You can grasp everything big and small in the venture capital circle
Tencent Venture | ID：qqchuangye
"Everyone hates elevator advertising, but that doesn't stop it from being an advertiser's guest." ”
The source of this article is "New Weekly" (ID: new-weekly), which is reprinted by Tencent Venture with permission.
Text/Aftersound
"As long as I can avoid the 'talking' dolphin in the elevator, I'd rather climb the stairs."
In order to avoid the uncomfortable advertisements in the elevator, Ah Fei, who works on the 11th floor of the office building, has taken the "freight elevator to work, take the stairs after work" as his daily commuting route. Even if he had to go back and forth between the 9th and 11th floors more than a dozen times a day, he would never step into the elevator for half a step.
What is it that advertises so scary?
Ah Fei said that when he first saw the advertisement in the elevator, the scream of the dolphin made his heart tighten, "like the sound of sharp substances mixed in chalk scratching on the blackboard."
Listening to such sounds continuously in a confined space is not a beautiful experience. If you accidentally find out what product it is promoting, you will only feel more afraid.
That's right, this video that doesn't look like a skin care eight rod is an advertisement launched by the cosmetics brand Membrane Fajia for the product "Dolphin Skin Bionic Mask".
Will the real dolphin + "bionic dolphin skin" remind you of the bloody scene?
Amid the growing outcry, the Membrane Family withdrew the elevator advertisement and issued an apology statement.
After the advertisement was taken down, Ah Fei did not want to take the elevator again, after all, the "mental pollution" created by the elevator advertisement would not be the only one.
1
The elevator advertisement sounded and I was numb
As soon as the elevator door closes, the loudspeaker rings, and you and I are the turtle in the urn.
"It's so fashionable!" In the video advertisement in the elevator room of the community, the man's angry shouts were heard, which directly woke up the sleeping baby in Ms. Zhao's arms, and frightened Ms. Zhao.
Ms. Zhao of Chengdu said that the daily loop of video ads in the elevator room annoyed her and many residents.
What annoys more residents is that some of the brainwashing content in the elevator advertisement is not suitable for children to watch, but it can only be forced to watch because it cannot be turned off.
"Why are you still single?" "Single dating, just xxx"... Such advertising words, paired with dogs that appear on the screen, attracted the attention of many children, so that some children began to ask their parents: "What is single?" "Is it bad to be single?"
Over time, there are children who have become "oral broadcast masters", and the advertising words are more slippery than the texts, which makes countless parents and teachers sweat.
How magical elevator advertising is, I believe that every urban person has a deep understanding.
"Shoot wherever you want, Earl Travel."
"Looking for a job, I'm going to talk to my boss!"
"Dangbei, Dangbei, Dangbei projection..."
Just by looking at these words, is there already a melody in your mind that makes you sleepless at night?
Do you have the fear of being dominated by advertising? / Figureworm Creative
Walk into the elevator, loan finance, beauty and clothing, real estate, electronic products, children's products... All kinds of advertising "everything you need". In the confined space, a set of "audio-visual dual sense combination fists" makes it difficult for you to fly.
Wearing headphones to immerse yourself in the world of mobile phones is a way to escape, but "no signal" is a common problem in many elevator rooms. At this time, in addition to staring at the floor numbers of the electronic screen in a daze, you can only focus on the advertising screen.
Knowingly, people even got together to discuss "how to hack off elevator advertisements".
In the answer, some people try to find the power supply and unplug it, some people are angry and directly use the change cone to pry the screen off (this practice is not recommended), and some people directly "mess up": when I have money, I will buy these advertising screens, and then I will not put anything.
Changing the pattern of resistance shows people's hatred of elevator advertising.
It is no exaggeration to say that advertising is anti-human and no one likes to watch them.
Whether it is a pop-up window advertisement that pops up on the computer or an advertisement inserted in the mobile phone information stream, people's first reaction is to turn it off, cross it out, and not look at it.
However, after some people walk into the elevator room, they will become "mouth and body straight" themselves.
In a high-rise residential building in Yuexiu District, Guangzhou, where the New Weekly reporter lives, there are six elevators, and every night from 6 to 8 o'clock is the peak period for the use of elevators in this building.
Whenever people gathered in the elevator hall to wait, they were attracted by three TV commercials.
The most serious people are often the elderly and children, and many young people will also put down their mobile phones and look up to stretch their tired cervical vertebrae.
Even though I thought I had never seriously seen these ads, when I looked back, I found that the brainwashed advertising words and the exaggerated pictures on the screen were vividly remembered.
After waiting for the elevator, people fished in, and then they were surrounded by poster advertisements on three sides of the elevator.
The protective shell of these ads is not new, with fingerprints on them, and key scratches, and it is conceivable that when a family takes the elevator, these ads become their chat material.
Don't deny it, we've all watched the elevator ads in earnest. / Photo by reporter
Even without the ultra-high volume of the infinite loop, many times, we will "voluntarily" receive the content of elevator advertisements.
2
Consumers don't have a choice, advertisers don't bother to install
In most advertising scenarios, consumers have the right to choose, although an additional "off" or "switch" program has made many people overwhelmed, but at least everyone still has the right to avoid advertising.
But when you enter the elevator, this right is deprived of it in a closed, signalless state, etc.
Ladder advertisers know this.
A head ladder media advertiser has bluntly "shown off" in its own slogan: the importance of providing passive media is to seize the living space that users must pass, and infiltrate the brand into the life scenes that mainstream people in the city must pass, so as to achieve the mandatory arrival of users.
"Passive media", "must go through the living space" and "forced arrival", there is no doubt, this is the attitude of ladder media to consumers.
In addition, the slogans of many elevator media advertisers highlight the characteristics of "in a closed environment", "image + sound", "mandatory attention" and so on.
This is the capital they are proud of, and it means that they can therefore completely ignore the feelings of users.
Therefore, in the advertising industry more and more advocate creativity, quality, storytelling, artistry today, only elevator advertising has not made any progress with "brainless indoctrination" and "vulgar eyeballs" to poison the public.
Elevators have gradually become a gathering place for vicious advertisements. / Screenshot of the yi two three ads
The dolphin advertisement mentioned at the beginning is not the first marketing rollover of the membrane law family, and at the end of 2021, advertising slogans such as "women will be innocent" and "return my innocence" have caused the majority of netizens to complain.
"Without sapphires, I don't take them off." The Ulike hair removal device, which also demeans women's jittery wit, was just named by the Shenzhen market supervision department some time ago.
This is not the first time that the Ulike hair remover has been involved in the vulgar advertising storm.
In 2021, Ulike has defined whether women are "advanced" by whether to use sapphire hair removal devices, and invited a number of coolly dressed actress spokespersons to shoot related advertisements, which were repeatedly broadcast in residential areas, commercial building elevators and lobbies, causing many complaints.
Many brands frequently overturn the car but do not change. / Screenshot of Weibo
In addition to the problems of vulgar copywriting and screen edges, many elevator advertisements also do not shy away from exaggerated publicity or even false publicity.
For example, a recent sweatshirt called "sweating suit" that sells calories from sweating has attracted much attention.
Watching the girl who finished exercising in the elevator advertisement pulled open the zipper of her clothes and poured sweat down... The strong impact of the picture makes many people believe in its function.
This has made many medical experts and media unable to sit still, and they have come out to "debunk rumors".
"A lot of sweating in a short period of time, the weight lost is actually water, and after the water is restored, the weight will also be restored." In addition, wearing this airless clothing exercise for a long time can also easily lead to disorders in the body's pH and electrolytes, or cause skin diseases such as eczema. Not advisable! CCTV Financial Review.
Even if you escape these bottomless output of elevator advertisements, it is not a big deal.
"The family neatly walked into the elevator, the female medical beauty on the left, the male hair transplant on the right, and the middle child make up the lesson..." Ah Fei said that this is what he thinks the most strange place about the elevator advertisement - checking and filling in the gaps in your "anxiety list" all the time.
It was arranged clearly. / Little Red Book @ Heaven and Earth Big Happy The Greatest
Is this some sort of precision delivery? No, this may just be the "net exhaustion" caused by the wide coverage of elevator advertising.
3
Elevator advertising is shameful but useful
Nowadays, the coverage of elevator advertising has been very extensive.
Statistics show that in 2021, the scale of the mainland elevator advertising market will reach 23 billion yuan, covering 600 million users.
The "big business" of elevator advertising has benefited from the rapid expansion of the scale of elevator ownership in the mainland in the past decade.
Data show that in 2020, the scale of elevator ownership in the mainland is 7.8655 million units, assuming that each elevator room needs at least 3 TV advertisements or 1 poster advertisement, then the domestic elevator building media industry market has more than 100 billion yuan of space.
What's more, with the development of modernization and the completion of urban infrastructure, the number of elevator ownership has only increased.
In the future world, the existence of elevators is absolutely indispensable. / unsplush
Everyone hates elevator advertising, but this does not prevent it from becoming a "guest of honor" for advertisers.
I don't believe you think about the days when you were "poisoned" by the elevator advertisement, whether you were traveling on the horse honeycomb, looking for a job to brush the BOSS direct employment, buying a person to eat from the Hi pot, if there is a problem, you know it, thirsty to drink Yuanqi Forest, buy a mop to find Huang Xiaoming (not)...
In fact, this kind of concentrated and high-frequency communication method that makes people headaches is intentional by advertisers.
There is a well-known consumer reach theory in the marketing world called the "seven-fold rule", that is, the optimal frequency to influence consumer decision-making is seven times.
However, in addition to some super high-rise office buildings, it is difficult for most elevator advertising points to exceed the 50th floor, and the average time of each person staying in the elevator is less than 1 minute.
This means that if an advertisement is to be successful, it must repeat its brand name and main promotional points in the shortest possible time, with loud and exaggerated images.
I hope that the advertisement can be repeated 10 times in 15 seconds, and the brainwashing is infinitely looped.
This has proven to work well.
According to Kantar Research's survey of different media advertising types, in terms of advertising reach rate, the data of elevator advertising is only 79%, which is significantly behind the 95% arrival rate of Internet advertising; but in terms of average memory, the per capita memory of elevator advertising reaches 3.29, which means that the conversion rate of elevator advertising is not comparable to that of general advertising forms.
Xiao Wu is a guzheng teacher, during the period when the offline classes in Guangzhou were suspended, she gritted her teeth and stomped her feet and "spent a lot of money" to buy the poster advertising space in the elevator room of the unit building where she lived, which was located in a residential area in Haizhu District, Guangzhou City, and put it for herself.
"There are 4 elevators in a unit building, and I rented two poster slots for 5,000 yuan a month." In the first week of operation, Xiaowu's WeChat was added to 3 "potential customers", which made her very satisfied with the effect of the advertising slot.
Xiao Wu said that at the beginning, she also wanted to talk to the property about the price, after all, she was also a resident here.
But the attitude of the property is clear: the location here has a lot of businesses in line, not bad for you one.
What is the relationship between the owner (consumer), the property and the advertiser?
As far as the current situation is concerned, most of the elevator advertising content is reviewed by the advertising company, the property does not have a corresponding screening mechanism, and the elevator advertisement has never sought the owner's opinion, or even obtained the consent of the owner.
As a result, advertising shops are overwhelming and disorderly, the property guards the elevator to do the business of "one million profits", and the owner is disturbed by the peace and tranquility at the same time to be "forced to consume"...
Don't worry, draw the point!
According to Title II of the Civil Code of the People's Republic of China · Article 282 of the property right stipulates that the income generated by the construction unit, property service enterprise or other manager using the common part of the owner shall belong to the common ownership of the owner after deducting reasonable costs.
In other words, the advertising revenue of the residential elevator should have been attributed to all the owners.
In this way, are you "wrong"?
However, whether you can get the money back is one thing, whether you will continue to be mentally polluted is another.
In the face of advertisements full of noise pollution and vulgar content, the relevant departments should further clarify their rights and responsibilities, timely introduce and improve the production, delivery, installation, volume and other standards of elevator advertisements, and restore people's tranquility.
A slap on the wrist to give a piece of sugar is not OK, "elevator advertising big wrong" we don't want to be!
Resources:
[1] The only advertisement in the world I can't escape is | in the elevator Jump into the sea compound
[2] Chinese the most annoying advertisement, four words | New Weekly
[3] Elevator advertisements caused residents to be dissatisfied: an elevator crowded with 6 advertisements, and residents were worried that their children would imitate | Chuanguan News
END
How do you see the existence of elevator advertising?
Welcome to leave a message in the comment area and share it with you.