PR Newswire
Hong Kong’s MTR* and Airport Express advertising network took center stage at the “NOW to NEXT: Beyond Limits” Media Sales Summit on December 1, 2025, revealing the future of out‑of‑home (OOH) advertising. Jointly hosted by JCDecaux Transport and MTR Corporation at Kowloon’s W Hotel, the summit highlighted programmatic digital out‑of‑home (pDOOH) solutions, AI‑driven engagement, and sustainability‑focused campaigns.
Serving Hong Kong’s busiest transit lines, MTR* and Airport Express advertising has long been a go‑to channel for brands seeking high‑frequency, high‑impact exposure. The summit underscored how the network is evolving beyond static displays to become a tech‑enabled, data‑driven advertising ecosystem.
Programmatic and AI: Driving a Data‑First OOH Future
Speakers emphasized that programmatic technology combined with precise audience targeting is redefining outdoor media. Andy Lau, MTR Corporation’s GM – Commercial, noted that integrating real‑time data allows advertisers to optimize placements across stations and time slots, boosting ROI and media efficiency.
Stephen Wong, Executive Chairman of JCDecaux Greater China, offered a forward‑looking perspective on digital transformation, sharing how creative campaigns coupled with analytics can increase passenger engagement while maximizing brand impact. Teresa Fung, MTR Corporation’s Chief Media & Business Development Manager, highlighted AI‑driven interactions at stations, demonstrating how tech investments enhance the passenger experience while opening new avenues for advertisers.
Creativity Meets Technology in Outdoor Experiences
Creativity was also front and center. Desmond So, CEO of Uth Creative Group, presented strategies that leverage movement, space, and interactive designs to engage audiences in novel ways. Meanwhile, NielsenIQ’s Mandy Tam provided data‑backed insights on passenger behavior, confirming that MTR* and Airport Express remain Hong Kong’s most visible transit media, outperforming other modes in reach and frequency.
pDOOH Panel: Flexible, Measurable, and Dynamic
A panel discussion featuring industry leaders from VIOOH China, WPP Media, and The Trade Desk explored pDOOH’s flexibility, influence, and efficiency. Case studies highlighted how programmatic buying and dynamic content adjustment can significantly boost engagement, offering advertisers actionable insights for 2026 planning.
Interactive Impact Goes Mainstream
Adding a touch of celebrity allure, Cloud Wan engaged with an interactive MTR station installation, showcasing the synergy between offline and online media. Her appearance underscored how large‑scale transit advertising can drive social engagement and elevate brand conversations beyond physical displays.
Shaping the Future of OOH in Hong Kong
The summit made it clear: MTR* and Airport Express advertising is not just about posters and screens. With technology, data, and creativity at the core, the network is setting new standards for OOH innovation. JCDecaux Transport and MTR Corporation plan to continue blending international expertise with local insights, launching advanced media solutions that push the boundaries of outdoor advertising.
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