Elevator Digital Advertising and Outdoor Advertising: Which has optimal communication impact?

Vertical Impression, one of the world's leading companies in outdoor advertising, conducted a study evaluating the impact of different types of advertising media, including outdoor billboard signs and elevator media channels. The research shows that elevator advertising has the ability to create high levels of awareness and positive customer engagement, making it an important communication channel that helps brands’ marketing campaigns reach the target audience and plays a key role in increasing sales.

Network of digital screens installed in high-end buildings helps reach the key consumer groups

Elevator digital media channels have many advantages, while also overcoming the disadvantages of outdoor advertising channels. While billboard signs or posters on outdoor public transportations are aimed at all viewers, the elevator channels can reach the target audience more accurately. Digital screens, which are often installed in luxury office and apartment buildings where the urban middle-class lives and works, will help brands get closer to their target audience, who is the key consumer group with high education, good income, strong spending ability, and high brand recognition.

Besides, elevator digital advertising allows deep penetration into living spaces in places where target customers have to pass by every day, reaching viewers in close proximity. Vivid advertising images are broadcast continuously and repeatedly while viewers are waiting or moving, which helps brands effectively promote products and spread the word.

Although outdoor advertising attracts the attention of many people, its outreach impact on the target audience is relatively low. The impact of outdoor advertising depends on the number of people passing by, so there is little accuracy as well as lack of customer segmentation. On the other hand, the noise and the traffic outside can distract viewers' attention and reduce their ability to remember the advertising contents. In addition, the external environment is under the weather’s influence, which will also directly affect product and brand image.

Outdoor advertising billboard signs are easily impacted by the weather and environment, which will affect product promotion

In terms of exposure time, outdoor advertising signs are seen by passersby for a short period of time while traveling on the road. Furthermore, because of the distance, there are certain limitations in visibility, which not only makes it difficult to identify brand and product messages but also reduces the appeal of advertising contents to viewers.

Unlike outdoor advertising, elevator digital media channels can approach viewers at a very close range, with a fairly long exposure time, especially if they are waiting for the elevator or traveling in many turns. Additionally, the elevator channel is more convenient for updating display contents, therefore creating more diversity in media materials with animations, videos and sounds in comparison to outdoor panels.

Elevator digital advertising is advancing rapidly and being preferred by many businesses. Brands today have also caught up with the world's media trends, investing more and more in this effective communication channel. This channel should be prioritized by marketing directors in their marketing strategy, so they can take full advantage of it to reach target customer groups and optimize costs when the media budgets tend to get tightened as currently.