Monetizing In-Building Wayfinding Displays: 5 Revenue Models

Wayfinding kiosks are solutions that integrate touchscreens, digital map software, and network infrastructure, deployed in building lobbies and shopping malls to help visitors navigate. In Vietnam, these systems are increasingly installed in Grade A office buildings, private hospitals, and shopping malls — but most are limited to wayfinding functions, leaving the potential of in-building advertising revenue untapped.

Table of Contents

• Why are wayfinding kiosks an untapped in-building advertising channel?
• Model 1: Leasing display slots by time slot — The most stable revenue source
• Model 2: Selling monthly content packages — Optimized for in-building businesses
• Model 3: Strategic partner collaboration — Selling annual packages
• Model 4: Integrating ads into interactive maps — The most natural experience
• Model 5: Revenue sharing with brands — No risk, no sales pressure
• How to price kiosk advertising based on actual data
• Technical considerations for running ads on wayfinding kiosks
• Related Articles
• FAQs about monetizing in-building wayfinding displays

#Why are wayfinding kiosks an untapped in-building advertising channel?

Why are wayfinding kiosks an untapped in-building advertising channel?

Wayfinding kiosks are placed in high-traffic areas such as main lobbies and elevator zones — where visitors must stop and interact to find their way. This is a rare advertising touchpoint that viewers actively approach, unlike static signage that is often ignored.

Unlike static printed signage, kiosk screens have three clear competitive advantages:

• Measurable impressions: Sensors or analytics software on the kiosk record interaction counts and dwell time — this data provides a transparent basis for ad pricing.
• Content updates without reprinting: Changing floor maps, store information, or ad banners is done remotely via centralized management software, saving printing costs each quarter.
• Stable operation during network outages: Offline kiosk systems allow ad content to continue displaying according to pre-programmed schedules when internet connectivity fails.

A Grade B office building in Ho Chi Minh City with 3,000-5,000 daily visitors can generate 90,000-150,000 impressions per month from 1-2 kiosks placed in the lobby — numbers compelling enough for brands to invest.

#Model 1: Leasing display slots by time slot — The most stable revenue source

Model 1: Leasing display slots by time slot — The most stable revenue source This is the simplest and most common model: building management leases part or all of the kiosk screen to brands during specific time slots.

This is the simplest and most common model: building management leases part or all of the kiosk screen to brands during specific time slots. Pricing is based on impressions or time slots, depending on the agreement.

Implementation process for the display slot leasing model:

1. Survey impression data: Run the kiosk for 2-4 weeks, collecting actual interaction data from analytics software.
2. Segment time slots: Divide the day into 3-4 slots: morning peak (7am-9am), business hours (9am-5pm), evening rush (5pm-8pm).
3. Build pricing table: Peak slot prices are typically 2-3 times higher than off-peak slots due to higher viewer density.
4. Sign quarterly contracts: Short-term contracts of 3-6 months allow flexible price adjustments based on actual data.
5. Remote content management: Operations staff push each brand's ad content to the correct time slots via centralized management software.

This model suits banks, insurance companies, and English centers — organizations with quarterly marketing budgets that need to reach high-income customers within the building.

#Model 2: Selling monthly content packages — Optimized for in-building businesses

Model 2: Selling monthly content packages — Optimized for in-building businesses Unlike the slot leasing model, monthly content packages allow small businesses within the building — such as coffee shops, restaurants, and laundromats — to rent a fixed display slot, rotating throughout the month at a lower cost.

Unlike the slot leasing model, monthly content packages allow small businesses within the building — such as coffee shops, restaurants, and laundromats — to rent a fixed display slot, rotating throughout the month at a lower cost.

The primary targets of this model are in-building businesses: convenience stores, gyms, spas, and restaurants within the building. They need to promote offers and introduce new services to the very residents or office workers using the kiosk.

How to implement effective content packages:

• Divide the screen into 4-6 rotating slots, each displaying for 10-15 seconds per rotation.
• Charge monthly fees: 2-5 million VND/slot/month depending on kiosk location and foot traffic.
• Combo discounts: businesses committing to 3 consecutive months receive a 10-15% discount.
• Include simple static banner design services to increase contract closing rates.

This model generates steady monthly revenue, helping management easily forecast cash flow and quickly fill the screen's display capacity.

#Model 3: Strategic partner collaboration — Selling annual packages

For large brands with substantial marketing budgets, the strategic partnership model offers annual packages with premium placement and additional benefits.

This model goes beyond simple ad slots, offering:

• Priority placement in high-visibility positions on the kiosk interface.
• Integration of brand content into wayfinding features, such as sponsored destination icons.
• Data reports on impressions and engagement for the brand's campaign analysis.
• Co-branding opportunities for special events or promotions within the building.

Annual packages provide stable, predictable revenue for the building and build long-term relationships with major advertisers.

#Model 4: Integrating ads into interactive maps — The most natural experience

Integrating ads into interactive maps is the most natural advertising model, as it seamlessly blends promotional content with the wayfinding experience.

This model involves placing sponsored pins, branded icons, or promotional pop-ups within the interactive map interface. When users search for a category (e.g., "coffee"), sponsored results appear at the top with a subtle brand indicator.

Benefits of this model:

• High engagement: Users actively interact with the map, making ads more likely to be noticed.
• Contextual relevance: Ads are shown based on user intent, increasing conversion potential.
• Non-intrusive: Ads feel like part of the experience, not disruptive interruptions.

Pricing can be based on clicks, impressions, or a flat monthly fee for sponsored placement.

#Model 5: Revenue sharing with brands — No risk, no sales pressure

Revenue sharing is a low-risk model where the building earns a percentage of sales or leads generated from kiosk-driven promotions.

In this model, the building partners with brands to run promotions (e.g., discount codes, loyalty sign-ups) and earns a commission on each conversion. This aligns incentives and reduces upfront costs for advertisers.

Implementation steps:

• Identify brands with products or services relevant to building occupants.
• Set up tracking mechanisms (e.g., QR codes, promo codes) to attribute conversions.
• Agree on commission rates (typically 10-20% of sales).
• Monitor performance and adjust campaigns based on data.

This model is ideal for buildings with high foot traffic and a clear understanding of their audience's needs.

#How to price kiosk advertising based on actual data

Pricing kiosk advertising should be based on actual impression data, not guesswork. Here's a step-by-step approach:

1. Collect baseline data: Run the kiosk for 2-4 weeks to gather average daily impressions and interaction rates.
2. Calculate CPM: Determine a cost per 1,000 impressions (CPM) based on your target revenue and market rates (typically 50,000-150,000 VND CPM for in-building ads).
3. Set slot prices: Multiply CPM by expected impressions for each time slot to set a base price.
4. Adjust for premium placement: Charge 20-50% more for high-traffic kiosks or prime positions.
5. Offer package discounts: Provide 10-15% discounts for long-term commitments (quarterly or annual).

Regularly review pricing based on performance data and market demand.

#Technical considerations for running ads on wayfinding kiosks

Running ads on wayfinding kiosks requires careful technical planning to ensure smooth operation and a positive user experience.

• Content management system: Use a centralized CMS to schedule and deploy ads across multiple kiosks.
• Bandwidth management: Ensure sufficient network bandwidth for content updates without affecting wayfinding performance.
• Display scheduling: Set rules to avoid ads interfering with wayfinding during peak usage times.
• Hardware durability: Choose industrial-grade displays rated for 24/7 operation.
• Analytics integration: Integrate ad tracking with kiosk analytics to measure impressions and engagement.

Proper technical setup ensures reliable ad delivery and accurate reporting.

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#FAQs about monetizing in-building wayfinding displays