Realistic Ad Revenue Expectations for Condo Building Screens
How to model advertising income from lobby and elevator screens without overpromising, and why it should be treated as an offset rather than the reason to install.
It's tempting to pitch building screens as something that "pays for itself." Sometimes advertising does cover a meaningful part of the running costs. But boards make better decisions when the revenue estimate is honest, conservative and clearly separated from the reasons to install screens in the first place.
The basic formula
Monthly ad revenue is roughly:
screens × paid slots per screen × monthly rate × share of slots actually sold
Every one of those numbers deserves scrutiny.
Each variable, honestly
Screens
Not every screen is equally attractive to advertisers. Lobby and elevator-landing screens are worth more than a parcel-room panel. Some advertisers will only want the busiest locations.
Paid slots per screen
More slots means less exposure per ad and more clutter. A modest number of slots keeps the screens useful and each slot valuable.
Monthly rate
Set by the board's rate card, and limited by what local businesses consider worthwhile. See pricing ad slots.
Share actually sold
This is the number most estimates get wrong. Assume slots will not be fully sold, especially in the first months. Somebody also has to actively find advertisers; slots don't sell themselves.
Model three scenarios
Present the board with:
- Conservative: few slots sold, resident rates
- Expected: a reasonable share sold after the first few months
- Optimistic: strong demand, mostly sold out
If the project only makes sense in the optimistic scenario, advertising shouldn't be the justification.
Count the costs against it
- Time to administer ads (requests, approvals, invoicing)
- Any software or service costs
- HST obligations, if the auditor confirms they apply
What revenue is good for
Advertising revenue works well as:
- An offset to the monthly service cost
- A contribution to future screen replacement
- A small boost to social committee or amenity budgets (if the board chooses)
The real reasons to install
Screens earn their place by making building communication timely and readable, reducing repeat rule issues, saving staff time and presenting a well-run building to residents, buyers and tenants. Advertising is a bonus on top of that.
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