The reasons for the 5-fold difference in elevator advertising prices: city, property, form, and cycle

I want to advertise in the elevator of the residential area and asked three companies: one reported 300, one reported 800, and one reported 1500. They are all frames in the elevator, why are there so many differences? Is the cheaper one fake

This is the most common confusion for beginners when inquiring about prices. Elevator advertising does not have a "national unified retail price", its price is determined by factors such as location, property grade, advertising format, and advertising period, just like housing prices. The price difference between different communities in the same city can be three times; Within the same community, different forms of advertising can also differ by 50%.

This article does not provide you with a bunch of incomprehensible price lists, but instead uses real logic to help you break down: how is the price of elevator advertising determined? How to determine whether a quote is "expensive but worth it" or "cheap but disappointing"?

1、 The 'underlying formula' for elevator advertising prices

The final price of elevator advertising=basic location fee x city coefficient x property coefficient x form coefficient x periodic discount

It's okay if you don't understand, let's explain them one by one below.

Basic point fee: can be understood as the reference line for the "national average price". The industry standard is that for a medium-sized community in an ordinary second tier city, the elevator frame poster costs about 400-600 yuan per month. This number will fluctuate up and down with other factors.

2、 Price difference of three times in the same city: the secret of real estate development

Same city, same advertising format, A community offers 500 yuan, B community offers 1500 yuan. What's the difference?

Check the property management fee. Property management fees are a direct reflection of the community's level. The residents' consumption power is completely different between a community priced at 2 yuan/square meter/month and a community priced at 5 yuan/square meter/month. Advertisers are willing to pay higher prices for the latter because the target audience they reach is more valuable.

Check the occupancy rate and number of households. A community with 1000 households and a 90% occupancy rate and a community with 500 households and a 60% occupancy rate have a difference of three times in total exposure. The unit price naturally varies.

Look at the location. The communities around the CBD in the city center have higher prices than those in the suburbs. The reason is the same as housing prices.

Novice reminder: Don't just look at the price. A high-end community priced at 800 yuan may have a lower "effective CPM" than a regular community priced at 400 yuan if it is filled with the people you want. Learn to calculate, not compare to numbers.

3、 50% price difference within the same community: differences in form

In the same community, there may be two types of advertisements in the elevator:

Frame poster: static image, pasted on the inner wall of the elevator car. Relatively low price, suitable for long-term brand exposure.

Smart screen: The LCD screen plays a 15 second video with sound and color. The price is 30% -50% higher than the framework. The advantage is that it is more dynamic and eye-catching, and can also display QR codes to guide scanning.

How to choose? If you just want residents to remember the brand name, the framework is sufficient; If you want to promote, guide scanning, or tell a short story, choose the smart screen.

4、 Same price can differ by 20%: periodic discount

Elevator advertising, like wholesale, is much cheaper to buy.

1 month: Original price, no discount. Suitable for short-term activities, but the effectiveness is difficult to guarantee.

3 months: usually discounted by 9-9.5%. Novice recommendation, which can verify the effect without being trapped.

6 months: 20-85% off. Suitable for validated and valid points.

12 months: 7-75% off. Suitable for the annual framework of major brands, but it is recommended to conduct a short test before signing a long-term contract.

Accounting: The unit price of a certain framework is 600 yuan/month. Spend 600 yuan per month; Total price for 3 months is 1620 (with an average of 540 per month); The total price for 6 months is 2880 (with an average of 480 per month). Investing for half a year saves 120 yuan per month compared to investing for a month, but the prerequisite is that the location is chosen correctly.

5、 The 'additional fees' that are not explicitly stated on those quotations

Don't just look at the "media fee" column when you get the quotation. Ask these three questions clearly:

Does this price include production and installation? The production cost of the frame poster is about 100-300 yuan per piece, and the production cost of the smart screen video may be thousands. Some quotes include it, while others do not, there is a significant difference.

Does it include tax? "The company requires a special invoice for payment, with tax rates ranging from 6% to 13%. If the quotation does not include tax, an additional amount will be added to the final total price.

How do you charge for changing the screen midway? If you invest for 6 months and want to change to a new screen in the third month, you will be charged once for each change. Ask clearly before signing the contract.

6、 First tier vs second tier vs third - and fourth tier: What is the price difference in cities

Taking elevator frame posters as an example (ordinary community):

First tier cities (Beijing, Shanghai, Guangzhou, and Shenzhen): 800-1500 yuan/month/block

New first/second tier (Hangzhou, Chengdu, Wuhan, etc.): 400-800 yuan/month/block

Third - and fourth tier cities: 200-500 yuan/month/block

With the same budget of 10000 yuan, it may only cover 10 screens in first tier cities and 30 screens in third - and fourth tier cities. But the consumption power of people in first tier cities is higher. Which one to choose? See where your product's target audience is.

7、 The 3 price pitfalls that beginners are most likely to step into

Pit 1: Only compare the unit price, not the audience. The cheapest community may be filled with retired elderly people, and investing in your mother and baby products is equivalent to investing in vain. The order of selecting points: first look at the matching degree of the audience, then look at CPM, and finally look at the unit price.

Pit 2: Stretching the cycle for the sake of discounts. I signed a 6-month contract, but after investing for 2 months, I found that I selected the wrong location. The next 4 months were all wasted. The correct approach is to test for 1-3 months first, and if the results are good, then extend the Jonah discount.

Pit 3: Neglecting the cost of monitoring broadcasts. Without a monitoring report, you never know whether the advertisement is on or not, and whether it is blocked. Choose a supplier that can provide photos with time watermarks for publication, even if it's a bit expensive, it's worth it.

8、 Looking for property management or finding agents: which is cheaper?

Directly looking for property management: In theory, there are no intermediaries, but the property management only has their own community in hand. If you talk about 10 communities, you have to find 10 properties, which has a very high time cost. Moreover, small customers have weak bargaining power and may not necessarily receive low prices.

Find a professional agent: The agent has resources from dozens or even hundreds of communities and can help you package and get better overall discounts. I can also help you with the design, production, installation, and monitoring process.

Tianci Media is a professional elevator advertising platform that covers building databases in major cities across the country. It can quickly match cost-effective location combinations based on your budget and audience profile, and get lower package prices than you can negotiate on your own.

9、 Conclusion

The core of elevator advertising prices is not 'lowest', but 'most valuable'. A point with a unit price of 1500 but precise targeting of the target audience is far more cost-effective than a point with a unit price of 300 but all invalid exposures.

List of actions for beginners:

First, clarify what kind of community your target audience lives in

Ask the supplier to provide a list of locations and calculate CPM instead of looking at unit price

Test for 1-3 months first, and if the results are good, then extend the Jonah discount

Before signing the contract, please clarify whether the production fee, taxes, and replacement fee are included

If you don't have time to conduct research, compare prices, and bargain on your own, finding a reliable professional platform is the most efficient choice.

Tianci Media is a professional elevator advertising platform that provides one-stop services from demand analysis, location screening, price negotiation, and publication monitoring, helping you buy truly effective exposure at a reasonable price. Consult now for your exclusive elevator advertising placement plan!