A Research On Metro ADS Publish Settings

Metro,as one of the most convenient transportation type in urban area, has become part of people's life. Along with the newly established lines and upcoming lines, Metro Ads will embrace its own expansion as well. With regard to the publish settings of Metro Ads, it will be drawing more and more attention in the future. Stations grow, so does the Ads slots and the new media promotion form being exploited. As a result, the importance and the need of its relevant study become more and more apparent and necessary.Metro Ads are different from other Ads types, such as its unique publish settings and form requirements. The location and environment of each station decide the passenger flow and their characteristic, so does the characteristic of the publish settings. Within each station, different areas have their own Ads position features, combined with the various media communications, as well as the match up with publish settings and media forms, all requires detailed consideration. From the prospect of the company, the choice of publish settings directly affects the overall attention of the content, thus will result in different Ads effect. Therefore, the research on Metro Ads publish settings will help companies to choose the right Ads spot and provide better communication effect for agencies, which will ultimately enable the maximum profit.The thesis mainly focused on the publish settings of four different metro stations in Nanjing City:Commercial Area, Junction Area, Tourism Spots and Resident Area. Analysis has been done within the case study on the function, passage flow and passenger characteristics of different types of stations, especially Xinjiekou Metro station. The thesis went deep on the Ads effect of various aspects such as space, positioning and media forms, thus finding out the optimal value to position an Ad. The purpose is to utilize the positioning and media form, to yield the maximum effects of the Ad.The reason to choose Xinjiekou station is because its representativeness and comprehensiveness. By doing this research, it is hoped that the outcome can provide a guideline on Ads publish settings for business area station as well as other types of stations.