What is the fee standard for elevator advertising in residential areas? A complete guide to the rate card for community framework/video advertising

When you step into an elevator in any mid-to-high-end residential area, what catches your eye is either an exquisite poster on a frame or a smart video screen playing in a loop. These seemingly ordinary advertising spaces are actually "golden entrances" for brands to reach out to households in the community. However, for beginners, the most perplexing question is: What is the charging standard for elevator advertising in residential areas? How exactly is the rate for publishing community posters and videos calculated?

It is easy to directly obtain a figure of "800 yuan per month", but it is even more dangerous. From luxurious mansions in Chaoyang, Beijing, to ordinary communities in Chengdu, from static frames to dynamic video screens, the price difference can be as high as ten times or even more. This article will thoroughly dismantle the pricing logic of elevator advertising for you, provide the latest reference rates for 2025-2026, and guide you to understand how professional companies formulate their quotation systems.
1. Two major mainstream forms of elevator advertising: frame and video

Before diving into pricing, it is essential to understand what you are investing in. Community elevator advertisements primarily fall into two categories, each with distinct billing logic and price ranges.
(1) Elevator frame advertisement (static poster)

This is the most common form, installed on both sides of the elevator car or directly opposite the elevator door. It is usually a fixed frame with a static poster inside.

Core features: Low production cost, flexible launch cycle, visual impact relying on the design itself, and the audience can read repeatedly in the elevator.

Pricing model: Charges are based on the rental duration of "individual ad box", typically calculated on a weekly or monthly basis.
(II) Elevator video advertising (LCD/smart screen)

This is the fastest-growing form of elevator media in recent years, typically installed above the elevator doors or inside the car, and it plays dynamic video content in a loop.

Core features: Combination of sound and image, strong appeal, capable of carrying richer brand stories. Some smart screens also support interactive functions, but the production cost and media expenses are higher.

Pricing model: Charged by time slot for "single screen", or sold in packages based on CPM (cost per thousand impressions).
II. Core Price Reference: Community Framework/Video Advertising Rate Card

Based on market research data, we have compiled a price reference range covering mainstream cities across the country. Please note that the following prices are for the monthly cost of a single point (a frame or a screen), and actual deployment usually requires packaging multiple elevators.
(1) Reference for the published price of elevator frame advertisements

First-tier cities (Beijing, Shanghai, Guangzhou, and Shenzhen)
The monthly cost for a single frame advertisement in an ordinary community ranges from approximately 400 to 800 yuan. If opting for a mid-to-high-end community, the cost will increase to 800 to 1,500 yuan. For high-end luxury residences or core office buildings, the price can reach 1,500 to over 2,500 yuan.

New first-tier and second-tier cities
The monthly fees for ordinary communities range from approximately 200 to 500 yuan. For mid-to-high-end communities, the price range is 500 to 1,000 yuan. For high-end buildings, the fees are between 1,000 and 1,800 yuan.

Third- and fourth-tier cities
The cost for ordinary communities ranges from approximately 80 yuan to 200 yuan. For mid-to-high-end communities, the price is between 200 yuan and 400 yuan. High-quality locations in core areas cost between 400 yuan and 800 yuan.
(II) Reference for the rate card of elevator video advertisements

First-tier cities (Beijing, Shanghai, Guangzhou, and Shenzhen)
The monthly cost for a single video screen in an ordinary community ranges from approximately 600 to 1,500 yuan. The price range for high-end communities is between 1,500 and 3,000 yuan. For premium locations in high-end office buildings or core business districts, the price can reach 3,000 to over 6,000 yuan.

New first-tier and second-tier cities
The video advertising cost in ordinary communities ranges from approximately 300 yuan to 800 yuan. The price range in mid-to-high-end communities is from 800 yuan to 2,000 yuan. The cost for spots in core business districts is between 1,500 yuan and 4,000 yuan.

Third- and fourth-tier cities
The cost for ordinary communities ranges from approximately 150 yuan to 400 yuan. For mid-to-high-end communities, the price is between 400 yuan and 1,000 yuan. For prime locations in core areas, the cost can reach 1,000 yuan to 2,000 yuan.
(III) Key conclusion: How much does your budget roughly need to be?

Taking a medium-sized area deployment as an example, suppose ten mid-range communities are selected, with each community covering two elevators.

If we choose frame advertising, with ten communities, two elevators each, and a cost of 500 yuan per piece, the monthly budget will be approximately 10,000 yuan.

If video advertising is chosen, with ten communities, two elevators each, and a cost of 1,500 yuan per screen, the monthly budget would be approximately 30,000 yuan.

If you choose high-end communities or office buildings in core cities, your budget needs to be increased by 50% to 100%.
III. In-depth Analysis: Five Core Factors Affecting "Charging Standards"

Why do seemingly similar elevator advertisements have such a significant price difference? Your final quotation is determined by the following five dimensions.
(1) City level and core area

This is the primary pricing dimension. In the quotation sheets of professional companies, the first screening condition is the city. Core resources in first-tier cities, such as Beijing's Guomao and the communities and office buildings surrounding Shanghai's Lujiazui, are always scarce and expensive. The secondary core areas in second-tier cities offer better value for money, making them suitable for advertisers with limited budgets but seeking broad coverage.
(II) Mandatory indicators for communities and buildings

Within the same city, the grade of the community is the core of price differentiation.

House prices and property management fees are important reference indicators. Properties with a unit price per square meter of over 100,000 yuan have advertising value far exceeding that of ordinary communities.

Occupancy rate is as crucial as demographic profile. Communities with an occupancy rate exceeding 90% and predominantly consisting of high-income young families or business owners have a significantly higher "attention" price compared to communities dominated by the elderly and renters.
(III) Advertising format and specification details

Even for the same format, there are price differences.

In terms of frame advertising, the most economical standard size is 550mm x 400mm. Locations with higher attention, such as the inside of elevator doors and special external positions, will incur additional charges.

In terms of video advertising, factors such as screen size (e.g., 15-inch or 32-inch), whether touch interaction is supported, and sound quality all impact the price. The cost of dynamic advertising, which offers a stronger impact, is approximately two to three times that of static advertising.
(IV) Advertising scale and contract period

Media companies favor long-term, bulk orders.

The scale effect is reflected in the fact that the more locations are deployed, the more discounts can be obtained for the average monthly price per location. For example, if ten locations are deployed at a unit price of 5,000 yuan, the unit price may drop to 3,000 yuan when one hundred locations are deployed.

In terms of periodic commitments, signing long-term contracts of three months, six months, or more than one year can result in more favorable unit prices compared to monthly contracts, with annual contract discounts of up to 20%.
(V) Media company brands and channels

Due to their extensive network coverage, strong technical capabilities, and more comprehensive performance monitoring systems, leading media companies typically offer higher prices than regional small-scale media companies. By utilizing professional agency services, one can enjoy premium resources while obtaining more competitive packaged prices and value-added services.
IV. The Five-Step Method in Practice: A Scientific Process from Inquiry to Execution
Step 1: Clarify the targeting objectives and audience profile

You need to ask yourself: What are the main areas my product or service covers? What price range of residential areas do my target customers live in?

The preferred communities vary across different industries. For home building materials, communities with a majority of families owning cars should be the top choice. For beauty and skincare products, focus on residential areas where women make up more than 60% of the population. Educational institutions should target areas surrounding school districts.
Step 2: Obtain and interpret the detailed quotation

Contact one or two media companies, provide your target scope, and request a detailed point-by-point quotation list.

A professional detailed list should include the following information: property name, specific address, property grade description, advertising format, monthly price per unit, total price of packages, expected occupancy rate or foot traffic data.
Step 3: Calculate and compare the "cost per thousand people"

This is a key indicator for measuring value. The calculation formula is as follows: divide the monthly fee per point by the average daily footfall, multiply the result by 30, and then divide by 1,000. The resulting value is the CPM.

You can request media companies to provide estimated daily average foot traffic for different locations and calculate the CPM for each. You will find that a mid-range active community with a monthly fee of 800 yuan may have a lower and more cost-effective CPM than a high-end community with a monthly fee of 1200 yuan but sparse foot traffic.
Step 4: On-site inspection and contract review

On-site spot checks are crucial. Randomly select a few real estate projects from the quotation list and conduct on-site inspections at different time intervals to assess the elevator environment, pedestrian flow, and the quality of existing advertisements, in order to verify the accuracy of the media's descriptions.

When reviewing the details of the contract, it is necessary to confirm whether the fees include tax, whether they cover the costs of graphic design and production, installation fees, whether there are additional charges for graphic replacement, and the commitment to the publication time, among other terms.
Step 5: Effect tracking design

Design the method for verifying the effectiveness before launching the campaign. You can use exclusive coupon codes, customized QR codes, dedicated phone numbers, or monitor the changes in online search popularity of the brand in the target area during the campaign period.
V. Common Misconceptions and "Avoiding Pitfalls" Guide
Misconception 1: Comparing only the unit price and ignoring the quality of the community

The truth is that a low-occupancy suburban property priced at 500 yuan may have a far inferior real effect compared to a high-quality core property priced at 800 yuan. The principle that crowd compatibility is more important than price must be kept in mind.
Misconception 2: Pursuing the number of routes while neglecting the value of locations

It is better to conduct saturated coverage of "every elevator must be covered" in three core communities than to invest in ten ordinary communities with only one board each. The latter has far superior brand memory and conversion effect compared to the former.
Misconception 3: Ignoring "hidden costs"

Before signing the contract, it is essential to confirm whether the total price includes taxes, installation fees, and initial screen production fees. These expenses, particularly for the production of large-scale video advertisements, can amount to tens of thousands of yuan, and must be itemized separately in the budget.
Misconception 4: Conducting short-term trial investment and expecting miraculous results

Elevator advertising is a subtle and imperceptible form of cognitive construction. Running it for just one month yields minimal results. It is recommended to run it at least quarterly, starting from a three-month period, in order to form effective memory.
Misconception 5: The signing party is not formal, and rights and interests are not guaranteed

You must confirm that the company signing the contract with you possesses the legitimate operating rights for the community elevator media, rather than an individual intermediary. Ensure that they can issue a formal invoice to safeguard your own rights and interests as well as subsequent services.
VI. Conclusion

Ultimately, the answer to the question "What is the charging standard for elevator advertising in residential areas? What is the rate for community framework/video advertising?" lies not in finding a fixed number, but in mastering a method for evaluating value.

For brands that pursue stable traffic, intend to deeply cultivate regional markets, or quickly establish public recognition, elevator advertising is an extremely efficient and irreplaceable offline medium in the current market environment. What you pay for is not the monthly rental right of a board or a screen, but the opportunity to have high-quality communication with your target consumers multiple times a day in a closed space.

The final suggestions are as follows.

If the budget is limited and controlled within 10,000 yuan, you can choose residential area frame advertisements in second- and third-tier cities for long-term brand exposure.

If the budget is moderate, ranging from 10,000 to 50,000 yuan, you can choose to place video advertisements in second- and third-tier cities, or in some communities in first-tier cities.

If the budget is sufficient, exceeding 50,000 yuan, it can cover a combination of office buildings and high-end residential areas in first-tier cities, maximizing brand influence.

Regardless of the budget, it is recommended to adopt a "test-optimize-scale up" strategy. First, carefully select three to five most suitable communities for a quarterly test deployment, and rigorously track the results. Based on data support, gradually expand the deployment scale. In this way, every penny you spend on elevator advertising will be converted into a clear and measurable market path leading to the homes of your target customers.