Core Insights - The outdoor advertising industry is undergoing significant transformation, with programmatic and digitalization as key drivers of evolution [1] - Beijing Metro Tongcheng aims to enhance media value through technology and reshape scene experiences, transitioning subway advertising from "traffic coverage" to "scene value" by 2025 [1] Group 1: Company Strategies - Beijing Metro Tongcheng integrates "technology + scene + data" to create a deep synergy, utilizing the VIOOH programmatic digital outdoor media trading platform [1] - The company establishes a "full-link data closed loop" for quantifiable and optimizable advertising effectiveness through big data analysis and real-time monitoring [1] - The transformation of subway spaces into "interactive experience venues" allows for immediate responses to brand information and passenger needs [1] Group 2: Successful Case Studies - 1664 Beer targets young professionals aged 18-35 during peak hours, using programmatic platforms to achieve high-frequency ad rotations in key locations, resulting in increased brand visibility and sales [2] - Total Energy collaborates with Beijing Metro Tongcheng to promote green energy initiatives, effectively reaching government and business audiences through targeted advertising during peak hours [4] - Kyoto Nishiyuan utilizes innovative mirror lightbox matrices to create emotional connections with consumers, enhancing brand exposure and social engagement [6] Group 3: Market Outlook for 2026 - The outdoor advertising market is expected to enter a phase of "programmatic deepening + technology integration," with increased penetration of pDOOH as a core component of brand marketing [8] - The adoption of AI and DCO technologies will enable dynamic creative optimization, allowing real-time adjustments to advertising content [8] - Innovations in scene creation will extend into "refined" areas, with new hardware upgrades providing fresh traffic opportunities for growth [8] Group 4: Opportunities for Brands - Brands should leverage "full integration" opportunities by combining outdoor advertising with online channels for comprehensive customer journey coverage [9] - Focusing on interactive creativity and utilizing AI tools can reduce content production costs while enhancing personalization [9] - Capitalizing on "suburban scenes" will offer higher cost-effectiveness as the subway network expands, providing better advertising foundations for brands [9]