Elevator Advertising

Becel Elevator Advertisement "Take action. Love your heart."
Becel Elevator Advertisement "Take action. Love your heart."





Overview:

“Elevator rides are dead air - and sometimes even pain points - in people's lives. Elevators are socially awkward environments that fail to promote human interaction; they induce otherwise self-assured individuals to look at their feet and fidget with their keys. Elevator Advertisements give people's eyes a welcome place to rest: on visually rich and relevant information such as headlines and images from the day's news, stock quotes, and weather. And, yes, adjacent ad messages. For those who can put their minutes in the elevator to better use, the screens are easily ignored, since they are small and don't emit a sound. But for most riders the screens are highly effective instruments for information delivery. Is it any surprise that recall of elevator ads is two to four times higher than that of commercial spots on broadcast TV?” (Rayport, 2008, p. 18-19).



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What are the Pros and Cons?

Pros: Studies have shown that over 500 people pass through a typical hi-rise building each day. During a three month showing in just one building, your message receives almost 70,000 impressions. Only elevator advertising gives you this level of frequency, this level of continuous exposure to a totally captive audience. Only elevator advertising gives you such high impact advertising.
Research conducted by the Marketing Departments of Ryerson Polytechnical Institute in Toronto and Capilano College in Vancouver showed that:
•Elevator advertising achieved the highest unaided medium awareness with 84%
•Elevator advertising achieved the highest aided media recall with 96%
•On average, residents make four trips daily in their elevators
•On average, residents have two visitors to their apartments each week
•85% of comments regarding elevator advertising were favorable
(The most recurring comment: "It gives you something to do.")
•82% feel that elevator ads are interesting to read” (Hi-Rise).

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Cons: While studies have revealed that those who ride elevators are extremely responsive to the advertising and more than likely to remember it, that does not account for all of those people who don’t get in that elevator. What if you don’t live in an apartment with an elevator advertisement, or an office building that has one in each of their elevators? Then you are not being reached by this emerging media. Also, another down side could be that some people, who are in the elevator with the ads, are simply annoyed that they are now being targeted in the two seconds of peace they get during the day away from everyone and everything.


How much does it Cost?
Advertising in an elevator can be as simple as a poster with copy on it, to a full elevator wrap with extracurricular components added to it. With the simple forms of advertising, prices can range anywhere from $10.00 to $625.00 (Hi-Rise). The more complicated and complex ads can range anywhere from $2,000 to $10,000 (Entrepreneur Magazine). Although they can become expensive, the money spent can easily be made back based solely upon the amount of frequency they obtain.


To complex forms
To complex forms


From simple forms
From simple forms



What is the Reach and Frequency?

"Reach is the number or percent of different homes or persons exposed at least once to an advertising schedule over a specific period of time. Reach, then, excludes duplication.
Frequency is the number of times that the average household or person is exposed to the schedule among those persons reached in the specific period of time. Because it is an average frequency, dispersion of frequency of exposure will differ between specific schedules and day part mixes" (NTC).

Elevator ads as a whole have more of a frequency then they do a reach. As elevators are in popular places such as malls, business offices, doctor’s offices, schools and transportation depots, it is more likely that their ads will be viewed more than once. People in business and doctor’s buildings can view these ads multiple times a day by simply going about their scheduled routines. It is the people who then come in for a quick appointment or checkup that are part of the reach category. They only see it once or twice while the rest of the people see it much more frequently. Therefore elevator ads are extremely successful at being viewed frequently because they are a means of transportation and can’t be avoided especially with extremely large buildings and high traffic areas.


For example, Dunkin’ Donuts recently put in screens advertising their coffee-by-the-pound in 69 office buildings in Boston, Chicago and New York. They were able to do this with help from Captivate, the company which makes most of the screens seen in elevators (Beardi 2000).

"It's reaching the most people you can in the limited amount of time that you have," said Dunkin' Donuts Field Marketing Manager Shannon Maxwell, who added the elevator spots, from Red Leaf, Boston, will reach 38.5 million people each month. According to Captivate, the average person rides the elevator 5.5 times each day, with each ride consuming 45 to 90 seconds, for a total of 5 to 10 minutes a day (Beardi 2000).

The elevator spots run for 10 seconds once every 15 minutes, and Captivate guarantees that over a 30-day period, 100% of the buidling population will view the spot at least once (Beardi 2000).





How creative can you get?
With elevator ads the possibilities are not simply bound by the four walls of the elevator. The creativity is unlimited; the imagination can be stretched in many ways…



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References:

Beardi, Cara. "From elevators to gas stations, ads multiplying." Advertising Age 71.47 (2000): 40-42. Academic Search Complete. EBSCO. Web. 11 Apr. 2010.

“Business Idea Center: Elevator Advertising.” Entrepreneur Magazine. http://www.entrepreneur.com/businessideas/473.html

“Elevate Your Business with Elevator Advertising.” Hi-Rise Communications Ltd. 2006. http://www.elevatorads.com/index.html

Media Math, NTC Publishing. Media Planning & Buying. http://www.srds.com/frontMatter/sup_serv/calculator/grp_trp/grps_trps.html


Rayport, Jeffrey F. "Where Is Advertising Going? Into 'Stitials." Harvard Business Review 86.5 (2008): 18-19. Business Source Premier. EBSCO. Web. 11 Apr. 2010.


Images and videos as they appear:

Becel: Elevator
http://adsoftheworld.com/media/ambient/becel_elevator?size=_original
Advertising Agency: Lowe, Istanbul, Turkey
Creative Director: Can Apaydin
Art Director: Tuncay Köksal
Released: April 2008

Elevate Advertising 2010
http://www.elevatoradvertising.eu/

Hi-Rise Communications Ltd. 2006
http://www.elevatorads.com/

The M.A.R.S. Corporation
http://themarscorporation.com/Property_Owners.htm

Coca Cola Zero Elevator Advertisement
http://www.graphicmania.net/clever-and-creative-elevator-advertising/

The Divorce Lift
http://www.coloribus.com/adsarchive/prints/divorce-lawyer-the-divorce-lift-271198/8191e8b5bbbe4210f1c84f18458afae7c219b79a/
Agency: Gkk DialogGroup, GERMANY, Frankfurt
Executive Creative Director: Roman Kretzer
Creative Director: Jan Steffen Nussbaum
Copywriter: Stefan Magin
Art Director: Jörg Wiedemann
Producer: Arnulf Reichert
Art Buyer: Pina Arciuolo
Account Supervisor: Markus Gräßler

Folliderm: Bald Man
http://www.coloribus.com/adsarchive/prints/hair-loss-remedy-bald-man-328341/b355563486de4ee750c6fe6224b929d963dabfe5/
Advertising Agency: Sorento Healthcare Communications, Mumbai, India
Executive Creative Director: Rajesh Rai
Creative Group Head – Art: Dinesh Ghosalkar
Creative Group Head – Copy: Sarvesh Raikar
Visualisers: Sabin Antony, Amruta Karandikar
Group Account Manager: Preetha Vasanji

Gold’s Gym: Elevator
http://www.coloribus.com/focus/remarkable_ads_on_elevators/
Advertising Agency: PragmaDDB
Creative Directors: Ricardo Chadwick, Alvaro Naddeo, Emilio Diaz
Art Director: Alvaro Naddeo
Copywriters: Aldo Silva, Carlos Fernandez
Photographers: Ricardo Montoya, Alex Freundt

Swiss Skydive: Free Fall
http://www.coloribus.com/adsarchive/prints/swiss-skydive-free-fall-296482/dd06ab9f00f9ab7974cf79d04e340b76b0a0e954/
Advertising Agency: Wirz/BBDO, Switzerland
Creative Director: Matthias Freuler
Art Directors: Kim Sokola, Rahel Boesinger

Oreo: Elevator
http://adsoftheworld.com/media/ambient/oreo_elevator
Advertising Agency: DraftFCB, New York, USA
Chief Creative Officer: Chris Becker
Executive Creative Directors: Sandy Greenberg, Terri Meyer
Art Director: Jeseok Yi
Copywriter: Claudio Lima
Photographer: William Tran
Released: April 2008

FamousGrouseWhiskey — June 06, 2008
http://www.youtube.com/watch?v=Z7H-PfWbx98

Superman, The Movie: Elevator
http://adsoftheworld.com/media/ambient/superman_the_movie_elevator?size=_original
Agency: JWT, Brazil
Creative Directors: Ricardo Chester, Roberto Fernandes
Art Director: Silvio Medeiros

Copywriter: Thiago Carvalho