As internet user traffic approaches saturation, the lifestyle media advertising market, primarily focused on elevator media and cinema video media, is entering a new phase of growth. Leveraging its multi-scene coverage, elevator media has become a core force in offline media, influencing mainstream consumers in China. Assuming two advertisements per elevator, excluding elevators unsuitable for advertising, the increase in advertising space in building elevators from 2017 to 2020 is approximately 1.72 million, 1.88 million, 2.04 million, and 2.2 million, respectively, representing annual year-on-year growth rates of 8-9%.
The prospects for elevator media development are very promising, but amidst this rapid market growth, complaints about elevator advertising nuisances are frequently reported. This public resistance is significantly impacting the development of the elevator advertising market.
To solve the problem, we need to look beyond the surface and see the underlying issue:
“Does the public truly dislike elevator advertising?”
“The answer is no. Elevators are unique, confined spaces. In this typically awkward, enclosed space, people tend not to communicate. This is a natural tendency to avoid conflict. Elevator advertising can mitigate this awkwardness in such a sterile space. Therefore, people aren’t completely averse to elevator advertising. What truly annoys and resents people is the bombardment of irrelevant ads.
Based on this, we can devise truly effective solutions, creating a win-win for elevator media companies, the public, and property management companies:
1
Precision Marketing Based on Facial Recognition
The best way to address advertising nuisance is through targeted promotions based on facial recognition technology. Elevator digital signage, equipped with facial recognition technology, automatically captures facial images and locates 21, 106, and 240 key points on the face, such as the eyes, mouth, and nose, in milliseconds. This technology captures facial features, including gender and age, with an accuracy rate of up to 99.53%. Based on the identified facial attributes, the elevator digital signage switches to more targeted content in real time, preventing audiences from being annoyed by irrelevant information.
2
Intelligent Remote Operation and Management
Elevator advertising applications are diverse and complex. For example, digital signage in shopping mall observation elevators and digital signage in office buildings and residential elevators have completely different volume requirements. To provide a better user experience, more refined operations are required. This can be addressed through intelligent remote management. Operators can select terminal groups for batch operations, supporting remote activation, add-on, insert-off, clear-program, volume setting, remote shutdown, restart, power on/off settings, software upgrades, backlight settings, brightness settings, auto-start, application security, landscape/portrait mode, and status bar settings for entire terminal groups.
3
Increasing Elevator Digital Signage Functionality
Diversified services are a new concept within the IoT model and a crucial component of achieving a win-win-win situation. Specifically, this expands the existing single advertising function of elevator digital signage by leveraging emerging technologies such as remote communication, real-time data analysis, perceptual computing, body sensing, and facial recognition to combine security monitoring with commercial advertising. This effectively integrates safety, public welfare, and commercial operations, providing users with diversified services.
One-touch Alarm
When an elevator malfunctions, trapped personnel can immediately contact emergency personnel by clicking the alarm button on their terminal.
Comfort Video
When a trapped person raises the alarm, the terminal automatically plays a video, including an elevator emergency guide, to provide comfort.
Visual Intercom
Rescuers can directly initiate a video intercom with the digital signage terminal in the elevator.
Alarm Recording
When an alarm is triggered by a terminal, the system automatically generates a rescue video during the alarm process. Rescuers can view the corresponding alarm video in the backend.
Floor Display
Floor display is supported. Digital or audio information about the elevator’s up and down movements is integrated into the multimedia publishing system. This displays the elevator’s up and down movements and the floors it stops on the display terminal, along with multimedia advertisements.
4
Establish a shared platform operation model for elevator media companies and property management
By integrating security monitoring with commercial advertising, the management backend of elevator digital signage will need to support shared operations and maintenance for both elevator media companies and property management companies. This means that elevator media companies will be responsible for the operation and management of commercial advertising, while property management companies will be responsible for elevator safety operations and maintenance. This will enable real-time public welfare information such as water and power outage notifications and extreme weather warnings, as well as elevator safety management features such as one-touch alarms and video intercoms.
With the development of third- and fourth-tier cities and the return of population to first-tier cities, the advertising value of media in these cities’ lifestyle circles is increasing, creating a market potential worth tens of billions of yuan. The elevator media industry is currently experiencing a period of rapid growth and optimism. Using technology to achieve a win-win situation for elevator media companies, the public, and property management companies, and to drive industry development, will undoubtedly become the consensus and choice of the industry.
