How to effectively place elevator advertising?

There are only four key indicators to judge the effectiveness of advertising: reach rate, memory rate, likeability, and degree of influence on purchase intention.

The first is the reach rate, which is the proportion of all consumers who have seen the advertisement. Reach rate is the most important indicator, because the more consumers see the advertisement, the more likely it is that consumers will be influenced by the advertisement and purchase the product. The main factors that affect the reach rate are media, delivery time, delivery frequency, etc. Therefore, reach rate is often used to evaluate the effectiveness of media placement. The simplest way to measure reach is to expose consumers to the elevator ad again and ask them if they have seen the ad before in a certain media. Reach rate, also known as total ad awareness, tells us how many people have seen the ad.

Second is the memory rate, which is the proportion of all consumers who can recall an advertisement without any prompting. Elevator advertisements can influence consumer purchases to the maximum extent only if they are remembered. In modern society, consumers see countless advertisements every day. Many advertisements disappear in an instant after being viewed. Consumers forget them completely, and it is useless to watch them. What affects the advertising memory rate is the level of advertising creativity. The better the creativeness of the advertisement, the more likely consumers will remember the content of the advertisement and the brand promoted after seeing the advertisement. Memory rate, also known as silent advertising awareness, tells us how many people remember the advertisement.

The third is the degree of liking, that is, the proportion and level of liking of consumers who have seen the advertisement. Research shows that the higher the level of liking, the higher the likelihood of influencing consumers to purchase the product. Under normal circumstances, companies should try their best to place beautifully crafted advertisements and try their best to make consumers like their ads, because this will lead to positive purchasing decisions; but if the company cannot make consumers like its ads, , then business owners must be careful not to place advertisements that are annoying to consumers, because once consumers show dislike for the advertisement, many consumers (nearly 20%) will refuse to purchase the product. Elevator ad likeability, also known as ad acceptance, tells us how many people like the ad they see.

The fourth is the degree of influence on purchase intention, that is, how many people among all consumers can be attracted by elevator advertising to try the advertised product. The job of advertising is to entice consumers to occasionally try and buy the product being advertised, so how many ads today do that? Probably not much. The degree of influence on purchase intention is also called purchase intention. It tells us how many people will buy the advertised product after seeing the advertisement.

Of course, elevator advertising will also affect various aspects such as brand, selling points, channels, products, etc., but these are not the core indicators for evaluating advertising, even for image advertising. Therefore, if the cost is insufficient or time is limited, these four indicators should be first considered when evaluating advertising effectiveness. If time is sufficient and the cost is high, the impact on the brand and other aspects must also be added.

The above is just a rough introduction to N methods and theories for evaluating advertising effects. Compared with these, we may be more concerned about cost-effectiveness. How to place elevator advertisements in the most cost-effective way?

Due to the market monopoly of elevator advertising media in recent years, the cost of elevator advertising has also increased. So can we find a better way to save our marketing expenses? Spend less money and get the same or better advertising results? The answer is yes.

Many high-rise buildings have tiered elevators. Some of the same buildings only stay on the upper floors, and some only stay on the lower floors. If you want to let people in this building see your advertisement, then you have to put up at least 2 or more billboards, which will increase the advertising cost. So we wondered if we could cover the entire building with one billboard. This is completely possible. We only need to install a billboard next to the elevator door button in the waiting lobby on the first floor or opposite the elevator door to completely solve this problem.