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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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