Digital signage, whether in lobbies or, like ours, in elevators, can really solve that. They generate goodwill amongst residents towards management, and helps them feel engaged and informed. It trickles down into a sense of community and improves well-being,” notes Sallam.
“It also becomes known as a source of communication, it becomes habitual. Every time I get in the lift, I know that if I just glance at the screen I’m likely going to get an update on some news or useful piece of information.”
The firm has ambitious plans for 2025 to continue expanding in the UK, where DOOH spending surged last year by 12.5%, reaching a record £841m. Ball reveals: “Priority number one is residential properties in London. We have an enormous pipeline and we haven’t even scratched the surface.”
Sallam says: “Within our very specific niche of DOOH advertising screens inside of lifts, there’s no one in the UK doing it – and that’s what attracts us to the market. Our goal in the UK is to achieve in five years what it took us ten years in the UAE, where we’re sitting just shy of 600 towers.”
Rapid expansion will no doubt be helped by the installation process for Elevision’s screens, which was designed to be straightforward and minimally disruptive. Says Ball: “We find the least traffic-heavy times of the day, stop the lift for an hour or two, and it’s ready to go.” They are also positioned for maximum visibility. “Human nature means most people walk in and turn around to face the front. So, we position screens at the front, on the left or right-hand side, making them easy to see for everyone.”
The absence of sound also ensures the screens remain unobtrusive. “We didn’t want elevator music or anything irritating,” Ball explains. “It’s a proper DOOH solution that’s elegant and effective.”
The software itself is easy to use and intuitive, says Sallam, no harder than operating Microsoft Word. To make
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the most of the system, he recommends FMs running the updates think of themselves as a brand too, honing their messaging to get the right tone. “Often, the friction between them and residents is caused by messaging that is too dry and matter-of-fact,” he says.
With sustainability a critical issue for the sector, Elevision’s screens also significantly reduces the carbon footprint of property management, transforming what has historically been an inefficient and laborious process into an efficient, eco-friendly practice.
“I get asked by potential property partners: is it going to help me communicate more frequently, more consistently, more effectively with my residents? And the answer is 100% yes,” Ball says. “It’s not going to cost you anything, it’s going to generate you some money, and it’s going to make your residents happy.”
“What we’ve found so far is residents find it engaging, they like the content, and they really liked being able to see real time resident communication updates that are relevant to them.”
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