Debut of Out-Of-Home Media on Escalator Handrails of the Subways

Introduction of ads incorporating into escalator handrails as a medium on subways is catching attention. Handrail ads that are available in Chungmu-ro, Sadang and Jongro 3-ga subway stations, offer closest access to the consumers. This advantage in turn may help expand its domain. Constantly moving ads are posted in Chungmu-ro, the center of films community, and the ads for medication that are attached on the knee joint area is also another area of application, targeting people who face difficulty in using stairs. Accordingly, the ad impact is expected to be great.

Steady Maintenance for Safety Operation
Daesung Brail Co., Ltd., that won the exclusive right to execute subway handrail ads through bidding competition, explains that the ads offer advantages in various aspects, in addition to advertising effect. Team leader Myung Keun Lee explains, “escalator handrail ads attract the attention of consumers since they move, and a major advantage is that passengers cannot help but hold onto hand rail while entering or exiting the subway.” He says that escalator handrail ads do not merely offer superb advertising effect, but also help passengers enjoy the great visibility and cleanness of the ads. As all types of item ads are added onto handrail, the overall look improves, and this in turn conveys a good image of out-of-home media in the minds of the passengers who use subway. When ads are posted, oily remnants on handrails are removed periodically, although in small quantity, which in turn increases level of cleanness. The ads that are posted are subjected to strict management to maintain level of cleanness, and management team comprised of two people per one-group checks once every one day. Another advantage of handrail ads that the team leader Lee discloses is increasing advertiser brand image since various advantages and steady maintenance are credited as the contribution of advertising clients.

The Material Selection Critical
Daesung Brail recommends clients who are considering escalator handrail ads to visit the site in person. At a first glance, advertising of this type may be considered less effective since ad space is small, but once they ride on escalator and get exposed to ads, their initial perception changes. Experiencing the ads in person is the best way to realize that they are more effective than the existing ads as they catch attention from afar thanks to their elegant colors and movement, and as they are touchable when the passengers are on the escalator. Although Daesung Brail company acquired its patent in 2003 and started to operate full-fledged execution on November 2005, there is another company that first realized the value of handrail ads. Constant movement and elasticity of the materials used are critical for handrail ads due to the nature of the medium itself , ads’ tendency to tend in curve. If not, ads are ruptured. Shinha World is the company that solved this problem and that holds patent for this solution. The company’s CEO, Young Jae Lee says, “although urethane film is elastic, attaching adhesive sheet on the backside to install onto handrail and printing the graphics of ads on film are difficult. We solved these problems, and acquired patent in 2003 in terms of ‘Film for PR on escalator hand rail and production method.’ While explaining patent acquisition process, he says confidently, “Although there are companies that sell similar imported products, their quality does not compare to ours.”

A High Potential Market
Although attaching ads on moving escalator handrail may be problematic, he said, there is no need to worry about this issue. In fact, after developing the technology in 2001 and after installing for piloting, there was no case of safety related accident. CEO Lee says, “Ads on handrails are just beginning. We will continue to make utmost effort to develop thinner products whereas they are 150 micron today.” Likewise, he forecasted continual development of this medium. He roughly estimates that the number of escalators nationwide amounts to 15,000. He says that this figure may be even greater if the number of escalators that are installed department stores or retail/distribution companies are included. Among these, he said, 30% can be posted with commercial ad