A digital transformation strategy (Digital, Data, Digital Automation and Dynamic content) have been implemented, providing more comprehensive audience measurement, more precise micro-audience targeting and the contextualization of ad content. In doing so, we can leverage the digitalization of the premium inventory to show contextualized ad, connect with today's consumers, and ultimately boost sales.
Currently owns 600+ screens in Hong Kong MTR* and Airport Express stations. The largest digital inventories in Hong Kong with high visibility locations.
Over past 18 years, MTR* advertising has been building up Big Data and coming up with an audience analytical measurement, which helps determine audience attributes and consumption habits of the passengers in the MTR network. Advertisers can target, segment and reach desired audiences at the right time & moment, right location and right target & audience with right message.
MTR* advertising has proudly introduced the newly launched automated media planning and distribution platform. The Smart Digital Media Planning Platform combines audience data and technology to enable brand-safe and measurable advertising. With the flexible scheduling display capability, the new digital media planning platform then distributes different advertising content to different panels at various times.
Digital creativity brings you two-way communication and enhances the ad relevancy with the use of live feed data.
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