2 million daily active users, 20% click-through rate, how to place subway Wi-Fi ads!

"Peanut Wi-Fi, Limei Wi-Fi, KFC - early encouragement..." Many people have found that the names of Wi-Fi in the subway have begun to diversify. What they don’t know is that this "name change" has become a new form of advertising .

In mid-to-early April, KFC launched a seven-day “breakfast incentive coupon” advertisement on the Shanghai Metro Wi-Fi. According to statistics from data monitoring agency Miaozhen (a third-party marketing data technology company), the "Breakfast Incentive Coupon" advertising page had a daily click-through rate of 19.54% for the Android version of the splash screen and 19.7% for the iOS version of the SSID (Wi-Fi network name) brand area, both of which are much higher than the industry average.

▲ The Android and iOS versions of the KFC subway Wi-Fi advertisement page

The executor of the KFC subway Wi-Fi advertising is Beijing Limei Media Technology Co., Ltd. (hereinafter referred to as "Limei Technology"). The company exclusively owns nearly 75% of the subway Wi-Fi industry advertising space in the country, with a wide coverage. Taking Shanghai as an example, except for Line 5, Line 10 and Line 16, other subway lines are covered by subway Wi-Fi with their advertising space.

How to place advertisements on subway Wi-Fi? What are the ad exposure and conversion rates ? Xinbang exclusively interviewed Bie Xing, Vice President of Marketing of Limei Technology, who will explain and share in detail.

Limei Technology has handled advertising for many brands, most of which are relatively well-known brands. In addition to KFC, there are also DQ, Estee Lauder, Chevrolet , Tmall , Suning, etc. These customers are quite satisfied with the advertising results of Limei DSP (Internet advertising demand-side platform). Bie Xing told Xinbang: "Each client has different KPIs for evaluating advertising, but overall, the advertising results have exceeded their expectations."

The KFC case is even called "the first mobile programmatic subway Wi-Fi delivery in China", and the click-through rate of the advertisement is nearly 20%, which is an astonishing figure.

Currently, Limei Technology’s subway Wi-Fi advertising has four forms: large pictures for the first and second appearances, large pictures on connection splash screens, information flow pictures and texts, and SSID network naming. The first three types will appear in every process and step of connecting to subway Wi-Fi. They are suitable for customers who have certain requirements for exposure and have relatively high requirements for CTR (ad click-through rate) and page conversion rate.

▲ First and second large pictures

▲ Large image of the connection splash screen

▲ Information flow graphics

SSID network naming is a very special type. When you open the Wi-Fi connection page of your mobile phone, you will see many Wi-Fi IDs. They also sell advertising space named after this ID. SSID network naming is more suitable for some promotional activities and some customers who have extremely high requirements for exposure.

In KFC’s advertising, they changed the Wi-Fi ID to “KFC’s Early Morning Encouragement”. In the subway, as long as the user opens the Wi-Fi connection page, they can see it directly. After clicking the connection, other promotional pages of KFC advertisements will pop up on the login page.

▲ SSID network naming

Bie Xing believes that advertisers from many industries can place subway Wi-Fi ads. Fast-moving consumer goods brands represented by KFC, shopping malls, restaurants, film and television, entertainment and other brands are particularly suitable. Moreover, the current rate for their prime advertising space is not high, only 300,000 per day.

Q: Among the subway Wi-Fi resources that Limei already has, what is the daily Wi-Fi usage (or usage rate)? What are the characteristics of Wi-Fi users? Are there any specific statistics?

A: Currently, the number of connections per day is around 2 million (data collected through the subway Wi-Fi login page). The users of subway Wi-Fi are mainly people who travel on the subway.

Many authoritative organizations, including subway officials and iResearch, have conducted relatively detailed analyses of the characteristics of subway travelers. Analysis shows that among people who travel on the subway, urban white-collar workers and office workers aged 25-40 account for 55.8%, with a balanced gender distribution and possessing the "three highs" characteristics. They are not only the backbone of social development, but also the main force of social consumption, and have high advertising and marketing value.

Among them, 70% are white-collar workers with high education. High-quality people are more receptive to new things and new ideas, and are more likely to become opinion leaders and leaders of social consumption trends; their average monthly income is 6,377 yuan, and their average monthly family income is 12,248 yuan, which means they belong to the high-income group; their average monthly expenditure is 4,554.4 yuan, accounting for 48.7% of their monthly family income, and they are optimistic and actively consume.

Q: Currently, how does your company price these subway Wi-Fi launches? What are the standards?

A: We have a publication rate. The prime advertising space is 300,000 per day. The pricing standard is based on exposure and click-through rate. The golden advertising space refers to the advertising space on the login page, which will pop up as soon as you connect to the subway WI-Fi. It is currently sold on a daily basis.

Q: Did KFC approach you proactively? Before the launch, what preparations do the brand and you need to make respectively?

A: We have helped them with other advertising cases before. When we launched our new subway Wi-Fi product, they thought it was worth a try. The most important thing in the early preparation is to find KFC products suitable for subway promotion. When we launch the KFC advertisement later, everyone will find that the product is unique and has not been seen in other media promotions.

Q: A campaign needs to go through processes such as early preparation, mid-campaign, and later effect statistics. So how long does it take you from start to finish? Which step is the most time-consuming and labor-intensive?

A: The most energy-consuming part is the early preparations. Since subway Wi-Fi deployment is a relatively new form of media, advertisers will be relatively cautious. They will communicate with us in relatively detail and launch new products and new materials. The later stage is relatively simple, and it is a process of manual intervention + programming (PMP).

In the case of KFC, the SSID name is limited to 8 characters, which requires us to communicate with the advertiser. In addition, the materials that go online will be subject to some restrictions in terms of size, clarity, etc.

Q: What type of advertising do users like most? How many impressions did each type of ad receive? How long do users spend most of their time on the login page, splash screen page, and information flow page?

A: In terms of click-through rate, SSID network naming type of advertising has the highest click-through rate, so it should be the most popular among users. Currently, the exposure of SSID network naming is between 400,000 and 500,000 per day. The average duration of the splash screen is about 5 seconds.

There is a certain difference between the exposure of subway Wi-Fi advertising space and the exposure in the popular sense. The exposure of conventional media is calculated based on PV (page views). For example, if you open the client 4-5 times a day, it is counted as 4-5 exposures. The subway Wi-Fi connection is valid for a long time, so a person can open the connection page at most twice, which will be more valuable.

Q: A friend said that he takes the subway to connect to Wi-Fi every day when commuting to and from work, but he doesn’t seem to be impressed by some of the advertisements. Is this because the effect is not good?

A: The memorability of subway Wi-Fi ads is actually the same as that of regular media ads. It is relatively new, and many large advertisers are only trying to launch it on a trial basis, and have not yet launched it on a long-term basis. This may be one of the reasons why users have a relatively low memory of it.

What actually affects the memory of users and consumers is the frequency. The advertisements we can remember are usually those that appear repeatedly in the media. When subway Wi-Fi advertising becomes common and accepted by advertisers, the frequency of advertising will increase, and users' memory will naturally increase.

Q: There is a mobile DSP delivery platform on your official website. Will you consider making the delivery process self-service in the future to increase delivery efficiency?

A: It will be self-service and is still under planning.

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