LED displays on the north and south sides of the waiting concourse at Nanjing South Railway Station
Technology illuminates life, and vision leads the world of sight
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| Area：Nanjing | Type：high-speed railway | Frequency：180 |
| Address：No. 98 Yulan Road, Yuhuatai District | Format：led | Duration：10s |
| Location：The north and south sides of the waiting hall | Min Qty：4 | Operating Time：6-23o'clock |
| Size：8*5 | Min Period：month |
Four large screens in total are installed on the north and south walls of the waiting hall, distributed in the two major passenger flow zones on the east and west sides of the hall. Adjacent to train departure information displays, clusters of ticket checking gates and large areas of waiting seats, they form a core digital media matrix visible to all passengers throughout their entire journey of entering the station, waiting and boarding. The screens cover all north-south passenger flow routes in the waiting hall without any blind spots for split passenger lines. Passengers keep their sightlines on the screens while checking train numbers and waiting for ticket checks, making these screens the fundamental and primary communication resources of the waiting hall.
Passengers spend an average of 47 minutes waiting for trains, far longer than the short transit time at exit areas. During waiting hours, passengers are relaxed and have ample attention spans, with dynamic visuals serving as the central visual focus of the area. Such screens deliver far higher complete information reception and long-term memory retention than scattered advertising spots inside the station, boasting outstanding marketing penetration. They can fully display brand images and features with high-definition, delicate picture quality, greatly facilitating the dissemination and exposure of brand information.
The annual passenger volume exceeds 110 million, with a daily average of 289,700 passengers on ordinary days and a peak single-day passenger flow of over 350,000 during holidays. The passenger groups mainly consist of cross-city business elites in the Yangtze River Delta, inter-provincial tourist families, intra-provincial commuters, and migrant groups returning home for property purchases and consumption. Young and middle-aged core consumers account for more than 70% of all passengers, featuring diverse consumption demands and efficient purchasing decisions. This medium enables efficient information delivery and effectively deepens passengers' brand impressions.
The dual-screen linkage is embedded horizontally through the south wall of the waiting hall, occupying the visual center and creating a high-density visual focal point. The south screen faces the main ticket gates and long-distance transfer passages, while the north screen adjoins the business-class waiting area. Together, they form a three-stage advertising reach chain of "Entrance - Core Area - Exit", covering both ends of the passenger flow route to achieve segmented brand penetration for travelers throughout their entire journey from station entry to boarding.
Arranged side by side with the train information displays that draw high passenger attention on both the north and south sides of the waiting hall, these prime positions within the naturally enclosed high-speed railway station space can capture and cover 100% of waiting passengers. Within the line of sight where travelers frequently check train schedules, brand information achieves mandatory exposure and in-depth penetration. The large screens enable precise outreach to corresponding target customers, boasting extremely high commercial conversion potential.
Each individual media screen measures 8m × 5m, covering an area of 40 square meters per unit. Featuring indoor high-definition soft-light LED technology with zero glare, they deliver delicate and clear image quality whether viewed up close or from afar. They support all types of content materials including brand feature films, creative short videos, event countdown timers, and graphic posters. The four symmetric north and south screens operate in synchronous broadcast mode to form a balanced coverage visual matrix. Unlike a single large screen that only reaches passengers on one side, this setup delivers more powerful brand communication impact, easily encouraging travelers to take photos and share content, thus stacking offline exposure with secondary online social media dissemination.
