Beijing Elevator Advertising Guide: A Complete Guide from Beginner to Proficient

Beijing, a super large city with a population of over 20 million, has highly differentiated regional functions. From the skyscrapers of Guomao to the large communities of Huilongguan, the urban network is intricate and complex. For brands, how to accurately reach the target consumers with information is a highly challenging task.

As the cost of online traffic continues to rise, a media form based on "living space" and "daily trajectory" shows strong vitality - Beijing elevator advertising. It is not only about hanging advertising images in elevators, but also a precise strategic layout of Beijing's complex urban structure, crowd distribution, and consumer flow.

However, the elevator advertising market in Beijing is highly mature and fiercely competitive, with vastly different media values. Blind advertising not only wastes budget, but may also miss out on core markets. This article will provide you with a complete framework for elevator advertising placement in Beijing, helping you achieve efficient reach from strategy formulation to execution.

1、 Understanding the uniqueness of the Beijing market: region as strategy
To advertise elevators in Beijing, the first step is to abandon the mindset of "unified strategy". The polycentric pattern of the city determines the necessity of adopting a "zone customization" strategy.

Core Business District (CBD/Financial Street/Zhongguancun, etc.): mainly consisting of high-end office buildings, targeting high net worth business people, business owners, and professionals. High media unit price, suitable for establishing authoritative image for brands such as finance, high-end automobiles, technology, B2B services, etc.

Core business districts and high-end apartment areas (such as Sanlitun, Wangjing, Chaoyang Park, etc.): combining commercial and high-quality residential attributes, targeting young white-collar workers with strong consumption power, the new middle class, and international families. Suitable for luxury goods, high-end consumption, education, travel and other categories.

Large residential areas (Huilongguan/Tiantongyuan/Tongzhou, etc.): highly densely populated, with obvious household consumption characteristics. The media cost is relatively low, but the coverage is broad, suitable for the scale penetration of fast-moving consumer goods, household cars, home appliances, local life services, and regional brands.

Industrial functional zones (Yizhuang/Shunyi, etc.): gather practitioners from specific industries, with a unified audience profile, suitable for precise communication of products or services tailored to the industry.

2、 The main forms and price ranges of elevator advertising in Beijing
Elevator advertisements in Beijing are mainly divided into two categories, with completely different billing logic and price ranges.

（1） Elevator frame advertisement (static poster)
Installed inside the elevator car, with a fixed frame and built-in static posters. Relatively low cost, long-lasting and stable visuals, suitable for conveying core brand information or long-term promotional activities.

Ordinary residential community: 400-800 yuan/month/block

Mid to high end commodity housing community: 800-1500 yuan/month/block

Core business district office buildings: 1200-2500 yuan/month/block

（2） Elevator intelligent screen advertisement (dynamic video)
Installed above the elevator door or inside the car, it plays dynamic video content in a loop, combining sound and picture, with a greater information carrying capacity and more vivid form.

Mid range community/office building: 1500-2500 yuan/month/screen

High end community/Grade A office building: 2500-4000 yuan/month/screen

（3） Elevator door advertisement
The visual area is large, located on a necessary route, and the price is higher than frame advertising, usually between 300 and 1200 yuan per piece per month.

（4） Key conclusion: How much does your budget roughly require?
In Beijing, for a basic community elevator advertising campaign, assuming 20 medium-sized communities are selected, with 2 elevators per community:

Frame advertisement: 20 communities x 2 elevators x 600 yuan/block=monthly budget of approximately 24000 yuan

Smart screen advertising: 20 communities x 2 elevators x 2000 yuan/screen=monthly budget of approximately 80000 yuan

3、 The core factors affecting the advertising prices of elevators in Beijing
Behind the price difference is the combined effect of the following five core variables.

（1） Administrative region and location value
This is the primary pricing dimension, highly consistent with housing prices. The resources in Dongcheng and Xicheng are scarce, and the price benchmark is high; Chaoyang District (Guomao, Wangjing) is in the first tier; Haidian District (Zhongguancun, Shangdi) has high prices; Fengtai, Changping, Daxing and other regions are cost-effective choices.

（2） Hard indicators for communities/buildings
Within the same area, the grade of a property is the core of price differentiation. The advertising value of properties with a unit price of over 100000 yuan per square meter is completely different from that of properties with a unit price of around 50000 yuan per square meter. Pure commodity residential properties and high-end apartments have a higher value than mixed use or old public housing, and a high occupancy rate is the basis for premium.

（3） Advertising format and specifications
The standard size for frame advertising is the most economical, and higher attention positions such as the inside of elevator doors and special external positions will incur additional charges. The screen size, touch interaction, and sound quality of video advertising all affect the price, and the cost of dynamic advertising is about 2-3 times that of static advertising.

（4） Investment scale and cycle
The more placement points there are, the more discounts can be obtained on the monthly average price of a single point. Signing a long-term contract for 3 months, 6 months, or 1 year or more can result in a more favorable unit price than monthly orders, with an annual discount of up to 20%.

（5） Media company selection
Top companies (such as Focus) have the highest quality point network and standardized services, with transparent and robust pricing systems. Regional/local agency companies (such as Tianci Media, a professional elevator advertising platform) may have price or location flexibility advantages in certain regions, providing more targeted localized services.

4、 Three core questions that must be clarified before advertising
Before contacting any supplier, please clarify internally:

What is my core goal? Is it to quickly increase the popularity of the new brand in Beijing, or to attract traffic to offline stores, or to promote products for specific groups of people (such as parents in Haidian)? The goal determines the direction of resource selection.

Where is my target audience portrait and core activity area? Are they financial elites working in Guomao or technological talents working in Xierqi? Circle their life, work, and consumption radius on the map.

What is my budget and what is the expected advertising cycle? Elevator advertising is an art of "repeated outreach", and its short-term effect (such as 2 weeks) is limited. It is recommended to start with at least one month, and the budget should match the breadth and depth of coverage.

5、 Five step practical experience: the complete path from strategy to execution
Step 1: Determine the media combination - framework poster vs smart screen
The combination strategy usually adopts the approach of "framing breadth and intelligent screen depth", or selects the main media based on regional characteristics.

Step 2: Scientific planning of deployment areas and locations
This is the core of determining ROI. It is recommended to adopt a "bullseye" strategy: with brand goals as the core (such as flagship store location, target customer group company gathering place), select buildings from near to far. For example, a children's training institution located in Wangjing should prioritize covering the middle and high-end communities within 3-5 kilometers of Wangjing and its surrounding areas.

Utilizing professional expertise: self screening is inefficient and lacks transparency in information. A professional elevator advertising platform like Tianci Media has a massive building database across Beijing, which can quickly output matching property lists, pedestrian flow data, and cost-effectiveness analysis reports based on your goals.

Step 3: Obtain and interpret the detailed quotation
Contact 1-2 media companies, provide your target range, and request a 'Point Quotation Detail Table'. A professional detailed list should include: property name, specific address, description of property grade, advertising format, monthly price per location, total package price, expected occupancy rate/foot traffic data.

Step 4: Calculate and compare the Cost Per Thousand (CPM)
This is a key indicator for measuring value. Formula: Single point monthly fee ÷ (average daily flow x 30 ÷ 1000)=CPM. Request media companies to provide estimated daily foot traffic at different locations and calculate CPM for different locations. 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 5: On site investigation and contract review
On site inspection: Randomly select several real estate projects from the quotation and inspect the elevator environment, pedestrian flow, and existing advertising quality at different times to verify the media's description.

Review contract details: Focus on confirming whether the cost includes tax, whether it includes graphic design and production fees, installation fees, whether there are additional charges for graphic replacement, and time commitments for publication.

6、 Common Misconceptions and Avoiding Pits Guide
Misconception 1: Blindly pursuing "city wide coverage" and ignoring regional concentration
Covering the entire Beijing with a limited budget, with only scattered locations in each region, cannot create a strong momentum. The correct approach is to "concentrate firepower, saturate attacks" and prioritize penetrating 1-2 core areas.

Misconception 2: Use one set of creativity to conquer all of Beijing
The concerns of parents in Haidian and white-collar workers in Chaoyang are completely different. Whenever possible, advertising copy or visuals should be fine tuned according to the characteristics of different regions' populations to achieve precise communication across a thousand floors and faces.

Misconception 3: Believing that "once you invest, it will immediately explode"
Elevator advertising is a subtle medium that relies on high-frequency repetition to establish trust and memory. It takes at least 1-2 months for the advertising cycle to show stable results.

Misconception 4: When choosing a location, only consider the price and not the match with the target audience
A location with extremely low prices may be located in a community with severe aging or low rental rates, which is completely different from your target customer group. The quality of the audience is far more important than the unit price.

Misconception 5: Completely autonomous operation, not cooperating with professional companies
Beijing's elevator media resources are scattered, and the negotiation, publication, and monitoring processes are complex. Collaborating with companies like Tianci Media, which possess large-scale operational capabilities and rich experience, is the optimal solution to ensure advertising effectiveness and improve overall efficiency.

7、Conclusion
The success of elevator advertising in Beijing is essentially the completion of a "precise spatiotemporal matching" in the complex grid of this giant city - repeated and effective brand communication in the living space (elevator) where target consumers inevitably appear, and in the fragmented time that inevitably occurs in their daily trajectory.

This is not only a media procurement, but also a strategic deployment to penetrate the local market. For brands that hope to establish a foothold or seek growth breakthroughs in the Beijing market, systematically and scientifically planning and executing elevator advertising campaigns is a key step in building stable offline traffic entrances and establishing a deep brand awareness.

Walking side by side with a professional partner who understands Beijing, has resources, and values service (such as Tianci Media) is undoubtedly the most efficient and reliable path to cross the market fog and reach the target audience. Let your brand penetrate every rise and arrival in the capital from now on.