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People's Financial Review: Elevator Advertising, Increase Arrival Rate Needs to Grasp Quantity and Degree
2024-05-14
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People's Financial Review: Elevator Advertising, Increase Arrival Rate Needs to Grasp Quantity and Degree
In recent years, elevator advertising has been favored by advertising companies with stable traffic and more effective arrival rates, and a large number of advertising spaces have become a blue ocean for advertising channels to chase. However, the elevator advertising clutter is uncomfortable, advertising content is simple and vulgar worthless phenomenon is more and more criticized by people.
"See every opportunity" can, avoid the audience's disgust. Elevator as a tool that people inevitably need to ride, has a very stable flow. Elevator advertising just captures this gap in information reception, and also solves the embarrassment of strangers in a narrow space with nowhere to place their eyes, showing a super high information dissemination power. Facts have proved that when in a closed environment, consumers pay more attention to advertising than in other environments. However, this kind of "cutting the needle" is not unlimited. If you blindly occupy the limited elevator space, it will only lead to the resentment of the receiver. Some netizens reported that in recent years, more and more advertisements have been put in elevators. At first, one elevator placed one advertisement to two or three. Later, print advertisements became electronic screens. Now the number of electronic screens is increasing, and even there is a combination of electronic screens. "Now take the elevator, all kinds of screen projection screen makes people feel dazzling, and the electronic screen gives people a feeling of hot radiation." It should be noted that effective acceptance can achieve the effect of advertising communication. Blindly eating and squeezing the elevator space will only overdraw the interest of the passengers and produce the opposite consequences.
New scenes and new features are in urgent need of new advertising design. As a new scene, elevator advertising should not simply move other ordinary advertisements to the elevator screen, let alone apply the most primitive advertising design directly. Elevator advertising is different from television advertising, the short stay time of passengers makes it difficult to have a macro narrative. This requires designers to investigate elevator passengers and explore more active and effective ways of communication, such as making the information more concise and impactful, allowing the receiver to understand quickly, or enhancing innovative interactivity, and setting suspense Attract the receiver's attention afterwards and make the expression more novel.
In addition, in recent years, some elevator advertising content is simple and vulgar, take actor broadcast, static display and other ways, not only no aesthetic feeling and even make people feel uncomfortable. New scenarios and new models urgently need to develop relevant industry rules. In the past ten years, the scale of elevator ownership in China has expanded rapidly. It is estimated that the domestic elevator building media industry market has more than 100 billion yuan of space. In the face of such a huge market and such a huge information output channel, only effective supervision and management can ensure the orderly and healthy development of the industry. The relevant administrative departments should strictly limit the number of advertisements in the elevator to ensure the safety and comfort of the passengers; in the content review, they should clarify the rights and responsibilities, formulate standards, and strengthen supervision, so that the advertising space of each elevator presents a clean atmosphere. Positive and good atmosphere.
As a new blue ocean of advertising industry channels, elevator advertising provides a more effective channel and a more stable scene for enterprise advertising. To make good use of this channel and give full play to the role of this channel, we need to grasp the balance between quantity and degree. Only by taking the passenger experience as the center and understanding the design can we really improve the quality and effect of elevator advertising.
Source: Tencent News Client
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