Projection advertising. Business on projection advertising Where such a business can be in demand

Marketers note that standard outdoor advertising in the form of signboards, stands, billboards is beginning to "get boring" to the average consumer. Often he does not even pay attention to the faded and faded posters posted on the streets in huge numbers. A completely different matter is projection advertising, which attracts attention with its brightness and unusualness. In the West, you can no longer surprise with changing sparkling pictures, but in our country it is still a novelty, effectively implemented at the moment only in Moscow and Yekaterinburg.

The success of projection advertising

Projection advertising belongs to the category of a simple, but, in its own way, ingenious advertising medium. The xenon projector is capable of delivering excellent image quality to large surfaces (150 m² or more). Walls of houses, facades of buildings or industrial facilities can become convenient demonstration sites. Moreover, no additional screens on the facades are required. And even numerous windows (up to 40% of the total area) will not interfere with high-quality image transfer. Thanks to the power of the lamp, the transmitted image remains as bright and saturated even on a sunny day. The undoubted advantage of projection advertising is the ability to simultaneously project several images at once using a slide rotation program. This means that you can “kill several birds with one stone” by advertising several organizations in turn.

The cost of equipment for projection advertising

A kit consisting of a projector, additional equipment and consumables will cost you about $30,000. Spare parts and "consumables" means the following:

a replaceable cooler that lasts up to 2 years (costs $120);
ignition block ($ 280), working 1-3 years;
xenon lamp ($450) requiring replacement after 3 months or 1,000 hours of operation;
reflector ($480), functioning for half a year.
a roll of heat-resistant film ($ 380) for a year of work.

The film is divided into parts, on each of which an image of the future advertisement is applied using an interior plotter in a design studio.

According to the first scenario, it is planned to permanently install the projector in a certain place, you will need a small covered structure (made of plastic or iron) that protects from precipitation. It is also necessary to coordinate the connection of the power supply and, directly, the installation of the connection line. The conditional sum for these works is about 4000 rubles.

A specific item of expenditure is the rent of a wall used for advertising projection. There are no laws regulating "advertising without a carrier" yet, so a compromise is being sought with the owner of the wall. The estimated monthly price of such an agreement is 14,000 rubles.

The second version of the strategy provides for the mobility of the advertising medium with the ability to quickly move around the city from customer to customer. To do this, you will need a Gazelle-type car (rental) and a small gas generator (it is better to buy - up to $ 500-700). The costs for this option are somewhat higher, but you get rid of such a headache as matching and connecting the power supply. Opportunities to earn also increase significantly.

One person is needed to service the projector. In order to save the position of the operator, you can take it yourself.

Many of us are used to hearing the expression that “demand creates supply” in this interpretation. And that's right. Although, life has recently proved the opposite with numerous examples - it is a competent supply of a product that creates a demand for it. Advertising truly works wonders, forcing people to buy often completely useless things for them or use unnecessary services.

It is difficult to underestimate the importance of advertising in the promotion of goods and the formation of consumer demand. That is why manufacturers and sellers selling their products are ready to pay almost any amount of money for effective advertising, which, by the way, has moved far ahead in 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 who believe that the more advertising (and the more advertising!), the more noticeable it is, are right. Billboards, posters, pavement signs, neon signs, and other advertising structures are already pretty "bored" to the eye, began to merge with the outside world, and therefore perform their functions. A sophisticated consumer is no longer “pecking” at ordinary advertising tools, and therefore only something out of the ordinary can attract his attention.

For example, such as the projection of an advertising picture or a slideshow on the entire wall of a multi-storey building. Those who saw this spectacle, what is 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 starting its “victory 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 of the project will be somewhat longer than in large cities. And now, what is it all about: projection advertising is displaying an advertising image using special equipment over large areas which are usually:

The walls of residential multi-storey buildings.
Walls of offices and industrial buildings.
Asphalt.
Some advertising studios make projections in the sky.
Internal walls of rooms.

Of course, buildings on busy streets are of the greatest interest for the projection of an advertising image. And the most difficult thing in the implementation of this business idea is just an 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 projecting equipment will be located.

In addition, it is necessary to coordinate with the local municipal authorities. Bureaucratic delays, driven only by the great force 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 this will definitely require the organization of an advertising agency.

Staff

A gobo projector can only be serviced by one person with the appropriate technical skills and experience in electrical installation. In addition, you will need a professional "negotiator" who will negotiate on the placement of projection advertising on the premises of the owners. The cost in this case will depend on the area of the image, the location of the advertisement, 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 demonstration of advertising in your city. The rest of the advertisers, having seen your project with their own eyes, and having appreciated all its advantages, will find you without a doubt.

Announcements on the provision of services for the creation of projection advertising can be given in local media. You can also organize an Internet advertising agency, and take 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. Usually large companies become clients ordering projection advertising, although gobo projectors can be used not only for advertising purposes.

Such images can decorate any wedding, presentation, party, birthday, make an original, romantic declaration of love, etc. In general, if you think about it, then the use of projection equipment can be expanded as far as your imagination is enough.

- this is a new, still being mastered niche of the advertising business, so anyone who wants to do this type of business has every chance to succeed in the implementation of this project, the development of a business plan for which can be ordered on this blog. Good luck in your endeavors!

Advertising occupies a special place in our daily life. It can be seen almost everywhere: on the street, at home, in the subway. Companies are trying to stand out in any way to promote their brand, which means it's time to open your own advertising business.

Recently, projection illuminated advertising has become popular - this is a new and non-standard solution for attracting the attention of buyers. This method of advertising opens up truly wide opportunities, as the resulting images are colorful, rich in color and large in size. Thanks to this, it will be noticeable even from a distance. Experts say that this type of advertising is many times more effective than traditional banners and streamers.

Project description

Projection advertising appeared in Russia relatively recently, so there will be no serious competitors in this area of activity. In addition, this advertising method allows you to project an image with an area of more than 150 square meters. m. Therefore, it is more effective than conventional banners.

So, it will not be difficult for you to find people who want to use the services of your company. This kind of advertising business is a completely new trend in this area. This type was invented by Western experts, but our compatriots have already developed a more affordable technology that is optimal for our conditions.

The essence of projection advertising

Projection advertising on buildings is when the required image is projected on the surface of a large area. It can be the walls of houses in white or gray, and it is permissible if their area is 40% occupied by windows. Illuminated advertising is reproduced using special equipment - a projector.

The main advantage of this apparatus is that there is no need to prepare the surface to reproduce the image with its help. You can play ads anywhere, on any building or industrial facility.

Project implementation options

Projection advertising is a very convenient, promising and cost-effective type of business. Each projector is equipped with the function of playing one or more images, you just have to choose the period after which one video will be replaced by another. Therefore, by renting one advertising space, you will be able to provide services to several customers on its area. This kind of advertising business can be organized in two different ways: you can install a stationary projector or use its mobile version.

Stationary method

In this case, projection advertising projectors are installed permanently, and the required image is displayed on the wall of the same building. All installation work on the installation of equipment will take approximately two weeks. In addition to connecting to the mains, the projector must be protected from the weather. The canopy for it can be made of iron or plastic.

remote way

In this case, the equipment is installed on a car, for example, a Gazelle. This option does not limit your movement, you can drive around the city from one customer to another. The projector is connected to a three-phase current generator, which is also very convenient, because you do not have to solve the problem of connecting equipment to a stationary power supply.

What do you need to get started?

This kind of advertising for business is a very interesting and promising option. To implement this idea, you need to complete only two points: conclude an agreement with the owner of the building on which you will reproduce the image, and install a projector.

As already noted, there is no need to change or prepare the facade of the building. For this reason, difficulties in concluding an agreement with the owner should not arise. This type of advertising can also be used during daylight hours, as the projector is equipped with a powerful xenon lamp. It is also necessary to select OKVED, outdoor advertising is a special type of activity that is not regulated.

Potential clients

The advertising business is quite promising, especially when it comes to such an innovative method. Therefore, your services will be in demand, many of the world's leading brands will want to become your clients. It will be difficult to take your eyes off the light slides that alternate each other, and the viewing time of the advertisement will increase significantly, since it will be in the field of view longer than a standard banner. Projection advertising is an ideal option for creating a promising business with a good future and a low level of competition.

Business Equipment

The purchase of special equipment, both basic and additional, will cost you nine hundred thousand rubles. The main one is the projectors, and the additional one is the film that is inserted into them. The film is characterized by high thermal stability, which is very important, since it stays close to a xenon lamp for a long time, which provides image transmission. One roll of film costs about $400, but should last for a year or more.

The film can be purchased simultaneously with the purchase of equipment. To obtain the desired image, the required image is applied to the film in a special design studio using a plotter.

Employees

Do-it-yourself outdoor advertising requires the involvement of specialists, not only to work with the equipment, but also to communicate with the owners of the buildings on whose surface the image will be displayed, and officials. It should be noted that for this type of advertising without a carrier, the legislative framework has not yet been provided, for this reason all approvals are carried out privately.

In the struggle of manufacturers, brands, trademarks for the attention of the consumer, 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 income levels.

In this regard, the organization of a business on advertising can be a successful start to entrepreneurial activity, bringing good profits. Recently, projection illuminated advertising is rapidly gaining popularity, which is distinguished by originality of execution, colorful pictures and its large size of information delivered.

Our business valuation:

Starting investment - 1,000,000 rubles.

Market saturation is high.

The complexity of starting a business is 5/10.

Where can such a business be in demand?

The principle of business on projection advertising is to display images on various surfaces - the walls of buildings or structures, any other surfaces, asphalt. It should be noted right away that this type of activity will be available only to a novice entrepreneur with a significant level of start-up capital. Only in order 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 that 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, Volgograd.

The essence of advertising through projection

What technical means are used to demonstrate information about firms and their products, and what does the process itself look like? To perform 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 broadcast on the surface is applied to a special film, which is heat-resistant, it is inserted into the equipment and a direct demonstration is carried out.

As a basis for the image, you can also use special types of glass, metal, intended for making slides. The choice of media will depend on the conditions of use, the duration of use, and the quality of the projected image. In particular, heat-resistant film can be used for one year without significant damage and wear, and the service life of glass and metal can be two years or more. Given the fact that advertising images, as a rule, replace each other much more often, film is still the most popular and most practical material.

How does outdoor advertising gobo projector work? Inside it is a high-power xenophon lamp, which is equipped with an ignition unit and a reinforced reflector to be able to broadcast images on surfaces at a considerable distance. Further, from the layout placed in the case, which actually determines the type of image, projection is carried out through the screen onto the surface chosen by the client (or offered by the advertiser). Moreover, the distance between the place where the street advertising projector is installed and the immediate surface can be from several meters to kilometers. Naturally, between the projector itself and the area on which the image should be projected, there should not be any barriers in the form of structures, elements, wires, and others that can distort the picture.

Benefits of display advertising

What are the advantages of this type of display of advertising images and why it can be in demand? Among its clear distinguishing features are the following:

High brightness and clarity of such images;
The ability to broadcast images both in the daytime and at night - the projection equipment has enough power to perform such actions without loss of image quality. At the same time, the costs will not depend on the illumination 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 - this way you can reduce costs and allow organizations with a somewhat limited budget to order such advertising;
Availability of equipment. Nowadays, it doesn't take much effort to find projector gobos - they are available in many stationary outlets and online stores;
originality of this method. Since projection advertising has recently been used, 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, 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 firms that will conclude a contract for the provision of services. In one case, the organizer can get a high profit from the performance of the work, and the customer can get high performance indicators of the advertising campaign.
Ability to broadcast over long distances. This is very convenient due to the fact that it is not necessary to equip a place directly near the broadcast surface;
Gobo projector for outdoor advertising can operate in a wide range of temperatures - from 40 degrees Celsius to 40 degrees below zero. 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, graphics, posters, pictures, animations.

In addition, I would like to separately note one of the branches of this type of broadcast - projection advertising in the air, created by directing an image containing the smallest particles of liquid (water) onto the air layer. When using this method, the image comes out three-dimensional, in addition, it is possible to use an additional aromatization effect, which several times increases the effectiveness of such an advertising move.

The main ways to broadcast advertising

At the moment, there are two main ways of broadcasting advertising, which allows you to implement equipment for projection advertising.

The first of these is the fixed installation of equipment. In this case, it will be necessary to ensure the supply of a three-phase current, as well as to reliably protect it from external environmental influences - rain, snow. For protection, special designs in the form of a visor are used, located on a small box. In addition, you should also take care of the safety and integrity of such a projector - placing it simply on the street will not be appropriate - the best option would be to choose some kind of 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 broadcasting site of the buildings. 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 way of broadcasting is mobile - you place a video projector for advertising in a vehicle, for example, it can 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 costly - the cost of the generator, the energy carrier for it, the fuel for the car, the wages of the driver and the worker. On the other hand, this option is good because you can afford to change the location and broadcast images to any buildings and squares, without being tied to the terrain at all. Alternatively, you can enter into contracts with several organizations and move equipment for projecting images in different parts of the city during the day.

With whom to coordinate and what laws to rely on?

An important point in organizing this business is compliance with regulations and rules regarding advertising. At present, there are no regulatory laws regarding projection broadcasting, but reference may be made to the general provisions of the advertising law. In particular, it is forbidden to display information prohibited for advertising, and it is also forbidden for the projected image to overlap other types of outdoor ways to promote goods and products.

The use of an image 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 on the walls of structures, as a result of which bright light will enter the windows of residential buildings, offices and other institutions, is also fraught with complaints and the risk of prosecution.

What should be invested in?

What are the main costs that a novice businessman will expect? The main items of expenditure will be the following:

purchase of basic equipment. The price of a projector for outdoor advertising 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 on asphalt will cost almost half as much;
Connecting equipment to the network - about 4 thousand rubles;
Renting 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 bring stable profits in the future.

Welcome to the business and finance magazine Rabota-Tam.

The advertising business is rightly considered a direction that can bring its owner high incomes at relatively low costs. But at the same time, there is a high level of competition in this area, and the modern consumer is quite sophisticated and no longer pays too much attention to the traditional ways of outdoor advertising in the form of signs and billboards. Therefore, to achieve commercial success, it is required to use new approaches, one of which is.
This type of business is not yet very common in Russia, although it has long been practiced abroad to use a xenon projector to convey information to the consumer. Wall surfaces of any buildings with a total area of up to one hundred and fifty square meters can be used as advertising platforms. Moreover, the presence of windows on them is by no means a hindrance, due to which projection advertising on shop windows is distinguished by high image quality.

What is the advantage of such a business

Using a projector has a number of advantages over traditional advertising methods:

First of all, this is the novelty of such a service, because ordinary Russians have encountered projection advertising so far only in large cities.
The possibility of using the walls of any building, and the surface on which the advertisement is applied does not require any pre-treatment or installation of a special screen.
Outdoor projection advertising on buildings is a very bright and memorable picture, especially at night, so people are guaranteed to pay attention to it.
The use of modern xenon lamps makes it possible to clearly see advertising even in daylight and in clear weather.
Thanks to the “slide rotation” option, it is possible to alternately project several commercials at once, which in turn allows you to increase the income received several times over.
Lack of regulatory legislation, which means that permission to place advertising needs to be obtained only from the owner of the building.
Xenon projector weather resistance - it successfully works at temperatures rising or falling to 40 degrees.
Relatively low costs and fast payback of the project.
The implementation of this business idea does not require special knowledge or additional training.
Low level of competition.

How much does a project like this cost?

To successfully implement a business idea, first of all, you need to buy equipment for projection advertising.
In addition to the projector, the kit includes the following consumables:

a cooler that lasts about two years, worth 5,500 rubles,
ignition unit (service life from one to three years) worth 12,600 rubles,
a xenon lamp that can withstand a thousand hours of operation, worth 20,250 rubles,
a reflector that needs to be changed every six months, costing 21,600 rubles,
a roll of heat-resistant film, which is quite enough for a year of work, worth 17100 rubles.

In addition, you will need an interior plotter, with which the advertising image will be applied to the film. But it is not necessary to buy it, because you can agree on its lease with a design studio. Projectors for projection advertising cost from one hundred and fifty thousand rubles, but the price largely depends on the power of the device. The farther from the wall you plan to place the projector, the more power it must have to ensure the projection of a high-quality image.
The project budget is not limited to the purchase of a projector and consumables. If its stationary installation is planned, then a design with a visor will be required to protect against a variety of precipitation. In addition, you need to connect it to the power line, which will cost an average of four thousand rubles. If you plan to move the projector around the city, then you will need a Gazelle-type car. You will also need to purchase a small-sized gasoline generator, with an approximate cost of about thirty thousand rubles. In addition, the cost item must include the cost of rent for advertising on the surface of the wall of the building, the estimated price of which per month is about fifteen thousand rubles.