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  • Dmitry Shklyar

BUSINESS STRATEGIES FOR MAXIMIZING THE EFFICIENCY OF ELEVATOR AND INDOOR ADVERTISING NETWORKS

Happy Friday everyone, and here we are back with our new article.


The success of In Elevators and Indoor advertising media networks business largely depends on a balanced business strategy, a smart and juicy advertising selling model and the right format of digital media inventories. Within this article, we bring necessary industry insights to consider which will fit your business best! LETS GO!!!

 

FIRST, LET'S HAVE A LOOK AT THE BASIC NETWORK DEPLOYMENTS BUSINESS STRATEGY MODELS. EACH OF THEM CAN CONSIDERABLY BOOST YOUR SALES, AREA COVERAGE AND POSITIONING ON THE MARKET.



MODEL 1: SELF-OWNED INVENTORY MEDIA NETWORK


With this business approach, you build up your own media network. Inventory like LCD screens and advertising projectors will be your assets. You will need to maintain inventory, provide technical support to it and stay in touch with property management companies. This strategy will give you full control over your advertising network. You will have your own ads sales department and you will collaborate with other advertising agencies or media companies.


MODEL 2: AD NETWORK PROVIDER


Set up a media network and rent it out to local or international media companies. In this case, your duties will consist in providing media planning services and technical assistance to your advertising network tenants. If you lease your network to several media agencies, this can guarantee sustainable growth to your business.


MODEL 3: IT IS A MIX OF THE TWO PREVIOUS MODELS


The easiest way to explain the essence of this strategy is to draw an example. For instance, you install your media devices in several locations in a city shopping mall. Ads run through your network every day, from 8 am till 10 pm. You can split each hour of broadcasting into several time slots and distribute these time slots among multiple media agencies. Besides, you reserve some broadcasting time for your own sales department. Thanks to this approach, you will be receiving a steady income from rentals to third-party agencies and will be able to look for new profitable tactics yourself.


 

When we talk about the size of the elevator ad network, we will consider the physical locations and the number of media devices for scaling your network.


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SO, WHAT IS THE OPTIMAL SCALE OF THE INITIAL IN-ELEVATOR MEDIA NETWORK IN TERMS OF LOCATIONS AND

MEDIA-CONNECTED DEVICES?


The larger your network, the more revenues it will bring you. But most likely, your investment budget will be limited at the start. Judging by our experience, we can say that at the initial stage, an in-elevator advertising network should contain from 50 to 100 locations in the city. Each location can have more than just one elevator. This is the approximate number of locations that brands usually want to cover when they decide to promote their goods or services in one city. For instance, a new food delivery app wants to cater to the residents of particular neighborhoods. Its management checks how many of these districts your network covers. If you cover most of the app's target areas, its team will be likely to sign a contract with you.


Let's analyze the potential revenues and sales from one single ad campaign that your network can generate. Please note that numbers might vary depending on the country and city.


On average, when running one ad campaign in elevators, its selling price will be between 20 to 60 USD. This is the cost for an ad video or image of 10 to 15 seconds in one location with daily impressions of 60-150 times on each media device.

  • The average duration of an advertising campaign is 14 days. During that period, the ad will be shown at least 840 times on each device through all the media networks.

  • If the selling price of running an ad equals (on average) 40 USD per media device, you can sell one campaign for at least 4000 USD for 100 media devices.

Your offer will look as follows:

  • 10 sec of advertising campaign video or a static image

  • 60 -150 shows per day or 840 - 2100 shows in two weeks per one location

  • 100 media devices with 8400 - 21000 shows

The campaign budget will be estimated at around 4000 USD before tax payment and without internal costs.

The numbers above were given as an example. Having daily impressions of 60 -150 times on each media device is not the only possible way out. You can apply any advertising loop models you wish and check which one works best.


We provide solutions for advertising in elevators and any indoor facilities media networks. We ensure that the advertiser and the media network business owner will get the max ad exposure rate to the targeted audience with guaranteed views and analytics tools.


SOME TIPS ON SELECTING EFFICIENT LOCATIONS FOR MEDIA NETWORK DEPLOYMENT



When you ask advertisers about where they would like to catch their potential customers, the answer will probably be: everywhere. These are the types of locations where people pay the most attention to advertising.

  • Residential, living compounds - elevators, main entrances, elevator lobbies and parking areas.

  • Business centers and shopping malls - elevators, main entrances and elevator lobbies.

  • Retail chains - multi-floor stores where elevators are in use. Products "power sales" stations.

  • Medical centers (either state-owned or private-owned) - waiting areas and lobbies. For some locations, it is better to use projectors instead of advertising screens, because a short-throw projector source of light is more comfortable for patients and makes them feel relaxed.

  • Sports centers - lobbies and elevators.

  • Beauty salons - waiting areas and elevators.


WHICH HARDWARE AND (CMS) - CONTENT MANAGEMENT SYSTEM TO CHOOSE


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We recommend our clients to buy digital media devices, such as advertising projectors and LCD advertising screens,

However, LCD screens have their limitations. The average screen size for in-elevator and lobby advertising falls within the average range from 10 to 32 inches. If you want a bigger screen, its installation might turn into a challenge. Also, LCD screens are omnipresent and people are used to them. They will hardly produce a wow effect on the audience.

Advertising short-throw projectors look modern and elegant and fit the interior design for the elevator and lobby environment. Depending on the location, environment projectors can be mixed with LCD advertising screens.


Short-throw advertising projector - Ei-Mini Lifter will grab people's attention because it is more innovative and offers an unusual approach to ads. It converts the elevator doors or a plain wall into an advertising media space. When a consumer sees such an ad for the first time, they will be impressed.


While selecting hardware for an in-elevator and Indoor media network, you should take the following factors into account:

  • Where is the elevator located?

  • What are the elevator environment conditions?

  • How large is its cabin?

  • What are the demographics of people who use this elevator?

As for the media software, the selection of solutions on the market is very vast. When searching for a perfect CMS (content management system), you should take into account your working habits. We recommend our clients to buy SaaS (software as a service) CMS platforms.


Some entrepreneurs believe that they can rely on old-school USB memory sticks to distribute content through their media network. At first, such an approach might work. But soon, such business would start to experience serious troubles. Most importantly, it will not be able to scale properly. It will have high chances to close down in a few months.

Purchase only CMS software that is supported in your country. You need to have access to instant software updates and a proper technical support line.


Another meaningful factor is the ability to run advertising loops campaigns. Customers who had previous experience in the Digital Signage industry tend to neglect this aspect when choosing CMS software — and that is a big mistake. The traditional Digital Signage differs considerably from