Design of Chinese Metro Advertising Scene in the Era of Digital Media

With the rise of digital media and the large-scale construction of China's metro, digital media advertising intervenes in the metro space, breaks through traditional advertising forms with strong interactivity and communication capabilities, and provides users with personalized services. This research focuses on 1675 questionnaires on metro advertising scene design and studies the performance characteristics, development trends and user preferences of metro advertising in the digital media era. This paper believes that metro advertising should introduce new technologies brought by digital media, seize the unique advantages of metro scenes, realize the innovation of advertising communication, and improve the situational experience of advertising.