The company said the results followed a strategic focus on core advertising channels and efforts to improve interaction and measurable conversion.
Over the past year, the firm has concentrated on two main channels: building elevator media and a nationwide interactive NFC network. At the same time, it reviewed and adjusted its airport advertising segment, citing operational limitations and inconsistent effectiveness. The company said the strategy aims to move touchpoints beyond basic display functions and toward clearer interaction and conversion outcomes.
 |
|
Chicilon Media integrates NFC to allow users to interact directly by tapping their phone to receive incentives. Photo courtesy of Chicilon Digital Media |
According to Chicilon Digital Media, elevator advertising remains a high-value urban touchpoint due to its frequency and proximity to mid- and high-income consumers. The company has streamlined less effective placements and upgraded its network with 4G connectivity and AI-enabled devices. It said the network now supports real-time content monitoring and broadcast reporting, improving stability, display quality, and reach.
Alongside this, Chicilon Digital Media is developing what it describes as an “urban brand recall network” across Vietnam. The company is also expanding Retail BotMedia, an intelligent retail media platform deployed in supermarkets including WinMart, Co.opmart, Big C, and Lotte. Screens are installed at entrances, aisles, and checkout areas to maintain exposure throughout the shopping journey, from brand awareness to purchase decision support.
Implementation results indicate that many fast-moving consumer goods (FMCG) brands have recorded positive growth, particularly for new product launches, even when overall coverage has not yet reached maximum scale.
In its longer-term plans, the company is rolling out about 25,000 NFC points in elevator lobbies nationwide. Users can interact through phone taps to receive promotions, access online stores, join events, or register as members. The company said this approach enables advertising to shift from passive display to measurable interaction, linking offline exposure with user behavior.
 |
|
Advertising screens installed in an office lobby. Photo courtesy of Chicilon Digital Media |
As brands prepare advertising budgets for 2026, Chicilon Digital Media said marketers are increasingly focused on optimizing reach amid tighter spending, accelerating product launches, and generating measurable sales results. This has contributed to a shift from visibility-based advertising toward performance-oriented solutions.
The company said its media ecosystem is built around three primary contexts: elevator media, smart retail media in supermarkets, and the interactive NFC network. Each serves a different function, from building awareness and supporting purchase decisions to activating consumer behavior and collecting data, allowing campaigns to be linked more closely to outcomes.
According to Chicilon Digital Media, many brands have already confirmed bookings for key placements through the first three quarters of 2026, reflecting rising demand for high-traffic advertising positions. The company noted that early reservations help secure coverage and maintain continuity in reaching consumers.
As Vietnam continues to refine outdoor advertising regulations, Chicilon Digital Media said the industry is increasingly emphasizing platforms that combine brand building with measurable sales effectiveness, with data-driven and conversion-focused media expected to play a larger role in future budget allocations.
