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Personalised dating ads boost revenue for subway train operators

By our African Marketing Confederation News Team | 2024

In China’s busy underground railway stations, commuters can create their own billboard ads to seek love or wish each other happy birthday.

China’s subway train operators, which are largely government funded, have found a new way to boost their revenue at a time when state subsidies are being cut because of a difficult economy. 

 

They are selling personal advertising in the busy underground railway stations that enable ordinary people to advertise for soul mates or send wish to each other on special occasions.

China’s subway train operators are selling personalised ads to commuters. Photo: WeChat

While prices and advertising packages may vary from train operator to train operator, it seems that around US$140 buys exposure on an electronic billboard – including photographs – for between one and five days. 

 

Because China’s underground commuter train network is used by a large percentage of the urban population every day, the ads can be exposed to millions of views in specific stations or cities. 

 

According to a report by international broadcaster, CNN, in the southern city of Guangzhou, a 23-year-old man, identified only by the nickname Xiaotu, decided to advertise for a soul mate when he tired of dating apps and dating attempts on his university campus.  

 

Man’s subway station ad received 200 responses 

 

His personal ad appeared on a large 6.5m x 1.7m electronic billboard at his local subway station for five days. In that time, about 200 people contacted him via the WeChat social media app, and he has subsequently been on several dates. 

 

“He is one of a wave of people taking out ads on subways in major cities across China, as the metro systems’ owners – mainly local governments – seek extra income while grappling with high debt and falling revenues,” CNN reported. 

 

“In Guangzhou, where nearly half of the city’s 19-million population rides the subway each day, dozens of personalised ads have appeared in metro stations in recent months, showing everything from dating profiles to job-seeking notices, anniversary posters and birthday wishes.” 

 

In another example of enterprising personal ads on the Guangzhou subway system, 30-year-old Li Linyu designed her own ad to send birthday wishes to her husband. She then filmed his reaction when he saw the advert while on his daily commute. 

 

“The ads have gone viral on Chinese social media, with commenters calling the service ‘a joy to watch’ that relieves the grind of the daily commute and offers a chance to zoom in to ordinary people’s lives,” CNN reports.

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Rozanne
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.