Apartment Elevator Advertising in Korea: Reaching 5.1 Million Residents Through One Media Category

Some apartment complexes in Korea have digital screens installed inside the elevator cabin.

Residents pass in front of these screens every day, during the commute out in the morning and back home in the evening.

This network is known as Town Board, installed across 3,200 apartment complexes nationwide on 57,400 elevator devices.

Within the category of in-complex advertising, no comparable competing format exists at this scale.

Screen Specs and Installation

The network runs on two screen types, split by where they sit inside the building.

The primary format, installed inside roughly 50,000 elevator cabins, is a 25-inch vertical display at 1,080×1,920px, divided between an ad zone on top and a live news and weather information zone below.

A secondary format, installed in about 7,000 elevator hall waiting areas, is a larger 50/55-inch display at 1,080×2,560px that combines a community bulletin board with a dedicated ad zone.

Exposure Mechanism

Exposure happens inside a closed, repeat-use space rather than along an open street corridor.

A resident rides the elevator at least twice a day, and often more once grocery trips, deliveries, or school pickups are added in.

Unlike a roadside placement where a passerby may see an ad only once, elevator advertising accumulates frequency with the same household over the length of a campaign.

The audience is defined by the address rather than by an individual, so campaigns are scoped by administrative district instead of trying to isolate a specific consumer — a different targeting logic than open-street outdoor media.

Package and Pricing Structure

Unlike most outdoor media, this network cannot be booked for a single complex on its own.

Inventory is sold as regional packages — nationwide, Seoul metro, or a regional group — or as per-device units within specific districts such as Gangnam or Seocho.

As a reference point, the full nationwide package runs at approximately KRW 150,000,000 per month, guaranteeing coverage across all 57,400 devices.

Actual cost depends on the region covered, the guaranteed device count, and the package combination — Seoul-metro-only or district-unit entries are priced differently. Contact MBSTAR for a quote scoped to your target region and budget.

Nationwide Coverage

The network covers 2.03 million households, translating to an estimated 5.1 million residents reached across the full footprint.

Coverage concentrates most densely in Seoul’s Gangnam and Seocho districts, where district-unit buying is available separately from the regional packages, alongside Songpa, Yangcheon, and other major metro regions.

This is a residential-address-based network rather than a foot-traffic corridor, so its coverage logic differs from transit or roadside media — it reaches people specifically inside the homes they already live in, not commuters passing through a location.

Creative Guidelines

Because the S-type cabin display splits screen real estate between the ad zone and a live information ticker, creative should be readable within a compressed vertical frame rather than designed for a full-bleed layout.

The L-type hall display gives more room but is viewed from a standing position at a short distance, so text size and contrast matter more than they would on a roadside billboard.

Sixteen ad categories are restricted on this network, including alcohol, consumer lending, adult content, political, and religious advertising. Screening happens before contract signing, so it’s worth confirming category eligibility early in the planning process.

Target Categories and Brand Fit

Data collected across installed complexes shows resident households with an average monthly income of KRW 6.34 million, about 6.4% higher than non-installed complexes, and a shopping engagement rate of 78%, about 5 percentage points higher (media data, 2024).

Brands that have run campaigns on the network report an average 1.6x lift in brand awareness among exposed households (media data, 2024).

This profile fits premium beauty, baby and kids products, home appliances, health and wellness, education, and interior/real estate brands particularly well — categories where a household-level, repeat-frequency touchpoint outperforms a single street-level impression.

FAQ

Media Worth Reviewing Together

Outdoor Advertising CPM Efficiency Guide breaks down how to compare reach economics across different outdoor formats, useful context when weighing a household-based network against street-level media.

Roadside Bus Shelter Digital Advertising Price Guide covers another packaged-inventory transit format if you’re comparing structured, district-based buying options.

(Household statistics reference: KOSIS Korean Statistical Information Service — verify the latest figures before publishing.)

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