From TV to Elevator Screens: A Compelling Shift for Advertisers

After nearly two decades of success of the broadcast television industry, there’s no denying that the industry is facing increasing challenges including the pandemic’s impact and the surge of streaming competitors. With these factors in mind, the shift to elevator digital channels (DOOH) becomes a logical step.

Just as television content entertains and informs viewers—holding their attention—elevator screens similarly engage audiences. Correspondingly, the elevator screen network is leveraged to deliver targeted ads, monetizing the attention these displays command. However, the distinctive factor lies in the audience’s experience. Unlike traditional TV, elevator advertising viewers don’t possess the luxury of changing the channel, switching off the screen, or unsubscribing. This facet proves to be a competitive edge. During an elevator ride, the screens monopolize attention, showcasing a steady stream of informative content throughout the day. Although the content format on the screens significantly differs from traditional TV shows, the dedicated time spent looking at these screens is just as impactful, with the ability to successfully deliver brand messages.

History suggests that when unpredictable risks occur in content production and television ratings, TV networks and streamers will intensify their promotion of new lifestyle and reality content, news, sports, game shows, and old library content. This backdrop compels advertisers—who once enjoyed the reliability of TV in delivering key demographics—to question whether TV can uphold its delivery of consistent ratings amidst the obstacles and pervasive uncertainty of this new era. 

Meanwhile, elevator digital channels remain immune to the above-mentioned hindrances, empowered to craft tailored advertising solutions precisely aligned with brands’ target audience and demographic preferences. With advanced targeting solutions, opportunities for contextually relevant content alignments and a competitive pricing structure, the rationale for pivoting your digital strategy to achieve campaign delivery goals by including this network is unequivocal. 

Source: Captivate