Qian Zhan Wang·2025-12-26 04:15Core Insights - The article discusses the evolution of the elevator media industry in China, highlighting the transition from elevator poster media to LCD media and now to smart screens, indicating a significant shift towards more effective advertising formats [1][3]. Industry Overview - The Chinese elevator media industry has evolved through three main stages: elevator poster era, elevator LCD era, and the current elevator smart screen era, with smart screens gaining popularity due to their superior video effects [1]. - The number of elevator smart screens in 25 major Chinese cities has reached 1.3 million, significantly surpassing the 400,000 LCD screens [5][7]. Media Types Comparison - Elevator poster media has low initial investment but is less effective and requires high manual labor for updates [3][5]. - Elevator LCD media offers strong visual impact and diverse content formats but comes with higher initial costs and maintenance expenses [3][5]. - Elevator smart screens, while having high initial costs, provide real-time updates, flexible advertising, low operational costs, and quantifiable data, making them increasingly popular [3][5]. Advertising Expenditure Growth - Both elevator LCD and elevator poster advertising expenditures are projected to grow by over 10% from 2023 to 2024, with LCD advertising growth consistently outpacing that of poster advertising [7]. - By mid-2025, the growth rate for elevator LCD advertising is expected to exceed 10%, while elevator poster advertising will maintain a growth rate of around 9% [7]. Brand Engagement - The number of brands advertising on elevator smart screens is approaching 15,000, while around 5,000 brands are utilizing LCD screens for advertising [9].