Dubai International Financial Centre and Elevision launch digital screen network

A proven model in North America, Australia and Asia, Elevision is the first medium of its kind in the Middle East. Using digital wireless LCD screens mounted inside the elevators of office and residential towers, the Elevision team broadcasts news, sports, and entertainment to its audience on a daily basis.

DIFC Authority Head of Corporate Communications, Mohammed Juma, said: "With over 900 firms, 13,000 staff and thousands of visitors everyday - we appreciate the need to communicate effectively. As a global financial centre, we need to manage our operations to the world-class standard our clients expect. We believe this project enhances the community feel of DIFC, and reflects how people like to communicate in 2012."

Elevision CEO, Niall Sallam, said: "Elevision allows advertisers to reach their target market when they are most receptive to information. Through our in-elevator screens, we reach a 'captive audience' in a distraction-free environment; away from any ambient distraction. From experience, we find that people appreciate having something to read while in the elevator; an otherwise socially awkward environment for most people. Our exclusive digital channel is an effective tenant communication device in both residential and commercial buildings."

"With this prestigious partnership, we are pleased to announce that we have achieved our initial critical mass targets with over 30,000 people reached daily," announces Mr Sallam. The DIFC has taken a step forward as a leader in the property market ensuring effective communication with its tenants and we are thrilled to be able to add value to such a well-respected community."

Elevision also presents a new tool for advertisers, allowing them to speak to a more targeted audience using a relevant and engaging platform.

"Elevision is different from other ATL channels of communication due to its ability to reach a more specific target audience than traditional means of advertising, minimizing the amount of wastage. Elevision is a new element in the marketing and advertising mix, and we see it complementing rather than competing with existing ATL and BTL channels. We feel that Elevision represents another medium of communication, and hence advertising, not an alternative one," adds Mr Sallam.

For large properties such as the DIFC, Elevision also provides a platform for communication within a specific community, something that is advantageous to advertisers, tenants and the DIFC Authority. Viewed by 13, 000 employees and an average of 2,000 - 3,000 visitors a day, Elevision allows for efficient and effective communication within the DIFC community.

"The nature of Elevision is that it has a high repeat impression factor as such, advertising with Elevision achieves recall rates and percentage of relevance rarely achieved by other mediums. By keeping messages top of mind at key times throughout the day we're able to reach people where and when it matters most. In today's hyper connected world many purchasing decisions are either made or researched online, and the elevator and our screens are generally the last touch point before sitting down in front of a computer and going online," explains Mr Sallam.

Elevision's new technology also facilitates and improves communication between property owners and tenants. Elevision allows building owners to improve the value of their property by introducing new technology. The elevator is usually the first and last place seen by a visitor, Elevision screens enhance this environment and thus the over all image of the property. Property partners each have individual and secure access to our online portal where they can manage and upload their building-specific news messages themselves.

Elevision screens are currently present in 12 buildings in Dubai, with a total of 34 coming on line by November 1st 2012.