An Analysis of the Problems and Countermeasures of Rapid Transport Advertising Communication in China's New Media Era

By analysing the current communication process and existing problems of rapid transport advertising under the background of New Media, it can be shown that it's an inevitable choice for rapid transport advertising to change under the New Media environment. By following the general trends of creativity development to integrate the innovations of New Media into rapid transport advertising, the two-way communication between advertisers and their audience can be achieved through interactive advertisement experience, thus reaching their full effect. Therefore, in the New Media environment, rapid transport advertising must establish effective interactive mechanisms, accurately position their products, focus on content development, understand and grasp the needs of their audience, which is not only the best way to bring the brand closer to their audience, but also the countermeasures against the current problems.