#WeeklyColumn. The Power Of Elevator Advertising. EUROPE. No.3
In previous issues, we talked about such European countries as Germany, The UK, Ireland, France, the Netherlands, and Austria. In this issue, we will move a little to the East. Namely, let's see how things are with elevators in Russia, Poland, Bulgaria, Greece, Latvia.
It is important to bear in mind that the digital indoor and outdoor advertising market vary widely, and the growth is related to, first of all, such segments where new technologies or approaches are integrated actively.
Experts noted the out-of-home advertising market in Russia in 2019 and 2020 will grow only by 5% and 6% respectively, as follows from the forecast of the ADV Group. An increase in advertisers’ expenditures on Digital Out-Of-Home (DOOH) will help boost market growth by several percentage points. In 2018, according to ADV, the DOOH share in budgets on outdoor ads in Russia was 19%, while it will have grown up to 35% by year-end 2020.
Elevator advertising as a very part of digital indoor advertising is gaining popularity. In recent decades, as people in Eastern Europe shifted toward living in big cities dramatically and the whole region is heading to skyscrapers and is going extra vertical, elevators transportation became dominant.
Some big companies in Russia, for example, already started placing digital indoor and outdoor ads in office & residential buildings, shopping malls, street billboards using an auction model. Customers state their rates and budget, while algorithms calculate where and when they will show the ads. (Check out our Programmatic video advertising issue to learn more about).
Placement on digital out- and indoor mediums has become a key trend of outdoor advertising development in Eastern Europe. You better play cards right, unless you want to be cast aside by more well-equipped players.
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Ei-Mini Lifter & Ei-Slim Dual are our flagship products, unveiled this year by Eastidea at ISE 2020 in Amsterdam. It’s a projector and dual-screen player, designed primarily for elevator advertising and retail places that use AI-based Addreality CMS software all in one platform for content management and video analysis to determine gender and age, track, analyze customers’ emotions and count dwell time, bounce rate and engagement rate of your advertising campaign in a real-time.