Digital elevator media assists brands in boosting visibility and efficiently connecting with consumers as they go about their day-to-day activities, distinguishing itself from various other advertising platforms.
During the event titled "Brand Expansion and Efficient Messaging: Leveraging the Impact of Digital Lift Media," organized by MMA Global Vietnam and Chicilon Media on May 21, this observation came to light.
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A forum jointly organized by Chicilon Media attracted over 200 leading marketing experts on May 21, 2025. The image was provided by Chicilon Media. |
More than 200 participants took part in the event, featuring representatives from corporations like Hyundai, VNPT, Traphaco, Karofi, Mayora, StackAdapt, Mindshare Vietnam, Richy, alongside market research organizations NielsenIQ and Kantar Media. Both local and global advertising professionals tackled the difficulties associated with city-based communications under shrinking marketing funds. Leading figures from various brands shared their insights on cross-platform initiatives and assessed how well different channels perform when engaging customers.
One standout moment was Richy's presentation of their latest offering: Karo cheese and chicken floss-filled bear-shaped cookies. Their marketing approach utilized an extensive multichannel strategy, notably through Digital Out-of-Home (DOOH) advertising, focusing heavily on elevator screen displays within office buildings, residential complexes, and grocery stores where potential buyers often frequent.
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Van Trinh, CMO of Richy, addresses the forum. The image is provided by Chicilon Media. |
Van Trinh, who serves as the Marketing Director at Richy Group, pointed out that the extensive reach and strategic placements of elevator media significantly enhanced their campaign outcomes. These contained spaces with minimal distractions allowed Richy to successfully connect with consumers in everyday surroundings, thereby strengthening brand recognition and memory.
Integrating a worldwide perspective, Melanie Lindquist—a specialist in communications for the Asia-Pacific region and ex-CEO of APAC Talon OOH—underscored the growing importance of elevator media within comprehensive marketing approaches. She pointed out that elevator settings stand out because they command significant focus with few diversions. As she put it, “In this distinctive setting, companies can convey tailored and powerful messages.”
Specialists at the conference noted that elevator advertising, once seen as secondary, has grown essential in city environments. With audiences encountering more media distractions than ever, this now offers significant chances for brands to gain prominent visibility and increased customer interaction.
According to a 2025 NielsenIQ report, 97% of participants observed digital advertisements in elevators with ease, noting an enhanced recollection of both brands and messages when contrasted with conventional outdoor promotions. The confined setting within elevators allows for more profound audience interaction, boosting advertisement efficacy without additional costs.
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Tran Thi Thanh Mai, who serves as the General Director of Kantar Media, addressed the audience at the event. The photo was provided by Chicilon Media. |
During the forum, Kantar Media shared insights from their research conducted in April 2025, which identified elevator media as the most trustworthy and prized platform for both employees working in offices and building inhabitants. According to the data, 62% of participants viewed elevator advertisements as current and educational, whereas 69% considered these ads dependable, hygienic, and appropriate for communal areas.
Tran Thi Thanh Mai, who serves as the General Director of Kantar Media, discussed insights from the Saigon Special beer Tet 2024 campaign. She pointed out that 39% of customers decided to purchase based on ads seen in elevators. According to her, this underscores how effective elevator advertising can be for boosting brand recognition and shaping buying choices.
A spokesperson for Chicilon Media noted that the forum provided marketers with valuable insights backed by comprehensive research and reliable data. Attendees delved into current media trends tailored for vibrant urban settings. Digital elevator advertising emerged as essential for broadening customer engagement and offering unique experiences across various touchpoints in marketing campaigns.
The event facilitated discussions among marketing professionals, equipping them to craft forward-looking strategies attuned to the dynamic digital advertising landscape.
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