According to a forecast by marketing news site Campaign US, the global advertising market is expected to exceed US$1 trillion by 2025, with digital advertising anticipated to comprise up to 73% of total spending. This shift highlights a broader move toward more targeted strategies, as companies pivot from traditional mass marketing to more effectively influence consumer decisions.
In this context, elevator advertising channels have gained significant adoption due to their precise targeting, high display frequency, and integration with modern technologies. This format is seen as a strong alternative as other digital advertising platforms encounter increasing limitations.
For instance, a 2022 survey by the Qianzhan Industrial Research Institute (China) revealed that only 30% of households regularly turn on their televisions. Furthermore, Captivate, a New York-based digital media company, reported that just 4% of online ads are viewed for more than one second, with 96% of users opting to block or skip digital advertisements.
 |
|
Office workers watch advertisements on elevator screens. Photo courtesy of Chicilon Media |
One of the key advantages of elevator advertising is its ability to reach a high-value audience. According to Chicilon Media—a company operating over 40,000 elevator screens in Vietnam—while outdoor digital advertising offers extensive audience reach, its audience is often dispersed. In contrast, elevator screens are strategically placed in office buildings, residential complexes, and shopping centers, enabling brands to engage more effectively with office workers, middle-class families, and high-income individuals.
Another notable advantage is the high display frequency and consistent audience reach. Since elevators are utilized multiple times a day, the same individuals repeatedly encounter the advertisements. The confined space also minimizes external interferences, increasing the likelihood of consumer engagement. A Kantar survey suggests that elevator ads have higher visibility compared to online ads, with conversion rates exceeding 40%.
Technological advancements, such as AI and big data, further amplify the effectiveness of this advertising format. Advertisers can monitor performance in real-time and refine their strategies based on audience feedback. Moreover, the integration of QR codes transform elevator ads from passive displays into interactive experiences, encouraging greater consumer engagement and boosting conversion rates.
NielsenIQ data shows that as of September 2024, 91 out of Vietnam’s top 100 companies allocated portions of their advertising budgets to Chicilon Media’s elevator screens. The company was also recognized at the Van Xuan Awards, receiving accolades such as Excellence in brand communication media channel awards, Leading media channel for Precise targeting awards, Excellence in brand communication media channel Awards.
 |
|
Chicilon Media representative is honored at Van Xuan Awards. Photo courtesy of Chicilon Media |
Currently, Chicilon Media operates 40,000 digital screens, reaching an estimated 40 million people monthly. These screens are installed in residential buildings, office towers, airports, and shopping centers. According to company representatives, the potential of elevator advertising remains strong, offering consistent touchpoints throughout consumers’ daily routines while addressing the limitations of traditional advertising formats with shorter display times.
