Compared with the online media on the Internet to find the target user group, the elevator advertising machine media uses the media consumption gap in the most daily living environment of the user online, and realizes the high-frequency elevator of the embedded advertisement is a unique Space, narrow and small, the interference is extremely low, which makes the elevator advertising machine in the apartment community have a high degree of attention, and the LCD TV set up in the elevator of the office building can only be turned over by one channel, which is not selective. A city mainstream person commutes to work every day, and will enter and exit the elevator several times. In the relatively boring space of the elevator, the advertisement is more likely to attract attention, so the advertisement of the elevator advertising machine has a more significant viewing effect.

In 2015, China's advertising fell by 2.9%. In 2016, China's advertising fell by 0.6%. In the context of the overall decline in traditional media, only the Internet and elevator media continued to rise rapidly. Today, elevators are already the infrastructure of China's urbanization, and elevator media has become a core force affecting China's mainstream consumer groups. The world is also the same, consumers are watching mobile phones for 4-5 hours, and mobile is the trend. However, users have choices on mobile phones, mainly looking at content, advertising is often neglected, and brand communication faces enormous challenges of fragmentation. The rise of the media communication mode of elevator advertising machines in China has brought important enlightenment to the spread of the global mobile Internet era.

Xu Lijun, president of CTR CCTV Research, pointed out in a forum that CTR advertising monitoring data showed that the advertising spending of traditional media in the first half of 2017 decreased by 4.1% year-on-year; compared with the overall advertising revenue of digital media, it rose by 12.9%. Internet advertising, building TV advertising, and cinema advertising have all created double-digit growth. The current media ecosystem is basically a three-point world. The traditional media represented by CCTV has the advantages of high coverage and high credibility. The Internet media represented by BAT has the characteristics of high connectivity and strong interaction. The living space media represented by Focus Media has high arrival and high matching quality to the mainstream population of the city. The synergistic use of the three platforms will produce the best communication effect. .

From the ad arrival rate, Internet advertising, TV advertising and elevator advertising ranked in the top three, and the weekly arrival rate was 88%, 76%, and 74%. From the perspective of the total media eyeball, urban consumers watched advertising for 24 minutes a day, of which Internet accounted for 26% of 6.2 minutes, TV ads accounted for 21% of 5 minutes, and elevator ads accounted for 19% of 4.6 minutes. The top three. From the perspective of advertising attention, cinema LCD advertising machines and building elevator advertising machines are in a relatively closed environment, with low interference, advertising attention is leading, and TV commercials, Internet advertising and other information entertainment media content attention. Higher, advertising attention is lower.

In the current situation of the decline of traditional media communication efficiency, the way to drive the growth of brand value mainly depends on the effective arrival and communication of the new media to the mainstream people in the city. The advertising mode of elevator LCD advertising machine and cinema LCD advertising machine is the media platform with the highest arrival rate of urban mainstream consumers.

Shenzhen Chuangjie advertising machine manufacturer Zhongchuang United believes that: China's market is huge and growing rapidly, and it is leading the Chinese consumer market to continue to improve the mainstream population of high-education, high-income, high-consumption cities. The information model is changing dramatically, and the living space is hard to be changed. The middle class such as white-collar workers and gold collars that can be touched by high-rise office buildings in the apartment building represent the vast majority of mainstream consumption power and consumption influence in Chinese cities, if 200 million cities in China. The mainstream elevators must be equipped with elevator advertising machines in the closed elevator space, and the advertisements will be distributed to the opinion leaders and word-of-mouth people of these brands. These people who influence the consumption of the Chinese market are the foundations that ignite the brand and lead the mainstream consumption trend.