Projection advertising is rapidly gaining popularity in Russia. Its principle is simple: using a video or slide projector, the image is displayed on various surfaces - building facades, walls inside or outside, small objects and even floors.
It is believed that this advertising has the greatest success in megacities, organically fitting into the urban information environment. Bright projections can be seen in the daytime, but they will be best seen in the dark. The psychological factor also plays a role here: in the evening and at night, returning from work or relaxing in the city, people are more loyal to advertising, so it makes sense to place projection advertising in the city center, in places with the highest traffic. Projections on a shopping center, store or any other large structure will unobtrusively attract attention, because the image is not projected onto the building all the time and every appearance causes the effect of surprise.
Projection advertising can be placed on any type of surface. A building with an unusual shape or a simple wall - the choice is yours. The only requirement is that the projector light should not shine into the windows. The placement of advertising must be agreed upon in advance with the owner of the building.
As a surface for internal, interior projection advertising use the walls and ceilings of the room, modular paintings, stands and display cases. Unlike outdoor advertising, this advertising is intended for customers already in the premises. Projections can be shown in regular frames as interactive paintings. Interior projections are suitable for placement in offices, shopping centers, restaurants, and exhibitions.
floor is most popular as an advertising medium for projections. And this is not surprising - reacting to movement, it becomes a magnet for both children and adults. Typically, people are invited to play an interactive game that displays the advertiser's logo at the beginning or end. These games not only entertain, but also teach how to interact with each other, while simultaneously building a positive brand among the audience. Interactive floors used both indoors (restaurants, kindergartens, cinemas, casinos, etc.) and outdoors to attract visitors.
What are the specific advantages of projection advertising?
- Variety: You can project multiple images onto one surface, alternating between advertising slides. In this way, you can advertise several products;
- Thanks to the large area (on average 250-350 m²), the projection is guaranteed not to go unnoticed;
- The architectural appearance of the building remains intact, meaning these advertisements can be placed in prime locations where even billboards might be prohibited;
- Weather conditions cannot damage the projection (such as posters);
- Does not require bulky structures;
- Depending on the brightness of the light, the projection can be shown not only in the evening, but also during the day.
Equipment and its installation, as well as advertising, will cost from 100 thousand rubles. The higher the advertising surface area, the higher the cost of the projector. As with other advertising media, it may take 3-4 months for this advertising to pay off. However, the result is worth it!
The essence of business
A projector for illuminated projection advertising is special equipment for projecting advertising images of a large area onto various surfaces. To use the device, no special surface preparation is required; you can project images both on blank walls of houses, and on the walls of office buildings or, for example, on industrial facilities.
In order to start working, you just need to conclude an agreement with the owner of the building and install a projector, while you do not need to hang anything on the facade of the building itself. The projector has a powerful xenon lamp, many times more powerful than those installed in a car, so the image will be bright and rich, even in the daytime.
Projection advertising is convenient because you can project several images onto one surface in one period of time, because the projector has a built-in ability to alternate advertising slides. You set the slide sequence program. Thus, on one advertising surface you can display advertisements from several advertisers, unlike stationary billboards, which can only display one advertisement per month. This makes it possible to multiply the profit margin from one advertising space, while the rental of advertising space remains the same.
Why this particular business?
Illuminated projection advertising is a bright and catchy type of advertising, due to the fact that this is a fairly new type of advertising for Russia, you will not have competitors. Advertising images turn out to be large and colorful; they can be seen from afar; they are large in size (from 150 m2 and more), which means the profitability of such advertising is much higher than all conventional types of advertising.
Your clients will be cellular operators, banks, organizers of concerts and exhibitions, retailers, brewing companies, radio stations and TV channels, fitness centers and tour operators and many, many other companies.
As practice shows, consumers have long been bored with standard types of outdoor advertising such as billboards; now few people pay attention to the faded posters hung along the roads in huge numbers. Naturally, the time of consumer contact with the advertising surface also decreases, which entails a reduction in the cost of advertising on standard billboards. At the same time, a huge luminous wall of the building, on which sparkling pictures change, will attract the attention of the entire city. It is impossible to pass by such an amazing advertising poster indifferent.
Many of us are accustomed to hearing the expression that “demand creates supply” in precisely this interpretation. And that's true. Although, life in recent times has shown us the opposite with numerous examples - it is the competent supply of goods that creates demand for it. Advertising truly works wonders, forcing people to buy things that are often completely useless to them or use unnecessary services.
It is difficult to underestimate the importance of advertising in promoting a product and generating consumer demand. That is why manufacturers and sellers who sell their products are willing to pay almost any money for effective advertising, which, by the way, has come a long way over the past several decades: from simple billboards to giant holographic images. One of the latest technical achievements that is in the “arsenal” of leading advertising agencies is projection advertising.
What does it look like
Most likely, those advertisers are right who believe that the larger the advertisement (and the more advertising!), the more noticeable it is. Billboards, posters, pavement signs, neon signs, and other advertising structures have already become pretty boring to the eye, they have begun to merge with the outside world, and therefore fulfill their functions. The sophisticated consumer is no longer as keen on conventional advertising tools, and therefore only something out of the ordinary can attract his attention.
For example, such as a projection of an advertising picture or a slideshow across the entire wall of a multi-story building. Those who have seen this spectacle, so called “live,” will agree with me that the spectacle is truly amazing. Just two or three years ago this could only be seen in Moscow and the capital of the Urals - Yekaterinburg. Now projection advertising is beginning its “victorious march” in other cities of the country. And now it can be seen in Krasnodar, Volgograd, Nizhny Novgorod, and other large settlements with a population of more than a million inhabitants (or so).
However, this does not mean at all that this business idea cannot be implemented, for example, in Tver, Murom, or Ryazan. It’s just that the payback time for the project will be slightly longer than in large cities. And now what is it all about: projection advertising is displaying advertising images using special equipment over large areas, which are usually:
- Walls of residential multi-storey buildings.
- Walls of offices and industrial buildings.
- Asphalt.
- Some advertising studios make projections in the sky.
- Internal walls of premises.
Of course, buildings on busy streets are of greatest interest for projecting advertising images. And the most difficult thing in implementing this business idea is precisely the agreement on advertising placement with the owner of the building on which the projection will be carried out, as well as with the owner of the building where the projection equipment will be located.
In addition, coordination with local municipal authorities is necessary. Bureaucratic delays, driven only by the great power of “kickbacks” in our country, will apparently continue to exist for a very long time. However, as they say, “the game is worth the candle.” But for this you will definitely need to organize an advertising agency.
Staff
The gobo projector requires only one person with appropriate technical skills and electrical installation experience to operate. In addition, you will need a professional “negotiator” who will negotiate regarding the placement of projection advertising on the property owners’ premises. The cost in this case will depend on the area of the image, the location of the advertisement, and the location of the building itself.
We find clients
Actually, I think that you will need to find one, maximum two clients for the first advertising demonstration in your city. Other advertisers, having seen your project with their own eyes and appreciating all its merits, will find you without any doubt.
Advertisements for the provision of services for creating projection advertising can be given in local media. You can also organize an online advertising agency and accept orders, including on the World Wide Web. Well, and, of course, in order not to be a “shoemaker without boots,” use your equipment for self-promotion. Typically, clients ordering projection advertising are large companies, although gobo projectors can be used not only for advertising purposes.
With similar images you can decorate any wedding, presentation, party, birthday, make an original, romantic declaration of love, etc. In general, if you think about it, the use of projection equipment can be expanded as much as your imagination allows.
- this is a new niche of the advertising business that is just being explored, so anyone who wants to get into this type of business has every chance to succeed in implementing this project, the development of a business plan for which can be ordered on this blog. Good luck to you in your endeavors!
In the struggle between manufacturers, brands, and trademarks for consumer attention, possible types of advertising are widely used. Firms try to present information about themselves as profitably as possible, thereby increasing the demand for their products and the level of income.
In this regard, organizing a business based on advertising can be a successful start to entrepreneurial activity that brings good profits. Recently, projection light advertising has been rapidly gaining popularity, characterized by its original design, colorful pictures and its large size of conveyed information.
Our business assessment:
Starting investment - 1,000,000 rubles.
Market saturation is high.
The difficulty of starting a business is 5/10.
Where might such a business be in demand?
The principle of business in projection advertising is to display images on various surfaces - walls of buildings or structures, any other surfaces, asphalt. It’s worth noting right away that this type of activity will only be available to beginning entrepreneurs with a significant level of start-up capital. Just to buy a laser projector for advertising on buildings, you will have to spend an amount of 900 thousand rubles.
Naturally, due to the large investments that this type of business requires, projection advertising on buildings is an expensive service, which is currently in demand in cities with a population of over one million people. Such advertising is already widely used in Moscow, St. Petersburg, Yekaterinburg, Krasnodar, and Volgograd.
The essence of advertising using projection
What technical means are used to demonstrate information about companies and their products, and what does the process itself look like? To carry out advertising projections, special high-power projection equipment is used, which professionals in this field of business call gobo projectors. Previously, the image that will be transmitted to the surface is applied to a special film that is heat-resistant, it is inserted into the equipment and direct demonstration is carried out.
As a basis for the image, you can also use special types of glass and metal intended for making slides. The choice of storage media will depend on the conditions of its use, duration of use, and the quality of the projected image. In particular, heat-resistant film can be used for one year without significant damage or wear, and the service life of glass and metal can be two years or more. Considering the fact that advertising images, as a rule, replace each other much more often, the most popular and most practical material is still film.
How does an outdoor gobo projector for advertising work? Inside it is a high-power xenophon lamp, which is equipped with an ignition unit and a reinforced reflector to be able to transmit images on a surface over a considerable distance. Next, from the layout placed in the housing, which actually determines the type of image, it is projected through the screen onto a surface chosen by the client (or suggested by the advertiser). Moreover, the distance between the place where the street advertising projector is installed and the immediate surface can range from several meters to kilometers. Naturally, between the projector itself and the area on which the image should be projected, there should be no obstacles in the form of structures, elements, wires and others that could distort the image.
Advantages of projection advertising
What are the advantages of this type of display of advertising images and why might it be in demand? Among its obvious distinctive features are the following:
- High brightness and clarity of such images;
- The ability to broadcast images both during the day and at night - the projection equipment has sufficient power to perform such actions without losing image quality. In this case, the costs will not depend on the lighting on the street;
- If the customer wishes, not only a picture, but also a video can be broadcast as advertising information;
- One slide can contain information about several companies and products - in this way you can reduce costs and allow organizations with a somewhat limited budget to order such advertising;
- Availability of equipment. Currently, in order to buy a gobo projector, you do not need to make a lot of effort to search - they are available in many stationary outlets and online stores;
- The originality of this method. Since projection advertising began to be used not so long ago, it attracts much more people’s attention and investing certain funds in it pays off and brings an increase in sales of a certain product and increases brand awareness;
- Since this type of advertising is one of the new types, there is a low level of competition in this area. It will be beneficial both for the advertisers themselves and for the companies that will enter into a contract for the provision of services. In one case, the organizer can receive high profits from the work, and the customer can get high performance indicators of the advertising campaign.
- Possibility of broadcasting over long distances. This is very convenient due to the fact that there is no need to equip a place directly next to the broadcast surface;
- A gobo projector for outdoor advertising can operate in a wide range of temperatures - from 40 degrees Celsius to 40 degrees Celsius. Thus, it can be used in almost any climate zone and in all seasons;
- The type of image that can be broadcast in this way is quite wide - it can be photographs, brands and company logos, various polychrome patterns, graphic images, posters, pictures, animations.
In addition, I would like to separately note one of the branches of this type of broadcasting - projection advertising in the air, created by directing an image containing tiny particles of liquid (water) onto a layer of air. When using this method, the image appears three-dimensional; in addition, it is possible to use an additional aromatization effect, which increases the effectiveness of such an advertising move several times.
Basic methods of broadcasting advertising
At the moment, there are two main methods of advertising broadcasting, which are possible with equipment for projection advertising.
The first of these is the permanent installation of equipment. In this case, it will be necessary to ensure the supply of three-phase current, as well as reliably protect it from external environmental influences - rain, snow. For protection, special structures in the form of a visor are used, located on a small box. In addition, you should also worry about the safety and integrity of such a projector - simply placing it on the street will not be advisable - the best option would be to choose some protected area to prevent attempts at theft, hooliganism or vandalism.
If you use a projector for advertising on asphalt, then it is simply mounted on one of the walls adjacent to the building where the broadcast is located. Of course, it is necessary to sign an agreement with the owner of the building in advance, since the unauthorized placement of such funds is illegal.
The second method of broadcasting is mobile - you place a video projector for advertising in a vehicle, for example, it could be a gazelle. In this case, it will be necessary to additionally purchase a three-phase current generator. On the one hand, this method of broadcasting will be more expensive - the cost of the generator, the energy carrier for it, fuel for the car, wages for the driver and worker. On the other hand, this option is good because you can afford to change the location and broadcast images to any buildings and areas, without being tied to the area at all. Alternatively, you can enter into contracts with several organizations and move equipment to project images throughout the day at different points in the city.
Who should we coordinate with and what laws should we rely on?
An important point when organizing this business is compliance with regulations and rules regarding advertising. At present, laws governing projection broadcasting have not yet been adopted, but reference can be made to the general provisions of the law on advertising. In particular, it is prohibited to display information prohibited for advertising, and it is also prohibited for the projected image to block other types of outdoor methods of promoting goods and products.
The use of a wall or part of a building as a basis for displaying an image must also be agreed in advance with the owner of the premises, the management company and other organizations that own or use the premises. Do not forget that broadcasting onto the walls of buildings, as a result of which bright light will fall into the windows of residential buildings, offices and other institutions, is also fraught with complaints and the danger of being held accountable.
What will the investment be spent on?
What are the main costs that a novice businessman will expect? The main expense items will be the following:
- purchase of basic equipment. The price of an outdoor advertising projector may vary depending on its manufacturer, quality and purpose. For example, a projector for advertising on buildings will cost about 900 thousand rubles, while devices for broadcasting images onto asphalt will cost almost half as much;
- Connecting equipment to the network – about 4 thousand rubles;
- Rent of a wall of a house, building, structure – 10-20 thousand rubles;
- Additional equipment for the projector (ignition unit, lamps, reflector) – 50-100 thousand rubles.
As practice shows, such investments may well pay off in six months of fruitful work and in the future bring a stable profit.
In the struggle for the attention of consumers, many manufacturers of goods and services are trying to use new methods and methods of advertising that attract the attention of potential customers. Projection advertising on buildings and various asphalt surfaces is currently innovative, and organizing a business in this direction can bring profit to its owner. Since this type of activity is developed mainly in large cities of the Russian Federation with a large population, there is not much information about this method of earning money. Before investing, a novice businessman must have basic information on how to organize the process, what devices and equipment are needed, and how much money will be required to invest in the business.
Operating principle of projection advertising
Why is projection advertising becoming interesting and in demand as a way of conveying information about a product or service to clients who contact such specialized firms, and can it become a source of permanent income?
Most advertising methods and techniques that have been used for decades are gradually beginning to lose their popularity. Distributed business cards, booklets and advertising materials often end up in the trash without even being looked at, advertising boards attract the eye less and less, information posted in transport does not always find its reader. In this regard, the search, implementation and active use of other methods of conveying information to potential consumers is relevant.
As an alternative to all existing methods of outdoor advertising, projection advertising is used, which consists in broadcasting advertising information on the walls of buildings, asphalt; projection advertising in the air is also widely used, allowing you to create three-dimensional images literally anywhere.
Along with this, the main equipment that will be required to implement such an idea is projection equipment. It is no longer so difficult to buy an outdoor gobo projector for advertising - any specialized companies, among their main range of products, contain similar types of equipment, which may differ in power, image reproduction methods and special characteristics that make it possible to use them in special weather conditions, which is very important in the climatic zone of the Russian Federation.
Positive aspects of business and its advantages
What are the advantages of such advertising - what is so good about this business? Is it really that simple - you just need to buy a laser projector for advertising on buildings and you can start making money? Of course, as in any type of business, this type of activity has some difficulties and negative aspects, but it also has enough advantages.
So, what are the positive aspects of this way of generating income? First of all, the equipment used for projection advertising allows us to obtain high-quality images that are bright - it is quite natural that such advertising is unlikely to go unnoticed. Thanks to its high-quality characteristics, an outdoor advertising projector allows broadcasting at any time of the day. Of course, in daylight the intensity will be somewhat less, but nevertheless attracts the attention of information consumers.
Using a video projector for advertising, you can broadcast not only a picture in the form of permanently depicted information about a product or service, but also entire videos - this method puts the new method head and shoulders above other types of outdoor advertising and completely outshines installed boards and banners. Taking into account the fact that providing services of this nature is not cheap for customers, it is quite possible to offer customers cheaper options - when one of the broadcast slides contains information about several products at once - thus the price of the service is immediately reduced by two or three times.
What is the advantage for a businessman? Not many advertising agencies currently use projectors for advertising on buildings - a novice entrepreneur still has some time to occupy a worthy niche in such a business - while in Europe such advertising is already actively used, in our country it is so far used only in large regional centers
One of the options for organizing projection advertising is the option of its mobile organization - when the projector is placed in a vehicle and can easily move around the city, broadcasting the necessary advertising material to a place previously agreed upon with the customer and for the time specified in the contract signed with him. .
The climate in Russia can sometimes be quite harsh, and therefore many businessmen, especially those who have never encountered such advertising methods, are somewhat wary of getting involved with this type of business - how will such a device behave in the summer heat, will it stop working in severe frost, thereby reducing all efforts to organize a business to zero? We can say with confidence that there is no need to be afraid of such a weather factor - a gobo projector for street advertising can operate in a fairly wide range of temperatures - from 40 degrees hot to a similar indicator in the opposite direction - it can be actively used at any time of the year.
Also, due to the fact that the image can be projected over a fairly large distance, it is quite possible to install projectors on opposite sides of a street or square - in other buildings - thus the device is reliably protected from the effects of precipitation. Depending on the wishes of the customers, the type of image that will be projected can be different - a company logo, various photographs, patterns, one-color information, videos, animations, etc.
Required documentation and permits
What kind of documentation is needed to run a business and what regulatory laws should one rely on so that this type of activity is carried out in accordance with all existing and current regulations?
First of all, you will need to register as a legal entity or individual. The most profitable and simplest option would be to register as an individual entrepreneur - this procedure is much faster and does not require further registration of a large number of permits. In order to perform such an action, you must contact the territorial office of the tax inspectorate at the place of registration, providing an internal passport of a citizen of the Russian Federation, an identification code and the actual application requesting registration of an individual entrepreneur. Often, a novice entrepreneur receives a completed document within five days. The next step will be to obtain a certificate of registration as a tax payer.
Before buying a gobo projector, many businessmen are quite naturally interested in how such broadcasting of advertising material is regulated - is it necessary to obtain additional permission? Wouldn’t such actions constitute a violation - after all, by projecting an image onto any building, you seem to be using someone’s property, no matter whether it is private or public. It is worth noting that legislation or any regulations that would contain clear provisions regarding projection advertising do not yet exist. There are only some developments that are planned to be presented as separate projects or additions to the general law on advertising.
The main factors that need to be taken into account so that your actions when projecting advertising are not considered illegal are the following:
- You cannot broadcast images containing information or pictures that are prohibited for display according to the general provisions of the law on advertising in the Russian Federation;
- You cannot project an image in such a way that your picture overlaps other information of a similar nature, for example, an advertising sign, banners, boards;
- You cannot broadcast advertising so that the light source is directed into the windows of residential buildings, offices, and government buildings. In this case, apartment residents or tenants of premises can measure the intensity of the luminous flux that will directly enter any of such premises and compare with the permissible norm;
- Broadcasting to the surface of any building or structure must necessarily be agreed upon with its owner. To do this, it is better not to use a verbal agreement - all such agreements are best supported by signed contracts, which will clearly state the broadcast time, the area that advertising will occupy, etc.
It is also worth considering that if you place the device in any room that has a legal owner, for example a projector for advertising on asphalt - it is most often mounted at a level above the 2nd floor - in this case you will also need to conclude an agreement on the use of private property in your commercial purposes.
Costs of starting a business and possible level of income
An approximate list of expenses that will be required to organize a business and during the process of providing advertising services is as follows:
- Business registration – about 10 thousand rubles;
- Purchasing a projector – from 700 thousand rubles to 1.5 million rubles;
- Connection to a three-phase network (along with obtaining permission) – 2-3 thousand rubles;
- Installation of a protective type structure (if the projected device is located on a plot of land) - from 15 thousand rubles. It will also need an alarm system - such an item will cost 15-20 thousand rubles;
- Projector maintenance – from 3 to 8 thousand rubles;
- Renting a building where advertising will be projected ranges from 30 to 250 thousand rubles per month - in this case, the amount depends on the region of location, the city district, as well as the owner of the building, who has the right to dictate the rental price.
How much can you earn from projection advertising and how quickly will capital investments in your business pay off? On average, organizing such a business requires an amount of 1 to 1.5 million rubles, the payback period, depending on third-party factors, ranges from 5 months to 1.5 years, and the level of income you will receive monthly will be from 200 to 600 thousand rubles per month.