Guangzhou subways showing tailored ads

From birthday wishes and dating profiles to resumes, a variety of personalized advertisements have been popping up on electronic screens called lightboxes in metro stations in Guangzhou, capital of Guangdong province.

"Personalized advertisements not only bring a sense of novelty to people's daily commutes but provide a platform for self-expression for many 'e-people', a popular internet term referring to individuals with outgoing personalities," said Li Jing, a marketing manager with Guangzhou Metro Media Co.

The vibrant advertisements seen in subway stations were produced by the company's personal advertising business service, which was launched in January, Li said.