The dissemination energy of high-speed rail media is huge, but advertisers have not deeply understood and used it in place, which has also caused its potential value to fail to explode. As far as advertisers are concerned, as long as the communication genes of the high-speed rail media are fully activated, its communication value will be completely released, thereby demonstrating its strong communication rendering power, and bringing comprehensive and systematic communication support and services. The audience arrives clearly and accurately. The high-speed rail high-quality service and high-comfort environment have expanded the travel radius of many people and their dependence on high-speed rail, and these people are mainly political, business, public, and travel. These are the top three groups with high education, high consumption and high income. Accurate media targeting high-end people in politics, business, public affairs, and travel, targeting young consumer groups, and shaping a strong brand communication influence. Long-term coverage of a wide range of audiences, audience aggregation and high-frequency circulation, with a daily operating time span of 18 hours, occupying the core population in core cities. The annual passenger throughput of more than 10 million.
Outstanding communication effect: high media arrival rate in the carriages, 93.3% of the train headpieces, and 88.8% of the train desk stickers
Wide radiation range: There are many cities connected by high-speed rail trains, and a radiation network with important cities as the center and high-speed rail train lines as the travel radius, touching surrounding cities. The proportion of passengers on high-speed rail trains in cities that are online on weekdays is 64.7%, and the proportion of passengers in cities that are offline on weekends is 50%.
Business passengers have a strong stickiness with the media: Business passengers prefer media around seats and media outside the car, and pay more attention to the front film and desk stickers of the train. The contact rate is higher, which exceeds the overall level
Frequent train activities: Both the index of focusing on the creative stickers on the table and the brand canopy are 104, which outperforms the overall performance.
Information concerns are broad: 45.1% of passengers are more concerned about food, followed by news information, life services and map travel.
Ingeniously creating the freshness of the carrier, innovation promotes cognition, the presentation form of the high-speed rail media is not a single fixed form, and the presentation form of the carrier is extremely rich and full of freshness. We have seen that both the high-speed rail and the high-speed rail station's advertising forms can bring a variety of novel, individual, and unpredictable advertising displays to the public through diversified innovations. This kind of extremely flexible carrier innovation is difficult for most media to achieve and achieve. More importantly, its large and small, all kinds of advertising resources can bring unique visual experience to advertisers through different forms of innovation. In addition, it can also derive a new carrier form. Moreover, there are no restrictions on these novel and fashionable carrier forms. Advertisers can design and plan by themselves in combination with their own brand image, characteristics, and culture. As long as the carrier shape it creates is fashionable, alternative, and differentiated, I believe the brand recognition it brings is self-evident.
This kind of mobile carrier presentation makes the communication of advertisers more innovative and diversified. The compulsory reception effect of high-speed rail advertisements is outstanding. The visual elements in the high-speed rail carriages are extremely monotonous. The advertisements placed in this closed environment are close at hand, and you can see them when you open your eyes. As the new favorite of advertising, high-speed train media advertising has profoundly affected the consumption choices of mainstream people, and has increased the speed and height of the development of participating brands.