high-impact advertising. To offer brands a more flexible, accessible experience, Shiine has formed partnerships with local platforms like Winboard and global partnerships with the likes of Vistar Media , allowing advertisers from anywhere in the world to remotely launch and manage campaigns across WA. This removes typical logistical barriers, making Perth streets more accessible to brands globally.
Shiine’s model also brings significant benefits to the local community. By mounting digital billboards on rideshare vehicles, Shiine provides drivers with additional income streams, allowing ad dollars to flow back into the local economy and acting as an extra source of revenue for drivers.
Looking Ahead
What began as a simple idea among schoolmates has grown into a platform that combines digital precision with street-level engagement. With backing from WA’s Plus Eight Accelerator and a growing list of partners, Shiine is poised to expand its reach and bring a fresh perspective to traditional advertising across Australia.
In a digital-centric world, Shiine offers something new: adaptable, data-driven advertising that also supports local communities. It is a reminder that “traditional” doesn’t have to mean “outdated”—sometimes, it’s just waiting for the right innovation.
