Unimedia

Beijing Jiuzhong Media Co., Ltd., operating under the brand Unimedia, is a media company focused on China's public transportation sector. Established in October 2008, initially as Heilongjiang Province Jiuzhong Advertising Co., Ltd., the company founded and independently operates the China Highway Passenger Transport Television Network (UNIMEDIA).

The firm's core business revolves around operating a multimedia information distribution system within China's highway passenger bus stations. This network forms a comprehensive media and communication platform that has expanded to include big data operations and new retail business models. The media network covers an extensive geographical area, including 22 provinces, 4 municipalities, and 5 autonomous regions, reaching over 259 cities. This footprint allows it to connect with a large and diverse audience of travelers across first and second-tier cities, with deep penetration into third, fourth, and fifth-tier cities.

Unimedia's business model is centered on providing advertising and integrated marketing services. Revenue is generated through advertising placements on its network and the commercial operation of content. The company utilizes a nationwide networked system that allows for precise, one-click ad delivery and synchronized broadcasting across different locations. The media formats include LCD TVs, digital displays, and other forms of in-station advertising. The company states that this model offers advertisers a low cost per thousand impressions and a high ad arrival rate of 91.4%, according to data from CTR research.

A significant milestone in the company's history occurred in August 2019, when it received a strategic investment of tens of millions of yuan from JD Digits (now JD Technology). This partnership aims to advance the digital transformation of transportation hubs, leveraging big data and artificial intelligence to enhance user engagement and create a more efficient ecosystem for brands and merchants. The collaboration focuses on areas such as user acquisition in sinking markets, online and offline marketing, and new retail initiatives within bus stations.

Keywords: media, advertising, transportation media, out-of-home advertising, digital media, China, marketing services, big data, new retail, passenger transport network, ad placement, integrated marketing, UNIMEDIA, Beijing Jiuzhong Media, highway advertising, audience engagement, ad delivery, public transport advertising, China marketing, digital displays