This paper analyses the potential of Digital Out-of-Home (DOOH) advertising in the lift environment—a confined, high-dwell space optimally suited to targeted, high-impact digital communication. Based on academic literature, market research, and direct lift stakeholder survey data, this paper explores the technical infrastructure, operational concerns, content models, privacy considerations, and monetisation strategies associated with lift-based DOOH applications.

The paper examines the adoption of modular hardware within the lift and how this integrates into building management systems. The paper then reviews content scheduling through CMS (Content Management System) platforms with AI and programmatic delivery of ads.

Special focus is placed on ethical curation of content and GDPR compliance in data use, specific to the lift environment.

Findings from a direct lift stakeholder survey show very high interest in DOOH for organisational communication and cost efficiency, but also pinpoint concerns about control, relevance, and aesthetic disruption.

The paper outlines an innovation agenda with smart targeting, responsive display environments, and effective energy use at its centre. It concludes by highlighting lift-based DOOH as a monetisable ad vehicle and strategic communications layer in smart buildings— albeit one which will only be successful if privacy, content regulation, and context are placed at its centre.