The first reaction when I heard about this technology was "No, it is too dangerous, the risk of breakdown and incidents will outweigh the benefits of this media... the mall owner will not allow it" - All these thoughts have been dismissed since the launch of Msquare Ad Roller India in India by Lokesh Kumar and Director of Maverick Media.
|The power of the brand is literally in her hands!|
In fact this media provides BOTH a captive audience on the escalator and has the audience's undivided attention, as holding on to the railing is required for safety.
This impactful media provides a myriad of design possibilities and content that are can be both engaging or contextually hunourous even though it is just on minimum 7 sq. m., 60 m. Ad-roller has shared the statistics of catching undivided attention of consumers for up to 40 seconds, which results in ~78% brand recall.
This article by media4growth shares insights from the founders and product principal. One key note from the article quoted below:
this media is colourfast, scratch-proof and durable, backed by a 1-month warranty for each application, and also fire-proof – certified by the City of Vienna’s Surveillance Testing & Certification Body as well as certified by the German body TÜV.
Time to invade the malls with escalator handrail advertising indeed!