Beijing is a world-famous city, and there are numerous opportunities to use high-profile, unmissable billboards to maximise brand awareness. Many companies focus on transport links and connections to iconic visitor landmarks like Tiananmen Square and the Summer Palace.

Billboard advertising works incredibly well in the modern aspects of the city, and can appeal to younger, creative audiences in the 798 Art Zone, known for its studios and galleries, around Jingshan Park, with panoramic views over the Forbidden City, and close to the National Museum of China.

Contemporary digital billboards blend video and interactive visuals with the power of billboard advertising. Destinations in Beijing, like the China World Shopping Mall and the Golden Resources Mall, are prime places to use captivating digital screens to build relationships with new audiences.

Brands can drill down into target viewer preferences and habits to select luxury, high-end, trendy or youthful entertainment and retail complexes, and utilise data points such as the time of day, the weather, local events or audience responses to adapt the messaging shown accordingly.

The extensive public transport system provides ample opportunities for brand promotions, including the massive Beijing Subway, which covers a staggering 523 stations and 29 lines and is the second-longest metro system in the world.

Businesses can also use billboards and placements around the 1,500 regular bus lines or position advertising around key stations, stops, and shelters relevant to the audiences, visitors, or segments they want to engage with.

Beijing has two vast international airports from which brand advertisers can choose. Beijing Capital International – also referred to as Beijing New Airport – handles over 53 million passengers a year and carries 1.15 million metric tons of cargo, lending itself well to commercial and consumer-focused campaigns.

The alternative, Beijing Daxing, is a structure on a vast scale, and the largest single-terminal building in the world with the longest moving walkway. While it continues to expand, the airport is forecast to serve 72 million passengers annually, with capacity to manage 100 million passengers by 2040, creating impressions and viewership on a scale hard to replicate.

Location-focused advertising is a great way for brands to fine-tune their out-of-home promotions to locations and spaces they know are frequented by their audiences. Many brands use Beijing’s numerous commercial and investor centres to capture views from affluent and high-net-worth individuals.

The Capital International Exhibition and Convention Centre is just one example, the biggest of its kind in the city. Companies also use commercial areas around Beijing Road or the entertainment and shopping districts at Dongba Wanda Plaza and Taikoo Li Sanlitun to market premium goods and services.