In Elevator advertising is not cost effective
Have been talking to a few folks who understand the media business and there are numerous problems in elevator advertising
Cost - What is the media that you use ( Poster/audio et al ) to reach out to the audience in an elevator and what is the cost of targetting the advertisements. With television, you are one of the thousands of advertisers but your work is limited to creating the creatives and handing over the transmitter and monitoring the impressions.
If you had to replace advertisements in 1000 elevators in bangalore , what would the cost be .. Would use of audio advertising be too different from radio advertising .. There are several other such reasons which might In Elevator advertising not so cost effective. Also, how do you provde ROI to the prospective advertiser ? and how easy is to ascribe a particular action to an elevator advertisement as against advertisements in any other media ( Though this is slightly easier to achieve in local advertisments ).
Cost of placing advertisements could be the biggest reason why advertisements are not run actively in elevators.
Chandra, can I have your no. ?
Comment by Amit Sharma — October 30, 2006 @ 6:15 pm
The way elevator advertising can work is to have a company handle the infrastructure requirements of setting up the audio system and other needs and then leasing out ad time for advertisers just like the television or radio does. This is similar to companies buying or setting up banner boards in the city roads and then leasing out the space to advertisers. The cost of setting up the elevator ad system can be prohibitive to one advertiser but for the company which leases out such a system, the cost is offset by the longer term revenues it would earn. just my 2 cents. but still the effectiveness of elevator ads are in question. Elevators are becoming faster by the day and ads have to be really short and to the point to ensure the traveller gets the full ad before he steps out.
Comment by Ragu — November 2, 2006 @ 6:39 pm
Hi Ragu,
have posted my comments as a new post.
cheers
Chandrashekhar
Comment by What-a-kutty — November 10, 2006 @ 5:53 am