Covering consumer life scenes in an all-round way, the marketing value of traffic travel media should not be underestimated.

Lead: With the continuous expansion and improvement of urban traffic construction, traffic travel media has become an indispensable part of outdoor advertising.

Editor's Internal Reference for Outdoor Media

Figure PEX ELS

During the National People's Congress (NPC) from March 4 to March 11, Lu Dongfu, deputy to the National People's Congress and chairman and party secretary of China State Railway Group Co.,Ltd., introduced in an interview that during the Thirteenth Five-Year Plan period, The national railway mileage increased from 121, kilometers at the end of the Twelfth Five-Year Plan to 146,3 kilometers, an increase of 2.9%, of which the high-speed rail increased from 19,8 kilometers to 37,9 kilometers, nearly doubling. The "four vertical and four horizontal" high-speed rail network was built ahead of schedule, and the "eight vertical and eight horizontal" high-speed rail network was encrypted and formed, and the most modern railway network and the most developed high-speed rail network in the world were built. It is estimated that by 225, the national high-speed rail will cover 98% of the urban population and more than 5, cities.

the further completion and improvement of the national transportation network also provides more value for traffic travel scenarios.

1

The market share may reach 26.51 billion yuan,

Traffic scenes become one of the outdoor advertising head scenes

According to the data of iResearch, in 218, the outdoor advertising market of traffic travel scenes in China reached 21.8 billion yuan, with a year-on-year growth rate of 8.4%. With the continuous expansion of transportation networks such as airports, railways, public transportation and urban rail (subway), the scale of outdoor advertising in traffic travel scenes will also maintain a relatively stable growth rate. In 221, the market size of traffic travel scenarios will reach 26.51 billion yuan.

as one of the earliest outdoor advertising scenes, outdoor advertising in traffic travel scenes is also the most stable.

On the one hand, because of the functionality of transportation in the city, its site construction and people flow are stably planned and controlled, and the commercialization penetration rate of transportation sites is relatively saturated, so there will be no major changes in supply and demand in the future, and the main growth opportunity still comes from the new resource growth brought by the expansion and construction of transportation networks; On the other hand, due to the public security nature of traffic places, the forms of exploitable advertising spaces are relatively perfect, so it is difficult to achieve new growth by increasing the types or quantities of advertising resources in unit places.

Traffic scenes are rich, and based on the characteristics of large space and strong scenes, traffic scenes have become one of the first scenes of outdoor advertisements. In recent years, the improvement of the market system and the large-scale integration of media resources have made the free-growing traffic media advertisements industrialized. At this stage, the continuous integration and empowerment of new technologies have brought more creative forms to outdoor media in travel scenes, further highlighting the value of offline traffic.

2

From public transportation to the airport,

Talking about the marketing value of travel scenes

Transportation is the basis of modern city operation and the guarantee for daily travel of urban residents, including public transportation, urban rail, railway trains and airplanes. Different means of transportation serve different travel needs of residents, and vehicles and traffic stops have become the most familiar scenes for urban residents.

On the whole, the development of outdoor advertising space for traffic trips is mainly based on the following four types:

1. Traffic station advertisements, which set up various advertisements based on the passenger's ride path at the station;

2. In-car/in-plane advertisements, which have a continuous impact on passengers during the ride;

3. For body/fuselage advertising, there is more room for advertising creativity, among which urban rail and bus can even become mobile advertising spaces, covering more urban residents;

4. Advertising along the road (such as anti-aircraft gun advertising and street lamp advertising), outdoor advertising is set up along the road according to the visual range of passengers in the car, which covers a larger audience than car body advertising. Due to safety problems and city image management, many cities have made improvement plans for this form of outdoor advertising to varying degrees.

as an important branch of outdoor media field, transportation media, represented by aviation media, high-speed rail media, subway media and public transport media, dig deep into the space resources of senior media, dig deep into the massive audience flow and the time significance behind it, strengthen the scene interaction, and create a media life circle covering all travel scenes in the air, on the ground and underground.

aviation media can be divided into two parts: airport media and on-board media. The forms of airport media advertisements are basically the same, but according to different regions and media locations, the fragmentation results are different, and each airport has its own characteristics. As the window and business card of the city, airport advertisements show the characteristics and characteristics of the city. In terms of on-board media, in January 218 and January 218, the Civil Aviation Administration issued the "Guide to the Use and Evaluation of Portable Electronic Equipment (PED) on Board", which announced the arrival of the on-board wifi era and completely brought about changes in the scene operation of airport media. After that, Spring Airlines and Eastern Airlines took the lead in opening up the use of on-board mobile phones. This means that the traditional on-board media resource structure with aviation newspapers, small tables, seat headscarves and on-board TVs as the core faces the possibility of subversion.

compared with the aviation media's early inclusion of the scene value in the scope of business services, the high-speed rail media has started to explore the scene value in recent years, which is largely due to the rapid development of China's high-speed rail artery. With the continuous attention of high-speed rail media, many operators have begun to explore the value of high-speed rail media scenes.

3

Digital creativity,

Let the forms of traffic travel advertisements develop in a diversified way

If the continuous expansion of traffic context is the development context of travel scene advertisements, giving them the direction of horizontal expansion, then the application and penetration of technology is the key to the future development trend of outdoor travel advertisements, giving them a breakthrough innovation of vertical upgrading.

in the future, the application degree of technology empowerment will become the key to the development process and direction of outdoor advertising for transportation, and it will also give outdoor advertising market more innovation opportunities and imagination space. In fact, many media companies in China are trying to combine travel scene media with digital technology to bring better service experience to the audience.

Recently, smart bus stops have appeared in many cities, which can not only display bus routes and train arrival times in real time, but also provide relevant convenience services, and also realize human-computer interaction and gesture touch. The multimedia playing module configured by the electronic stop sign supports the display of government announcements, video advertisements, etc.

In the subway media, the application of digital technology is also eye-catching. In April, 22, a netizen (@ Flower of Houchang Village) exposed the new window of Beijing Metro Line 6 on the Weibo. In the video, the window turns into a translucent display, and the projection technology is equipped with the window of the electronic map, which is full of sense of technology and future. Many netizens can't help but exclaim, "Cool!" . In this comment area of Weibo, some netizens pointed out that this is simply an excellent advertising space. The overall style of this equipment called "magic window" is very scientific and technological. The LED screen runs through the upper part of the train passage, the upper part of the door and the middle window. After the train starts, the "magic window" will display the train position, the network diagram, the three-dimensional schematic diagram of the station and the location of the station service facilities.

in addition to the presentation effect of advertising content, the transaction mode, delivery process and even industrial structure of the advertising market will change and innovate in different degrees under the impetus of technology, which is also an important prerequisite for promoting the market to continue to maintain rapid development in the future.

in 219, Shanghai shentong degao released the subway digital media platform-shentong degao VIOOH system. based on the ticketing data of Shanghai subway, the passenger flow data of Metro metropolis and other data sources, the system defined the characteristics and distribution of the audience, thus achieving accurate delivery. With the launch of VIOOH, subway digital media can establish the relationship between electronic screen and passengers through subway data, so as to clearly know who the audience corresponding to the advertisement is and where the audience is located, so as to accurately deliver it by locking the audience.

Summary: The integration of online and offline is getting closer and closer. By extending to offline scenes, the mobile Internet has achieved a wider spread, and the extension of the transportation network has formed a good outdoor media network for transportation. With the development of travel media, outdoor advertising will help advertisers achieve communication goals, enhance brand awareness and promote sales transformation.