Digital Out-of-Home (DOOH) advertising has changed the face of traditional advertising by turning public places into digital media displays. A vivid application of this is in the lift industry, where confined spaces are perfect for targeted marketing. The paper is devoted to the examination of DOOH advertising in lifts, namely its adoption, benefits and challenges by making use of the results of market research and a targeted survey of industry stakeholders.

The survey asked questions related to various topics such as the digital screen adoption in the present, the willingness to include external advertising, the perceived benefits, and the main concerns. The research showed an increased interest in employing digital screens instead of the traditional pinboard system to encourage internal communication by delivering dynamic content and enhancing the looks of the spaces. However, the survey also pinpointed some problems like installation issues, privacy concerns, and the negative perception of particular user groups to external ads.

The paper also uncovers the lift advertising advantages such as high dwell times, captive audience engagement, and the targeting of demographics through empirical data. With further expansion of the digital age, other trends will follow, such as programmatic advertising, interactive content and integration with mobile device to boost user engagement.

The survey also demonstrated that buildings, in many cases, would consider a polite but open-minded approach to using external advertising in order to cover costs as long as the building managers are in control of the ad content. The study underlines the need for the suitable combination of the technological tools and the privacy and relevance concerns to maintain balance in the process. The paper ends with the presentation of actionable recommendations for advertisers and lift operators stressing the versatility of lifts as dynamic media for brand communication in the changing DOOH field.