A Survey Report On The Media Value Of High-Speed Rail Advertisement And The Status Of Advertisers' Identification

In the context of changeable advertising industry in recent years,the travel-scene advertisements represented by high-speed rail advertisements have sprung up everywhere and been increasingly favored by customers in China.However,behind the rapid development,many practical problems arise and are in urgent need of being addressed:Is the core value of high-speed rail advertisements highlighted?Do advertisers agree with the value,and achieve the best use of the value?With the video media in typical stations in Beijing-Guangzhou Line as an example,the author collected and sorted out all kinds of information,visited relevant sites in the field,interviewed high-speed rail people,made appointments to relevant advertisers,and summarized feedback to explore the media value of video advertisements at high-speed rail stations,and the recognition of advertisers for such value..The survey reveals that the rapid development of high-speed rail is affecting people's way of life and travel,and high-speed rail media constitutes an important part of media ecosystem.In particular,by virtue of prominent media form and novel content,high-speed rail video advertisements not only draw extensive attention,but also enjoy a wide range of elite audiences,who are willing to contact media and have a high consumption ability,and therefore,are considered as an ideal advertising audience group.Thus,high-speed rail advertisements,especially video advertisements,are of high media value.The survey also shows that the new media is also highly concerned by advertisers,and is carefully evaluated in terms of strengths and weaknesses.Advertisers that have delivered advertisements are generally satisfied with advertising effects and media services,and those who have not delivered advertisements are also willing to make an attempt.Since high-speed rail video advertisements are endowed with prominent characteristics and conform to the media requirements of future enterprise communication,the vast majority of advertisers agree with the value of high-speed rail media.Unfortunately,many problems arise in the operation of high-speed rail video advertisements.Hence,high-speed rail advertising operators are recommended to further dig into the value of high-speed rail media,make great breakthroughs in media resources and marketing methods,and achieve the best effect of brand.Only in this way can advertisers swarm forward high-speed rail advertisement,making it a scarce gold resource in the market.